Hedonic and Utilitarian Orientation towards the Purchase Intention of Laptop; the Mediating Effect of Information Quality. An Empirical Study of Ghana

In our diurnal cycles, a purchase is performed all the time and at this instant, we are always forced to reflect for a second to choose between two main product types being utilitarian and hedonic. Utilitarian products being practical, functional, and instrumental to satisfy the individuals "needs" whereas hedonic products are accompanied by sensational and experiential effects to satisfy the individuals "wants". Previous studies have over the years has revealed that there is always a hint of a quilt when the product to be purchased is hedonic or has hedonic characteristics as compared to products with utilitarian attributes.. This research seeks to investigates the effect of information quality (i.e., that is a selected different dimension of information quality being completeness, concise representation, consistent representation and free from error given to a potential customer before a purchase is made) which will be in favor of hedonic or utilitarian products. The process in which consumers selecting themselves on whether to purchase the two laptop concepts being Conovo laptop " Hedonic product in this scenario" or the Maximus laptop " Utilitarian product" after the observation of a manipulated detailed specifications of each product. Laptop concepts were used in this study to do away with any bias associated with any distinct laptop brand.