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This paper aims to investigate the influence of four motivational elements (i.e. utilitarian, hedonic, social and escapism motivations) on the propensity of customers to utilize a metaverse hotel, as well as whether age, gender and mobility disability play substantial moderating roles in these relationships.

Data was gathered from 843 US residents who had experienced a hotel stay within the past two years. We tested the hypotheses using structural equation modeling and multigroup analysis.

The findings indicated that, in both age and gender groups, hedonic, social and escapism motivations had significant effects on intentions to use a metaverse hotel, whereas utilitarian motivation did not. The influence of escapism motivation on customers’ usage intentions was significantly more pronounced for males than females, suggesting the moderating role of gender in this relationship. Hedonic and social motivations exerted significant effects on usage intentions in both mobility disability and non-disability groups. The relationship between escapism motivation and intentions to use was significant for the non-disability group only, suggesting the moderating role of disability in this association.

This research provides recommendations for hotel managers and technology providers aiming to enhance the adoption of metaverse hotels by customers and to augment the worth of this technology.

This research fills the voids in the current literature by formulating and empirically evaluating a research framework to gain deeper insights into the motivations that drive the acceptance of a metaverse hotel.

This study intended to identify and categorize the drivers of using online English learning resources (OELR) and to understand OELR's impacts.

The authors conducted an online survey, obtained complete responses from 157 OELR users and used structural equation modeling (SEM) for hypothesis testing.

Most utilitarian and hedonic drivers lead to positive perceptions of OELR, which in turn positively contribute to continuance intention (CI). Two counterintuitive findings were obtained. First, functionality was negatively related to the perception of ease of use. Second, perceived ease of use (PEOU) was not related to CI to use OELR.

This study has implications as follows: (1) complexity of the functions of OELR may deter rather than attract users, (2) ease of use of OELR is not directly positively related to CIs and (3) users may seek practical benefits (utilitarian) and experiential learning processes (hedonic) when using OELR.

The authors' study has theoretical significance by being the first to caution that excessive functionality or complexity in assisting learning tools would likely hinder further use of OELR. The practical significance of this finding is that the finding highlights two factors (perceived usefulness (PU) and perceived enjoyment) that could effectively increase OELR use.

This paper aims to explore consumers’ post-pandemic (COVID-19) motivations for an e-retailer preference in an emerging market like India.

This study applied qualitative methodology to explore the research question, and 44 in-depth interviews were conducted with online consumers. The interviews were transcribed and analysed using open, axial and selective coding strategies.

This study identified seven post-pandemic motivations for consumers’ e-retailer preference, and the motivations were classified into: utilitarian (remote location and fast delivery, product choice and availability, comparative price and discounts and customer service), hedonic (aesthetics of the e-retailer store) and both utilitarian and hedonic (mobile-friendliness and user interface and interactivity).

Creating knowledge post-pandemic period is essential. This study communicates empirical evidence to suggest consumers are motivated through both utilitarian and hedonic motivation for an e-retailer preference in an emerging market. Furthermore, the researchers are encouraged to collect data from more developing countries and test the proposed e-retailer preference factors.

The study offers new knowledge to online retail managers to understand how emerging market consumers prefer an e-retailer and strive to attract and retain customers in the market.

Past studies have highlighted the importance of consumer online shopping motivations and channel preferences. However, there is limited literature investigating how consumers prefer an e-retailer over other e-retailers for online shopping. This study addresses the gap in the existing retailing literature and offers fresh insights into how consumers prefer an e-retailer post-pandemic from an emerging market context.

Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual variables. The study aims to test the moderating effect of an important contextual variable (shopping motivation) on the service evaluation process.

Responses were collected from 2,727 shoppers in six retail categories (cosmetics, electronics, fashion, jewelry, telecommunication services, and department stores) using a mall-intercept approach and all the hypotheses were tested using structural equation modeling technique.

The study finds that relationships among sacrifice, value, satisfaction, and behavioral intentions are stronger in retail categories with utilitarian vs hedonic shopping motivation. In contrast, the relationships among service quality, value, satisfaction, and behavioral intentions are stronger in hedonic vs utilitarian retail categories.

This paper uses a cross-sectional survey to test all the hypotheses, hence it cannot study actual shopping behavior in future. Moreover, it examines shopping motivation at a retail category level and not at individual shopper level. The results may also vary based on cross-cultural differences in customer expectations and perceptions.

The findings would help retail managers to identify relevant service dimensions, to improve perceived service quality, customer satisfaction, and value for the shoppers in their stores, which in turn may lead to more favorable behavioral intentions.

This paper offers new insights on the differences in expectations, perceptions, and evaluations of shoppers in hedonic vs utilitarian retail categories, and introduces the moderating role of shopping motivation, an important contextual variable.

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.

A survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.

The results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.

The results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.

The study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform.

This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model.

The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators between motivations/flow and perceived satisfaction/purchase intention.

Both of intrinsic motivation and extrinsic motivation can reflect the cognitive and conscious plan of an individual for a particular task. The cognitive trust and perceived risk are partial mediator and full mediator in the model, respectively. Hedonic value, utilitarian value, security, privacy, and flow all affect the individual’s perceived satisfaction and purchase intention through cognitive trust and perceived risk in the context of online shopping. Cognitive trust is a full mediator of the effects of privacy on purchase intention. It indicates that consumers must fully trust the website to ensure that the information provided by consumers in the transaction will not spread out for the protection of personal privacy.

This study aimed to assist the marketing personnel of the EC industry to examine the key influential factors of consumers’ purchase satisfactions and purchase intentions. The results of this study indicated that cognitive trust is the foundation for gaining and retaining customers. The classification of consumer motivations facilitates the understanding of consumers’ demands and accurate interpretation of consumers’ needs. The main influential factor of cognitive trust is utilitarian value. Therefore, this study states that the primary intrinsic motivation of online shopping for most consumers is utilitarian value (e.g. saving time, the cost of searching for the appropriate products, and increasing purchasing efficiency).

Websites should strengthen the quality and quantity of product information. In addition, websites should provide a dynamic presentation of the product by presenting in various forms (multimedia and text description) about product-related information in order to increase consumers’ hedonic value. For the aspects of security and privacy, websites should provide consumers with reliable safety features, such as secure socket layer or digital signature, smooth communication channel (specific phone services and e-mail address), and consumer’s privacy statements. Finally, web design should meet with the consumer experience model in order to make the website easy to use and order the purchase from the website directly. Websites should also increase the fluency and positive experience of consumers and improve the interaction of a website. Meanwhile, websites need to feedback the consumer problem instantly and provide customized information in order to increase the chance of interaction between the consumers and the website.

Relevant studies have explored online shopping from various perspectives, but few studies have examined consumers’ cognitive attitudes toward websites from the consumer motivation perspective. Thus, this study focussed on the influences of consumers’ intrinsic and extrinsic motivations (e.g. hedonic value, utilitarian value, security, and privacy) on their cognitive attitudes toward websites. In addition, with the rapid development of the internet in recent years, internet users’ online flow experiences have gained increased attention. The creation of attractive consumption conditions is vital for website managers to provide consumers with flow experiences. Therefore, this study included consumers’ flow in the proposed model.

Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between the extents of post-purchase regret resulting from self-gifting behavior. The purpose of this paper is to examine identification and connection of self-gifting antecedents, self-gifting and the effect on post purchase regret.

This study claims the two antecedents of hedonistic shopping and indulgence drive self-gifting behaviors and the attendant regret. A total of 307 shoppers responded to a series of statements concerning the relationships between antecedents of self-gifting behavior and the effect on post-purchase regret. Self-gifting is a multi-dimensional construct, consisting of therapeutic, celebratory, reward and hedonistic imports. Confirmatory factor analysis and AMOS path modeling enabled examination of relationships between the consumer traits of hedonistic shopping and indulgence and the four self-gifting concepts.

Hedonic and indulgent shoppers engage in self-gifting for different reasons. A strong and positive relationship was identified between hedonic shoppers and reward, hedonic, therapeutic and celebratory self-gift motivations. hedonic shoppers aligned with indulgent shoppers who also engaged the four self-gifting concepts. The only regret concerning purchase of self-gifts was evident in the therapeutic and celebratory self-gift motivations.

A major limitation was the age range specification of 18 to 45 years which meant the omission of older generations of regular and experienced shoppers. This study emphasizes the importance of variations in self-gift behaviors and of post-purchase consumer regret.

This research is the first examination of an hedonic attitude to shopping and indulgent antecedents to self-gift purchasing, the concepts of self-gift motivations and their effect on post-purchase regret.

The Internet has changed the nature of purchasing, proof of this being the proliferation of e-commerce sites which have seen their activity grow more quickly due to the COVID-19 pandemic. Therefore, the authors aim to investigate the impact of the consumer's hedonic motivations, price, access to information and trust on the online purchase intention.

A quantitative, transversal study of a conclusive nature was carried out. Based on information gathered through a questionnaire administered to a sample of 750 online purchasers, a structural equation model was estimated.

The results showed that the intention to continue purchasing in online shops is partly explained by access to information online, hedonic motivations and trust in e-commerce sites. It stands out that online information generates trust, and the perception of online prices does not influence loyalty but has a positive influence on hedonic motivations.

Although some constructs were ignored, for example, the integration of channels, experiential marketing and the fear of fraud, including unauthorised use of personal details, the study shows that easy access to useful information about products, prices, promotions is an important antecedent of online purchase.

Online shop managers should pay special attention to e-commerce websites, and the information provided there should explore consumer's hedonic motivations for adventure. Furthermore, it is fundamental to create trust in order to maintain the interest in online shopping.

The estimation of the structural model in the context of online shopping includes the influence of utilitarian motivations (price and access to information), which offer a rational experience and also include emotional motivations (hedonic adventure motivations) on the intention to buy online. The results also revealed that it plays an important role to promote online trust and online loyalty.

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.

Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.

The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.

The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.

The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.

To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.

With the increasing importance of social media in promoting events, understanding the relationship between event followers' motivations and their behaviors on an event's social media platform becomes a key success factor to attract event-goers. Previous studies on exploring the relationship between social media and event attendees have concentrated mostly on a Western context social media, for example, Facebook, and Western festivals; studies concerning the East or China are scant. This study uses the Strawberry Music Festival in China as a case study and researches its two official social media platforms: WeChat and Weibo.

The research explores the hedonic and utilitarian motivation of social media followers and investigates followers' browsing and participation behaviors as well as the influence of their usage behaviors on intentions to attend an event. A total of 190 valid responses were collected through an online questionnaire from social media followers of the music festival.

The findings reveal that both utilitarian and hedonic motivation have significant effects on browsing and participation behaviors. More importantly, browsing and participation behaviors also affect the intentions to attend an event and the electronic word-of-mouth (eWOM) effect.

The research results provide practical insights for event organizers regarding potential event-goers' usage patterns on social media platforms and their intention to visit events.

This study contributes to the authors’ understanding of the relationship between event attendance and social media behavior, in particular of the East.