The effects of utilitarian and hedonic online shopping value on consumer preference and intentions

Though value has received significant attention in the marketing literature in recent years, research on the concept has been somewhat limited in the context of online shopping, particularly in regards to empirical hypothesis testing. This paper examines the relevancy of value dimensions for online shopping and the relationship between value dimensions, preference towards the Internet retailer, and intentions. Findings from the large-scale study indicate that utilitarian value is more strongly related than hedonic value to preference towards the Internet retailer and intentions and that shopping frequency can play a moderating role. The paper concludes with a discussion of limitations and managerial implications.