Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions

Melinda Timea Fülöp, Dan Ioan Topor, Sorinel Căpușneanu, Constantin Aurelian Ionescu and Umair Akram
Authors registered in the RePEc Author Service: Sorinel Capusneanu

Eastern European Economics, 2023, vol. 61, issue 5, 591-613

Abstract: This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The study’s novelty derives from the study region and the implications of the COVID-19 pandemic. The results indicate a correlation between utilitarian and hedonic motivation and online shopping intentions, while information searching is a significant predictor of online purchase intentions. This paper contributes to both the academic and practical fields, and e-vendors can use it as a framework to manage website activity.

Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:mes:eaeuec:v:61:y:2023:i:5:p:591-613

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DOI: 10.1080/00128775.2023.2197878

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