Marketing na Internet e comportamento do consumidor: investigando a dicotomia hedonismo vs. utilitarismo na WWW

David Gertner and Andrea Narholz Diaz

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 1999, vol. 3, issue 3, 131-156

Abstract: The objective of this paper is to discuss buying behavior on the internet, based on propositions of the Consumer Retail Search Process model (CRSP), proposed by Titus e Everett (1995). More specifically, the present investigation verifies whether benefits derived from navigation on the Web present the same dichotomy observed in traditional environments, like retailing and television, that is: hedonism (a dimension related to fun, spontaneity, and search for multi-sensorial experiences) vs. utilitarism (a dimension related to some sort of conscious search with specific purpose). The validation of the hedonic and utilitarian benefits scale, proposed by Babin, Darden and Griffin (1994), led to the conclusion that the same dichotomy is present among consumers in activities on the Web.

Date: 1999
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/79/78 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/79/78 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:3:y:1999:i:3:79

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().