Hedonic and utilitarian online shopping: A preliminary investigation

Daniele Scarpi de Claricini
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Daniele Scarpi de Claricini: Department of Management, University of Bologna, Bologna, Italy

Economic Analysis Letters, 2023, vol. 2, issue 4, 39-45

Abstract: This research letter investigates hedonic and utilitarian orientations to Online shopping. The data highlight a positive correlation of hedonism with both the length and the frequency of connection to the Internet. It considers two products, jeans and personal computers, that previous literature had identified as being characterized by utilitarian and hedonic features. The results show that consumers prefer to buy products and brands on the Web if they have already seen and experienced them Offline.

Keywords: Hedonism; Utilitarianism; Online shopping; Purchase intention (search for similar items in EconPapers)
Date: 2023
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