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Article
Publication date: 4 October 2022

Abdulla Al-Towfiq Hasan

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic…

Abstract

Purpose

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic, utilitarian, epistemic, and symbolic value), e-Attitude, and technology attachment (smartphone use, Internet use, and e-Involvement). Moreover, the study explores the mediating effect of three-dimensional perceived value (hedonic, utilitarian, and epistemic value) and e-Attitude; and the moderating effect of symbolic value on behavioral intentions towards Uber-ridesharing services.

Design/methodology/approach

A mixed survey (75% Google Form, 25% face to face) was conducted in Bangladesh to collect data from customers who had previously participated in Uber-ridesharing services, one of the largest ridesharing platforms in Bangladesh. Subsequently, data were analyzed based on the structural equation modeling technique using SmartPLS 3.3.3.

Findings

The study findings revealed that hedonic value, utilitarian value, epistemic value, symbolic value, e-Attitude, smartphone use, internet use, e-Involvement had a direct significant positive impact on behavioral intentions. Also, e-Attitude significantly impacted hedonic, utilitarian, and epistemic value. In addition, Smartphone use, internet use, and e-Involvement significantly influenced e-Attitude. Moreover, the study findings revealed that hedonic, utilitarian, and epistemic value partially mediates between e-Attitude and behavioral intentions; and e-Attitude partially mediates between Smartphone use, Internet use, and e-Involvement and hedonic, utilitarian, and epistemic value and behavioral intentions. Furthermore, the results indicate that epistemic value significantly moderates the relationship between hedonic, utilitarian, and epistemic value and behavioral intentions.

Practical implications

This study uncovers some insightful findings for ridesharing services providers and managers helping to build customers' positive behavioral intentions towards Uber-ridesharing services. In particular, practitioners can improve cost-efficiency, hedonic and symbolic aspects, availability of rides of Uber-ridesharing services. Moreover, the ridesharing services managers should adopt technology-based service opportunities.

Originality/value

The study enriches sharing economy literature, especially ridesharing services, exploring the direct effect of epistemic value, e-Attitude, smartphone use, Internet use, and e-Involvement on behavioral intentions. Moreover, this study presents smartphone use, Internet use, and e-Involvement as new antecedents of e-Attitude and behavioral intentions. Furthermore, the study explores the mediating effect of hedonic, utilitarian, and epistemic value and e-Attitude; and the moderating effect of symbolic value in Uber-ridesharing service perspective.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 20 April 2010

Kisang Ryu, Heesup Han and Soocheong (Shawn) Jang

The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.

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Abstract

Purpose

The paper aims to examine the relationships among hedonic and utilitarian values, customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.

Design/methodology/approach

The measures were developed based on a thorough review of the previous literature. Questionnaires were collected in classroom settings at a mid‐western university in the USA. Anderson and Gerbing's two‐step approach was employed to assess the measurement and structural models.

Findings

The findings indicate that hedonic and utilitarian values significantly influence customer satisfaction, and customer satisfaction has a significant influence on behavioral intentions. Utilitarian value shows a greater influence on both customer satisfaction and behavioral intention than does hedonic value. This study also reveals that customer satisfaction acts as a partial mediator in the link between hedonic/utilitarian value and behavioral intentions.

Research limitations/implications

Study findings will greatly help hospitality researchers and practitioners understand the roles of hedonic and utilitarian values in customer satisfaction and behavioral intentions in the fast‐casual restaurant industry.

Originality/value

The paper is the first to explore the relationships among hedonic and utilitarian values and their effect on customer satisfaction and behavioral intentions in the fast‐casual restaurant industry using Babin et al.'s two‐dimensional measure of consumer value.

Details

International Journal of Contemporary Hospitality Management, vol. 22 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 4 December 2017

Chi-Hsun Lee and Jyh Jeng Wu

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…

4563

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Industrial Management & Data Systems, vol. 117 no. 10
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 4 October 2019

Kuo-Lun Hsiao, Kuan-Yu Lin, Yi-Ting Wang, Chun-Hsiung Lee and Zhe-Ming Zhang

In recent years, the ongoing development and rapid popularization of mobile devices, not only has brought new forms of lifestyle but also has boomed a wide array of…

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Abstract

Purpose

In recent years, the ongoing development and rapid popularization of mobile devices, not only has brought new forms of lifestyle but also has boomed a wide array of service contents, allowing users to engage in entertainment, study and other daily activities, in addition to business transactions. To explore the factors that affect users' continued use of mobile app software, this paper aims to take into account the utilitarian value and privacy, as well as security factors and intends to propose an integrated research model based on the information systems success (ISS) model.

Design/methodology/approach

The data for this study were collected via an online survey questionnaire. A total of 190 valid responses were used to examine the hypotheses in the research model. The casual model was assessed using partial least squares techniques.

Findings

The results indicated that the three quality factors (information quality, system quality and service quality) in the ISS model significantly affected satisfaction and utilitarian value. Private and security have significant negative association with utilitarian value. The results also showed that private and security did not significantly affect satisfaction. The findings also provide some directions for further research.

Practical implications

The results show that user's continued use of mobile app software depends upon the perceived utilitarian value and satisfaction. The quality characteristics are the three critical factors that would affect the perceived utilitarian value and satisfaction. Compared to information quality and service quality, system quality has a higher degree of positive impact, which indicates that users are more concerned about the immediate download ability and ease-of-use provided by the system. Furthermore, the research also finds that privacy and security concerns have a negative influence on the utilitarian value, showing that in the context of task-oriented IS, the perceived risk of privacy and security during the process of using mobile app software services, will negatively affect users’ perception of utilitarian value. The insights provided by this study can help mobile app developers optimize design and marketing strategies.

Originality/value

This study provides a better understanding of how the factors in the theories influence the continuance usage intention of life style mobile applications.

Details

The Electronic Library, vol. 37 no. 5
Type: Research Article
ISSN: 0264-0473

Keywords

Open Access
Article
Publication date: 25 August 2021

Gaby Odekerken-Schröder, Kars Mennens, Mark Steins and Dominik Mahr

Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of…

5205

Abstract

Purpose

Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of service robots in this service triad, with the aim to understand the augmentation or substitution role of service robots in driving utilitarian and hedonic value and ultimately customer repatronage.

Design/methodology/approach

In study 1, field data are collected from customers (n = 108) who interacted with a service robot and FLE in a fast casual dining restaurant. Structural equation modeling (SEM) is used to test hypotheses about the impact of service robots' anthropomorphism, social presence, value perceptions and augmentation opportunities in the service triad. In study 2, empirical data from a scenario-based experimental design (n = 361) complement the field study by further scrutinizing the interplay between the service robot and FLEs within the service triad.

Findings

The study provides three important contributions. First, the authors provide empirical evidence for the interplay between different actors in the “customer-FLE-technology” service triad resulting in customer repatronage. Second, the empirical findings advance the service management literature by unraveling the relationship between anthropomorphism and social presence and their effect on perceived value in the service triad. And third, the study identifies utilitarian value of service robots as a driver of customer repatronage in fast casual dining restaurants.

Practical implications

The results help service managers, service robot engineers and designers, and policy makers to better understand the implications of anthropomorphism, and how the utilitarian value of service robots can offer the potential for augmentation or substitution roles in the service triad.

Originality/value

Building on existing conceptual and laboratory studies on service robots, this is one of the first field studies on the service triad consisting of service robots – customers – frontline employees. The empirical study on service triads provides evidence for the potential of FLEs to augment service robots that exhibit lower levels of functional performance to achieve customer repatronage. FLEs can do this by demonstrating a high willingness to help and having excellent interactions with customers. This finding advocates the joint service delivery by FLE – service robot teams in situations where service robot technology is not fully optimized.

Details

Journal of Service Management, vol. 33 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 5 May 2021

Pradeep Kautish, Sunita Guru and Anamika Sinha

The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers…

Abstract

Purpose

The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market.

Design/methodology/approach

The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models.

Findings

The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals.

Research limitations/implications

The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents.

Practical implications

The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels.

Social implications

The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms.

Originality/value

In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.

Details

International Journal of Innovation Science, vol. 14 no. 3/4
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 11 January 2016

Nina K. Prebensen and Sara Rosengren

The purpose of this paper is to examine the relative importance of dimensions of experience value in four different hedonic- and utilitarian-dominated services.

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Abstract

Purpose

The purpose of this paper is to examine the relative importance of dimensions of experience value in four different hedonic- and utilitarian-dominated services.

Design/methodology/approach

The proposed hypotheses are tested by an experimental design. Altogether, four different service experiences, taking place during a tourist weekend trip, were studied using a scenario-based approach. In total, 938 members of a nationally representative online panel in Sweden participated in the research.

Findings

Both hedonic and utilitarian value dimensions are present for the different experiences. However, the structures of the value dimensions differ between hedonic- and utilitarian-dominant services. Surprisingly, functional value and value for money influence satisfaction most for both categories of services.

Research limitations/implications

The design of the experiment allowed the authors to test different experiences within the same travel setting. The paper shows that all services include both hedonic and utilitarian elements, indicating awareness of what attracts tourists during the whole process of experiencing a journey. Findings suggest that further studies on different hedonic- and utilitarian-dominant firms within the different tourism service categories should be performed.

Originality/value

Theoretically, the paper only partly confirms the two structures of consumer service value, hedonic and utilitarian, revealed in earlier studies. The paper also reveals that functional value affects satisfaction more strongly in both hedonic- and utilitarian-dominant services. Several explanations for this are suggested. For the tourism industry to enhance experience value and tourist satisfaction, they should, therefore, focus on delivering functional value during the stay and probably more on emotional value in attracting visitors to travel. Results of the paper reveal that services are a part of a continuum between what is mostly utilitarian at the one end and mostly hedonic at the other end.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 11 June 2018

Valter Vieira, Fernando Oliveira Santini and Clécio Falcao Araujo

Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of…

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Abstract

Purpose

Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of studies have found evidence of their effects on satisfaction, buying intention and loyalty, but others have found no such effects or negative results. The purpose of this study is to apply a meta-analytic review on the shopping values.

Design/methodology/approach

This paper presents a meta-analysis of the relationship between hedonic and utilitarian value on shopping response, using 190 studies. The authors also limited their search to the past 19 years (1995-2014).

Findings

The findings are as follows: hedonic shopping value is positively associated with utilitarian, ρ = 0.56; hedonic and utilitarian exhibit positive main effects on satisfaction, buying intention, loyalty, perceived benefits and search for information; in general, these associations are stronger (vs weaker) for utilitarian value; the effect size for the association between utilitarian and buying intention is stronger in the experimental condition and the indirect effect of hedonic on value, loyalty and word-of-mouth by the mediating effect of value.

Research limitations/implications

The authors proposed and found support for the parallel mediating effect. They also observed that not only hedonic and utilitarian shopping values had indirect effects on loyalty and word-of-mouth through perceived value and satisfaction but also both shopping values had different effects depending on the respective mediator. The indirect effects of hedonic values occur because the emotional and psychological circumstances of experience increase the perceived value, influencing consumers’ responses.

Practical implications

Retailers can create specific stores for consumers to attend to their shopping values. For example, the Adidas brand centre in Beijing/China provides the consumer with a unique and interactive retail experience. This kind of concept store and its experience (e.g. tunnel entry and team room) are congruent with shoppers’ hedonic value. Conversely, Nike Factory Store in the USA provides the consumer with a simple and fast retail experience.

Originality/value

The authors provide sufficient evidence that the two dimensions, hedonic and utilitarian value, are positively associated. This result is congruent with Batra and Ahtola (1991), Babin et al. (1994) and Spangenberg et al. (1997). The results support Chiu et al.’s (2005) argument that utilitarian and hedonic are positively associated based on Fishbein and Ajzen’s affect–cognition link and suggested that the instrumental and functional values are related to spontaneous responses that are more subjective and personal.

Details

Journal of Consumer Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 10 October 2016

Valentin Gattol, Maria Sääksjärvi, Tripat Gill and Jan Schoormans

Previous research in the context of feature fit has examined the effects of congruence (i.e. more specifically, the extent to which a new feature and the product are…

Abstract

Purpose

Previous research in the context of feature fit has examined the effects of congruence (i.e. more specifically, the extent to which a new feature and the product are similar in the hedonic-utilitarian benefits they provide to consumers). The purpose of this paper is to examine a second dimension of feature fit: complementarity (i.e. the extent to which a new feature is related and contributing to the main functionality of the product).

Design/methodology/approach

The role of feature fit is examined in two experimental studies (n=593) in the context of feature additions, and also for feature deletions.

Findings

The results showed that complementarity adds value to a product as an additional dimension of feature fit beyond congruence, complementarity matters more for a hedonic than for a utilitarian product, and complementarity can compensate for lack of congruence.

Originality/value

For a product developer, adding new features to a product offers an array of choices in terms of what feature(s) to include. Although having a large pool of potential features to choose from is attractive it can also prove problematic, as products may become overly complex and features do not fit well together. The results demonstrate the importance of both congruence and complementarity as predictors of feature fit when features are added to or deleted from products.

Details

European Journal of Innovation Management, vol. 19 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 13 July 2022

Ady Milman and Asli D.A. Tasci

The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity…

Abstract

Purpose

The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate the role of different theme park color schemes in influencing these relationships.

Design/methodology/approach

The study modeled the proposed relationships by analyzing data from an online survey using partial least squares structural equation modeling. Respondents were presented with different color schemes to induce certain emotions before answering questions.

Findings

The results showed that the valence and arousal of emotions incited by various colors lead to a perception of creativity for theme park products, which then influence both utilitarian and hedonic values and thus brand loyalty. When the model was compared for seven different color schemes for a theme park brand, differences seem sporadic rather than systematic.

Research limitations/implications

The online nature and timing of the study may have prohibited authentic reactions from consumers as the US theme park industry is currently in its recovery mode.

Practical implications

While the results did not identify a specific preferred color scheme, theme park executives should continue using a variety of color combinations to generate visitor perceptions of novelty and creativity that would impact their perceived hedonistic and utilitarian values.

Originality/value

The study empirically tests color influences on a brand’s perceived creativity and its consequences on a brand’s utilitarian and hedonic values and brand loyalty.

Details

Consumer Behavior in Tourism and Hospitality, vol. 17 no. 4
Type: Research Article
ISSN: 2752-6666

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1 – 10 of over 9000