Determining the Effects of Perceived Utilitarian and Hedonic Value on Online Shopping Intentions (original) (raw)
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The effects of utilitarian and hedonic online shopping value on consumer preference and intentions
Though value has received significant attention in the marketing literature in recent years, research on the concept has been somewhat limited in the context of online shopping, particularly in regards to empirical hypothesis testing. This paper examines the relevancy of value dimensions for online shopping and the relationship between value dimensions, preference towards the Internet retailer, and intentions. Findings from the large-scale study indicate that utilitarian value is more strongly related than hedonic value to preference towards the Internet retailer and intentions and that shopping frequency can play a moderating role. The paper concludes with a discussion of limitations and managerial implications.
Journal of Reviews on Global Economics, 2020
Motivation: Online shopping is increasingly becoming a global phenomenon. In marketing literature, utilitarian and hedonic values are well-known consumption values that explain consumer behaviour and consumer decisionmaking. The purpose of this study is to determine the influence of utilitarian and hedonic consumption values on consumer attitude towards online shopping that, in turn, influences online purchasing intentions. In doing so, the study aims to deepen the understanding of consumer behaviour in an online environment, which marketing practitioners may find useful as the phenomenon of online shopping gains momentum in the 4 th industrial revolution. Methodology and Methods: This study followed a descriptive research design, and a quantitative research method. Data (sample, n = 215) was collected using a self-administrated questionnaire from consumers with diverse socioeconomic backgrounds through Survey Monkey. The well-known utilitarian and hedonic scales were adapted to suit the online shopping context, and utilised to collect empirical data for the study. Descriptive statistics, correlation analysis and structural equation modelling were applied to address the research objectives, and to test the hypothesised research model. Data and Empirical Analysis: The study found that four attributes/values, namely wider selection, efficiency, convenience and cost saving are determinants of consumers' utilitarian motivation towards online shopping, while another set of four attributes/values, viz. adventure/explore, gratification, social and idea constituted consumers' hedonic motivation towards online shopping were found. Furthermore, the study found that utilitarian and hedonic motivations are determinants of consumer attitude towards online shopping, while, in turn, consumer attitude was found to be a predictor of online purchasing intentions. Novelty: The study contributes to the literature on the contemporary online shopping phenomenon. Conducted in an emerging economy (South Africa), it provides a deeper understanding of, and an insight into how consumers behave and make decisions in an online environment. Policy Consideration: At a practical level, the paper has devised a tool (framework) for marketing practitioners to utilise in influencing consumer attitude towards online shopping and purchasing intentions, and ultimately conclude a sale through online transaction.
Impact of utilitarian value and hedonic value on purchase in online store in Indonesia
Research, Society and Development
Nowadays, Indonesia shopping patterns have significantly changed. E-commerce continues to grow rapidly as online shopping has become increasingly attractive. Online shopping saves time and offers convenience. This study was conducted in order to assess the impact of utilitarian and hedonic values on purchasing from online stores in Indonesia. The focus of the assessment was on five dimensions of hedonism and utilitarianism, which are: usefulness, enjoyment, ease of use, trustworthiness, and distribution channel (settlement). A total of 484 respondents were randomly asked to be participants. A questionnaire was the research instrument used to survey the participants for data gathering. The data was then analyzed using Structural Equation Modeling (SEM). Among the indicators tested, it was found that usefulness, enjoyment, ease of use, and distribution channel impacted hedonic values and utilitarian values significantly. Trustworthiness was the dimension that was not significant. For ...
Hedonic and utilitarian shopping goals: The online experience
Journal of Business Research, 2008
Marketers offering Web-based shopping typically try to provide a convenient, safe, and pleasant online environment, appropriate to addressing shoppers' functional goals. They might also try to create an experience that encourages more escapist elements of “flow”, a sense of deep involvement that is intrinsically enjoyable, because they assume that this enhanced experience leads to more online buying. The present research
Hedonic and utilitarian motivations for online retail shopping behavior
Journal of Retailing, 2001
Motivations to engage in retail shopping include both utilitarian and hedonic dimensions. Business to consumer e-commerce conducted via the mechanism of web-shopping provides an expanded opportunity for companies to create a cognitively and esthetically rich shopping environment in ways not readily imitable in the nonelectronic shopping world. In this article an attitudinal model is developed and empirically tested integrating constructs from technology acceptance research and constructs derived from models of web behavior. Results of two studies from two distinct categories of the interactive shopping environment support the differential importance of immersive, hedonic aspects of the new media as well as the more traditional utilitarian motivations. In addition, navigation, convenience, and the substitutability of the electronic environment to personally examining products were found to be important predictors of online shopping attitudes. Results are discussed in terms of insights for the creation of the online shopping webmosphere through more effective design of interactive retail shopping environments.
Shopping motivations on Internet: A study based on utilitarian and hedonic value
Technovation, 2007
Electronic commerce has been growing rapidly. Although business-to-consumer electronic commerce has created new opportunities for businesses, questions about consumer shopping motivations toward Internet shopping versus conventional shopping continue to persist. The purpose of this study is to investigate the Internet shopping motivations from both utilitarian and hedonic perspectives. The differential effects of these dual motivations on both search intention and purchase intention are examined. An integrated model of shopping motivations on the Internet is proposed. A structural equation model is developed to test the casual effects between variables. The study finds that utilitarian motivation is a determinant of consumer intention to search and intention to purchase. Hedonic motivation has a direct impact on intention to search and indirect impact on intention to purchase. While these dual motivations have significant effects, utilitarian motivation is the strongest predictor of intention to search and intention to purchase. Utilitarian motivation is influenced by convenience, cost saving, information availability, and selection; hedonic motivation is influenced by adventure, and authority and status. The study serves as a basis for the future growth of Internet marketing.