“…The utilitarian aspect relates to the functional characteristics of the product, its utility and usability: i.e., learnability, informativeness, efficiency, customer support, and simplicity (Hassenzahl, 2008;Hassenzahl et al, 2008;Hellianto et al, 2019). The hedonic aspect, however, relates to the emotional experience, customer satisfaction and responses which result from using the product: i.e., attractiveness, entertaining features, and novel functionality (Hellianto et al, 2019;Minge & Thüring, 2018;Hassenzahl, 2005;Dı´az-Oreiro et al, 2021;Febriandika et al, 2020;Hassenzahl, 2001). Customers are concerned about both the utilitarian and hedonic aspects of any e-commerce website.…”