“…With the prevalence of e‐commerce, more and more marketing scholars are beginning to study hedonic consumption and utilitarian consumption behavior in the online shopping context. Previous studies have found that hedonic and utilitarian value, as important motivations for the online retail shopping behavior of consumers (Bridges & Florsheim, 2008; To et al, 2007), play a significant role in promoting online group buying intention (e.g., Lim, 2014; Lim, 2017), overall satisfaction (e.g., Liu, Xu, & Hagedorn, 2022), and attitudes toward promotion and behavioral intention (e.g., Jee, 2021). Referring to the above research, we focus on the key role of the proportion of consumers' spending on hedonic and utilitarian goods between online shopping and consumer SWB for the following reasons.…”