Hedonic and utilitarian online shopping: A preliminary investigation
DOI:
https://doi.org/10.58567/eal02040007Keywords:
Hedonism; Utilitarianism; Online Shopping; Purchase IntentionAbstract
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.
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Copyright (c) 2023 Daniele Scarpi de Claricini
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