Shopping enjoyment represents an important research concept within the consumer behaviour and marketing communication field. The purpose of this research is to explore direct influences of personal factors (attitudes toward the advertising, the need for individuality/ uniqueness, price sensitivity) on shopping enjoyment, its impact on the word of mouth communication (WOM) and the moderating effects of demographic variables (gender and education) on these relationships. The research was conducted on the representative sample of 1000 Croatian respondents. The variety of statistical techniques, including SEM, was employed for data analysis. The results show that personal factors positively influence shopping enjoyment, which is positively related to WOM communication. Furthermore, the results confirm the moderating effects of gender and education on the relationship between the shopping enjoyment and WOM. These research findings contribute to the scientific knowledge enrichment and offer some practical marketing implications. Namely, the marketing experts can better understand the consumer's factors impacting shopping enjoyment, which can enable them to adequately assess the necessary appeals and to create an effective and persuasive marketing communication. At the end, the paper addresses the research limitations and offers some future research directions.

This article addresses the issue of predicting and stimulating consumers' word of mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects of a set of antecedents and consequences of WOM information spread and WOM information seek in one model. The data collected from consumer survey in Croatia were analysed using structural equation modelling (SEM). The results reveal that consumer innovativeness, followed by price sensitivity and attitudes towards advertising are the most important drivers of both WOM variables, whereas the effects are stronger for WOM information seek than WOM information spread. The results also indicate that WOM information seek has a four times stronger effect on buying intention than WOM information spread, which can be utilised by retailers. Accordingly, retailers should focus on WOM information seek and try to stimulate it by introducing new products in the first place, but also with frequent sales, and appealing advertising messages.

The purpose of this study is to explore the impact of various antecedents and behavioural consequences of consumers’ perceptions of time spent on shopping for clothing products. Examined antecedent variables are gender, age, income, fashion consciousness and visual merchandising, while outcomes include the number of clothing items purchased. The data, collected by consumer survey in Croatia, was analysed using exploratory and confi rmatory factor analyses, and structural equation modelling (SEM). The major fi ndings indicate that visual merchandising has the greatest and positive effect on time spent shopping. As expected, women and younger consumers spend more time shopping than men and older consumers. As for the outcomes, shopping time is positively related to consumer purchases. The study was conducted at a single point in time and was carried out while there was still crisis in Croatia, in a situation where consumers spend less on fashion products. The present study provides the insights into the determinantsand consequences of time expenditure and might help fashion retailers design more successfully retailing strategies to encourage consumers to spend more time on shopping in fashion stores, which in turn leads to higher sales.

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