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Hedonic and utilitarian online shopping: A preliminary investigation

Author

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  • Daniele Scarpi de Claricini

    (Department of Management, University of Bologna, Bologna, Italy)

Abstract

This research letter investigates hedonic and utilitarian orientations to Online shopping. The data highlight a positive correlation of hedonism with both the length and the frequency of connection to the Internet. It considers two products, jeans and personal computers, that previous literature had identified as being characterized by utilitarian and hedonic features. The results show that consumers prefer to buy products and brands on the Web if they have already seen and experienced them Offline.

Suggested Citation

  • Daniele Scarpi de Claricini, 2023. "Hedonic and utilitarian online shopping: A preliminary investigation," Economic Analysis Letters, Anser Press, vol. 2(4), pages 39-45, August.
    • Handle: RePEc:bba:j00004:v:2:y:2023:i:4:p:39-45:d:200
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    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Xuhui Wang & Fayaz Ali & Muhammad Zubair Tauni & Qilin Zhang & Tanveer Ahsan, 2022. "Effects of hedonic shopping motivations and gender differences on compulsive online buyers," Post-Print hal-03696964, HAL.
    Full references (including those not matched with items on IDEAS)

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