Habit as a moderator of the association of utilitarian motivation and hedonic motivation with purchase intention: Implications for social networking websites

Fard, Saeideh Sharifi; Alkelani, Aref M; Tamam, Ezhar

doi:10.1080/23311886.2019.1674068

Cited by 14 publications

(13 citation statements)

References 46 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Hedonic motivation is described as intrinsic and extrinsic (Sharifi Fard et al, 2019 ). In social media ads, consumers love the visual depiction/symbolism of different products, perceive their significant usefulness, and are outwardly engaged, bringing positive feelings and increasing purchase intention.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…However, how this motivation drives the consumer’s use of information is still blurred in the literature (Holdack et al, 2020 ). However, while the link between hedonic motivation and perceived usefulness in online shopping is well-established (Sharifi Fard et al, 2019 ), there is less understanding in the literature on the linkage of hedonic motivation with perceived usefulness in a social commerce context (Tyrväinen et al, 2020 ). Hence, the following hypotheses are brought forth in this study to bridge this knowledge gap: H3a.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…The objectives of this paper are threefold: first, to investigate the effect of ad drivers on purchase intention; second, to recognize positive reinforcements, i.e., interactivity, perceived usefulness, hedonic motivation, and argument quality, and negative reinforcement (intrusiveness and privacy concerns) (Alalwan et al, 2018 ; Feng & Xie, 2019 ); third, to examine the mediating role of perceived usefulness in the association between ad drivers and purchase intention (Luo et al, 2020 ); and fourth, to examine the moderating effect of habit (Sharifi Fard et al, 2019 ; Gardner et al, 2020 ).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

Selem

Shoukat

Shah

et al. 2023

Humanit Soc Sci Commun

View full text Add to dashboard Cite

The paper draws on the theory of planned behavior (TPB) to investigate the dual effect of digital communication reinforcement drivers: positive (i.e., interactivity, argument quality, hedonic motivation, and perceived enjoyment online) and negative (i.e., intrusive concerns and privacy concerns) on purchase intention. This paper also examines the mediation effect of perceived usefulness and the moderation effect of habit. Using a time-lag approach, 490 responses were collected from Pakistan’s social media users and then analyzed using SmartPLS v.3.2.8. Findings showed that interactivity, argument quality, and privacy concerns significantly affected purchase intention. Furthermore, perceived usefulness was partially mediated, and habit was discovered to be a significant moderator in liking perceived usefulness with enjoyment online and purchase intention. This paper advances TPB understanding and develops an integrated model for businesses to better understand customer physiology on social commerce platforms through effective contributions in theory and practice.

show abstract

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

Selem

Shoukat

Shah

et al. 2023

Humanit Soc Sci Commun

View full text Add to dashboard Cite

show abstract

“…Usage motivation covers factors such as perceived usefulness and ease of use, but also enjoyment [26,27,31]. Fard et al [40] analyze the impact of utilitarian and hedonic motivation on the purchase intention, considering variables like performance and effort expectancy, facilitating conditions, price value and, conclude that both the utilitarian and hedonic motivation have a strong influence on the intention to buy online. Topaloglu [41] also presents the impact of hedonic and utilitarian factors on the intention to shop online.…”

Section: Usage Motivationmentioning

confidence: 99%

Generation Z’ Young Adults and M-Commerce Use in Romania

Meghisan-Toma

Puiu

Florea

et al. 2021

JTAER

View full text Add to dashboard Cite

Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z.

show abstract

“…Randheer;21 Ryu et al;22 Sharifi Fard et al;23 Vieira et al 24 ). Utilitarian value is task oriented and cognitive in nature, consumers perceive utilitarian value by acquiring the product that necessitated the shopping trip 25.…”

mentioning

confidence: 99%

Understanding Customer Purchase Style Effect On Customer Satisfaction And Purchase Intention Toward Plant-Based Burgers

Wondiwoy

Yansen²

2023

View full text Add to dashboard Cite

<p><em>The main objective of this study is to examine the effect of customer purchase style, satisfaction, and purchase intention toward plant-based burgers. Second, to find out the effect of customer satisfaction and purchase intention among Non-Vegetarian in the city of Jakarta, Indonesia. This study uses a mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed participants and 205 respondents of non-vegetarian customers of plant-based burgers in Jakarta. The qualitative data analysis was carried out using NVIVO 12 Pro, while the quantitative data analysis was carried out using Structural Equation Model – partial Least Square (SEM-PLS) using SmartPLS3. The Results of qualitative analysis find that the informants were perceived positively or impressed with plant-based burgers in terms of achievement, value and idea. The result of quantitative analysis shows that customer purchase style (hedonic and utilitarian) has a positive and significant effect among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on customer satisfaction among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Though it was not hypothesized, Customer satisfaction mediates the effect of customer purchase style among non-vegetarian customers in Jakarta. Finally, customer satisfaction mediates the effect of customer purchase style on purchase intention among non- vegetarian customers in Jakarta</em></p>

show abstract

Habit as a moderator of the association of utilitarian motivation and hedonic motivation with purchase intention: Implications for social networking websites

Cited by 14 publications

References 46 publications

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

Generation Z’ Young Adults and M-Commerce Use in Romania

Understanding Customer Purchase Style Effect On Customer Satisfaction And Purchase Intention Toward Plant-Based Burgers

Contact Info

Product

Resources

About