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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: 8 September 2021

Marcelo Benetti Corrêa Da Silva, Suélen Bebber, Juliana Matte, Mateus Panizzon, Rafael de Lucena Perini and Bianca Libardi

This study aims to analyze factors that may influence the value-in-use perceived by undergraduate students from the built environment, teaching care and hedonic value.

Abstract

Purpose

This study aims to analyze factors that may influence the value-in-use perceived by undergraduate students from the built environment, teaching care and hedonic value.

Design/methodology/approach

The authors conducted a survey with 900 students from a university in southern Brazil. The main results evidenced that the built environment positively and significantly influences teaching care, hedonic value and value-in-use.

Findings

The hedonic value, teaching care and built environment explain 67.8% of value-in-use; the built environment and teaching care explain 45.1% of hedonic value; and the built environment explains 45.1% of the teaching care. Based on the results, it was possible to identify the value that the built environment and the teaching care represent for university students. Therefore, universities should invest in these dimensions, considering the time and cost students spend on this service to increase their satisfaction and retention.

Originality/value

This study analyzes antecedents of value-in-use perceived by undergraduate students from the built environment, teaching care and hedonic value.

Details

Journal of Facilities Management , vol. 20 no. 5
Type: Research Article
ISSN: 1472-5967

Keywords

Content available
Article
Publication date: 16 July 2021

Shaifali Chauhan, Richa Banerjee, Chinmay Chakraborty, Mohit Mittal, Atul Shiva and Vinayakumar Ravi

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The…

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Abstract

Purpose

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence.

Design/methodology/approach

The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses.

Findings

The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs.

Research limitations/implications

The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry.

Practical implications

The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry.

Originality/value

This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

Details

International Journal of Pervasive Computing and Communications, vol. 17 no. 4
Type: Research Article
ISSN: 1742-7371

Keywords

Article
Publication date: 11 November 2021

Ken Kumagai and Shin'ya Nagasawa

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded…

1015

Abstract

Purpose

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded product. It also assesses the variations in these effects according to brand luxury. The purpose of the paper is to provide strategic suggestions for building luxury apparel distribution tactics that balance maintaining brand luxury with business growth through both physical stores and digital stores (e-retail).

Design/methodology/approach

Based on 418 samples collected in Japan, consumers' perceptions of hedonic shopping value and SWB are examined according to two channel factors, such as physical retail vs e-retail and mono-brand stores vs multi-brand stores. Additionally, the moderation effects of brand luxury are discussed.

Findings

Multi-group path analyses reveal that physical mono-brand stores contribute to hedonic shopping value. In addition, this experiential value is found to increase SWB, especially when the brand luxury level is high.

Practical implications

These findings suggest that managers should place a high level of importance on consumers' shopping experiences via physical direct retail especially in the case of a higher luxury level, even in today's highly developed digital environment.

Originality/value

The current study uniquely discusses the effects of shopping channels and experiences on SWB based on an acquired branded product, i.e., an evaluation of the outcome of shopping behavior and product acquisition. The study also reinforces the importance of physical stores suggested in previous luxury research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 9
Type: Research Article
ISSN: 1355-5855

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…

4565

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: 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.

4447

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…

3583

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: 13 November 2017

Wei-Lun Chang and Chiao-Jung Chang

This research paper expects to discover the causal relationships between hedonic value and certain factors by using the concept of system dynamics, which is a…

Abstract

Purpose

This research paper expects to discover the causal relationships between hedonic value and certain factors by using the concept of system dynamics, which is a process-oriented method that can deal with a large number of variables and a higher-order non-linear system. Thus, this research paper’s purposes are to explore the degree of customer delight on re-patronizing intention, investigate the importance of word-of-mouth (WOM) on re-patronizing intention of new customers and discover the gap between service recovery and customer expectation.

Design/methodology/approach

This research aims to propose a holistic framework to investigate the factors influencing patronizing and re-patronizing intention by utilizing system dynamics. System dynamics uses simulation to investigate the complex economic system in the society; furthermore, it deals with the decision-making problem. The features of system dynamics include non-linearity, information feedback, time delay and dynamic complexity.

Findings

The result showed that customer hedonic value is a major influence. The authors discovered that customer delight, WOM, service recovery and re-patronizing intention are interrelated. The analysis shows hedonic value indirectly influenced customer delight during service experiential process. The result also indicated that a high hedonic value influenced WOM efficiently.

Originality/value

This research aims to understand customer hedonic experience and the important factors that influence service experience. The authors used the concept of system dynamics to analyze the proposed model. A causal loop diagram was used to present the relationships among variables. The results reveal that hedonic value is the most critical factor that influences all the other factors. Customers who experience more hedonic value will accelerate the speed of delivery and amount of WOM. The service experience processes of customer delight, WOM and service recovery will affect the customers’ hedonic value and ultimately affect customers’ re-patronizing intention.

Details

Kybernetes, vol. 46 no. 10
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 26 October 2012

Anna Kuikka and Tommi Laukkanen

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

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Abstract

Purpose

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

Design/methodology/approach

A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses.

Findings

The results suggest that brand satisfaction is the most significant factor for brand loyalty within the chocolate market, followed by brand value and brand equity. The findings suggest that brand trust is the least significant factor for brand loyalty since it was only marginally related to attitudinal brand loyalty and no effect for behavioral brand loyalty was found. The moderator effect of hedonic value shows that the effect of brand satisfaction on attitudinal loyalty is significantly stronger among consumers with high hedonic value compared to consumers with low hedonic value. No other moderating effects were found.

Originality/value

The findings provide more insight into consumer brand loyalty and the role of hedonic value research among hedonic consumable goods.

Details

Journal of Product & Brand Management, vol. 21 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of over 9000