2021
DOI: 10.1016/j.jretai.2020.10.005
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Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?

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Cited by 35 publications
(32 citation statements)
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“…Functional value (FV) is based on consumer assessments of a brand's instrumental and functional attributes (Batra and Ahtola, 1991). Previous work has shown that consumers purchase goods for their functional or utilitarian value (Garrido-Morgado et al, 2021), and further confirmed that merchandise value positively impacts on repurchase intention (with regard to shopping at the same store) (Souiden et al, 2019). In line with previous research, this study presents the following hypothesis:…”
Section: Theoretical Background 21 Customer Value In the Retailing Industrysupporting
confidence: 82%
“…Functional value (FV) is based on consumer assessments of a brand's instrumental and functional attributes (Batra and Ahtola, 1991). Previous work has shown that consumers purchase goods for their functional or utilitarian value (Garrido-Morgado et al, 2021), and further confirmed that merchandise value positively impacts on repurchase intention (with regard to shopping at the same store) (Souiden et al, 2019). In line with previous research, this study presents the following hypothesis:…”
Section: Theoretical Background 21 Customer Value In the Retailing Industrysupporting
confidence: 82%
“…Due to the social and transactional nature of livestream shopping, the factors affecting consumers' intention to follow a livestream brand community include not only the value brought by broadcasters, but also the product itself. Utilitarian products mainly refer to the products or services that can meet consumers' instrumental and functional needs (Asano et al, 2020;Garrido-Morgado et al, 2021). Consumers tend to pay more attention to the functional value of utilitarian products and are more likely to care about the professionalism, comprehensiveness, and reliability of the product information.…”
Section: Moderating Effect Of Product Typementioning
confidence: 99%
“…Thus, the relationship in hypothesis 6 was found to be positive and significant. This hypothesis was assumed based on past literature, which showed an impact of utilitarian value on UTB (Garrido-Morgado et al, 2020; Kim & Knight, 2007). The Fail-safe N value came out to be 1935, which was much higher than the required, acceptable level (5k + 10).…”
Section: Discussionmentioning
confidence: 99%
“…Utilitarian value explains why achieving desired consumption should be promoted during an online shopping trip (Babin et al, 1994;Iyer et al, 2019). Therefore, the perception of utilitarian value is based on cognitive and rational experience (Choi et al, 2020;Garrido-Morgado et al, 2020). The literature review has undertaken studies on this factor through the S-O-R theory's prism.…”
Section: Conceptual Modelmentioning
confidence: 99%