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Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions

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  • Melinda Timea Fülöp
  • Dan Ioan Topor
  • Sorinel Căpușneanu
  • Constantin Aurelian Ionescu
  • Umair Akram

Abstract

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.

Suggested Citation

  • Melinda Timea Fülöp & Dan Ioan Topor & Sorinel Căpușneanu & Constantin Aurelian Ionescu & Umair Akram, 2023. "Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions," Eastern European Economics, Taylor & Francis Journals, vol. 61(5), pages 591-613, September.
    • Handle: RePEc:mes:eaeuec:v:61:y:2023:i:5:p:591-613
    DOI: 10.1080/00128775.2023.2197878
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