Utilitarian Motivations Research Articles

Study on the Impact of Chatbot Characteristics of Online Shopping Mall on Customer Satisfaction and Reuse Intention in China: Hedonic Motivation and Utilitarian Motivation as Moderating Variables

Purpose – The purpose of this paper is to analyze the impact of chatbot characteristics on customer satisfaction and reuse intention. Design/Methodology/Approach – The study collected data from 259 customers with experience using chatbots on online shopping malls. Statistical programs SPSS 27.0 and AMOS 26.0 were used for data analysis in this study. The empirical analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, and hypothesis testing, in that respective order. Findings – The results showed that chatbot characteristics (empathy, intimacy, accuracy, ease of use, social presence) and the relationship between customer satisfaction had a positive effect, and customer satisfaction had a positive effect on chatbot reuse intention. In addition, hedonic motivation showed a moderating effect on the relationship between accuracy, ease of use, and customer satisfaction, and utilitarian motivation showed a moderating effect on the relationship between accuracy and customer satisfaction. Research Implications – This paper divided the characteristics of chatbots into empathy, intimacy, accuracy, ease of use, and social presence, which provides a theoretical framework for future research on chatbots, and has certain reference value. The importance of consumer psychological variables is confirmed by analyzing hedonic motivation and utilitarian motivation as moderating variables. In addition, the results of this study are of great significance to the application and improvement of chatbots utilized by online shopping mall companies. In the online shopping mall environment, retailers can use chatbots as a communication supplementary strategy to participate in customer service and improve the efficiency of the customer shopping experience.

Knowledge sharing on mobile social networking: motivational drivers and influence on productivity

Purpose This paper aims to investigate the motivational drivers for knowledge sharing (KS) through the application of mobile social networking (MSN) and their influence on employee productivity in the Malaysian construction industry. Design/methodology/approach The data was collected by distributing a self-administered questionnaire among employees working in the construction industry. A total of 250 questionnaires were collected and analysed using partial least squares structural equation modeling. This study used a variety of analysis methodologies including correlation analysis, reliability and validity testing, as well as a structural model in evaluating the relationships between KS, motivational factors and influence on productivity. Findings The empirical results of this study reveal that utilitarian motivation is positively related to internal and external KS. Similarly, internal and external KS have a positive influence on productivity, while internal and external hedonic motivation does not show any significant relationship with productivity. Research limitations/implications Considering the paucity of evidence regarding the determinants of KS motivational drives on employee productivity in the Malaysian construction industry, this study enriches the social cognitive theory-based literature on KS. Practical implications This study provides some insights to the players in the construction industry in implementing the most appropriate KS promotion strategies that could potentially influence employee productivity. Organisations in the construction industry that place great emphasis on utilitarian motivation including competency, reward and incentives are more likely to have a better influence on KS and, in turn, positively impact employee productivity. Originality/value This study meaningfully contributes to enhancing the understanding of the motivational drivers for sharing knowledge on MSN and its influence on productivity. The findings of this study potentially assist construction practitioners in developing a holistic blueprint for managing their KS towards improving the overall productivity of their employees.

Omnichannel Fashion Retail in Indonesia: How it affects Marketing Performance?

Objectives: Mobile commerce is an appropriate omnichannel practice adoption for fashion retail. Omnichannel in the retail industry is currently becoming an innovation strategy to increase consumer interaction by integrating various sales channel services. Consumers' channel-switching behavior remains as one of the challenges in the retail industry. To deal with these challenges, providing multiple points of contact to interact with consumers that gain competitive advantage and improve marketing performance is required.Methodology: This study is a causal research with a 95% confidence interval in collecting and constructing the data structure to evaluate the cause-and-effect relationship of the variables. The primary data was obtained through a survey of 91 retail fashion consumers in Indonesia. Subsequently, the data was analyzed using structural equation modeling.Finding: Compared to the previous studies, the results of this study indicated that novelty, hedonic, and utilitarian motivations influence brand love through omnichannel customer experience. To improve brand love, companies need to improve customer experience.Conclusion: Based on the findings, the researchers felt one of the biggest flaws in the study was only collecting data on consumers of international clothing products whose physical stores have only been operating in Indonesia

They The Role of Gender, Age, And Educational Groups in Utilitarian Motivation for Sharia Products

The development of sharia products continues to increase globally, both in Muslim-majority and minority areas. Diverse cultural backgrounds influence consumers in making choices. Furthermore, there are differences of opinion in previous studies regarding demographic variables. Using functional attitude theory, the gap in consumer motivation from demographic factors in choosing sharia products. The novelty of this study is to emerge from three demographic factors: gender, age, and education level, as fully predicted control variables. Based on this explanation, this study aims to determine the effect of the relationship between the control variables on the utilitarian motivation model in sharia products. Quantitative research was employed on the primary data collected, using the analysis method of multiple group analysis structural equation modelling (SEM) on 362 respondents. The study revealed that control variables (gender, age, educational background) influenced sharia products. The scope of the research is limited, making the results of this study not maximized. In future research, it is expected to be able to expand the scope, use other control variables, and use other related subjects or objects. Keywords: demographic factor, utilitarian motivation, sharia product, intention to use, ideal self-concept

Utilitarian and/or hedonic shopping – consumer motivation to purchase in smart stores

PurposeRecently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. The ultimate goal for retailers should be shopping, not technology adoption. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase; intentions in smart stores. Specifically, the authors address the research questions: (1) What are the constituents of utilitarian motivation? (2) What are the constituents of hedonic motivation? (3) What are the factors that influence customers' purchase intentions? By answering the questions, the findings help retailers understand how to motivate customers to make purchases in smart stores.Design/methodology/approachTo investigate consumer motivation and purchase intentions, the customers who made purchases in smart stores were invited to participate in the questionnaire survey. This study collected 307 data in smart retail settings. Partial least squares (PLS) software was used to assess the reliability, validity and the paths and significance of all hypotheses.FindingsThe results show that perceived ease of use directly and indirectly influences purchase intentions through utilitarian and hedonic motivations. Utilitarian motivation is a formative second-order construct comprised of merchandise price, merchandise quality, location convenience, speed of shopping and product recommendation. Hedonic motivation is a reflective second-order construct composed of control, curiosity, joy, focused immersion and temporal dissociation. The findings provide insights into the successful implementation of smart retail technology and offer retailers to better understand consumer motivation and purchase intentions in smart stores.Originality/valueThis study is the first to examine how consumer motivation influences purchase intentions in smart stores. This study posits and verifies the extended hedonic system acceptance model (HSAM) to explain consumer motivation for shopping in smart retail settings. This study also models the original first-order utilitarian and hedonic constructs as second-order formative and reflective constructs, respectively. Utilitarian motivation regarding functional benefits is developed based on the 5Ps of marketing and situational factors, while hedonic motivation regarding pleasant experiences is proposed based on cognitive absorption.

How to increase consumer intention to use Chatbots? An empirical analysis of hedonic and utilitarian motivations on social presence and the moderating effects of fear across generations

As chatbots become more advanced and popular, marketing research has paid enormous attention to the antecedents of consumer adoption of chatbots. This has become increasingly relevant because chatbots can help mitigate the fear and loneliness caused by the global pandemic. Therefore, unlike previous work that focused on design factors, we theorize that social presence serves a mediating role between consumer motivations (i.e., hedonic and utilitarian) and intention to use a chatbot service based on self-determination theory. Our results from a structural equation model (n = 377) indicate that hedonic (but not utilitarian) motivation significantly affects chatbots’ social presence, ultimately influencing intention to use the chatbot service. We also found that fear of COVID-19 amplifies the effect of social presence on intention to use the chatbot service. In this dynamic, we found an additional moderated moderation effect of generational cohorts (i.e., baby boomers and Generations X, Y, and Z) in experiencing different levels of fear of COVID-19. Overall, our findings emphasize the importance of motivation-matching features for consumer adoption of chatbot services. Our findings also indicate that marketers may utilize the fear element to increase adoption of chatbot services, especially when targeting the young generations (e.g., Generation Z).

When users decide to bypass collaborative consumption platforms: The interplay of economic benefit, perceived risk, and perceived enjoyment

Bypass, which consists of intentionally circumventing a collaborative platform in the final transaction phase, represents a threat for commission-based platforms. This paper examines collaborative consumers' motivations to bypass and proposes a conceptual model explaining bypass intention. Multigroup analysis of 549 UK respondents (310 accommodation-rental users; 239 ride-sharing users) using PLS-SEM shows that perceived enjoyment and perceived risk are strong predictors of bypass intention. Our findings also confirm the significant impact of economic benefit influencing bypass decisions, both directly and indirectly, by reducing perceived risk and increasing perceived enjoyment. This study extends the literature on collaborative consumers’ bypass motivations, identifying an interplay of utilitarian motive (economic benefit), hedonic motive (perceived enjoyment), and perceived risk. It also contributes to the field of misbehaviors in hospitality and tourism, by showing empirically the link between pleasure and deviance. Finally, it helps platforms to determine the types of exchange that are more prone to bypass.

Customers’ Motivation to Adopt Augmented Reality (AR) Technology in a Restaurant

The food service business has been completely transformed over a decade. It’s due to the introduction of smart technology, which has resulted in an improved experience for customers while also enhancing the industry’s operational efficiency. One of the advanced technologies that have recently been used by these service companies is Augmented Reality (AR). Using the cognitive evaluation theory, the purpose of the current study was to examine what motivates the customers to adopt AR applications at the restaurant. The study focuses on customers who have not used or experienced the AR application previously. This research adopts a quantitative approach and uses convenient samples involving 164 participants. The findings revealed that consumers’ attitudes regarding AR apps in restaurants were shown to be positive when those apps offered both pleasant experiences (hedonic motivation) and effective data or functional advantages (utilitarian motivation). Moreover, it was revealed that attitude has a favorable impact on intention. It was hypothesized that consumers who had a positive view of AR applications were more likely to intend to use them. Drawing on principles from smart technology literature, this research advanced our understanding of how customers react to implementing augmented reality in the food service companies, especially in restaurants.

Системная парадигма и разработка альтернативных стратегий построения институциональных экономических теорий

This article addresses the key aspects of constructing contemporary theories in institutional economics. The goal is to uncover the paradigmatic framework guiding different strategies in institutional theo­ries and their potential for change. Using interdisciplinary constructivist methods from social sciences, the study highlights the intersubjective nature of economics and contrasts the principles that serve as the foundation for the development of institutional economic theories. The study’s historical review shows that shared research strategies have emerged from a paradigm rooted in the marginalist revolution. In this approach, collective phenomena explain the behavior of agents pursuing utilitarian motives. The unorthodox strategy involves constructing macro-, micro-, and historical-economic theories based on the distinction of two main levels of research: value-normative and institutional-instrumental. Meanwhile, the mainstream strategy concentrates only on institutions and tools. Relying on the established paradigm results in the creation of structuralist and eclectic theories that lead to a fragmented view of the economy. The paper advocates a transition to a poststructura­list paradigm via constructivist logic. This shift entails examining the relationship between agents and institutions from the perspective of economic culture, values, and ideas, rather than psychology. This approach enables a multi-level assessment of the economy as a system of institutions forged through value compromise. It also allows us to show internal changes, considering the impact of path determinacy linked to new values and ideas (ideational path determinacy).

The effect of electronic newspapers on spreading the concept of genocide among the Aezidis

The importance of electronic newspapers has emerged as an inevitable, realistic and indispensable necessity in various fields. electronic newspapers are distinguished by their ability to influence and interact quickly as a new method in the field of media and communication and play an important and prominent role in the transfer of news and information in various fields and follow-up on what is broadcast on these sites, in monitoring what is happening in the internal and external environment, satisfying the psychological need and social. Our research topic talks about the role of social networking sites in spreading the concept of genocide among the Aezidis. This study aims to identify the role of social networking sites in spreading the concept of genocide among the Aezidis. The current study relied on the survey method through the questionnaire and statistical methods and test correlations. The main conclusions of the study were summarized as follows: 1. A large proportion of the respondents trust electronic newspapers to obtain information and news about the concept of genocide, and we conclude that the use of social media has become a daily necessity for different segments of society, especially the Aezidis. 2. The study proved the validity of the alternative hypothesis. There is a correlation of statistical significance between the demographic variables of the Aezidis and their use and their confidence in what social networking sites publish. 3. The study proved a significant direct correlation between the use and trust of the Aezidis on news and published materials to increase their knowledge ambition about the events and their utilitarian motives as a result of this trust and use.

اثر الصحف الالكترونية في نشر مفهوم الابادة الجماعية لدى الايزديين

The importance of electronic newspapers has emerged as an inevitable, realistic and indispensable necessity in various fields. electronic newspapers are distinguished by their ability to influence and interact quickly as a new method in the field of media and communication and play an important and prominent role in the transfer of news and information in various fields and follow-up on what is broadcast on these sites, in monitoring what is happening in the internal and external environment, satisfying the psychological need and social. Our research topic talks about the role of social networking sites in spreading the concept of genocide among the Aezidis. This study aims to identify the role of social networking sites in spreading the concept of genocide among the Aezidis. The current study relied on the survey method through the questionnaire and statistical methods and test correlations. The main conclusions of the study were summarized as follows: 1. A large proportion of the respondents trust electronic newspapers to obtain information and news about the concept of genocide, and we conclude that the use of social media has become a daily necessity for different segments of society, especially the Aezidis. 2. The study proved the validity of the alternative hypothesis. There is a correlation of statistical significance between the demographic variables of the Aezidis and their use and their confidence in what social networking sites publish. 3. The study proved a significant direct correlation between the use and trust of the Aezidis on news and published materials to increase their knowledge ambition about the events and their utilitarian motives as a result of this trust and use.

Influence of Utilitarian Motivation, Ideal Self-Concept, and Perception of Consumers on Intention to Use Islamic Banking Products

Purpose – This research determined the influence of utilitarian motivation, ideal self-concept, and consumers' perceptions on intention to use Islamic banking products by identifying their characteristics as Muslims. Methodology – This is a quantitative research with primary data collected from a sample of 367 respondents, selected using a purposive sampling method through a survey method. The data collected were analyzed using a Likert scale of 1-5 to go through the SEM test. Findings – It critically examined the utilitarian motivation to focus on research gaps and to determine evidence of the effect of the ideal self-concept capable of increasing intention to use. The result shows that both factors affect the intention to use. Originality – This research collaborated with two theories, namely functional attitude and self-concept. Contributions were added in the form of an ideal self-concept and the researchers’ relationship to utilitarian motivation.

Utilitarian motivations to engage with travel websites: an interactive technology adoption model

PurposeThis study aims to investigate perceptions about interactive travel websites. The researchers hypothesize that engaging content, the quality of information and source credibility have a significant effect on the consumers’ utilitarian motivations to continue using them in the future.Design/methodology/approachA structured survey questionnaire was used to gather data from 1,287 online users, who were members of two popular social media groups. The methodology relied on a partial least squares approach to analyze the causal relationships within an extended information adoption model (IAM).FindingsThe findings reveal that the research participants perceive the utility of interactive travel websites and are willing to continue using them, particularly the responsive ones. The research participants suggest that these sites are easy to use, capture their attention and offer them useful information on various tourism services. The results also indicate that they appreciate their source credibility (in terms of their trustworthiness and expertise of their curators) as well as their quality content.Research limitations/implicationsThis study integrates key measures from the IAM with a perceived interactivity construct, to better understand the individuals’ acceptance and use of interactive websites.Practical implicationsThis research implies that service businesses ought to have engaging websites that respond to consumer queries in a timely manner. Hence, they should offer a seamless experience to their visitors to encourage loyal behaviors and revisit intentions to their online domains.Originality/valueTo the best of the authors’ knowledge, there are no other studies that incorporated an interactive engagement construct with key constructs from IAM and from the technology acceptance model (TAM). This contribution underlines the importance of measuring the individuals’ perceptions about the engagement capabilities of interactive media when investigating information and/or technology adoption.

Consumer attitudes toward ordering from cloud kitchens: a gender and marital status perspective

PurposeThe purpose of this study was to examine consumer’s perceptions of cloud kitchens, including the influence of perceived innovativeness (PI), utility motivations (price and food varieties), and food safety risk perceptions (FSRP) on trust; the impact of hedonic motivations and trust on attitude; and the moderating effect of FSRP on the relationship between utility motivations (food varieties) and trust. The relationships were examined with respect to gender and marital status.Design/methodology/approachThe Theory of Consumption Value served as the theoretical underpinning of this study. Data was collected with an online survey (n = 316) using the Qualtrics panel. The partial least squares–structural equation modeling method was used to analyze the survey data.FindingsPI, utilitarian motivations (price) and hedonic motivations (food varieties) positively influenced trust, whereas trust positively influenced attitude. FSRP negatively impacted trust and moderated the relationship between utility motivations (food varieties) and trust. Hedonic motivations positively influenced consumers’ attitudes. Multi-group analyses highlighted the differences attributed to gender and marital status.Research limitations/implicationsPI and utility motivations influenced trust, supporting the notion that consumers are open to new and convenient ways to order food. Additionally, the negative influence of FSRP on trust and its moderating role on the path between food varieties and trust highlights the importance of FSRP on food consumption. Finally, this study provided insight into the influence of gender and marital status on perceptions of ordering from cloud kitchens.Originality/valueThe cloud kitchen business model is undergoing exponential growth, and this study provides an understanding of cloud kitchens from a consumer’s perspective.

The Role of Social Capital in Fostering Collective Action for Small-Scale Fishery Co-Management in the Baixo Juruá Extractive Reserve, Central-West Brazilian Amazon

Social capital is pointed out as a key factor for community social organization and the collective management of natural resources. In this study, I investigated the role of community social capital in facilitating collective action for arapaima (Arapaima sp.) management and the underlying motivations for engagement on collective action, in the six arapaima management systems of the Baixo Juruá Extractive Reserve (Amazonas). Through semi-structured interviews with 62% of the 95 households of communities that participate on management, I compared household participation in arapaima management in relation to demographic and socioeconomic characteristics, social and political engagement, and social capital. In four out of the six management systems, 70% to 86% of households participated on management, compared to only 31% and 33% in the other systems. Participation in collective action for arapaima management varied in a similar fashion with social capital in the community. Both bonding and bridging social capital come into play in fostering collective action. Although human relations are important components in community collective action, people also reveal utilitarian motivations for engagement. Thus, when incentives are provided, they might find it relevant to participate on resource management. This study highlights the role of social capital in natural resource management and may serve both communities and decision makers.

Motivations and Social Media Influencing Online Purchase Intention in India

The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian consumer's online purchase intention. Second, this study tried to explore if social media mediates the influence of hedonic and utilitarian motivation on online purchase intention. A sample of 282 valid online buyers were collected who intentionally involved in online shopping for the last one year. Structural equation modelling is used to analyse data and to examine the research hypotheses. Results of the study revealed that utilitarian and hedonic motivation positively influenced online purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and utilitarian motivation has significant positive relationship with social media (β= +0.28, p=***), (β= +0.45, p=***). The current research model will give fresh insights of understanding of consumer's motivation and role of social media in online purchase intention. Research implications, limitations, and scope of research are discussed.

RELATIONSHIP BETWEEN PRESTIGE VALUE, UTILITARIAN, HEDONIC, AND SELF-ESTEEM MOTIVES TOWARDS ONLINE SHOPPING BEHAVIOR THROUGH SHOPPING INTENTION AND IMPULSE SHOPPING TENDENCY

Marketplace is currently being disrupted by technology, similar to how the internet and digital platforms explosive rise in the globalization era. The growth of e-commerce changed customer behavior in purchasing items, from offline to online shopping, caused by some motives i.e., hedonic motives, self-esteem, and utilitarian motives. This study aims to comprehend how self-esteem, hedonic value, and utilitarian motivations relate to online shopping behavior, using shopping intention and impulse buying tendency as mediators. This study supports the idea that customers' online purchasing behavior is influenced by their intentions to shop and their propensity for impulsive purchases. 302 respondents who utilize e-commerce were distributed and their responses were gathered. As one of the requirements in this survey, respondents who complete the survey are people who have utilized e-commerce platform for at least three months. AMOS was used to analyze this study. Additionally, this study demonstrates that shopping intention is primary in online shopping behavior. This knowledge will help marketers develop strategies to maximize business performance, such as creating a variety of product categories that can boost customers' self-confidence. The product assortment should also be visually appealing, motivating, and emotionally appealing to the target market. Further discussion and implications are provided in the article.

PENGARUH HEDONIC DAN UTILITARIAN MOTIVE TERHADAP BRAND TRUST MCDONALD’S MELALUI BRAND SATISFACTION

This study aims to determine the effect of hedonic and utilitarian motives on brand trust mediated by their satisfaction with McDonald's brand products. This research was conducted by distributing 100 questionnaires to respondents who had consumed McDonald's products. The analytical technique used is quantitative analysis technique with path analysis method using SEM AMOS. In this study, it was found that there was a positive and significant effect of hedonic and utilitarian motives on McDonald's brand trust through satisfaction with the brand.

Factors Affecting the Behavioural Intentions of Indian Millennials

Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.

Unlocking Pathways to Mobile Payment Satisfaction and Commitment

ABSTRACT Although mobile payment services are unlikely to become obsolete, their market dominance has been challenged following the intensified market competition. A research model is developed to uncover the drivers of users’ hedonic and utilitarian motivations (i.e., application, marketing, and internal stimuli) as the key to fostering satisfaction and commitment toward mobile payment services. Data were gathered from a survey and analyzed via the dual-stage Structural Equation Modeling-Artificial Neural Network (SEM-ANN) technique to capture both linear and non-linear relationships. The findings suggested that information value, monetary value, self-congruence, and reward and recognition drive hedonic and/or utilitarian motivations, which in turn promote users’ satisfaction and commitment toward mobile payment services. The ANN analysis reveals the existence of a non-linear hidden attribute. The research provides theoretical insights and practical implications for the field of mobile payment services.