Six Dimensions Of Hedonic Shopping

1052 Words5 Pages
The online shopping scenario has greatly developed because of its ease of use and

convenience with which people buy product/services online. The affinity to shop online is

increasing promptly among consumers across the world. There are two types of online

shopping values – Utilitarian shopping values and Hedonic shopping values. But many

scholars and marketers have intensely researched into the aspect of hedonic shopping values,

which states that consumers consider online shopping as a fun activity. The hedonic shopping

values could be evaluated as forecasters of online consumer behavior. The paper discusses

the six dimensions of hedonic shopping values and develops a model to understand the

customer satisfaction levels of online consumers
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The feature of online

stores being available at all times is a huge advantage, since customers can spend time

shopping online at their convenience. This online shopping format is dynamic and it provides

huge scope for researchers to explore the various online consumer behaviors.

The e-shopping attraction is snowballing fast among consumers across the world,

which is the focus of this study. Utilitarian shopping motives encompasses qualities relating

to convenience-seeking, variety seeking, searching for quality of merchandise, and

reasonable price rate, etc. In contrast, hedonic shopping motives are associated with

emotional requirements of individuals for enjoyable and interesting shopping experiences

(Bhatnagar & Ghosh, 2004). This research points out that the level of hedonism varies across

products or brands depends on the changing levels of involvement. A little research has been

directed to explore this aspect of consumption. This study examines how the individual

buyer’s perceived hedonic shopping values impact online customer satisfaction.

Literature Review

Using the Internet is a movement that an increasing number of people
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As browsing and interacting with the web constantly progresses, the

Internet has become a practical and worthwhile channel for marketers and an increasing

number of businesses perceive it to be essential in order to endure the competition in the

modern day globalized economy (Siekpe et al., 2005).

Shopping research on hedonic and utilitarian motivation is basically required to

understand why people shop. Studies have examined motivations with respect to the design

of physical and online shopping environments (Kourouthanassis, Giaglis & Vrehopoulos,

2008), and users’ perceptions of trust (Zhou, Dai & Zhang, 2007), flow (Mathwick &

Rigdon, 2004), and playfulness (Ahn, Ryu & Han, 2007) with respect to purchasing

intentions. Internet shopping value, a strong determining factor of a consumer’s motivation to

shop online (To et al., 2007), can be classified into two broad psychological categories:

utilitarian shopping value, the extent to which consumers feel their shopping goals have been

accomplished, and hedonic shopping value, the fun and excitement experienced during
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