Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions

被引：7

作者：

Fulop, Melinda Timea ^{[1
]}

Topor, Dan Ioan ^{[2
]}

Capusneanu, Sorinel ^{[2
,3
]}

Ionescu, Constantin Aurelian ^{[4
]}

Akram, Umair ^{[5
]}

机构：

[1] Babes Bolyai Univ, Fac Econ & Business Adm, Dept Accounting & Audit, Cluj Napoca, Cluj, Romania

[2] 1 Decembrie 1918 Univ Alba Iulia, Fac Econ Sci, Dept Finance Accounting, Alba Iulia, Romania

[3] Titu Maiorescu Univ, Fac Finance Banking Accounting & Business Adm, Dept Accounting, Bucharest, Romania

[4] Valahia Univ Targoviste, Inst Multidisciplinary Res Sci & Technol, Targoviste, Dambovita, Romania

[5] RMIT Vietnam, Business Sch, Ho Chi Minh, Vietnam

来源：

EASTERN EUROPEAN ECONOMICS | 2023年 / 61卷 / 05期

关键词：

Digitalization; E-commerce; Online sales; Purchasing intention; TAM; M30; M40; M20; SOCIAL COMMERCE; PERCEIVED VALUE; FIT INDEXES; CONSUMPTION; INTERNET; DRIVERS; TRUST;

D O I：

10.1080/00128775.2023.2197878

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The study's novelty derives from the study region and the implications of the COVID-19 pandemic. The results indicate a correlation between utilitarian and hedonic motivation and online shopping intentions, while information searching is a significant predictor of online purchase intentions. This paper contributes to both the academic and practical fields, and e-vendors can use it as a framework to manage website activity.

引用

页码：591 / 613

页数：23

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