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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.

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).

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.

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.

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.

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.

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

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.

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.

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.

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.

This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and compatibility on hotel customers’ perceived utilitarian and hedonic values were examined.

The data of the current study was collected from 11 countries including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural equation modeling was used to test the study hypotheses.

The results indicated that hotel customers’ intention to use service robots was positively influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’ ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values.

The findings of the current study provide unique contributions in the context of hospitality robotics technology adoption literature. In addition, this study provides valuable insights and novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration of robot-based services into their operations.

本研究调查了酒店顾客感知功能性价值和享乐性价值对服务机器人使用意向的影响。此外, 本研究考察了创新性、易用性和兼容性对酒店顾客感知功能性价值和享乐性价值的影响。

本研究的数据来自美国、英国、土耳其、西班牙、罗马尼亚、日本、以色列、印度、希腊、加拿大和巴西等十一个国家, 采用结构方程模型（SEM）对研究假设进行测试。

结果表明, 酒店顾客使用服务机器人的意向受到他们对功能性价值和享乐性价值的感知的积极影响。此外, 机器人易用性和兼容性对功能性价值和享乐性价值有积极影响。

本研究的发现对酒店行业机器人技术应用文献提供了独特的贡献。此外, 本研究为酒店业的决策者提供了宝贵的见解和新机遇, 使他们能够在将机器人服务的优势整合到酒店运营中。

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.

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.

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.

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.

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.

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

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.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

When encountering novel technology, customers often use the term “cool” to express their thoughts; therefore, coolness has become crucial for launching service robots. However, research on the impact mechanism of “coolness” is lacking. This study explored the relationship between delight and behavioral intention regarding the coolness of service robots in the food and beverage industry while discussing the mediating roles of utilitarian and hedonic values.

Questionnaires were distributed online with links to the survey posted on restaurant discussion boards on Facebook and online community platforms such as Dcard. In total, 540 responses were deemed valid. The hypotheses were tested using the partial least squares structural equation modeling method.

The results indicate that coolness positively impacted both utilitarian and hedonic values and that both perceived values positively impacted delight. Moreover, coolness does not directly impact delight but must be mediated by perceived value to be effective.

Increasing customer perceptions of the coolness of service robots is recommended. Moreover, regarding customer revisits, utilitarian value services can delight customers more effectively than hedonic value services.

The stimulus-organism-response model was used to identify the relationships among coolness, perceived value, delight and behavioral intention. Moreover, the authors investigated the impact of coolness on utilitarian and hedonic values. These findings are significant for the development of smart restaurants and provide a critical reference for exploring service robots.

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty.

A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling.

The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco.

With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco.

By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.

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.

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.

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.

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.

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.

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.

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.

The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt mobile commerce (MC) in the context of a developing country, Vietnam.

Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses.

Perceived values explain consumer attitudes, subjective norms and behavioural intentions in the MC context. In particular, they help to increase the explained variance of the intention to adopt MC by about 9.58 per cent compared with the TPB. Finally, a cross-effect on consumer attitudes from subjective norms is also found.

Future studies would benefit from investigating other variables (e.g. innovativeness or trust) and using actual behaviour (e.g. online purchases).

Business managers should pay attention to different forms of consumer values to understand how and why consumers adopt MC in a developing country.

This study fills the gap in the literature by simultaneously investigating the role of utilitarian, hedonic and social value in a TPB model in the MC context.