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Hedonic and utilitarian shopping goals: The online experience

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Listed author(s):
  • Bridges, Eileen
  • Florsheim, Renée
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    Abstract

    Marketers offering Web-based shopping typically try to provide a convenient, safe, and pleasant online environment, appropriate to addressing shoppers' functional goals. They might also try to create an experience that encourages more escapist elements of "flow", a sense of deep involvement that is intrinsically enjoyable, because they assume that this enhanced experience leads to more online buying. The present research suggests that utilitarian flow elements that facilitate shopping may indeed increase purchasing. However, hedonic elements of flow are found to be unrelated to online buying, although they are positively related to outcomes associated with pathological Internet use.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(07)00172-5
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 61 (2008)
    Issue (Month): 4 (April)
    Pages: 309-314

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    Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:309-314
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    2. O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 147-157, September.
    3. Hirschman, Elizabeth C, 1992. " The Consciousness of Addiction: Toward a General Theory of Compulsive Consumption," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 155-179, September.
    4. Dailey, Lynn, 2004. "Navigational web atmospherics: Explaining the influence of restrictive navigation cues," Journal of Business Research, Elsevier, vol. 57(7), pages 795-803, July.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 132-140, September.
    6. Faber, Ronald J & O'Guinn, Thomas C, 1992. " A Clinical Screener for Compulsive Buying," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 459-469, December.
    7. Csikszentmihalyi, Mihaly, 2000. " The Costs and Benefits of Consuming," Journal of Consumer Research, Oxford University Press, vol. 27(2), pages 267-272, September.
    8. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
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