Given to the ever-increasing development of human societies and necessity of productivity increase in all daily activities, using electronic systems is unavoidable. This is true about the process of shopping and utilizing electronic methods especially internet is increasing day by day. The present survey was formed through the intentions variable as the dependent variable, utilitarian and hedonistic values as independent variables and preferences as the mediating variable. Students of the Islamic Azad University, Tehran Science and Research branch were the statistical population and three-hundred seventy nine persons were selected using stratified random sampling proportional to the sample volume.
Obtained results of testing hypotheses through structural equations model using SPSS and PLS software (statistical analysis) reveal that judgments about hedonistic and utilitarian values have a significant relationship with preferences. Also preferences have a significant relationship with future shopping intentions. Generally it can be argued that judgments of hedonistic and utilitarian values have a direct impact on preferences in online retailers and thus on future shopping intentions.
Babin BJ, Attaway JS. Atmospheric affect as a tool for creating value and gaining share of customer. J Bus Res 2000;49:91–9.
Babin, B. J., Darden, W. R. & Griffin, M. (1994), Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research. Vol. 20, No.4, PP. 644-56.
Bagozzi RP, Dholakia U. Goal setting and goal striving in consumer behavior. J Mark 1999;63:19–32.
Barata, R., Ahtola, O.T., (1991). Measuring the hedonic and utilitarian sources of customer attitudes. Marketing Letters. 12 (2), PP. 159–170.
Bellenger, D. N., Robertson, D. H. & Greenberg, B. A. (1977), Shopping center patronage motives. Journal of Retailing. 53 (2), PP. 29.
Blackwell, R., Miniard, P., Engel, F. (2000), Consumer Behavior. South-Western College Publishing.
Bloch, P. H., Bruce, G. D. (1984), Product involvement as leisure behavior. In:Kinnear, T.C. (Ed.). Proceedings of the Association for Consumer Research Conference. Ann Arbor, MI, PP. 197–202.
Bolton RN, Drew JH. A multistage model of customers' assessments of service quality and value. J Consum Res 1991;17(4):375–84.
Burke, K. (1999), Creating a compelling online experience, CatAge, PP. 16-109.
Burke, R. R. (1997), Do you see what I see? The future of virtual shopping. PP. 52–60.
Carpenter, J. M. (2008), Consumer Shopping Value, satisfaction and loyalty in discount retailing. Journal of Retailing and Consumer Services. No. 15, PP. 358-363.
Carpenter, J. M. & Moor, M. (2009), Utilitarian and Hedonic Shopping Value in the US discount sector. Journal of Retailing and Consumer Services. No. 16, pp. 68-74.
Childers, T. L., Christopher L. C., Peck, S. J. & Carson, S. (2001), Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing. Vol. 77, No. 4, PP. 511–535.
Crockett RO. Keep ‘em coming back. Bus Week 2000;3681:EB20.
Cronin JJ, Brady MK, Hult TM. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. J Retail 2000;76(2):193–205.
Darden WR, Reynolds FD. Shopping orientations and product usage rates. J Mark Res 1971;8:505–8.
Dhar, R. & Wertenbroch, K. (2000), Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research. Vol. 37, (February), PP. 60-71
Dick AS, Basu K. Customer loyalty: toward an integrated conceptual framework. J Acad Mark Sci 1994;22(2):99-113.
Dodds WB, Monroe KB, Grewal D, 1991. Effects of price, brand and store information on buyers' product evaluations. J Mark Res 2001;28 (August):307–19.
Erdem T, Swait J. Brand equity as a signaling phenomenon. J Consum Psychol 1998;7:131–57.
Grewal D, Monroe KB, Krishnan R. The effect of price-comparison advertising on buyers' perception of acquisition value, transaction value, and behavioral intentions. J Mark 1998;62:46–59.
Gurley JW. The one Internet metric that really matters. Fortune 2000;141:392.
Grewal D, Gopalkrishnan RI, Krishnan R, Sharma A. The Internet and the pricevalue- loyalty chain. J Bus Res 2003;56(5):391–8.
Hawakins, D. L., Mothersbaugh, D. L. Best, R. J. (2007), Consumer behavior, building marketing strategy, Mc Graww-Hill, New York.
Hirschman, E. C. & Holbrook, M. B. (1982), Hedonic consumption: emerging concept, method and propositions. Journal of Marketing. Vol. 46, No. 3, PP. 92-101.
Hirschman, E. C. (1983), Aesthetics, ideologies and the limits of the marketing concept. Journal of Marketing. Vol. 47, No.3, PP. 45-55.
Hoffman D.L. & Novak T.P. (1996), Marketing in hypermedia computer – mediated environments: conceptual foundations. Journal of Marketing Research. No. 60, PP. 50–68.
Holbrook MB. The nature of customer value: an axiology of service in the consumption experience. In: Oliver Richard Rust Roland T, editor. Service quality: new directions in theory and practice. London: Sage Publications; 1994. p. 21–71.
Holbrook, M. B, & Moore, W. L. (1981), Feature interaction in consumer judgements of verbal versus pictorial representation. Journal of Consumer Research. Vol. 8, PP. 103-13.
Holbrook, M. B. & Hirschman, E. C. (1982), The experiental aspect of consumption: consumer fantasies, feeling and fun. Journal of Consumer Research. Vol. 9, No. 2, PP. 132-40.
Jarvenpaa SL, Todd PA. Consumer reactions to electronic shopping on the World Wide Web. Int J Electron Commer 1997;1(2):59–88
Jones, M. A., Reynolds, K. E. & Arnold, M. J. (2006), Hedonic and utilitarian shopping value: investigating differantal effects on retail outcomes. Journal of Business Research. Vol. 59, No. 9, PP. 974-981.
Kim Y-K. Consumer value: an application to mall and Internet shopping. Int J Retail Distrib Manag 2002;30(11/12):595-604.
Laermans, R. (1993), Learning to consume: early department stores and the shaping of modern consumer culture. Theory, Cult Soc, No, 10, PP. 79–102.
Lee, C. C. (2006). Predicting tourist attachment to destinations. Journal of Annals of Tourism Research. 28(1), PP. 229–232.
Mathwick C, Malhotra N, Rigdon E. Experiential value: conceptualization, measurement, and application in the catalog and Internet shopping environment. J Retail 2001;77:39–56.
Mitchell A. Why old retail model won't work on the Net. Mark Week 2000;23 (17):36–7.
Moe, W. W. & Father, P. S. (2001), Modeling hedonic portfolio products: a joint segmentation analysis of music compact disc sales. Journal of Marketing Research. Vol. 38, No, 3, PP. 379-85.
Moven, J. (1996), Consumer behavior, New Jersy, Prentice Hall.
Moven, J. & Minor, J. (2001), Consumer Behavior, New Jersi, Prentice Hall.
Pritchard MP, Havitz ME, Howard DR. Analyzing the commitment-loyalty link in service contexts. J Acad Mark Sci 1999;27(3):333–48.
Raghunathan, R. & Irwin, J. R. (2001), Walking the hedonic product treadmill: default contrast and mood base assimilation in judgements of predicted happiness with a target product. Journal of Consumer Research. Vol. 28, No. 3, PP. 355-68.
Reynolds, K. E. & Arnold, M. J. (2000), sustomer loyalty to the salesperson and the store:examining relationship customers in an upscale retail context. Journal of Personal Selling and Sales Management. Vol. 20, No. 2, PP. 89-98.
Rewick J. Clinching the Holiday E-Sale-some 65% of online shoppers bolt at the checkout point; e-tailers try to keep them.Wall St J 2000:B1
Roest H, Pieters R. The nomological net of perceived service quality. Int J Serv Ind Manag 1997;8(4):336–51.
Ryu, G., Park, J. & Feick, L. (2006), The role of product type and country-of-orgin in decision about choice of endorser ethnicity in advertising. Journal of Psychology & Marketing. Vol. 23, No. 6, PP. 487-513.
Sen, S. & Lerman, D. (2007), Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing. Vol. 21, No. 4, PP. 76-94.
Sherry J. F., (1990), A sociocultural analysis of a Midwestern American flea market. Journal of Consumer Research. 17 (1), PP. 13–30.
Sheth JN. An integrative theory of patronage preference and behavior. In: Darden WR, Lusch RF, editors. Patronage behavior and retail management. New York: Elsevier Science Publishing Co.; 1983. p. 9–28.
Shop.org. [homepage on the Internet]. Washington, D.C.: National Retail Federation; [cited 2004 Aug 7]. The State of Retailing Online 6.0. Available from: http://www.shop.org/research/reports.asp.
Sinha I, DeSarbo WS. An integrated approach toward the spatial modeling of perceived customer value. J Mark Res 1998;25(2):236–49.
Swinyard WR, Smith SM. Why people (don’t) shop online: a lifestyle study of the Internet consumer. Psychol Mark 2003;20(7):567–97.
Tauber, Edward M. (1972). Why do people shop?. Journal of Marketing. 36(October), PP. 46–49.
Teo T. Demographic and motivation variables associated with Internet usage activities. Internet Res 2001;11(2):125–37.
Voss, K. E., Spangenberg, E. R. & Grohmann, B. (2003), Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research. Vol. 40, No. 3, PP. 310-20.
Woodruff RB. Customer value: the next source for competitive advantage. J Acad Mark Sci 1997;25:139–53
Webster, J. T. (1993). The dimensionality and correlates of flow in human–computer interactions, Computers in Human Behavior 9, 411-426.
Westbrook, R. B. (1985). A motivation-based shopper typology, Journal of Retailing 61 (1), 78–103
Wolfinbarger, M. G. (2001). Shopping online for freedom, control and fun, California Management Review 43 (2), 34–55
Zeithaml, V.A., Berry, L.L. & Parasuraman,A. (1996). The behavioral cinsequences of service quality. Journal of Marketing. Vol. 60, No. 2, PP.31-46
Copyright: © 2013 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
