Abstract
This study investigated the e-commerce success using a new model that integrates the hedonic and utilitarian values. This study posits two new model constructed by Wang and Scheepers (2007) and Wang (2008). The study's results suggested that the hedonic and utilitarian values could explain users' behaviour, especially in their satisfaction and intention to repurchase. It also means that the unified hedonic and utilitarian concepts could improve the success model. Even though the most previous studies show that the utilitarian value-based model has a better goodness fit than that of the hedonic model, this study infers that both hedonic and utilitarian characteristics are alliance. This result implies that all system designers and developers should induce both hedonic and utilitarian contents into the information systems when they built. Because of this value integration, e-commerce managers could get broader market adoption and achieve their business sustainability.
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