Shopping motivations on Internet: A study based on utilitarian and hedonic value

Electronic commerce has been growing rapidly. Although business-to-consumer electronic commerce has created new opportunities for businesses, questions about consumer shopping motivations toward Internet shopping versus conventional shopping continue to persist. The purpose of this study is to investigate the Internet shopping motivations from both utilitarian and hedonic perspectives. The differential effects of these dual motivations on both search intention and purchase intention are examined. An integrated model of shopping motivations on the Internet is proposed. A structural equation model is developed to test the casual effects between variables.The study finds that utilitarian motivation is a determinant of consumer intention to search and intention to purchase. Hedonic motivation has a direct impact on intention to search and indirect impact on intention to purchase. While these dual motivations have significant effects, utilitarian motivation is the strongest predictor of intention to search and intention to purchase. Utilitarian motivation is influenced by convenience, cost saving, information availability, and selection; hedonic motivation is influenced by adventure, and authority and status. The study serves as a basis for the future growth of Internet marketing.