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Hedonic and utilitarian shopping goals: The online experience

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  • Bridges, Eileen
  • Florsheim, Renée

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.

Suggested Citation

  • Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
  • Handle: RePEc:eee:jbrese:v:61:y:2008:i:4:p:309-314
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    References listed on IDEAS

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