Preference for utilitarian or hedonic value options during a pandemic crisis: The moderation effects of childhood socioeconomic status and sensation-seeking

Kim, Jungkeun; Kim, Seongseop; Jhang, Jihoon; Doust, Negin Ahmadi Saber; Chan, Ricky Y. K.; Badu‐Baiden, Frank

doi:10.1016/j.ijhm.2023.103427

Cited by 17 publications

(14 citation statements)

References 62 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Utilitarian customers are more inclined to satisfy their demands by purchasing more valuable things. Customers can sense genuine benefits, supporting the claim that retail consumers are likelier to purchase goods or services based on a benefit value reference rather than hedonic variables (Kim et al, 2023). Consumers perceive utilitarian value as benefits such as convenience, enhanced preference fit, reduced time, and a reasonable price-performance ratio (Scholl-Grissemann & Schnurr, 2016).…”

Section: The Influence Of Utilitarian Value On Perceived Benefitmentioning

confidence: 80%

“…In addition, the Covid-19 pandemic has increased social restrictions, escalating online marketplaces traffic for purchasing value-based goods. Hence, consumers can perceive actual benefits, strengthening the argument that retail consumers are likelier to purchase goods or services using a value reference of benefit rather than hedonic factors (Kim et al, 2023). Customers view utilitarian value as benefits such as convenience, improved preference fit, decreased time, and an appropriate price-performance ratio (Scholl-Grissemann & Schnurr, 2016).…”

Section: Effect Of Utilitarian Value On Perceived Benefitmentioning

confidence: 92%

See 1 more Smart Citation

Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Octalina

Rahimah

Arifin

2023

J. Theor. Appl. Manage.

View full text Add to dashboard Cite

Objective: This study examines the influence of hedonic and utilitarian values on perceived benefits and their impact on purchase intention by using effort expectancy as a moderating variable. Design/Methods/Approach: This study adopts a quantitative approach by employing a non-probability sampling technique to collect a sample of 175 respondents who had used the Shopee application in Malang. The data was analyzed using SmartPLS through the measurement model test (outer model) and structural model test. Findings: The results show that hedonic value and utilitarian value have a positive and significant effect on perceived benefit, hedonic value and utilitarian value have a positive and significant impact on purchase intention, and perceived benefit has a positive and significant effect on purchase intention. However, effort expectancy does not have a significant role in moderating the relationships. Originality/Value: The limited extant literature only addresses a simple direct–effect relationship between effort expectancy toward behavioral intention and use behavior. Drawing on the Unified Theory of Acceptance and Use, this research provides deep insight through position effort expectance as the moderation role. Also, this study elaborates on the effect of utilitarian and hedonic values on perceived benefit. In turn, this framework also explored the influence of perceived benefit on consumer intention to purchase in electronic commerce, further advancing an understanding of this dynamic subject matter. Practical/Policy Implications: The study contributes to the existing knowledge of managerial practice by pointing out the importance of effort expectancy, which shapes the consumer's perceived benefit, and illustrating its impact in the case of purchasing intention in an e-commerce application. E-commerce companies can enhance the customer experience when accessing applications to invigorate purchase intention. E-commerce companies need to maintain their performance in terms of app ease of use and provide innovations by providing more user benefits, thereby creating loyal customers. Eventually, the company should keep earning society's trust as reliable e-commerce that meets the needs of today's digital era.

show abstract

Section: The Influence Of Utilitarian Value On Perceived Benefitmentioning

confidence: 80%

Section: Effect Of Utilitarian Value On Perceived Benefitmentioning

confidence: 92%

Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Octalina

Rahimah

Arifin

2023

J. Theor. Appl. Manage.

View full text Add to dashboard Cite

show abstract

“…The pleasure, good vibes, and happiness customers get from their experiences are all included in hedonic value (Kim et al, 2023). Dedeoglu et al, (2018) state that Hedonic value includes emotional worth and novelty or sensation seeking.…”

Section: Hedonic Motivesmentioning

confidence: 99%

“…Utilitarian and hedonic values play a significant role in travelers ' evaluations of hotels and restaurants because utilitarian values reflect economic benefits (value for money), effectiveness and convenience, and goal satisfaction. In contrast, hedonic values are more concerned with the pleasure of using services and interacting with other customers and service providers (Kim et al, 2023). When guests stay at a hotel, their sense of delight, amusement, originality, or novelty-seeking is heightened, and they derive hedonic values and benefits (Dedeoglu et al, 2018).…”

Section: Utilitarian Motivesmentioning

confidence: 99%

Does Hedonic and Utilitarian Motives Affects Intention to Follow Green Account? Opinion Leadership as a Mediating

Sakhina,

Kuswati

2024

JBM

View full text Add to dashboard Cite

Many business people use social media as a marketing tool in this digital age. TikTok is one of the social media platforms that is frequently utilized as a tool for product marketing. The number of followers on a TikTok account dramatically impacts how well a product is marketed through TikTok social media. This study tries to analyze the mediation effect of opinion leadership on the relationship between hedonic motives and utilitarian motives on intention to follow green account. This study used a sample size of 200 respondents who knew account TikTok of The Body Shop Indonesia. The sampling method used non-probability sampling with a purposive sampling approach. Data analysis using the SmartPLS application. The research findings show that hedonic and utilitarian motives directly affect opinion leadership, hedonic and utilitarian motives directly affect intention to follow the green account, and opinion leadership affects intention to follow the green account. The mediation effect test shows that opinion leadership is proven to mediate the influence of hedonic and utilitarian motives on the intention to follow the green account. Keywords: Hedonic Motives, Utilitarian Motives, Opinion Leadership, and Intention to Follow Green Account Abstrak Banyak pebisnis yang menggunakan media sosial sebagai alat pemasaran di era digital ini. TikTok merupakan salah satu platform media sosial yang sering digunakan sebagai alat pemasaran produk. Jumlah followers sebuah akun TikTok memiliki pengaruh yang besar terhadap seberapa baik sebuah produk dipasarkan melalui media sosial TikTok. Penelitian ini mencoba untuk menganalisis pengaruh mediasi opinion leadership terhadap hubungan antara hedomic motives dan utilitarian motives pada intention to follow green account. Penelitian ini menggunakan jumlah sampel sebanyak 200 responden yang mengetahui akun TikTok The Body Shop Indonesia. Metode pengambilan sampel menggunakan non probability sampling dengan pendekatan purposive sampling. Analisis data menggunakan aplikasi SmartPLS. Temuan penelitian menunjukkan bahwa hedonic dan utilitarian motives secara langsung berpengaruh terhadap opinion leadership, hedonic dan utilitarian motives secara langsung berpengaruh terhadap intention to follow green account, dan opinion leadership berpengaruh terhadap intention to follow green account. Uji efek mediasi menunjukkan bahwa opinion leadership terbukti memediasi pengaruh hedonic motives dan utilitarian motives terhadap intention to follow green account. Kata Kunci : Hedonic Motives, Utilitarian Motives, Opinion Leadership, dan Intention to Follow Green Account

show abstract

“…Nowadays, immersive technologies like AI, robots, avatars, virtual bots, and virtual reality have rapidly changed interactive marketing, sales dynamics, consumer behavior, and business models (Barhorst et al, 2021;Kim et al, 2023). Artificial intelligence (AI) has the potential to replace human tasks in industrial, social, intellectual contexts and mimic human attributes, thereby sustaining companies' competitiveness.…”

Section: Introductionmentioning

confidence: 99%

Avatars’ impacts in retail: a study within regulatory engagement theory

ben Saad,

Choura

2024

IJRDM

View full text Add to dashboard Cite

PurposeThis study aims to test the impact of avatars on consumer psychological states, engagement, and purchase intention in the online retail environment with reference to the Regulatory Engagement Theory.Design/methodology/approachOne-factor between-subject experimental design was used to test research hypotheses. Two versions of an experimental merchant website have been designed for the purpose of the study: with and without the avatar. Participants were randomly assigned to experimental conditions and responded to an online questionnaire displayed during the visit. SEM analyses with AMOS 24 and SPSS Macro Conditional Process Analysis for bootstrapping were used to test the hypotheses.FindingsThe results confirm the avatar’s positive impact on perceived enjoyment and immersion, both positively affect consumer engagement and purchase intention. The mediating role of psychological states in the impact of avatars on consumer engagement is also confirmed.Originality/valueThis study advances the interactive marketing literature by focusing on avatars as an emerging interactive technology in the virtual retail context. Unlike previous studies on virtual agents, which primarily focused on their utilitarian role in online customer support, this study investigates how avatars influence consumers' psychological states, engagement, and purchase intention.

show abstract

Preference for utilitarian or hedonic value options during a pandemic crisis: The moderation effects of childhood socioeconomic status and sensation-seeking

Cited by 17 publications

References 62 publications

Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Does Hedonic and Utilitarian Motives Affects Intention to Follow Green Account? Opinion Leadership as a Mediating

Avatars’ impacts in retail: a study within regulatory engagement theory

Contact Info

Product

Resources

About