Utilitarian Value Research Articles

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

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

Modeling purchase intention for virtual reality hardware: a cognition-affect-conation (CAC) approach

PurposeThis study aims to model the purchase intention of virtual reality hardware using the cognition-affect-conation (CAC) model, which integrates psychology and consumer behavior research to explain how individuals' thoughts, emotions and intentions influence their behaviors.Design/methodology/approachData were collected from individuals aged 18 and above who had no prior experience with virtual reality hardware. A total of 330 valid responses were obtained from individuals residing in Malaysia and analyzed using the partial least squares (PLS) approach.FindingsThe study validates that vividness, perceived ease of use, perceived usefulness, perceived enjoyment and utilitarian value have a positive impact on attitude. Vividness, perceived ease of use, perceived enjoyment and perceived value have a significant relationship with satisfaction, while perceived usefulness and utilitarian values have a negative impact on satisfaction. Furthermore, the study underscores the positive correlation between attitude and satisfaction. The relationship between satisfaction, attitude and purchase intention is confirmed. Lastly, the moderating effect of individualism on the relationship between satisfaction and attitude towards purchase intention is confirmed.Practical implicationsThe findings provide valuable guidance for virtual reality designers and marketers, offering effective strategies to enhance brand promotion, user retention and sales through the skillful integration of virtual reality hardware.Originality/valueThe study enhances the understanding of consumer acceptance behavior regarding virtual reality hardware by incorporating affective aspects into cognitive factors and including individualism as a moderating factor. It addresses an important gap in the research landscape of the immersive industry, particularly concerning virtual reality hardware within the Malaysian context.

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

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

Resource utilization of tea waste in biochar and other areas: Current status, challenges and future prospects.

Resource utilization of tea waste in biochar and other areas: Current status, challenges and future prospects.

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

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

Emotional language within influencer marketing on YouTube

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

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

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

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

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

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

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

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

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

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

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

The Diversity of Edible Flowers and Its Biocultural Role in Local Food System in Dali, Southwest China

Edible flowers (EFs) form a special group of food plants that serve a pivotal role in local food systems, both in their utilitarian value and cultural significance. Dali, renowned for its rich biocultural diversity, is home to various ethnic groups with unique traditions regarding the consumption of EFs. However, systematic and comprehensive ethnobotanical studies of EFs are lacking, and their biocultural significance has not been discussed. Through ethnobotanical surveys conducted in 15 markets across Dali, 163 taxa of EFs were documented, encompassing 56 families and 108 genera. They were consumed in 16 ways and as 5 types of food. Quantitative evaluations using the Relative Occurrence Frequency (ROF) and Cultural Food Significance Index (CFSI) assessed the local importance of these flowers. Comparisons were made with another site regarding flower-eating species and methods, revealing biocultural differences. The study highlights how these flowers contribute to local dietary practices and cultural traditions. The role of EFs in sustainable food systems (SFS) is discussed, with emphasis on their economic, environmental, and social impacts. Protecting biocultural diversity means maintaining reciprocal relationships between people and edible species, which are crucial nodes in local SFS.

Understanding the influence of ride-sharing value on consumers’ continuance intention

PurposeThis study aims to understand the mechanism by which the value of ride-sharing services influences consumers’ continuance intention.Design/methodology/approachThe authors collected data from 484 Chinese ride-sharing respondents and analyzed them using partial least squares structural equation modeling.FindingsThe results show that hedonic value, social connection value and environmental value positively affect consumers’ cognitive fit and emotional fit, while utilitarian value has no significant effect on either cognitive fit or emotional fit. In addition, both cognitive fit and emotional fit significantly affect consumers’ satisfaction and continuance intention. Furthermore, satisfaction mediates the effects of cognitive and emotional fit on continuance intention.Practical implicationsRide-sharing practitioners should have a clear understanding of all the value dimensions of ride-sharing services, which would subsequently increase customers’ continuance intention.Originality/valueThis study defines and divides the dimensions of ride-sharing value and demonstrates the significant impact of environmental value on the sustainability of ride-sharing services. This study extends fit theory by dividing it into two dimensions.

Exploring Product Innovation and Consumer Attitudes in Molecular Gastronomy: Marketing Insights for the Gourmet Food Industry.

The increasing popularity of social media and the growth of gourmet food culture have elevated molecular gastronomy as a unique dining experience that enhances consumers' perceptions of value through innovative food presentation and sensory marketing strategies. This study investigates consumer acceptance of molecular gastronomy by utilizing the value-attitude-behavior (VAB) model and the Theory of Planned Behavior (TPB). We examine the interplay between utilitarian and hedonic values, product innovation, and sensory stimulation to understand consumer reactions and attitudes toward molecular gastronomy. Through convenience sampling, we surveyed individuals who had experienced molecular gastronomy, collecting 407 valid responses, with a response rate of 95.3%. Our findings reveal that both utilitarian and hedonic values significantly influence consumers' attitudes (β = 0.635, p < 0.01; β = 0.750, p < 0.01). Attitudes, perceived behavioral control, and sensory stimulation play crucial roles in shaping behavioral intentions (β = 0.770, p < 0.01; β = 0.719, p < 0.01; β = 0.791, p < 0.01). Although subjective norms and product novelty also have positive effects on intentions, their impact is less significant (β = 0.511, p < 0.01; β = 0.416, p < 0.01). These insights suggest that practitioners in the dining industry should prioritize utilitarian value, hedonic appeal, consumer attitudes, perceived behavioral control, and sensory experiences when creating and marketing molecular gastronomy dishes. This research not only enhances our understanding of consumer behavior within this innovative culinary domain but also offers practical strategies for boosting market acceptance and engagement with such avant-garde dining experiences.

Interactive Instagram Advertising as an Experiential Offering and Its Impact on Perceived Value of Fashion Brands

Instagram is widely used among fashion businesses to offer richer online shopping experiences. Based upon Pine and Gilmore’s experience economy 4E framework, this study viewed an Instagram ad as an experiential offering and examined the impact of its interactivity on enhancing perceived value of a brand mediated by 4Es. Structural equation modeling results indicate that interactivity within Instagram ads effectively generates entertainment and esthetic experiences, which in turn contribute to utilitarian, hedonic, and social values of a brand. Recognition of the multi-faceted experience derived from Instagram ad’s interactivity will help fashion businesses better develop marketing strategies to enhance targeted consumers’ brand perceptions.

How Do Firms Manage Their Long-term Customer Relationship? The Role of Customer Experience and Constructive Mechanism on Customer Commitment from Utilitarian and Hedonic Perspectives

Customer commitment has garnered the attention of industries and academics. Prior studies indicated that utilitarian and hedonic values are strongly connected to customer experience; they can offer a novel comprehension of how customer commitment is established. However, few studies unveiled such constructive mechanisms, and the scarcity of such studies has created a theoretical gap. Considering the research gap, this study explores a constructive mechanism, proposing a theoretical model from the utilitarian and hedonic values aspects. After collecting responses to 405 questionnaires from the majority of target customers and adopting several statistical methods to examine the theoretical model, this study reveals the concrete and constructive mechanism of customer experience on customer commitment from the utilitarian and hedonic value perspectives. The findings show that customer commitment is constructed from utilitarian and hedonic perspectives, mediated by customer experience. This study contributes to the customer relationship management research wherein we can better understand the roles played by customer experience in this constructive mechanism, and comprehend the function of utilitarian and hedonic values. Several practical implications are proposed. However, the scarcity of further studies on the distinction between utilitarian and hedonic aspects and a detailed discussion on customer commitment are limitations of this study, creating a new research gap and necessitating future studies to fill this gap.

Does Utilitarian and Hedonic value mediate the link between University Brand Equity and Students’ Satisfaction? “An Applied Study on the Egyptian Universities”

Does Utilitarian and Hedonic value mediate the link between University Brand Equity and Students’ Satisfaction? “An Applied Study on the Egyptian Universities”

Cultural heritage experiences in the metaverse: analyzing perceived value and behavioral intentions

PurposeThis study aims to investigate the impact of digital technologies on enhancing visitor engagement and behavioral intentions in cultural heritage settings within the metaverse.Design/methodology/approachThe work proposes an extended version of the theory of planned behavior (TPB) to investigate the factors influencing individuals’ intention to engage in metaverse experiences in cultural heritage sites. To this aim, the research employs a quantitative approach, utilizing a questionnaire to collect data from participants. We selected 280 valid responses from cultural tourists. Then, the structural equation model (SEM) was developed to analyze the relationships between TPB and novel constructs, namely utilitarian value, hedonic value and social value and the endogenous latent variable of intention.FindingsThe results emphasize that individuals’ intention to participate in metaverse experiences within cultural heritage sites relies on a multifaceted process. All the relationships are supported, except the influence of perceived behavioral control on intention to engage in metaverse cultural experiences.Originality/valueThe originality of the research lies in its exploration of the influence of perceived hedonic, social and utilitarian values on visitors’ behavioral intentions within the context of metaverse museums.

RECONCILING THE CONFLICT IN THE INTERPRETATION OF SECTION 15(4) OF THE ADMINISTRATION OF CRIMINAL JUSTICE ACT, 2015 ON OBTAINING OF CONFESSIONAL STATEMENT UNDER NIGERIA’S CRIMINAL JURISPRUDENCE

Where a suspect is arrested by any of the law enforcement agencies in Nigeria, it is usual practice for the suspect to write a statement. There have been cases of suspects being coerced, cajoled and manipulated to write statement. To ensure that this practice is checked, in 2015, when the Administration of Criminal Justice Act, 2015 (the ACJA, 2015) was enacted, it provided that the taking of such confessional statements, may be recorded in audio-visual format while the Administration of Criminal Justice Law of, Lagos State, 2011, /provides that the taking of the same statement must be in audio-visual format. The Court of Appeal in decided the position under the ACJA, 2015, have held in some cases that it is optional to record a confessional statement in audio-visual format and in other cases, it has held that it is mandatory thereby creating a conflict as to the nature of the requirement. This paper, adopts doctrinal method in evaluating the correct interpretation of section 15(4) of the ACJA, 2015 by examining the decision of the Supreme Court of Nigeria in Charles v. The State of Lagos. The paper also analysed the nuances of confessional statement under Nigerian law and its utilitarian value. It found that the controversy brought about by conflicting decisions of the Court of Appeal has been resolved by the SCN when it held that it is mandatory for confessional statements to be recorded in audio-visual format and not discretional notwithstanding that “may” was deployed. The paper recommends sensitisation of security personnel, provision of needed recording apparatuses as way-forward.

A Study of Instagram Reels Exploring the Interplay of User Motivations, Attitudes, and Continuance Intentions in Short-Form Video Content

This study investigates the relationships between user motivations, attitudes, and continued usage intentions for Instagram Reels, while examining the moderating role of consumption value orientations. Employing structural equation modeling with data from 352 users, we find that interactivity, entertainment, and escapism significantly influence attitudes, which strongly predict continued usage intentions. Our multi-group analysis reveals that hedonic and utilitarian consumption values moderate these relationships. Entertainment has a significantly stronger effect on attitudes for hedonic users, while interactivity and informativeness show stronger, though non-significant, associations for utilitarian users. Escapism exhibits divergent effects across groups, positive for hedonic users and negative for utilitarian users. Notably, self-expressiveness demonstrates a strong positive association with attitudes across both groups, suggesting its universal appeal. These findings extend Uses and Gratifications Theory to short-form video contexts and highlight the nuanced role of consumption values in shaping user engagement. The study offers valuable insights for platform developers and content creators, suggesting the need for tailored strategies that address the diverse needs of users with different consumption value orientations. As social media continues to evolve, understanding these nuanced relationships becomes increasingly crucial for both researchers and practitioners in the field, enabling more targeted and effective platform design and content strategies across various short-form video platforms. This research contributes to the growing body of literature on social media user behavior and provides practical implications for enhancing user engagement in the rapidly evolving landscape of short-form video content.