Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions

Melinda Timea Fülöp · Dan Ioan Topor · Sorinel Căpuşneanu · Constantin Aurelian Ionescu · Umair Akram

33 citations0/0 files storedEastern European Economics

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The study’s novelty derives from the study region and the implications of the COVID-19 pandemic. The results indicate a correlation between utilitarian and hedonic motivation and online shopping intentions, while information searching is a significant predictor of online purchase intentions. This paper contributes to both the academic and practical fields, and e-vendors can use it as a framework to manage website activity.

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References

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