International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


Online Shopping Behavior In Electronic Commerce: An Integrative Model From Utilitarian and Hedonic Perspectives

Author(s): Wann-Yih Wu, Ching-Ching Ke, Phuoc-Thien Nguyen

Nowadays, due to developing of technology, more and more customers are applying electronic commerce to acquire information and purchase of goods and services. However, an integrative evaluation of online purchase from both utilitarian and hedonic perspective is still limited. This study aims to integrate both utilitarian and hedonic factors by evaluating their influence on attitude, satisfaction and repurchasing intention from individuals and firms. This study also focuses on identifying the moderating role of personal type on attitude formation and behaviour intention. The research framework also integrates value, trust and attitude as three of most important variables that may affect consumers’ online purchasing behaviours. This study adopts an online survey approach to get data from 505 respondents who have enough experience on internet shopping. The results indicate that the attitude formation plays a vital role on the determinants of the consumers’ online shopping decision making. The trust attitude, value attitude, and affective and cognitive based attitude all become vital factors that impact customers’ decision significantly. Personality types of thinking and feeling are regarded as the moderators that amplify the influence of antecedents on online shopping behaviours of customers. Since most of previous studies do not integrative utilitarian and hedonic aspects of attitude formation and behaviour intention for internet shopping. The results of the study can provide value insights for academicians to do further validations. It can be also very useful for practitioners to design appropriate marketing strategies for online shopping.

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