واکاوی ارزش لذت گرایی و فایده گرایی در خریدهای برخط

نوع مقاله: مدیریت استراتژیک(استراتژهای منابع انسانی- استراتژی های تولید- استراتژی های سرمایه گذاری- استراتژی های بازار و رقابتی)

نویسندگان

1 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 دانشجوی دوره دکتری مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده

در پی گسترش کسب و کارهای الکترونیکی، تبیین ارزش ادراکی و بررسی چگونگی تاثیر آن بر رفتار خرید برخط مشتریان یکی از موضوعات مورد توجه در تحقیقات علمی و همچنین چالشی در تصمیم گیریهای کاربردی مدیران در مقام عمل می باشد. به نظر می­رسد این تبیین در سطح بالایی از برازش ساختاری مبتی بر حضور ارزش های لذت گرایی و ارزش های فایده گرایی بطور همزمان می باشد که این امر هدف اصلی تحقیق حاضر است. بر این اساس تحقیق از نظر هدف کاربردی و از نظر نحوه گردآوری داده توصیفی- پیمایشی است. جامعه آماری این تحقیق خریداران از طریق فروشگاههای اینترنتی در استان آذربایجان غربی می­باشد. نمونه آماری تحقیق شامل 207 پاسخ دهنده بود که از طریق پرسشنامه نظرات آنها جمع آوری و با استفاده از مدلسازی معادلات ساختاری فرضیات تحقیق آزمون گردیده­اند. نتایج تحقیق نشان داد که ارزش لذت گرایانه و فایده گرایانه بر نگرش و رضایت تاثیر مستقیم مثبت داشته و بصورت غیر مستقیم بر تبلیغات دهان به دهان و گرایش به خرید مشتریان موثر است.

کلیدواژه‌ها


عنوان مقاله [English]

Hedonic and Utilitarian Values Effects on online purchase

نویسندگان [English]

  • Azim Zarei 1
  • Hadi Moradi 2
1 Associate professor, Business Administration department, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Ph. D student of Marketing, Business Administration department, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran.
چکیده [English]

Following the expansion of e-commerce & Internet purchases, explaining the perceived value of customers and examining how it affects customers' online purchase behavior is one of the most important and attractive issues of marketing research topics as well as a challenge, is to act for managers' decision making. This explanation appears to be at the high level of structural fitting on the presence of utilitarian values ​​and hedonic values ​​at the same time, which is the main goal of the present research. Utilitarian and hedonic values are evaluated by customers based on subjective norms and objective measures which are dynamic and depending on time, actors and situations. Accordingly, this research is applied type in terms of purpose and descriptive survey type in terms of data collection. The statistical population of this research is customers’ through online stores in West Azerbaijan province. The statistical sample of the study consisted of 207 respondents who were randomly selected through a questionnaire of their opinions and the hypotheses tested using structural equation modeling. The results show that hedonic and utilitarian values have positive and direct effects on customers’ attitude and satisfaction also finding indicate indirect effect on perceived values affect customers’ word-of-mouth and repurchase intention.
 

کلیدواژه‌ها [English]

  • Hedonic value
  • Utilitarian value
  • online purchase
  • e-commerce
  • repurchase
Agag, G., & El-Masry, A. A. (2016). Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust, Computers in Human Behavior, 60, 97-111

Ajzen, I., (2001). Nature and operation of attitudes, Annual Review Psychology, 52, 27–58.

Almodarresi, M. A., & Mohammadi, F. (2015). Evaluation of Factors Affecting the Value of Online Shopping Considering Price Sensitivity and Variety-Seeking of Buyers, Journal of New Marketing Research, 5(2), 127-146 (In Persian).

Azizi, M., Azizi, S. M., & Lotfi, M. (2017). Investigating and criticizing the effect of utilization on decision making theories and comparing it the Islamic growth theory, Journal of Islamic Management, 25(2), 35-63 (In Persian).

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun; measuring hedonic and utilitarian shopping value, Journal of Consumer Research, 20(4), 644-656

Beverland, M., & Lockshin, L. (2003). A longitudinal study of customers’ desired value change in business-to business markets, Industrial Marketing Management, 32, 653-666

Bradley, G. T., & LaFleur, E. K. (2016). Toward the development of hedonic-utilitarian measures of retail service, Journal of Retailing and Consumer Services, 32, 60-66.

Bruhn, M., Schoenmueller, V. & Schafer, D. B., (2012). Are social media replacing traditional media in terms of brand equity creation, Management Research Review, 35(9), 770–790

Chung, Y. S. (2015). Hedonic and utilitarian shopping values in airport shopping behavior, Journal of Air Transport Management, 49, 28-34

Cronin, J. J., Brady, M. K., & Hult, T. M, (2000). Assessing the effects of quality in service environments, Journal of Retailing, 76(2),193-205.

Erdem, T., & Swait, J. (1998). Brand equity as signaling phenomenon, Journal of Consumer Psychology, 7, 131-157.

Eroglu, S. A., Machleit, K. & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values, Journal of Business Research, 58(8), 1146–1153

Gerbing, D., & Anderson, J. (1988). An updated paradigm for scale development incorporating in dimensionality and its assessment, Journal of Marketing Research, 25(2), 186-19

Haghighinasab, M., Islami, R., & Davarpanah, F. (2017). A Study of Value Dimensions Effects of Luxury Brands on Customers’ Purchase Behavior in Construction Industry (A Case Study of Tehran), Journal of Brand Management, 3(3). 149-180 (In Persian).

Heidarzadeh, K., & Irani, N. (2011). The Role of Utilitarian and Hedonic Value in Apparel Shopping Satisfaction In Iran, Journal of Development Evaluation Management, 7. 69-90 (In Persian).

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and prepositions, Journal of Marketing, 46(3), 92-101

Jang, S. H., & Shin, J, I. (2016). The influence of contextual offer, utilitarian and hedonic value on purchase intention in mobile location-based services, International journal of Business Policy and Strategy Management, 3(1), 7-12

Jeon, H., Jang, J., & Barrett, E. B. (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value online trust, Journal of Quality Assurance in Hospitality and Tourism, 18(2), 128-148

Jones, M. A., Reynolds, K., E., and Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes, Journal of Business Research, 59, 974-981

Kassim, N., & Abdullah, N.A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: a cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22 (3), 351-371

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values, Journal of Retailing and Consumer Services, 31, 22-31

Khare, A. (2011). Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers, Journal of Retail and Leisure Property, 9(5), 429-442

Kim, B., & Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in mobile data service environment, Expert Systems and Applications, 38, 2311-2318

Kim, D. J., & Hwang, Y. (2012). A study of mobile internet user’s service quality perceptions from a user’s utilitarian and hedonic value tendency perspectives, Information Systems Frontiers, 14, 409-421.

Kim, J., Ahn, S. J., Kwon, E. S., & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence, Journal of Business Research, 76, 67–76

Kim, S., & Kim, J. (2016). The influence of hedonic versus utilitarian consumption situations on the compromise effect, Marketing Letters, 27(2), 387-401

Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FCCs: Evidence from South Korea, Journal of Air Transport Management, 49, 17-22

Konjkavmonfared, A. R., Rezaei-Dolatabadi, H., & Mahmoodi, M. M. (2015). Analyzing the Moderating Effect of Hedonic Value on Process of Developing Brand Loyalty, Journal of Management and Development Process. 28(3), 157-175 (In Persian)

Kumar, A., & Kakar, S. (2017). Why do users prefer the hedonic but choose the utilitarian? Investigating user dilemma of hedonic-utilitarian choice, International Journal of Human-Computer Studies, 108, 50-61

Lee, C. & Wu, J. (2017), Consumer online flow experience, Industrial Management & Data Systems, 117(10), 2452-2467

Lee, C. K., Yoon, Y. S., & Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: the case of the Korean DMZ, Tourism Management, 28(1), 204, 214.

Lien, C. & Cao, Y., (2014). Examining We Chat users’ motivations, trust, attitudes, and positive word-of-mouth: Evidence from China, Computers in Human Behaviour, 41, 104–111.

Lii, Y.S., Pant, A., & Lee, M. (2012). Balancing the Scales: Recovering from Service Failures Depends on the Psychological Distance of Consumers. Service Industries Journal, 32 (11), 1775-1790

Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services, Business Horizons, 61 (3), 431-442

Liu, Y., & Shrum, L. J., (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influences of interactivity on advertising effectiveness, Journal of Advertising, 31(4), 53-64.

Maehle, N., Iversen, N., Hem, L., & Otnes, C. (2015). Exploring consumer preferences for hedonic and utilitarian food attributes, British Food Journal, 117(12), 3039-3063, 

Maleki, M., & Hajihassani, N. (2013). Investment in brand reinforcement and credibility advertising, Quarterly Journal of Business Management, 5(4), 79-98 (In Persian)

Maxham, J.G., Netemeyer, R.G., & Lichtenstein, D.R. (2008). The retail value chain: linking employee perceptions to employee performance, customer evaluations, and store performance. Marketing Science, 27 (2), 147-167

Michon , R . , Yu , H . , Smith , D . & Chebat , J . C . (2008). The influence of mall environment on female fashion shoppers’ value and behaviour. Journal of Fashion Marketing and Management,12 (4), 446 – 456

Mir, I.A., )2014). Effects of pre-purchase search motivation on user attitudes towards? Online social network advertising: A case of university students, Journal of Competitiveness, 6(2), 42–55

Moon, M.A., Khalid, M.J., Awan, H.M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach, Spanish Journal of Marketing, 21(2), 73-88

Naami, A., Moshabaki, A., & Atiyekar, G. (2016). Factors affecting the hedonic values purchases through Instagram, Journal of New Marketing Research, 6(2), 1-18 (In Persian)

Nejati, M., & Moghaddam, P. P. (2012). Gender differences in hedonic values, utilitarian values and behavioral intentions of young consumers: insights from Iran, Young Consumers, 13(4), 337-344.

Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions, Journal of Business Research, 59, 1160-1166

Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment, International Journal of Hospitality Management, 57, 105-115

Park, J., & Ha, S. (2016). Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses, Journal of Retailing and Consumers Services, 28, 310-316.

Prebensen, N, K., & Rosengren, S. (2016). Experience value as a function of hedonic and utilitarian dominant services, International Journal of Contemporary Hospitality Management, 28(1), 113-135.

Rye, K., Heesup, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry, International Journal of Contemporary Hospitality Management, 22(3), 416-432.

Sajadi, R. E., & Ghachem, L. (2015). The impact of hedonic and utilitarian value of online avatars on e-services quality, Computers in Human Behavior, 52, 81-86

Sanches, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of tourism product, Tourism Management, 27(3), 394-409.

Shih, H. P., Lai, K. H., & Cheng, T. C. E. (2013). Informational and relational influences on electronic word of mouth: an empirical study of an online consumer discussion forum. International Journal of Electronic Commerce, 17(4), 137-165

Sinha, I., & DeSarbo. W. S. (1998). An integrated approach toward the spatial modeling of perceived customer value, Journal of Marketing Research, 25(2), 236-249.

Ulagang, W., & Chacour, S. (2001). Measuring customer perceived value in business markets: A prerequisite for marketing strategy development and implementation, Industrial Marketing Management, 30, 525-540

Valiasl, A. R., Jahed, M., & Kavandi, S. (2017). Ethical utilitarianism and commercial advertisement, Interdisciplinary Studies of Media and Culture, 6(11), 171-196 (In Persian)

Walefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: The role of consumption occasion, social context and income, Journal of Retailing, 79(4), 199-212

Witten, D., Hishtower, R., & Sayeed, L. (2014). Mobile device adaptation efforts: The impact of hedonic and utilitarian value, Journal of Computer Information Systems, 55(1), 48-58

Wong, A. & Sohal, A. (2003). A critical incident approach to the examination of customer relationship management in a retail chain: An exploratory study. Qualitative Market Research: An International Journal. 6(4), 248-62