Hedonic and Utilitarian Values Effects on online purchase

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ZAREI AZIM; MORADI HADI

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Journal Paper

Paper Information

Journal: JOURNAL OF EXECUTIVE MANAGEMENT Year:2019 | Volume:11 | Issue:21 Page(s): 13-37

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Information Journal Paper

Title

Hedonic and Utilitarian Values Effects on online purchase

Author(s)

ZAREI AZIM | MORADI HADI | Issue Writer Certificate

Keywords

Hedonic valueQ1

Utilitarian valueQ1

online purchaseQ1

e-commerceQ2

repurchaseQ1

Abstract

Following the expansion of e-commerce & Internet purchases, explaining the perceived value of customers and examining how it affects customers' online purchase behavior is one of the most important and attractive issues of marketing research topics as well as a challenge, is to act for managers' decision making. This explanation appears to be at the high level of structural fitting on the presence of Utilitarian values and Hedonic values at the same time, which is the main goal of the present research. Utilitarian and Hedonic values are evaluated by customers based on subjective norms and objective measures which are dynamic and depending on time, actors and situations. Accordingly, this research is applied type in terms of purpose and descriptive survey type in terms of data collection. The statistical population of this research is customers’ through online stores in West Azerbaijan province. The statistical sample of the study consisted of 207 respondents who were randomly selected through a questionnaire of their opinions and the hypotheses tested using structural equation modeling. The results show that hedonic and Utilitarian values have positive and direct effects on customers’ attitude and satisfaction also finding indicate indirect effect on perceived values affect customers’ word-of-mouth and repurchase intention.

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APA: Copy

ZAREI, AZIM, & MORADI, HADI. (2019). Hedonic and Utilitarian Values Effects on online purchase. JOURNAL OF EXECUTIVE MANAGEMENT, 11(21 ), 13-37. SID. https://sid.ir/paper/395796/en

Vancouver: Copy

ZAREI AZIM, MORADI HADI. Hedonic and Utilitarian Values Effects on online purchase. JOURNAL OF EXECUTIVE MANAGEMENT[Internet]. 2019;11(21 ):13-37. Available from: https://sid.ir/paper/395796/en

IEEE: Copy

AZIM ZAREI, and HADI MORADI, “Hedonic and Utilitarian Values Effects on online purchase,” JOURNAL OF EXECUTIVE MANAGEMENT, vol. 11, no. 21 , pp. 13–37, 2019, [Online]. Available: https://sid.ir/paper/395796/en

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