Hedonic Value Research Articles

The psychology of pandemic policy support: unraveling the complex interplay of personal values and value congruence across 20 European countries

ObjectivesWe explored the roles of personal values and value congruence—the alignment between individual and national values—in predicting public support for pandemic restrictions across 20 European countries. Study designCross-sectional study. MethodsWe analyzed multinational European survey data (N = 34,356) using Schwartz's values theory and person-environment fit theory. Multilevel polynomial regression was employed to assess the linear and curvilinear effects of personal values on policy support. Multilevel Euclidean similarity analysis and response surface analysis were conducted to evaluate the impact of value congruence and delineate nuanced congruence patterns. ResultsFindings revealed that extreme levels of security, conformity, stimulation, hedonism, and achievement values were associated with decreased policy support. Value congruence with security, conformity, and benevolence increased support, while congruence with stimulation, hedonism, and achievement reduced it. High congruence between personal and national social focus values significantly boosted policy support. Extreme mismatches in self-direction values amplified support. Societal power exceeding personal power also increased support. Matched levels of hedonism motivated greater support, while stimulation and achievement value (in)congruence showed little impact. ConclusionsWe highlight the differential effects of personal values and value congruence on public attitudes toward pandemic restrictions. The findings underscore the importance of considering the interplay between individual and societal values when designing and implementing effective pandemic response strategies.

How influencers can enhance consumer responses by value co-creation

Purpose This paper aims to explore whether, how and when influencers’ value co-creation behavior in a post – influencers investing operant resources to enhance the value gained from using the product – shapes consumers’ responses toward an influencer’s recommendation. Based on value co-creation theory and consumer inference, this paper proposes that consumers infer influencers have more expertise with and more favorable attitude toward the product from value co-creation. Consequently, such behavior can foster consumer engagement and favorable attitude toward the recommended product. Design/methodology/approach The authors collected real-world data and conducted four sets of experimental studies. In the experimental studies, the presence of an influencer’s value co-creation behavior (i.e. co-creation vs. control) was manipulated to test the causal effect and mechanisms of co-creation on engagement and product attitude. Findings Results show that influencers’ value co-creation behavior positively affects consumers’ engagement and attitudes toward the product. These effects are driven by perceived influencer’s expertise with and favorability toward the product (Studies 1 and 2). Co-creating utilitarian value is more effective than co-creating hedonic value (Studies 3A and 3B). In addition, influencers with a larger number of followers benefit more from co-creation behavior than those with fewer followers (Study 4). Research limitations/implications This research adds to the literature on value co-creation by investigating how, why and when influencers’ value co-creation enhances consumer responses to the post. Our investigation concretizes value co-creation behavior in the context of influencer marketing and demonstrates its signaling effect with nuanced role of value type in shaping the effect. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts. Practical implications Brands should encourage influencers to focus on value-in-use co-creation when promoting their products. While emphasizing value co-creation in influencer partnership, brands should also carefully consider the type and size of influencers they collaborate with based on the nature of their products and target audience. The research findings also provide practical implications for influencers, offering guidance on how they can optimize their content creation strategies and enhance their effectiveness in influencer marketing collaborations. Originality/value This research enriches understanding of value co-creation in the context of influencer marketing and the role of content specifics in influencers’ posts. The findings provide a novel cue that influencers can use to enhance consumer responses to their posts.

Influencer marketing effectiveness: A meta-analytic review

AbstractInfluencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer marketing effectiveness by examining its antecedents, mediators, and moderators. Building on the persuasion knowledge model to develop and test a framework, we identify post, follower, and influencer characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, and purchase intention) and transactional (i.e., purchase behavior and sales) marketing outcomes. For non-transactional outcomes, follower characteristics (social identity) have the strongest effects on consumer attitudes and behavioral engagement, while post characteristics (informational value and hedonic value) exert stronger effects on purchase intention. For transactional outcomes, influencer characteristics (influencer communication) have the strongest effects on purchase behavior. These antecedents also affect marketing outcomes indirectly through persuasion knowledge and source credibility. Moderation results indicate that direct and indirect effects of antecedents depend on social media types (i.e., nature of connection and usage) and product types (i.e., information availability and status-signaling capability). These results consolidate and advance the literature and offer insights into enhancing the effectiveness of influencer marketing.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

Antecedents the adoption of tour itineraries from smart travel apps: an integration of experiential consumption theory and innovation resistance theory

Purpose The purpose of this study investigate the antecedents the adoption of tour itineraries from smart travel apps. Travelers are progressively expanding their smart travel planning applications to organize their trip-related activities. With the help of these apps, users achieve their favorite tour itineraries and choose their preferred destinations. Design/methodology/approach This study aimed to examine the results of smart tour itineraries on travelers and elucidate the motivations for their continual use and why travel experts are increasingly using smart tour itineraries. Innovation resistance and experiential consumption theories were used in this study. SmartPLS 3.2.8 was used to consider 682 valid samples using structural equation modeling (SEM). Findings This analysis identified the following crucial factors: usage, value, risk and traditional barriers. Moreover, utilitarian and hedonic values significantly affected barriers. Finally, theoretical and practical suggestions are presented along with future research directions. Originality/value This study encompasses the tender of innovation resistance theory to travel itineraries by integrating experiential consumption theory in the context of smart tourism apps.

Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.

An extended theory of planned behavior approach for assessing factors affecting street food consumption in the Philippines

Changes in behavioral aspect in food consumption prevailed in recent times, especially the rise of street food popularity in different countries. With scarce literature available, research on consumption and behavioral intentions in street foods was evident. This study considered an extended theory of planned behavior framework for the holistic assessment of consumption intention of street foods. With 1601 valid responses collected in the Philippines, structural equation modelling was applied for the causal relationship analysis of factors influencing consumption intention of street foods in the Philippines. Results indicated that perceived food quality and utilitarian eating values presented as contributing factor affecting attitude, while utilitarian eating values affected consumption intention with higher beta value over hedonic eating values and consumer behavioral domains. Following which was perceived monetary aspects, subjective norm and perceived behavioral control, and consumer attitude. Meanwhile, hedonic eating value negatively associated with consumption intention, but positive on consumers’ attitude. Managerial implications, practical suggestions, and thorough discussion were presented for other researchers to build on the findings which can be extended into other aspects related to local to foreign food and beverage advertisement, selling, and advancement. Furthermore, the results and framework utilized in this study can be further extended and applied to other aspects of consumer behavior in relation to other food industries.

An investigation into factors influencing consumer buying behaviour towards online shopping in Ghana

PurposeThe study aims to investigate the factors influencing consumer buying behaviour towards online shopping in Ghana.Design/methodology/approachA web survey was employed to test the concept mode. Perceived ease of use (PEOU), perceived usefulness (PU), perceived hedonic value (PHV) and perceived trust (PT) served as the independent variables, while consumer online buying behaviour (ConOBB) served as the dependent variable. The convenience sampling method was adopted to solicit data from 437 respondents. SPSS 26 and STATA 17 were the analytical tools used for the study. The analysis of the data includes a structural equation model (SEM) to assess the measurement and the influence of PEOU, PU, PHV and PT on ConOBB.FindingsThe study revealed that PEOU (Beta = 0.262), PU (Beta = 0.216), PHV (Beta = 0.354) and PT (Beta = 0.630) all had a positive relationship with ConOBB. The study also established that there are significant relationships between the factors (PEOU, PU, PHV and PT) and ConOBB in Ghana.Research limitations/implicationsThe study focuses on Ghanaian consumers and emphasises mainly online shopping factors, which are PEOU, PU, PHV and PT. E-commerce businesses face fierce competition due to the increased availability of websites and other online platforms. To attract potential customers, companies must streamline processes, ensure user-friendliness and create a user-friendly experience.Originality/valueThe uptake of online shopping in Ghana is relatively slow compared with other countries, particularly in Africa. Online shoppers and service providers in Ghana are keen to sustain the industry. However, there is currently a scarcity of empirical studies in Ghana that focus on specific factors that influence consumer online buying behaviour. This study offers a new model that offers novel insights into the specific factors that aid in consumer online shopping behaviour in Ghana. The measuring instrument, which was found to be reliable and valid, also serves as an added value that this study offers. Both the model and measuring instrument can assist managers offering online shopping opportunities to be able to measure and formulate strategies that would enhance consumer online shopping experiences. By adding perceived hedonic value and trust to the model, this study offers a unique extension of the technology acceptance model. Thus, the findings add to the body of knowledge in the field of online shopping, particularly in the context of Ghana.

Attributes of pet-friendly hotels: What matters to consumers?

As more customers choose to travel with their pets, pet-friendly hotel needs have also increased. This research aims to shed light on the physical and service attributes of pet-friendly hotels by using a mixed-method approach. Study 1 analyzed online TripAdvisor reviews using a netnography approach to assess consumer perceptions and evaluations of pet-friendly hotels. The results listed critical attributes for pet-friendly hotels from customer perspectives, revealing specific consumer needs regarding the utilitarian and hedonic values these hotels offer. In Study 2, we conducted an experiment to examine the distinct effects of hedonic and utilitarian attributes on consumers. Our study revealed that when hotels provide high utilitarian attributes, consumers respond positively regardless of the status of hedonic attributes. However, when utilitarian attribute values are low, high hedonic attributes are needed to drive positive consumer attitudes. Such findings highlighted the relative importance of hedonic and utilitarian attributes for practitioners.

Perceived experiential value and continued use intention of e-retail chatbots

PurposeIn the quest to build a sense of human contact, e-retailers are increasingly depending on the scalability of chatbots to promote assistive dialogue during online shopping. Not much is known about the experiential value of customer interaction. This research proposes and evaluates a conceptual model for understanding the value perceptions emanating from the experiences of fashion shoppers utilising e-retail chatbots.Design/methodology/approachData were collected using an online survey administered to 460 online panellists. Structural equation modelling was used to test the proposed research model.FindingsContinued chatbot use intentions (CUIs) are influenced positively by perceived hedonic and utilitarian experiential value. Perceived social experiential value had a negative effect on shoppers’ continued intention to use the chatbot. Both perceived chatbot anthropomorphism and perceived chatbot intelligence positively and significantly affect shoppers’ experiential value while perceived chatbot risk yields a significantly negative effect.Social implicationsBy using conversational artificial intelligence chatbots, engagement at e-retail stores can be driven based on the user data and made more interactive.Originality/valueThe study introduces an e-retail chatbot model which asserts the power of selected chatbot attributes as catalysts of shoppers’ experiential value. Cumulatively, the model is a first-step approach providing a novel and balanced (both positive attributes and negative risks) view of chatbot continued use intentions.

Extend UTAUT2 Model to Analyze User Behavior of China Construction Bank Mobile App

The outbreak of COVID-19 has been accelerating the digital transformation of financial institutions all over the world. Mobile banking APPs become an important channel to provide financial services in the Internet and Big Data era. Factors that restrict its development have attracted the close attention of scholars and practitioners around the world. Different from a general APP software, mobile banking APPs naturally have some financial attributes which set high requirements for personal privacy protection and other security issues. For this reason, this paper extends the original UTAUT2 model by incorporating a new constructor: perceived risks. The study carefully selects China Construction Bank’s mobile banking app (short as “the CCB APP”), as she is the biggest bank in China and has good novelty and representativeness in financial technology. This paper constructs an extended UTAUT2-based model using questionnaires and structural equation modeling the user behavior of CCB APP and tests the influencing factors of the proposed model through empirical analysis. Similar to other studies using the UTAUT2 model, the findings of this paper indicate that performance expectations, effort expectations, social influence, facilitators, and habits, all have a positive impact on CCB APP users’ intentions. Their intention to use was a mediating variable of user behavior, while facilitators directly influenced CCB users’ behavior. However, the study finds that perceived risk negatively affects the CCB users’ intention while hedonic motivation and price value do not significantly affect users’ decision-making process. Based on these findings, the misdirection should to be avoided in regard to financial APP development by financial institutions is discussed and the future research direction concerning mobile banking app adoption is illustrated.

The effect of meta-commerce consumption value on consumer satisfaction and continuous usage intention: the moderating roles of meta-verse involvement and consumer competency

PurposeThe purpose of this study is to investigate the relationships between Meta-commerce consumption value, consumer satisfaction and continuous usage intention in light of the moderating effects of involvement and consumer competency.Design/methodology/approachA survey for hypothesis testing was conducted targeting 200 domestic consumers in South Korea aged 19 years and above with experience in Meta-commerce. In order to examine the data, we used exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling using SPSS and AMOS.FindingsThe paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.Originality/valueThe paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.

No evidence for goal priming or sensory specific satiety effects following exposure to ambient food odours.

Sensory-specific satiety describes a decline in hedonic value of the taste of a food as it is consumed, relative to a non-consumed food – the pudding tummy phenomenon. Incentive motivation towards consumed foods has also been shown to decline. Several studies report that brief exposure to food odours can also produce a sensory-specific satiety effect, in the absence of consumption, selectively reducing hedonic ratings and subsequent high calorie food choices. Yet, other studies report goal-priming effects of ambient odours, in which brief implicit exposure increases the hedonic value of odour congruent food options. The present study aimed to determine whether exposure to ambient food odours would enhance or reduce incentive motivation for associated foods. Participants completed either an ambient odour (N=38) or food consumption (N=40) task. In both, participants were randomly assigned to an indulgent (chocolate) or non-indulgent (orange) food group and completed two blocks of a cross-modality matching grip-force task. One block was completed immediately before, the other immediately after, odour exposure/food consumption. A grip-force transducer measured effort exerted “to win” briefly presented (33 or 200ms) visual images of these foods, relative to control stimuli. In both studies, participants exerted greater effort to win the food items than control images. While neither satiety nor priming effect were found following ambient odour exposure, a classic sensory-specific satiety effect was found in the food consumption study. That is, force exerted for chocolate images declined significantly following chocolate consumption, in the absence of any decline in motivation for orange stimuli. While differences in odour exposure findings could be explained by factors such as concentration, timing, and nature of exposure, questions remain about the robustness of previously reported odour induced satiety and priming effects.

Information Search as Mediating Role in Relationship Hedonic Value, Utilitarian Value and Purchase Intention of Food Panda Customers in Pakistan

This study investigates the mediating role of information search within the relationships of hedonic values, utilitarian values, and purchase intention in Pakistan's online food industry with a focal sample of Food Panda customers. The questionnaire was distributed among 400 Food Panda users; 280 questionnaires were received. Smart PLS was used to conduct SEM to analyse the data. The results indicate that hedonic and utilitarian values have positive influences on purchase intention, which reflects that the higher the hedonic and utilitarian values are, the greater the intentions to purchase become, and vice versa. This study also supports information search as a partial mediator in the relationship between hedonic/utilitarian values and purchase intention. The findings reveal that customers who successfully go through information searching are likely to register higher hedonic and utilitarian motivations, which then dramatically increases their purchase intentions. The study contributes not only to the literature on hedonic and utilitarian values but also to the context of the Pakistani online food sector. It also enriches the discussion of information search as one of the pivotal factors affecting purchase intention within this industry.

The Influence of Artificial Intelligence Marketing on Consumer Purchase Intentions The Mediating Roles of Hedonic and Utility Values

Artificial intelligence (AI) has changed the game for companies all around the globe. The impact of AI in many areas, including personal behaviour, corporate economics, and new trends, has been the subject of a great deal of research. This study examined the factors—accuracy, insight, interaction, perceived usefulness, and hedonic value—that people use to form opinions on AI and how those opinions impact their intents to buy things online. It delves further into the connection between AI technology and purchase intention, specifically looking at the mediating role of hedonic value. Quantitative method was used in this study, surveying people in Punjab, Pakistan, utilizing Google Forms, social media, and WhatsApp to disseminate self-administered surveys. A total of 450 respondents successfully completed the survey. The findings highlighted the significant impact of AI marketing on consumer purchase intentions. Mediating role of Hedonic Value and Utility is found significant. Resultantly, AI marketing encounters greatly boost the hedonic value of items or services, resulting in consumers finding these interactions engaging and pleasurable.

IMPACT OF ARTIFICIAL INTELLIGENCE ON E-COMMERCE:"A STUDY OF CONSUMER BEHAVIOR"

Artificial Intelligence (AI) has transformed the e-commerce landscape, influencing consumer behavior significantly. This study aims to explore the various ways AI impacts e-commerce, utilizing numerical data to analyze consumer preferences, purchasing patterns, and overall shopping experiences. The findings reveal both advantages and disadvantages, providing a comprehensive overview of AI's role in shaping modern consumer behavior. This study examines the transformative effects of artificial intelligence on E-commerce and consumer preferences and purchasing patterns have evolved. this paper analyzes various numerical data, identifies key trends, and discusses the advantages and disadvantages of AI in E-commerce. In online shopping enterprises, AI technology has been widely used to provide accurate and fast personalized consumer services. This research demonstrates the use of AI technology in the e-commerce business, specifically online enterprises, to determine different effects. The study was conducted in Jordan and involved about 230 participants. The study evaluated different impacts of AI, such as e-payment and stimulating consumers' sentiments. The study used the Stimulus–Organism–Response model (SOR) empirical model, which states that the examination of human processes differs from that of the machine assessment. The model classified the AI technology experienced by the customers' when they visit online to do purchasing. Online purchasing behaviors can be influenced by insight, accuracy, and interaction experience. Also, the perceived value was used as a mediating variable from the prospects of perceived hedonic and utility value. The research integrated empirical research models such as SEM and SPSS to analyze the data on the effects of three-dimension. The results indicated that the AI technology accuracy, interactive experience, and insight significantly affected customers' perceived hedonic and utilitarian values. KEYWORDS: AI in consumer behavior, Artificial Intelligence etc

Focusing the view: Improved methods for assessing viewshed impacts of onshore wind turbines

Onshore wind turbine capacity continues to grow and will only accelerate, though siting can be challenging given community opposition. We apply the hedonic valuation method with residential property sales data to assess nearby residents’ willingness to pay to avoid having views of turbines from their property. In doing so, we aim to improve methods of assessing viewshed impacts for turbines and other amenities and disamenities that have a visual component. Our recommended viewshed approach uses a Digital Surface Model (DSM), which accounts for trees and buildings that obstruct views. For comparison, we also create viewsheds based on bare-earth Digital Elevation Model (DEM), which has been more typically used other studies. Using data from New England, USA, we use a difference-in-differences identification strategy with treatment defined by the visibility of a wind turbine, while also controlling for proximity-based treatment effects. The results suggest that property values decline by 2.2%–2.5% when a wind turbine is visible, with larger impacts in urban and coastal areas. DEM methods misclassify viewshed for about 75% of properties, when compared to the DSM-based viewshed, and the resulting DEM-based valuation estimates are attenuated.

Shaping digital luxury perception: The impact of curvature in website design

Design-oriented studies play a pivotal role in shaping the future of hospitality, as they directly influence guest experience, operational efficiency, and even brand identity. This research pioneers the exploration of how font and corner curvature—two indispensable elements of website graphic design—affect the perception of luxury in digital branding through hedonic values and readability. Utilizing a mock-up luxury hotel website, we examined the effects of corner and font curvature through an experiment with 182 participants. The results show that: 1) both rounded corners and fonts increase the site's hedonic value, 2) rounded fonts improve readability, 3) hedonic value and readability significantly enhance luxury perception, and 4) sharp corners improve luxury perception. We recommend a combination of sharp corners and rounded fonts for luxury hotels, as sharp corners enhance luxury perception while rounded fonts improve readability and hedonic values. This approach balances brand identity with functionality and digital pleasure.

Computational Modeling of the Coffee Consumer Experience and Its Impact on the Sustainability of the Regional Industry in Peru

This study addresses the significant social value of understanding consumer experiences in the coffee market, which is crucial for enhancing local economic sustainability and consumer satisfaction in the cities of Piura, Trujillo, and Chiclayo in Peru. The objective of this research was to evaluate the coffee consumption experience of 1190 consumers using structural equation modeling. Methodologically, a detailed survey was employed to capture various dimensions of consumer experience. The results revealed a strong positive effect of perceived quality on hedonic value (β = 0.776; p < 0.001), underscoring the importance of high sensory standards. Brand experiences significantly influenced quality beliefs (β = 0.399; p < 0.001) and perceived utility (β = 0.733; p < 0.001), though there was no direct connection with hedonic valuation, indicating the need for further analysis. The findings highlighted that hedonic value, associated with emotional satisfaction, predominates over utilitarian value in driving brand loyalty (β = 0.908 vs. β = 0.076; p < 0.001). This provides strategic insights into incorporating symbolic and experiential benefits in marketing. In conclusion, the study offers quantitative evidence on shaping consumer experiences in the coffee market by focusing on sensory quality and affective brand identity.

Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers

PurposeUnderpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).Design/methodology/approachData were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.FindingsSelf-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.Social implicationsOur findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.Originality/valueThis paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.