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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: 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: 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: 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

Keywords

Article
Publication date: 5 November 2018

Souad Djelassi, Delphine Godefroit-Winkel and Mbaye Fall Diallo

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

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…

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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: 10 October 2022

Saeed Vayghan, Dennis Baloglu and Seyhmus Baloglu

The primary purpose of this study was to examine the underlying consumer values that drive hotel booking mobile app users to engage more with the app and use the app…

Abstract

Purpose

The primary purpose of this study was to examine the underlying consumer values that drive hotel booking mobile app users to engage more with the app and use the app continuously for hotel booking purposes.

Design/methodology/approach

By conducting confirmatory factor analysis (CFA) and structural equation modeling (SEM) on the data collected through the Qualtrics online survey platform from 506 respondents in the United States, the proposed measurements and structural models were tested.

Findings

The findings for both Generation Xers and Millennials revealed that hedonic and social values influenced mobile app engagement, which strongly influenced mobile app loyalty. Thus, to enhance customer engagement and indirectly influence mobile app loyalty, the app value delivery should appeal to social and hedonic values. Although the utilitarian values for using apps had a potential direct impact on mobile app loyalty, the mediation analysis showed that mobile app engagement, when connecting consumption values to mobile app loyalty, served as a full mediator for Generation Xers and a partial mediator for Millennials.

Practical implications

This study provides insights into how hotels and online travel agent (OTA) marketing managers may consider augmenting user engagement with hotel booking mobile apps. This study suggests that hoteliers and OTAs should further develop their user experience efforts to enhance the utilitarian features of their mobile app to increase revenue from repeat purchases. Additionally, this study provides implications for enhancing the hedonic and social features of hotel booking mobile apps to appeal to Millennials and Gen Xers.

Originality/value

This study developed and assessed an integrated model to investigate the relationships between consumption values, engagement and loyalty in hotel booking mobile apps. Furthermore, it examined generational cohorts' role in the relationships between these constructs.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 31 October 2018

Nguyen Huu Khoi, Ho Huy Tuu and Svein Ottar Olsen

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…

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Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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

Practical implications

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

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 19 March 2018

Seunghwan Lee and Dae-Young Kim

The purpose of this study was to identify the relationship between customer values, satisfaction and loyalty in the context of Airbnb.

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Abstract

Purpose

The purpose of this study was to identify the relationship between customer values, satisfaction and loyalty in the context of Airbnb.

Design/methodology/approach

The survey questionnaires were developed based upon review of previous studies. The samples were collected from US- based Airbnb users. The data were analyzed using structural equation modeling.

Findings

The result of this study indicates that first, Airbnb users’ hedonic value has a positive impact on satisfaction and loyalty, while utilitarian value influences only on satisfaction. Second, this study also shows that product involvement plays as a moderating role in the paths between hedonic value and customer satisfaction.

Research limitations/implications

Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts on satisfaction and loyalty in the context of Airbnb. This study also contributes to Airbnb marketers in fulfilling users’ expectations about the company.

Originality/value

This research contributes to the hospitality literature by expanding the realm of research on Airbnb, which is a unique company applying the sharing economy concept in the lodging industry.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

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

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