Hedonic Value Research Articles

The Effect of Utilitarian and Hedonic Values on Consumption Behavior in Online Purchase of Fashion Sneakers among Generation Z

Today, the contemporary world offers a wide range of fashion products such as apparel, accessories, luggage, and shoes in Indonesia. All shoe firms try to make excellent items, which becomes a huge draw for Generation Z called internet generation. This study investigates the effect of utilitarian and hedonic values on Generation Z purchase of fashion sneakers. It was a quantitative review that used the causality technique and a total of 200 people who wore sneakers were selected as the participants. Data were then analyzed using SmartPLS and a measurement model technique (outer model). The results showed that utilitarian and hedonic values significantly affect Generation Z online purchasing of sneakers. This indicates that the two variables cause people to behave consumptively, starting with viewing artists or acquaintances, affiliations and associations, as well as others.

THE EFFECT OF RETAIL SERVICE, HEDONIC VALUE, AND OUTLET ATMOSPHERE ON THE IMPULSE PURCHASES OF IKEA ALAM SUTERA CUSTOMERS

<p>The purpose of this study is to analyze the factors that influence impulsive buying. The research used a quantitative descriptive approach with distribute online questionnaire to 50 respondents of the public in Jakarta to earn the data. The results showed that retail service influenced impulsive buying, hedonic value influenced impulsive buying, and store atmosphere had a significant positive effect on impulsive buying. The results of the test show that the value of sig < alpha (0.05) and ) means that retail services, hedonic values and store atmosphere simultaneously affect impulse buying.</p>

Social media and the bottom of the pyramid: a systematic literature review and future research agenda

PurposeThe study aims to present a systematic literature review (SLR) to understand the current status of research on social media usage among the bottom of the pyramid (BOP). The purpose of this study is to identify the research gaps in this domain and review future research agendas by using theory, context, characteristics and methods [TCCM] framework.Design/methodology/approachAn SLR, keywords co-occurrence and TCCM analysis were used to analyse and synthesize insights from 44 studies gained from Web of Science and Scopus databases.FindingsThe findings suggest that the USA and India are popular contexts for studying BOP. The BOP population uses social media to gain utilitarian, hedonic and social values. Further, social media can help BOP explore “entrepreneurship” opportunities, value co-creation and bring innovations.Originality/valueThis study expands the intellectual boundaries of social media at BOP and suggests multidisciplinary research. Additionally, adopting novel theoretical lenses helped determine social media's impact on BOP.

Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value

PurposeThis study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.Design/methodology/approachAn online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.FindingsUtilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.Originality/valueThe authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

Designing UI/UX for CareerSite Website Using LeanUX Method

One of the causes of the increasing number of unemployed in Indonesia is due to fresh graduates who do not have sufficient information about careers so they are still unsure about choosing a job that suits their interests. Based on these problems, a CareerSite website was created which will equip the community in choosing and developing their interests and talents according to the job they want. Creating a CareerSite website interface design will make it easier for the public to develop their interests and talents. The research method used in this research is using LeanUX and with Usability Testing. 10 respondents were taken to try the prototype from the CareerSite website then continued to provide an assessment and feedback through a questionnaire. The results obtained from usability testing using the UEQ-S obtained a scales value on the pragmatic quality aspect of 1.900 and on the hedonic quality value aspect of 0.925. 60% of respondents stated that the appearance of the CareerSite website is efficient, fun and creative when used. Feedback obtained from respondents can be used as further research to develop this CareerSite website better.

PERAN PRICE PERCEPTION DAN INSTAGRAM PROMOTION SEBAGAI MODERASI PENGARUH HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP PURCHASE INTENTION

Currently, consumers purchase sporting goods not only to satisfy their requirements according to their benefits, but also for their own pleasure and satisfaction. Using Moderation of Price Perception and Instagram Promotion, the purpose of this study is to examine and analyze the impact of hedonistic and utilitarian values on the purchasing motivations of sports fans. As a test of research data, 301 respondents were selected using a technique of purposive sampling and the criteria of individuals who like sports and are familiar with the brand Duraking. The data was analyzed using Structural Equation Model Partial Least Square (SEMSmartPLS) version 3.2.9. According to the findings of the study, hedonistic values have a direct effect on purchase intention, whereas utilitarian values do not. Price Perception and Instagram Promotion strengthen the influence of Hedonic Value and Utilitarian value on purchase Intention by acting as moderators.

Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

With the high growth and prosperity of e-commerce, the retail industry needs to explore new technologies that improve digital shopping experiences. In the current technological scenario, Virtual Reality (VR) emerges as a tool and an opportunity for enhancing shopping activities, especially for the fashion industry. This study explores whether using Immersive Virtual Reality (IVR) technologies enhances the shopping experience in the fashion industry compared to Desktop Virtual Reality (DVR). A within-subject experiment was carried out involving a sample of 60 participants who completed a simulated shopping experience. In the first mode (DVR), a desktop computer setup was used to test the shopping experience using a mouse and keyboard for navigation. The second mode (IVR) exploited a Head-Mounted Display (HMD), and controllers, that allowed navigation while seated on a workstation to avoid sickness. Participants had to find a bag in the virtual shop and explore its features until they were ready to purchase it. Post-hoc measures of time duration of the shopping experience, hedonic and utilitarian values, user experience, and cognitive load were compared. Results showed that participants experienced higher hedonism and utilitarianism in the IVR shop compared to DVR. The cognitive load was comparable in both modes, while user experience was higher in IVR. In addition, the time duration of the shopping experience was higher in IVR, where users stayed immersed and enjoyed it for longer. This study has implications for fashion industry research, as the use of IVR can potentially lead to novel shopping patterns by enhancing the shopping experience.

Customer-to-customer interactions in the sport fan context: typology, framework (C2CIF) and directions for future research

PurposeSocial factors, such as fellow spectators in a stadium or other fans sharing their experiences on online platforms, play a dominant role in spectator sport consumption. This conceptual article sets out to achieve three objectives: classify customer-to-customer (C2C) interactions in the sport fan context, develop a framework that links the classification of interactions to relevant outcomes and identify areas for related future research.Design/methodology/approachThe authors integrate conceptual and empirical contributions on C2C interactions in the service, marketing and sport management literature.FindingsThe article proposes classifying C2C interactions into synchronous multi- and uni-directional interactions as well as asynchronous multi- and uni-directional interactions. The C2C interaction framework (C2CIF) proposes that such C2C interactions have hedonic, social, symbolic and utilitarian value outcomes. It further suggests that physiological, psychological and social processes underlie the co-creation or co-destruction of value and identifies contingencies at both the fan and the brand level.Originality/valueBased on the C2CIF, we identify relevant topics for future research, in particular relating to technology-supported and virtual interactions among fans, fan-to-fan interactions across different countries and cultural backgrounds and fan-to-fan interactions as a way to reduce societal concerns.

Visitors Preferences and Spatial Interaction Analysis of Taman Krida Wisata and Pijar Park

Taman Krida Wisata and Pijar Park are located on Kudus Regency. Culture and Tourism Departement of Kudus Regency informed that Taman Krida Wisata is a family recreation park with various animal statues.Youth, Sports, and Tourism Departement of Central Java informed that Pijar Park is a tourist destination that offers a tourism concept with a variety of interesting attractions and facilites. Taman Krida Wisata has an artificial tourist attraction, while Pijar Park has natural and artificial attractions. In 2020, Taman Krida Wisata had 2.588 visitors, while Pijar Park was 723. In addition, in 2019, Taman Krida Wisata was visited by 22.836 tourists, while Pijar Park was visited as many as 3.623. The two tourist areas affect the surrounding economy because there are people who take benefit from the existence of the tourist area. Besides, Taman Krida Wisata and Pijar Park have different management, visitor’s distribution, and tourist destination facility. Therefore, Hedonic Pricing Method is used to determine the value of visitors prefrences in the area and the Gravity model to determine the flow of movement berweetn the two tourist areas with nearest district, office zone, and central economic zone. There are 9 variables are used for HPM, namely tourism facility, transportation, lodging, gift center, entrance fee, health facilities, worship facilities, shopping complex, and public service area. HPM Taman Krida Wisata used 131 sample, while Pijar Park used 135 sample. Taman Krida Wisata has a hedonic value with intervals 4.000-4.189, while Pijar Park has a value 3.976-4.160. Based on the calculation of spatial interaction, Taman Krida Wisata has a higher value than Pijar Park.

The Roles of Purchase Intentions and Social Media in Dark Tourism

Dark tourism is roughly understood as travelling to places historically associated with death and tragedy. However, the determinants of such a specific type of tourism are not well explored. Therefore, this research aims to determine the possible relation between the intention variables, particularly perceived risk and the values of sensation-seeking and hedonism. For this purpose, an online questionnaire of eight subscales was applied to 821 participants, with ages corresponding to generations Y and Z. The results of a structural equation modelling revealed the existence of seven latent variables whose goodness-of-fit suggests that dark tourism is mainly related to the intention to visit and search for information on the Internet. This study is novel compared to previous research in that it suggests that the destination does not have a direct relation to the intention to share information on social media.

The role of online interaction in user stickiness of social commerce: The shopping value perspective

Recent studies indicate that online interactions generate significant effects on consumer behavior, such as customer loyalty and satisfaction, through shopping values, while there are only very few studies devoted to user stickiness. Therefore, the purpose of this paper is to contribute to the existing literature by analyzing the effects of online interactions on user stickiness in a social commerce environment through the perspective of shopping values. This study measures online interactions through perceived ease of use, perceived usefulness and social interactivity. Shopping values are evaluated by both utilitarian and hedonic values. Then a Stimulus (S)-Organism (O)-Response (R) model that relates online interaction, shopping values and user stickiness, is constructed to derive several research hypotheses. Based on 183 valid questionnaires the results reveal that perceived ease of use and social interactivity can positively affect utilitarian shopping values and user stickiness, while perceived usefulness and social interactivity positively affect hedonic shopping values and then influence user stickiness. Hence, online interactions play a crucial role in strengthening user stickiness in social commerce. Therefore, for social commerce platforms, managers need to continue improving their perceived ease of use, perceived usefulness and social interactivity to attract and retain their users.

Sustainable E-Service Quality in Tourism: Drivers Evaluation Using AHP-TOPSIS Technique

The Internet’s meteoric rise in popularity has led to the growing importance of the quality of online services in numerous industries, including the rapidly expanding tourism industry. Accordingly, this study aims to ascertain the leading attributes of selected travel websites based on sustainable e-service quality. This study was conducted in four phases. In phase I, the key drivers of sustainable e-service quality (SESQ) were identified from a literature review and expert opinions and then categorized and validated using the EFA technique based on the responses of 100 respondents in phase II. Phase III was performed to determine the priority weightage of the identified and validated SESQ drivers using AHP, whereas in phase IV, the five most popular travel websites in India were ranked based on the SESQ drivers using the TOPSIS method. A case study is presented in this paper to demonstrate the applicability of the proposed framework. Finally, a sensitivity analysis was conducted to determine the robustness of the results. The findings of the study revealed that security, hedonic value, and efficiency were the most important drivers of SESQ that influenced customers’ selection of travel websites, and makemytrip.com was the most preferred travel website by customers.

Para-Social Interaction and Trust in Live-Streaming Sellers

Live streaming is one of the modern methods that allows sellers to create, transmit, or broadcast some content on the internet in real-time, and it has been used by many small individual merchants. Understanding how live streaming contributes to online consumption is becoming increasingly important in social commerce as the live-streaming industry has grown more and more popular. However, the number of studies on live streaming is still quite limited in Vietnam. Therefore, this research will look at the mechanism that enables live streaming to boost customer trust in streamers. Using PLS-SEM on a sample of 360 respondents who viewed selling live streams on social network sites in Vietnam, we discovered that other members' endorsement, value similarity, hedonic value, and utilitarian value contribute to good para-social interaction. Next, utilitarian and hedonic values, streamer product expertise, and para-social interaction all positively affect trust in the streamers. The findings could help live-streaming sellers better understand their social interactions with viewers, resulting in increased customer trust. Doi: 10.28991/ESJ-2023-07-03-06 Full Text: PDF

Glucagon-Like Peptide-1 Receptors in the Gustatory Cortex Influence Food Intake.

The gustatory cortex (GC) region of the insular cortex processes taste information in manners important for taste-guided behaviors, including food intake itself. In addition to oral gustatory stimuli, GC activity is also influenced by physiological states including hunger. The specific cell types and molecular mechanisms that provide the GC with such abilities are unclear. Glucagon-like peptide 1 (GLP-1) is produced by neurons in the brain, where it can act on GLP-1 receptor-expressing (GLP-1R+) neurons found in several brain regions. In these brain regions, GLP-1R agonism suppresses homeostatic food intake and dampens the hedonic value of food. Here, we report in mice of both sexes that cells within the GC express Glp1r mRNA and further, by ex vivo brain slice recordings, that GC GLP-1R+ neurons are depolarized by the selective GLP-1R agonist, exendin-4. Next we found that chemogenetic stimulation of GLP-1R+ neurons, and also pharmacological stimulation of GC-GLP-1Rs themselves, both reduced homeostatic food intake. When mice were chronically maintained on diets with specific fat contents and then later offered foods with new fat contents, we also found that GLP-1R agonism reduced food intake toward foods with differing fat contents, indicating that GC GLP-1R influences may depend on palatability of the food. Together, these results provide evidence for a specific cell population in the GC that may hold roles in both homeostatic and hedonic food intake.SIGNIFICANCE STATEMENT The present study demonstrates that a population of neurons in the GC region of the insular cortex expresses receptors for GLP-1Rs, these neurons are depolarized by agonism of GLP-1Rs, and GC GLP-1Rs can influence food intake on their activation, including in manners depending on food palatability. This work is significant by adding to our understanding of the brain systems that mediate ingestive behavior, which holds implications for metabolic diseases.

The Effect of Hedonic and Utilitarian Values on Online Impulse Buying: Mediating Role of Browsing

This study analyzes the effect of hedonic and utilitarian values on online impulse buying in Bengkulu Province, Indonesia. This study used a quantitative method, and online questionnaires collected primary data. The participants of this study consisted of 201 individuals and were dominated by middle-income people who used e-commerce platforms like Shopee and Tokopedia. Data were analyzed by using SEM-AMOS to explore the relationship between variables. This study confirms that hedonic value has a significantly positive effect on impulse buying while utilitarian value has a significantly negative effect on impulse buying. Additionally, hedonic value has a significantly positive effect on browsing, and utilitarian value does not affect browsing. Moreover, browsing has a significantly positive effect on impulse buying. After testing the mediates effect, this study finds that hedonic value positively affects impulse buying through browsing. Meanwhile, utilitarian value does not affect impulse buying through browsing.

The Impact Factors of Parental Intent to Participate in ICT-Based Intervention Program for Children with Developmental Disabilities: Based on the Technology Acceptance Model and Hedonic Value

The Impact Factors of Parental Intent to Participate in ICT-Based Intervention Program for Children with Developmental Disabilities: Based on the Technology Acceptance Model and Hedonic Value

CONSUMER ACCEPTANCE AND ECONOMIC VALUE OF Cratoxylum formosum ESSENTIAL OIL

Cratoxylum formosum (Jack) Benth. & Hook.f. ex Dyer is one of the plant species that have the potential to be developed into an antibacterial and antioxidant essential oil product. This study was conducted to determine the value of organoleptic tests and the consumers' willingness to pay (WTP) for the three variants of Cratoxylum formosum essential oil products. For the parameters of colour, hedonic test values and score tests showed good results; panellists did not mind the pure and mixed Cratoxylum formosum essential oil colours. However, for fragrance parameters, the hedonic test showed a dislike score. Most panellists disliked the strong "scent of leaves" of pure C. formosum oil. The score test showed satisfactory values, the panellists accept the fragrance of Cratoxylum formosum essential oil, but it is necessary to add a more preferred scent mixture to reduce the strong original fragrance of the oil. The cost of production of Cratoxylum essential oil is Rp.7,259.23 (USD 0.48)/mL or Rp.72,592.30 (USD 4.84) for every 10 mL. Based on the cost ofproduction, the appropriate selling value for every 10 mL of Cratoxylum essential oil is a minimum of USD 4.84.

Mobile phone-enabled internet services and the technology readiness of the users

At a time the ecosystem of mobile phones continues to evolve, this study investigates the impact of the users’ technology readiness (TR) and perceived value (PV) of mobile phone-enabled internet usage (MPEIU). The primary aim of this study is to examine the potential roles of TR and the dimensions of PV as antecedents of mobile data usage and to contribute to the debate on the determinants of technology acceptance and usage by individuals. The perceived value of mobile phone-enabled internet is conceptualised under five dimensions, viz: (1) utilitarian value, (2) hedonic value, (3) uniqueness value, (4) epistemic value, and (5) economic value, in a survey conducted by using a validated questionnaire, with a sample of 550 adult mobile phone users in the Central Province of Sri Lanka. The data analysis employs covariance based structural equation modelling (CB-SEM) analytical process and the findings reveal that their adoption intention (AI) has a direct positive influence on the MPEIU. It is discovered that the utilitarian, epistemic, and hedonic value dimensions of MPEIU indicate a direct influence on their AI while TR indicates an indirect influence on it. The findings imply that the generic strategic approaches (i.e., cost and differentiation) to mobile internet services may be an ineffective solution and suggest that the focus should shift towards improving the utilitarian, epistemic, and hedonic components of mobile internet services. Accordingly, the users with a higher level of TR indicated an affinity to have a higher AI and higher usage. Therefore, the user’s TR is recommended here as the basis for market segmentation.

Small concept luxury department stores: psychographic characteristics affecting patronage intentions

PurposeThe aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian values, attitudes and patronage intentions of the small concept luxury department (SCLD) store.Design/methodology/approachThe researchers utilized a quantitative method. An online survey was created and distributed over a three-week period to a representative sample of US luxury consumers. Structural equation modeling (SEM) was used to test the hypothesized relationships among variables.FindingsThe theory of reasoned action (TRA) theoretical framework provided an effective model to investigate the perspectives and behaviors of luxury consumers within the SCLD. The findings of this study suggest the SCLD is an effective store format for consumers who are characterized as market mavens, are considered innovative and enjoy shopping.Practical implicationsThe findings from this research are beneficial to luxury department store retailers looking to invest resources into a new experiential format to appeal to their consumer base.Originality/valueThe research extends the literature in a rapidly evolving area of retail formats and consumer perception by exploring psychographic factors, including shopping enjoyment, market mavenism and consumer innovativeness, and their impact on the beliefs regarding retail formats' hedonic and utilitarian value.

Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise

Studying brand love is vital for hospitality establishments because it helps them understand their customers’ feelings and perceptions toward their brands, especially with the growing number of hospitality brands. However, previous hospitality research has neglected the relationship between customer value and brand love. Therefore, this study investigates the influence of customer value on brand love of fast-food restaurants with a moderating role of electronic word of mouth. The research model was empirically evaluated on 385 fast-food restaurant brand customers in Greater Cairo, Egypt, who had previously participated in restaurants’ online communities. We used structural equation modeling to examine the research data. Results indicated that customer value is crucial in increasing brand love sub-dimensions (i.e., intimacy, passion, and commitment). The results also confirmed that the utilitarian value affects more than the hedonic value of brand love sub-dimensions, and the latter significantly impacted customer loyalty. In addition, electronic word of mouth moderated the relationship between the two types of customer value and brand love sub-dimensions. Hence, the current study adds a new factor (i.e., customer value) that affects the brand love of restaurants to the hospitality literature. Accordingly, the study will present several practical implications to increase customer value and, thus, brand love and customer loyalty.