Utilitarian, hedonic, and self-esteem motives in online shopping

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-05-13 DOI:10.1108/sjme-06-2021-0113

I. Indrawati, G. Ramantoko, T. Widarmanti, I. Aziz, F. Khan

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引用次数: 10

Abstract

Purpose The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed. Design/methodology/approach The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software). Findings All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions. Practical implications Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value. Originality/value This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping.

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网上购物的功利、享乐和自尊动机

目的分析享乐动机、功利动机和自尊动机对网络购物行为的影响。同样，我们也分析了冲动购物与购物意向的中介作用。设计/方法/方法本研究采用450名被调查者参与的调查结果，采用结构方程建模(SmartPLS 3.0软件)对数据进行分析。结果:除自尊动机与冲动购物倾向的关系为负向外，其余假说均为显著正相关。此外，享乐动机对冲动购物倾向有较强的正向影响，而功利动机对购物意向有较强的正向影响。实践启示管理者应该关注功能价值而不是情感价值来吸引倾向于功利主义的顾客。相反，对于那些倾向于享乐的顾客来说，产品应该在视觉上吸引人，刺激和鼓舞人心，以及具有情感价值。原创性/价值本研究探讨自尊和享乐动机在冲动购物行为中的作用。此外，本研究运用计划行为理论，强调了享乐动机和功利动机在参与网络购物态度中的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.