Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective

Liu, Fei; Lim, Eric T. K.; Li, Hongxiu; Tan, Chee‐Wee; Cyr, Dianne

doi:10.1016/j.im.2019.103199

Cited by 99 publications

(97 citation statements)

References 134 publications

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“…There is a plethora of variables that may constitute that related, and shape people's attitudes and behaviour. For example; Liu et al (2020) revealed in their studies that customers with a lower transactional frequency are more likely to search for functionality that can assist with initial adoptions when assessing an e-commerce site's functional efficiency in order to reduce possible risks. When learning to transact on an e-commerce platform, functionalities such as consultation and guidance, caretaking and safekeeping, and hospitality can appeal to inexperienced consumers.…”

Section: Discussionmentioning

confidence: 99%

What is a Population in Online Shopping Research? A perspective from Malaysia

Naseri¹

2021

TURCOMAT

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The rise of internet usage worldwide has created a new phenomenon of consumer behaviour, in which the consumers’ attention has been shifted to online purchasing. The increase confidence in technology and online payment sectors are causing a change in consumer behaviour, away from traditional methods (Khouloud, 2020). Statista (2018) reported an estimated amount of 1.8 billion people worldwide now purchase their goods online. According to the Internet World Statistics (2020), there are over 3 billion internet users globally, thus representing a 577% increase in growth when compared to the global population of internet users in 2000. This trend indicates that online shopping has a lot of potential and benefits to societies and businesses worldwide. The purpose of this paper is to analyse the best population in online shopping research for Malaysia context.

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Section: Discussionmentioning

confidence: 99%

What is a Population in Online Shopping Research? A perspective from Malaysia

Naseri¹

2021

TURCOMAT

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“…Regarding the information channels for hedonic purchases, social media has emerged as an influential channel, with 70%–80% of study respondents reporting that their purchases are affected by the social media posts of companies and friends (eMarketer 2017; Hewett et al 2016; Kumar et al 2016). Previous studies show that consumers find fun- and entertainment-oriented social media to be a more suitable information source for hedonic purchases (Hughes, Swaminathan, and Brooks 2019; Liu et al 2019; Park et al 2018; Schulze, Schöler, and Skiera 2014). However, for third-party reviews, prior research has not been definitive regarding their implications for hedonic purchases.…”

Section: Conceptual Developmentmentioning

confidence: 99%

Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases

Li¹,

Abbasi²,

Cheema³

et al. 2020

Journal of Marketing

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The authors examine consumers’ information channel usage during the customer journey by employing a hedonic and utilitarian (H/U) perspective, an important categorization of consumption purpose. Taking a retailer-category viewpoint to measure the H/U characteristics of 20 product categories at 40 different retailers, this study combines large-scale secondary clickstream and primary survey data to offer actionable insights for retailers in a competitive landscape. The data reveal that, when making hedonic purchases (e.g., toys), consumers employ social media and on-site product pages as early as two weeks before the final purchase. By contrast, for utilitarian purchases (e.g., office supplies), consumers utilize third-party reviews up to two weeks before the final purchase and make relatively greater usage of search engines, deals, and competitors’ product pages closer to the time of purchase. Importantly, channel usage is different for sessions in which no purchase is made, indicating that consumers’ information channel choices vary significantly with the H/U characteristics of purchases. The article closes with an extensive discussion of the significant implications for managing customer touchpoints.

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“…While products like foods, clothes are part of utilitarian consumption; products like custom design clothes, luxury cars, diamond flowers are part of hedonic consumption. However, when one is trying to understand if a product is purchased with hedonic or utilitarian motivation, s/he should decide by checking the consumption motivation (Liu, Lim, Li, Tan, & Cyr, 2020); (Diefenbach & Hassenzahl, 2011); (Khan, Dhar, & Wertenbroch, 2004).…”

Section: Hedonic and Utilitarian Consumptionmentioning

confidence: 99%

Hedonic and Utilitarian Consumption in COVID-19 Process

Çerçi

Seyfi²

2021

Erciyes İletişim Dergisi

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Due to globalization, competitive marketing strategies, and developments in communication technologies, analyzing consumer behaviors becomes much more complicated these days. Fundamentally, the most noteworthy factors that affect consumer behaviors are getting benefits, entertainment, feeling satisfied, and taking pleasure. Analyzing consumer behaviors and developing new strategies becomes crucial for companies during the COVID-19 period that turns daily life upside down. This study aims to investigate if there is a difference between hedonic and utilitarian consumption behaviors of participants who have a high-and low-level fear of COVID-19. The aims of former researches that were carried out up to the present were to find reasons and effects of hedonic consumption. Since this study aims to investigate hedonic and utilitarian consumption from the perspective of COVID-19 fear, which is an ultimate crisis, this study differs from other studies. An online questionnaire is selected as the research method of this study and the sample involves 548 (N=548) individuals. The research showed that there is a statistically significant difference among participants who have a high and low level of COVID-19 fear in terms of hedonic and hedonic and utilitarian consumption behaviors. Research results and limitations are discussed within the context of the literature.

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Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective

Cited by 99 publications

References 134 publications

What is a Population in Online Shopping Research? A perspective from Malaysia

What is a Population in Online Shopping Research? A perspective from Malaysia

Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases

Hedonic and Utilitarian Consumption in COVID-19 Process

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