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The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

This study’s major contribution is its successful linkage of the dimensions of flow experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.

This paper aims to determine the effects of hedonic shopping value on discounted product purchasing intention.

The population of the research consists of consumers who have wanted to benefit from “Magnificent Friday” campaigns or similar campaigns of big shopping malls in Gaziantep between the November 15, 2019 and the December 31, 2019. Out of non-probability sampling methods, convenience sampling method was used in this research. Sample number was determined as 425. To test the hypotheses, Smart partial least squares 3 statistics program was used, and the evaluation of the hypotheses was conducted by using the bootstrapping technique.

Analyses show that innovation (β = 0.150, p < 0.001), entertainment (β = 0.192, p < 0.001), praise from others (β = 0.234, p < 0.001), escaping reality (β = 0.274, p < 0.001) and social interaction (β = 0.183, p < 0.001) dimensions of hedonic shopping value positively affect discounted product purchasing intention. Accordingly, H1, H2, H3, H4 and H5 were accepted.

Because the research has time, cost, accessibility and control limitations, the whole population was not reached. The research was only carried out on the data collected from 425 consumers in Gaziantep who benefited from or want to benefit from Magnificent Friday campaign or similar campaigns.

During discount season when shopping activities are more intense, consumers tend to focus more on the entertainment value and suitability. Because consumers see these seasons as seasons to buy gifts, their interests in and purchasing intention toward products and shops increase. During discount seasons such as Magnificent Friday or New Year’s, businesses may take advantage of consumers who have a tendency for hedonic shopping.

This research studied the effect of hedonic shopping value on purchasing intention and contributed to the literature in this aspect. There have been no studies in national literature hat studied hedonic shopping with such an extent, and there have also been no studies focusing on Magnificent Friday campaigns. For this reason, this research is original in these aspects and thought to contribute to the literature.

Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. The ultimate goal for retailers should be shopping, not technology adoption. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase; intentions in smart stores. Specifically, the authors address the research questions: (1) What are the constituents of utilitarian motivation? (2) What are the constituents of hedonic motivation? (3) What are the factors that influence customers' purchase intentions? By answering the questions, the findings help retailers understand how to motivate customers to make purchases in smart stores.

To investigate consumer motivation and purchase intentions, the customers who made purchases in smart stores were invited to participate in the questionnaire survey. This study collected 307 data in smart retail settings. Partial least squares (PLS) software was used to assess the reliability, validity and the paths and significance of all hypotheses.

The results show that perceived ease of use directly and indirectly influences purchase intentions through utilitarian and hedonic motivations. Utilitarian motivation is a formative second-order construct comprised of merchandise price, merchandise quality, location convenience, speed of shopping and product recommendation. Hedonic motivation is a reflective second-order construct composed of control, curiosity, joy, focused immersion and temporal dissociation. The findings provide insights into the successful implementation of smart retail technology and offer retailers to better understand consumer motivation and purchase intentions in smart stores.

This study is the first to examine how consumer motivation influences purchase intentions in smart stores. This study posits and verifies the extended hedonic system acceptance model (HSAM) to explain consumer motivation for shopping in smart retail settings. This study also models the original first-order utilitarian and hedonic constructs as second-order formative and reflective constructs, respectively. Utilitarian motivation regarding functional benefits is developed based on the 5Ps of marketing and situational factors, while hedonic motivation regarding pleasant experiences is proposed based on cognitive absorption.

Time pressure may change how people behave. The multiplicity of options and the nature of the products, hedonic or utilitarian, might increase the complexity of the choice and alter the effects of time pressure. Combining both factors, the purpose of this paper is to verify the moderating role played by the nature of the products observing the relationship between interaction (time pressure × multiplicity of options) and choice delay.

A two-level factorial experimental design was applied (time pressure: with; without) × 2 (number of alternatives: two; six) × 2 (type of purchase: hedonic; utilitarian), with mixed design, considering the purchase delay a dependent variable.

The results signal that the nature of the products moderates the effects of the interaction between time pressure and choice overload in purchase delay. Utilitarian purchases are more susceptible to the effects of time pressure and options overload than hedonic purchases.

The interaction between time pressure and choice overload, researched in previous works, influences in different ways the purchase of utilitarian or hedonic products. This differentiation, taking into consideration the type of product, brings new perspectives on the purchase decision process and provides theoretical and practical information on the effects of information overload and time pressure over the consumer decision-making process.

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives the impulsive buying between the Generation Z of Muslim women customers in Indonesia. This study provides valuable concept to help a company or cosmetic brand grow the marketing strategy for stimulating impulsive behaviour of Generation Z customers on TikTok Shop.

An online survey of 256 Muslim women consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses.

The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing. However, micro-celebrities post authenticity did not have a positive and significant relationship with hedonic browsing. This study also concludes that utilitarian browsing was found to have a positive and significant relationship with hedonic browsing. Finally, hedonic browsing was found to have a positive and significant effect on reminiscence impulse purchase intention and designed impulse purchase intention.

The primary limitation is the research sample that only consists of Indonesian TikTok Shop customers. Next, the researchers could examine the research model in several countries to expand its generalisation. The second one, this research does not consider the origin country of a cosmetic product. The future study must investigate the local and foreign cosmetics to see the preference and the differences in the impulsive purchase, especially for Z women generation customer. Third, this study quantifies the intention to buy impulsively so that the following research must investigate the ownership of the cosmetics product that has been bought before. Finally, the research only involves a quantitative research method. The future study must investigate with another approach, such as a qualitative method or mixed-method, in the impulsive purchase intention context.

A cosmetic company or marketer could maximise the authenticity, relevancy and attractive information that is posted by micro media social celebrities or media social influencers. Cosmetic companies or marketers must provide comprehensive information to satisfy customers’ browsing actions. Finally, besides the information related to the limited cosmetics product stock, discount and promotion as the effective strategy to stimulate the impulsive buying, the cosmetics marketing can use gamification, increasing the picture quality and equipping product descriptions, and making educational content.

The existence of TikTok Shop is increasing the number of cosmetics products and competitors because of product’s excessive availability in the market. In the social benefit context, the Generation Z Muslim women can purchase and use various cosmetics product available on TikTok Shop, but customers must be on guard by knowing the cosmetics material to prevent the healthiness. In addition, the existence of TikTok Shop and the impulsive purchases by the Generation Z Muslim women are also increasing the retailer or local cosmetics producer income.

This study is a contribution to consumer behaviour literature by raising the Stimulus–Organism–Response framework used in determining the factors influencing browsing and impulsive consumption of cosmetic products on TikTok Shop.

Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention.

Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention.

The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively.

This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.

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.

Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.

The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product.

Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.

The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.

Cross-selling becomes critical for business success as pent-up travel demand drives travelers to spend more on vacations. The primary purpose of this research is to identify if an unexpected discount leads to consumers' additional purchases online. This research proposes effective cross-selling strategies across hospitality sectors.

Two experiments were conducted to investigate factors that influence travelers' add-on spending. Study 1 determined the psychological mechanism of unexpected discounts on hotel customers' additional spending by individual thinking styles. A 2 (discount: none vs surprise) x 2 (thinking style: holistic vs analytic) quasi-experimental design was utilized. Study 2 applied the identified pricing strategy by individual thinking styles to cruise line add-on selling. A 2 (discount: none vs surprise) x 2 (product type: hedonic vs utilitarian) x 2 thinking style (holistic vs analytic) quasi-experiment was used.

The findings indicate that an unexpected discount increases holistic thinkers' overall travel spending, regardless of add-on types. Although the unexpected discount effect on analytic thinkers' overall spending was significant, an unexpected discount enhanced their intentions to purchase a hedonic add-on.

Hospitality operators can improve cross-selling strategies with a surprise discount offer. Offering add-on items in the same transaction with a cabin booking will increase add-on purchases. Hotels can make add-on purchases more appealing by emphasizing the experiential aspects of a hotel stay.

This research broadens knowledge of cross-selling by linking add-on purchases to discount pricing on a primary product. The findings provide new strategies to stimulate add-on purchases and maximize profitability.

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.