Hedonic Value Research Articles

Understanding Consumer Preferences for Hedonic Furniture: A Push-Pull-Mooring Analysis

This research explores consumer perceptions of hedonic furniture's value, analyzingsurvey data from 347 individuals in China using the Push-Pull-Mooring (PPM) model. It finds that hedonic features, enjoyment, self-expression, emotional and aesthetic values (pull factors of hedonic furniture), dissatisfaction and fatigue (push factors of utilitarian furniture), along with social value and brand image (mooring factors), positively influence attitudes of consumers towards purchasing hedonic furniture. The study highlights the mooring factor's role in strengthening the relationship between push factors and product attributes, enhancing consumer preference for hedonic furniture. These insights suggest that design teams and companies in the hedonic furniture sector should investigate the intrinsic characteristics and symbolic meanings of their products, as well as the hedonic value such as emotional and aesthetic valuesperceived by consumers. Understanding these aspects can help better meet the complex preferences of their market, increasing the allure and value of hedonic furniture.

AI-human interactions in healthcare: exploring users’ post-adoption behaviors of AI mental health chatbots

ABSTRACT The rise in mental health challenges has spurred innovative technological solutions, including AI-based chatbots for mental care management. This study explores how individuals engage with these chatbots for health decision-making, examining relationships between utilitarian and hedonic values, satisfaction with well-being outcomes, IT identity, social norms, and post-adoption behaviours. Using IT identity theory and a quantitative approach, we surveyed 309 current users of AI-based chatbots in the US. Structural equation modeling (SEM) was employed to analyse the data. Results show that both utilitarian and hedonic values positively influence user satisfaction with well-being outcomes. Satisfaction, in turn, shapes IT identity, reflecting personalised engagement with technology. IT identity positively influences behavioural intentions, including exploring new features, word of mouth, and continued use of AI chatbots. The study reveals mixed moderating effects of social norms, with significant moderation for word of mouth but not for behavioural intentions. Mediation effects of satisfaction in the relationships between values and IT identity provide insights into how technology becomes integral to individual identities and well-being routines. This research contributes to both theoretical understanding and practical applications of AI chatbots in mental health and well-being. It offers a robust framework for future research and interventions in AI-enabled healthcare.

The Role of Values in the Psychological Well-Being of Residents Across Different Regions of Russia

This article is devoted to studying an important issue for any society – the identification of values that influence people’s psychological well-being. The authors focus on a cross-regional comparison, as previous studies have highlighted the role of regional context in shaping both the expression of values and the psychological well-being of regional populations. This suggests that there are both universal and region-specific patterns in the relationship between values and psychological well-being among residents of different regions of Russia. The study sample consisted of ethnic Russians from two Russian regions – Moscow region (N = 318) and Krasnodar Krai (N = 407). We analyzed the expression of ten values and indicators of psychological well-being (self-esteem and life satisfaction), controlling for respondents’ age, gender, education, and income. ANOVA and hierarchical regression were used for data analysis. The results indicate that Russians in Krasnodar Krai have significantly higher psychological well-being than those in Moscow region. This may be due to the region’s climatic characteristics and its well-developed recreational industry. Compared to residents of Moscow region, Russians in Krasnodar Krai place greater importance on the values of Stimulation, Hedonism, Achievement, and Benevolence, while those in Moscow region exhibit stronger values of Self-direction, Security, and Conformity. These differences are statistically significant. The values of Power, Tradition, and Universalism do not show significant regional differences. A universal pattern found in both regions is the positive relationship between Self-direction and self-esteem, as well as between Tradition and life satisfaction. However, certain value-psychological well-being relationships appear to be region-specific: in Moscow region, Benevolence and Conformity positively associate with psychological well-being, whereas in Krasnodar Krai, Universalism, Security, and Achievement show a positive relationship with well-being. In the context of the complex modern situation, where there is a perceived threat to the country, values associated with self-protection and anxiety avoidance – Tradition, Conformity, and Security – are found to predict psychological well-being among Russians across regions. The study’s findings highlight the importance of considering regional specificities when examining the value foundations of psychological well-being.

Understanding social, local and mobile (SoLoMo) commerce in fashion retailing using SOR framework

PurposeThis study investigates the interrelationship between lifestyle characteristics, perceived utilitarian value, hedonic value and shopping intention among SoLoMo (Social, Local, Mobile) fashion consumers. By adopting the SOR framework, this research aims to understand how businesses in the fashion industry implement the SoLoMo concept in their marketing strategies.Design/methodology/approachThe empirical validation of the framework is based on quantitative data collected from 352 SoLoMo fashion consumers. Structural equation modeling (SEM) using SMART-PLS version 4 is employed for statistical testing and analysis.FindingsThe study’s findings indicate a strong connection between information, Brand Prestige and social interaction with both utilitarian and hedonic values among SoLoMo fashion consumers. This underscores the need for retailers to create enjoyable and emotionally satisfying shopping experiences that positively influence the SoLoMo purchase behavior of fashion consumers. By recognizing and addressing the unique value preferences of these consumers, retailers can effectively use SoLoMo channels to enhance customer engagement and boost sales.Research limitations/implicationsThe study’s findings offer strategic insights for online retailers aiming to enhance the customer shopping journey through the SoLoMo channels. The results highlight the importance of providing reliable information and suggest that retailers should position their platforms as trustworthy sources to reduce customer confusion. Additionally, personalized notifications and recommendations tailored to individual fashion preferences and interests are recommended to meet customers’ specific needs.Originality/valueThe originality of the study lies in the exploration of SoLoMo channels to leverage the shopping experience for fashion consumers in typical. The practical insights for the fashion retailers and advancement of SOR in fashion retailing are some critical extensions of the study.

The 'Insta' effect on the intention to visit a destination: a case for conspicuous consumption?

This study analyzes the influence of expected social return derived from content shared on Instagram on the process of selecting a holiday destination. A research model was tested, entailing the impact of Positive and Negative Attitudes, Subjective Norm, Perceived Control, e-Word-of-Mouth (e-WOM) and Social Return on the intention to visit a destination. The findings showed that e-WOM can evoke both positive and negative attitudes, but these attitudes are not antecedents of destination choice. Instead, expected social return, e-WOM and subjective norm directly influence the intention to visit a destination, thus highlighting the importance of expected positive feedback. This paper expands the theory of planned behavior by reinforcing the importance of e-WOM as an antecedent of positive attitude formation. The paper also introduces expected social return via Instagram within the framework of the theory of conspicuous consumption. As a recommendation, destination and tourism managers should use social media marketing to generate hedonic and aspirational value for tourism destinations' positioning.

Ethical food consumption in the digital age: Consumer attitudes towards digitally monitored animal welfare in pork products.

Climate change is an emerging global reality with widespread effects on ecosystems and human communities. However, its significant impact on livestock animals often goes underdiscussed as more focus is given to impact of livestock production on climate change. Implementing high-welfare systems, such as digital monitoring of animals, can help mitigate climate-related challenges by reducing temperature fluctuations and controlling disease spread. Despite the potential benefits, consumer acceptance of this digital innovation remains uncertain. This study examines consumer attitudes toward digitally monitored animal welfare practices, aiming to understand their acceptance and the values they associate with these practices. It investigates the role of digital technology in enhancing consumer decision-making by addressing animal welfare concerns. Using means-end chain theory and Schwartz's value typology, the research explores the motivational layers and product attributes tied to consumer values. Semi-structured interviews with twenty pork consumers revealed hierarchical relationships between product attributes, benefits, and values. Analysis through NVivo 14 and LadderUX software generated themes and a hierarchical value map. The findings indicate that consumers prioritise attributes such as animal diets, stress-free environments, humane processing practices, and health conditions, linking these to both ethical and hedonic values. Intrinsic attributes like product appearance and freshness are crucial for at-home consumption decisions, while sustainable packaging also plays a role. The study also found differences in consumer behaviour based on the consumption context, with ethical decision-making often shifting to restaurateurs when dining out. The research underscores the importance of transparency, ethical practices, and product quality in influencing consumer decisions, providing actionable insights for marketing strategies that promote ethical consumption and improve animal welfare standards.

Tracing the Pathways of Economic Corruption: A Comprehensive Study of Chinese Grassroots Public Officials Based on Prison Data

ABSTRACT This study investigates the complex relationship between various forms of strain and economic corruption among grassroots public officials in China, with the goal of offering insights for more effective governance. Drawing on a structured survey of 493 convicted officials across 60 prisons in China, this research explores the psychological and situational strains that precede corrupt behaviors. Findings indicate that certain types of strain, aligned with General Strain Theory (GST), significantly increase the likelihood of corrupt actions among officials. These strains give rise to negative emotional responses, hedonistic values, and cognitive beliefs that rationalize corrupt acts, which together form a mediating pathway from strain to corruption. The study’s findings underscore GST’s relevance in the context of white-collar crime, showing how public officials under significant strain may resort to unethical behavior as a coping mechanism.

Sustainable Tourism and Tourist Loyalty: The Influence of Nature’s Hedonic Value and Emotional Bonding in Achieving SDGs 8, 12, and 14

Objective: The objective of this study is to investigate the influence of destination image, natural hedonic value, and emotional attachment on tourist loyalty, with the aim of understanding how these factors contribute to SDGs 8 Decent Work and Economic Growth, SDGs 12 Responsible Consumption and Production, SDGs 14 Life Below Water namely sustainable tourism and the blue economy. Theoretical Framework: This research is underpinned by theories related to destination image, emotional attachment, and tourist loyalty. The concept of natural hedonic value is also integrated, emphasizing its role in shaping tourist experiences and sustainability practices within beach tourism. Method: The methodology adopted for this research comprises a quantitative approach, utilizing surveys to collect data from tourists visiting Trenggalek Beach. Results and Discussion: The results obtained revealed significant relationships among all examined variables. Destination image, natural hedonic value, and emotional attachment were found to positively influence tourist loyalty. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the findings can inform tourism management, policy development, and sustainable economic strategies in the field of tourism. These implications could encompass SDGs 8 Decent Work and Economic Growth, SDGs 12 Responsible Consumption and Production, SDGs 14 Life Below Water. Originality/Value: This study contributes to the literature by exploring the underexamined relationship between tourist loyalty and the blue economy, integrating natural hedonic value as a key factor. The relevance and value of this research are evidenced by its potential to guide tourism managers and policymakers in fostering sustainable beach tourism while enhancing economic and environmental benefits.

Automatic engagement of limbic and prefrontal networks in response to food images reflects distinct information about food hedonics and inhibitory control

Adaptive regulation of food consumption involves both identifying food as well as evaluating whether it should be eaten, a process that requires assessing relevant properties such as healthfulness and hedonic value. In order to identify how these fine-grained food properties are represented in the brain, we analyzed functional Magnetic Resonance Imaging data from 43 participants who viewed images of 36 different foods. A data-driven clustering approach based on Representational Similarity Analysis partitioned food-responsive brain regions into two sub-networks based on their multivariate response to food pictures: a Prefrontal network composed of fronto-parietal brain regions and a Limbic network composed of cortico-limbic and sub-cortical brain regions. Further analysis, using similarity judgments of those foods from a large online sample, revealed that the Prefrontal network predominantly represented information related to food healthfulness or processing, the key factor underlying food similarity. In another imaging task, we found that responses in the Prefrontal network were strongly influenced by judgments of food-related self-control, while the Limbic network responses were more affected by hedonic food judgments. These results suggest that, upon viewing food images, behaviorally relevant information is automatically retrieved from distinct brain networks that act as opponent processes in guiding food consumption.

Impact of Customers’ Satisfaction, Values, Habit and Switching Costs on Switching to Hong Kong Digital Banks

This study examines the factors behind retail banking customers in Hong Kong switching their use of traditional retail banks to digital banks utilizing the push-pull-mooring model. Satisfaction was proposed as a push factor. Utilitarian value, hedonic value and social value were proposed as pull factors. Habit and switching costs were proposed as mooring factors. It was hypothesized that all six factors could impact switching behavior. A quantitative survey was conducted with 360 residents of Hong Kong through an online questionnaire. The hypotheses were analyzed and tested using descriptive and inferential statistics. Utilitarian value, habit, and switching costs were found to be impactful to customer switching behavior using the PLSSEM methodology. Their p values were below the threshold of significance (p < 0.05) at 0.006, 0.001, and 0 respectively. A case study conducted with 12 banking professionals provided further triangulation and insight into these findings. An implication of this study’s findings is that retail banks should pay great attention to the role of utilitarian value to attract customers in Hong Kong.

Emotional language within influencer marketing on YouTube

Abstract This case study of twelve videos of Spanish YouTubers explores emotional language within influencer marketing. Special consideration is given to whether hedonic values were prevalent in the emotionally charged evaluations without neglecting the utilitarian values involved. The analysis of this interdisciplinary study reveals that most of the evaluations, the majority of which were directed toward feeling products, were generally positive. Expressions were categorized into different overlapping reasons, reflecting the co-occurrence of both hedonic and utilitarian rational values. Nonetheless, a general correlation can be established between hedonic values and feeling products, and between utilitarian values and thinking products. Furthermore, the YouTubers consistently employed the same linguistic and lexical patterns throughout the observed data, giving the impression of a rather spontaneous way of speaking in these videos. The videos were characterized by a certain amateurism on a discursive level, but with some features of professionalization particularly in the case of thinking products.

Examining the effects of virtual reality travel on tourist happiness and travel intentions using extended stimulus-organism-response theory: the perspective of Chinese tourists

The purpose of our study was to identify the psychological mechanisms through which VR presence and enjoyment influence travel intentions and explore how elements of different contexts (hedonic and utilitarian values) to influence travel experience satisfaction. We used Credamo to collect our data and used SPSS 28.0, AMOS 28.0, SPSS Process Macro to analyze the data. The results of analysis showed that VR presence and VR enjoyment positively influence travel experience satisfaction, which, in turn, boosts tourist happiness and positively influenced travel intention. Moderating effect indicate that utilitarian values strengthen the relationship between VR presence and travel experience satisfaction and hedonic values strengthen the relationship between VR enjoyment and travel experience satisfaction. In addition, this study potentially reveals the subtle interrelationships between various factors influencing tourists' behaviors. And it offers key insights into tourist psychology in VR-driven destination marketing.

Exploring consumer perceptions and purchasing behaviors towards organic food: an empirical investigation

PurposeThe purpose of this research is to examine the influence of various factors on consumer purchasing actions within the realm of organic food. Specifically, it aims to understand how hedonic value, trust, utilitarian value, purchasing experience and consumer intention affect purchasing behavior, with accessibility acting as a mediating factor.Design/methodology/approachThe research employs a quantitative methodology, utilizing a meticulously crafted questionnaire for data collection. Descriptive analysis is conducted using the statistical package SPSS. For hypothesis validation, the study applies partial least squares structural equation modeling (PLS-SEM).FindingsThe findings reveal that all independent factors (hedonic value, trust, utilitarian value, purchasing experience and consumer intention) significantly impact purchasing behavior either directly or indirectly through accessibility. Trust and consumer intention are identified as the most potent predictors of purchasing behavior, highlighting their crucial role in influencing consumer choices.Originality/valueThis study provides valuable insights for marketing professionals and policymakers aiming to encourage the consumption of organic food. It emphasizes the importance of improving accessibility and leveraging key determinants such as trust and consumer intention to shape consumer purchasing behavior. The comprehensive analysis of these factors offers a novel perspective on promoting organic food consumption.

Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM, and Loyalty

This study explores the impact of Metaverse Gamified Marketing Activities (MGMA) on Positive Word-of-Mouth (PWOM) intention, purchase intention, and brand loyalty within the metaverse. Drawing from an online survey involving 516 consumers based in the UK, the empirical evidence demonstrates that MGMA has a favorable influence on brand satisfaction, hedonic value, utilitarian value, and engagement. Moreover, the results show that brand satisfaction, hedonic value, utilitarian value, and engagement all positively influence brand love. Furthermore, PWOM, purchase intention, and brand loyalty are positively influenced by brand love. From a theoretical perspective, this study extends the theoretical application of the Stimulus-Organism-Response (S-O-R) model to encompass interactive virtual brand experiences, thereby establishing a foundation for the development of S-O-R frameworks that incorporate the immersive characteristics of metaverse environments. Within the S-O-R model, our findings highlight how metaverse marketing influences brand PWOM, purchase intention, and loyalty, advancing its application in metaverse-gamified marketing.

The effect of honey pineapple concentrate proportion on hedonic value, color, moisture, and total dissolved solid in Panna Cotta dessert

Abstract Panna Cotta is a widely popular dessert characterized by its high sugar content, derived from dairy products; however, the range of available flavors remains limited. This study aimed to investigate the effects of incorporating pineapple concentrate on the hedonic value, color, moisture content, and total dissolved solids of Panna Cotta. The materials utilized include pineapple concentrate, UHT milk, and cream, with varying formulations for each treatment. A Completely Randomized Design (CRD) was used, comprising five treatments with four replications, involving pineapple concentrate proportions of 0%, 5%, 10%, 15%, and 20% in the milk. Data analysis was conducted using Analysis of Variance (ANOVA) at a 5% significance level. The results indicated that the addition of pineapple concentrate significantly influenced (p < 0.05) the hedonic value, color, moisture content, and total dissolved solids of the Panna Cotta. Increasing the concentration of pineapple concentrate resulted in a decrease in moisture content, lightness, and redness, while simultaneously increasing yellowness and total dissolved solids. Moreover, the incorporation of pineapple concentrate in the formulation markedly affected the organoleptic properties of Panna Cotta, particularly its flavor and texture.

Emotions associated with the intention to purchase sustainable food: An assessment within and between different animal-sourced food categories.

Emotions associated with the intention to purchase sustainable food: An assessment within and between different animal-sourced food categories.

Comparing Colour, Proximate, and Hedonic Quality of Floss Made from Retired Layings Hens Meat with Various Sugar Types

Abstract Chicken floss is one of the diversifications of processed chicken meat into dry food products with long shelf-life. In addition to broiler meat, retired laying hens’ meat is now an alternative material for floss production because of its abundant availability and tough texture. In chicken floss production, sugar is one of the additional ingredients to enhance flavour, improve appearance, and preserve product. Some types of sugar that are common on the market are granulated sugar, coconut sugar, and palm sugar. This study aims to compare the quality (colour, proximate, and hedonic) of floss made from retired laying hens’ meat (RLHM-floss) with 3 various sugar types (granulated sugar, coconut sugar, palm sugar). The results showed that type of sugar significantly affected the quality in terms of colour, proximate, and hedonic. The use of granulated sugar for RLHM-floss production resulted a product with the brightest yellow in appearance (the lowest a* value with the highest L*, b*, and °hue values) compared to coconut sugar and palm sugar. Palm sugar resulted the darkest brown product (lowest L*, b*, and °hue values with higher a* values), while coconut sugar produced a product with a yellowish brown (golden brown). From the proximate aspect, the use of coconut sugar resulted RLHM-floss with the highest moisture, ash, and protein content, while the fat content is lower than granulated sugar but higher than palm sugar (p<0.05). From the hedonic aspect, compared to granulated sugar, coconut sugar and palm sugar produce RLHM-floss that is more preferred by panellists (p<0.05), in terms of colour (golden brown), flavour (fragrant, savoury, and sweet) and texture (smooth, slightly moist, and soft). Compared to commercial chicken floss, RLHM-floss is more golden brown in colour and higher in moisture, ash, and protein, so it was preferred by panellists. Thus, coconut sugar is the most proper sugar among other sugar to produce the quality RLHM-floss in terms of colour, proximate, and hedonic value.

Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence.

Reshaping the experience of topical skincare products: A multisensory approach for promoting loyalty and adherence.

Consumers’ Hedonic, Utilitarian, and Social Values in Smartwatch Purchase Decisions: The Moderating Role of Switching Costs

Wearable devices, particularly smartwatches, have recently garnered significant consumer interest. However, limited research has explored how consumers’ perceived values influence their intention to continue using this technology. This study seeks to fill this gap by examining the perceived values—hedonic, utilitarian, and social—that drive purchase decisions, with a specific focus on the moderating role of switching costs on repurchase intentions in the context of a developing country: Mongolia. Data were collected through an online questionnaire distributed via Google Forms, resulting in 465 usable responses from potential smartwatch users. The partial least squares (PLS) approach was employed to evaluate the proposed hypotheses. The findings indicate that consumers’ purchase decisions are influenced by hedonic, social, and utilitarian values. Furthermore, switching costs were found to significantly moderate both purchase decisions and repurchase intentions. These results offer valuable insights for smartwatch manufacturers and marketers. By understanding the key factors driving purchase and repurchase decisions, industry stakeholders can develop targeted marketing strategies and product features that cater to consumers’ needs, ultimately improving customer retention and increasing market share in the rapidly expanding wearable technology sector.

From Demand to Impact: Can Sustainable Banking Services Advance UN Sustainable Development Goals?

ABSTRACTIn response to growing climate change debate and sustainability concerns, business organizations must adopt relevant sustainable strategies aligning with the United Nations Sustainable Development Goals (UN‐SDGs). Extant research examines integration of sustainability in banking and finance, but demand‐side mechanisms influencing sustainable banking remain underresearched. With a mixed‐method approach, we analyse how consumers' adoption of sustainable banking services can be augmented in order to contribute to the SDG attainment. We develop a model that integrates theory of planned behaviour (TPB), value‐belief‐norm, and goal framing theory. Using focus group discussions and structural equation modelling, the results indicate that TPB variables, environment‐specific factors and altruistic values significantly influence adoption behaviour, with interesting mediating effects. We highlight the moderating role of biospheric, altruistic and hedonic values on linkage between intentions and behaviour. The study provides a comprehensive framework to assess demand‐side perspective of sustainable banking and offers insights to managers and policymakers on strategies for promoting these services for sustainable development.