The Influence of Hedonic and Utilitarian Shopping Value Towards Consumer Behavioral Intention Among Youth Mall Shoppers

Norlaile Salleh Hudin, Nur Shafiqa Azrin Khairil Annuar and Ahmad Zainal Abidin Abd Razak

Research in World Economy, 2019, vol. 10, issue 5, 1-8

Abstract: In the past decade, considerable amount of researches investigated the influence of hedonic and utilitarian shopping values on consumer behavioral intention. Accordingly, this has driven the current study to achieve its objective which is to determine the influence of hedonic and utilitarian shopping values on consumer consumer behavioral intention among youth in Malaysia. Embarking on the quantitative methodology, a survey is conducted among 469 university students who enrolled to a compulsory university course. The results showed that hedonic and utilitarian shopping values had positive influence on the youth consumer behavioral intention. This implies that shopping mall developers should consider hedonic and utilitarian preferences in terms of the design, selection of stores and functionality in creating a shopping mall particularly in serving youth market segment.

Keywords: Hedonic; utilitarian; shopping values; consumer behavioral intention; youth; shopping mall (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:rwe111:v:10:y:2019:i:5:p:1-8

DOI: 10.5430/rwe.v10n5p1

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