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Hedonic and utilitarian shopping goals: The online experience

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  • 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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    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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    Cited by:

    1. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    2. Hill, William W. & Beatty, Sharon E., 2011. "A model of adolescents' online consumer self-efficacy (OCSE)," Journal of Business Research, Elsevier, vol. 64(10), pages 1025-1033, October.
    3. Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.
    4. Breazeale, Michael & Lueg, Jason E., 2011. "Retail shopping typology of American teens," Journal of Business Research, Elsevier, vol. 64(6), pages 565-571, June.
    5. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    6. Matea Matic & Katija Vojvodic, 2014. "Customer-Perceived Insecurity of Online Shopping Environment," International Review of Management and Marketing, Econjournals, vol. 4(1), pages 59-65.
    7. Wang, Yong Jian & Hernandez, Monica D. & Minor, Michael S., 2010. "Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task," Journal of Business Research, Elsevier, vol. 63(9-10), pages 935-942, September.
    8. Gounaris, Spiros & Koritos, Christos & Vassilikopoulou, Katerina, 2010. "Person-place congruency in the Internet Banking context," Journal of Business Research, Elsevier, vol. 63(9-10), pages 943-949, September.
    9. Volle, Pierre & Charfi, Ahmed Anis, 2011. "Valeur perçue et comportements en ligne en état d'immersion: le rôle modérateur de l'implication et de l'expertise," Economics Papers from University Paris Dauphine 123456789/6813, Paris Dauphine University.
    10. repec:eco:journ4:2014-01-7 is not listed on IDEAS
    11. Hilal Ozen & Nil Kodaz, 2012. "Utilitarian Or Hedonic? A Cross Cultural Study In Online Shopping," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(2).
    12. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    13. Kim, Juran & Spielmann, Nathalie & McMillan, Sally J., 2012. "Experience effects on interactivity: Functions, processes, and perceptions," Journal of Business Research, Elsevier, vol. 65(11), pages 1543-1550.
    14. Nambisan, Priya & Watt, James H., 2011. "Managing customer experiences in online product communities," Journal of Business Research, Elsevier, vol. 64(8), pages 889-895, August.

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