Hedonic and Utilitarian Values Behind Engagement of Online Consumers

Abstract

In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors—utilitarian and hedonic experiential values.

FinTech in the Small Food Business and Its Relation with Open Innovation

“…In the UTAUT2 model, Venkatesh et al [31] explained that habits reflect how consumers tend to act in a structured manner, which results from repeated learning; this means that behavior is influenced by repetitive activities that become habits. Previous research has shown that habit influences adoption behavior [55]. Moreover, research conducted by Chang et al [54] mentioned that a consumer's habit has an impact on use behavior significantly.…”

“…Hedonic motivation is the preferred desire in the use of technology, and this has proven to be a determining factor in the process of recognizing and adopting new technology [47,54]. Research by Zeba et al [55] proved that hedonic motivation was able to adopt consumers towards the online purchasing process in the case of the airline industry. In addition, hedonic motivation is also an intrinsic factor that makes technology users like FinTech cognitively attached to a platform [51].…”

Antecedents of Electronic Shopping Cart Abandonment during Online Purchase Process

“…The customer generally visits an online shopping website with a hedonic or utilitarian motive (Arnold & Reynolds, 2003; Bridges & Florsheim, 2008; Krithika & Rajini, 2017; Papacharissi & Rubin, 2000; Wildeboer & Donkers, 2014; Zeba et al, 2020). Customers with hedonic motives are involved in shopping for experiences related to fun and pleasure (Zeba et al, 2020).…”

“…The customer generally visits an online shopping website with a hedonic or utilitarian motive (Arnold & Reynolds, 2003; Bridges & Florsheim, 2008; Krithika & Rajini, 2017; Papacharissi & Rubin, 2000; Wildeboer & Donkers, 2014; Zeba et al, 2020). Customers with hedonic motives are involved in shopping for experiences related to fun and pleasure (Zeba et al, 2020). Table 3 depicts a summary of the various experiences that customers can have from online shopping such as idea shopping, value shopping, gratification shopping, and adventure shopping (Arnold & Reynolds, 2003).…”

Impact of Interactivity on Bookkeeping Application Adoption Intention in the New Normal

“…Consumers' perceived consumption values play crucial role in shaping consumer behavioural intention (Shankar and Jain, 2021). Hence, in prior literature, several studies determined the positive effects of consumption values on consumer behavioural intention in several contexts (Mohd-Any et al, 2014 ;Mäntymäki and Salo, 2015;Carlson et al, 2015;Dhir et al, 2018;Kaur et al, 2018;Jang et al, 2019;Talwar et al, 2020;Shankar and Jain, 2021;Zeba et al, 2020;Thanigan et al, 2021). Different types of consumption values namely, functional value, emotional value, social value, conditional value, and epistemic value plays crucial role in framing consumer behavioural intention (Sheth, 1991;Talwar et al, 2020).…”