International Journal of Retail & Distribution Management

Gender differences and wellbeing values in adolescent online shopping

Blandina Sramova, Jiri Pavelka,
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Blandina Sramova, Jiri Pavelka, (2019) "Gender differences and wellbeing values in adolescent
online shopping", International Journal of Retail & Distribution Management, https://doi.org/10.1108/
IJRDM-08-2017-0173
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Gender
Gender differences and differences
wellbeing values in adolescent and wellbeing
values
online shopping
Blandina Sramova
Comenius University in Bratislava, Bratislava, Slovakia, and
Received 25 September 2017
Jiri Pavelka Revised 19 April 2018
26 July 2018
Tomas Bata University in Zlín, Zlín, Czech Republic Accepted 24 October 2018

Abstract
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Purpose – The purpose of this paper is to determine the gender differentiation of adolescents in their online
shopping motivation based on utilitarian and hedonic values as an expression of well-being. It is necessary to
find out whether and to what extent utilitarian and hedonic values act as motivations in online shopping. The
aim was to find whether boys and girls differ in their average individual values representing motivators in a
specific, individual online shopping behavior, while assuming that a higher frequency of occurrence of the
value areas represents a higher level of well-being.
Design/methodology/approach – The research focused on finding if individual motivational areas of
online shopping, in which utilitarian and hedonic values are applied, are differently represented by Slovak
boys and girls. The research sample comprised of the Slovak adolescents (n ¼ 420, AM age ¼ 16.75).
A modified questionnaire investigated the motivation for online shopping.
Findings – Research findings pointed to a higher degree of well-being in adolescents’ online shopping
motivational structures based on utilitarian and hedonic motivations. The research study indicated different
motivational structure based on utilitarian and hedonic values which are associated with online shopping
behavior of the adolescents in relation to their gender. The outcomes showed that there was a larger
representation of the utilitarian values related to online shopping by adolescent boys. The adolescent boys
more often appreciated choice, availability of information, lack of sociality and cost savings. Adolescent boys
and girls had equal hedonistic value motivations.
Practical implications – At the time of the digital marketing boom, the knowledge of adolescents’ behavior
in the online shopping environment is important for marketing communication. Adolescents will represent a
strong segment of buyers in the digital market in the near future. Thus, aiming for the improvement in
well-being by respecting the gender differentiation, retailers could create a more effective marketing
communication design that would be targeted at the current Generation Z. The findings are important for the
preparation and creation of the design of the online-activities marketing in individual cultural regions.
Originality/value – There is a notable absence in the monitoring of the well-being values in adolescent
online shopping in Europe, especially in the post-communist EU countries. The Slovak Republic is one of the
dynamically developing post-communist countries of the EU. Its position in the OECD which measures
subjective well-being is very low. The research can become a starting point for forming the theory of online
shopping behavior, assuming gender unification in the areas of hedonic values and motivations not only for
the Generation Z but for all online shopping consumers in the second decade of the twenty-first century. The
presented research is thus practical in order to adequately set up the online communication and the research
use of a diagnostic tool in the European space. The authors see the research as a pilot study, which gives the
opportunity for subsequent intercultural comparison. Knowledge of gender differences and indicators of
well-being tendencies in the motivational structure of adolescents may be applicable for supporting and
regulating the online shopping behavior of adolescents, as well as for the explanation and theoretical
modeling of this behavior.
Keywords Hedonic value, Well-being, Adolescents, Online shopping, Utilitarian value, Gender differences
Paper type Research paper

1. Introduction
With the ever-growing impact of the internet on the lifestyles of consumers, the internet has
been becoming both a tool and a segment of cyberculture (Macek, 2004), but also a more and International Journal of Retail &
Distribution Management
more significant marketing medium. Internet users make up an active group in their © Emerald Publishing Limited
0959-0552
shopping behavior where they compare the best value and price in the shopping process DOI 10.1108/IJRDM-08-2017-0173
 IJRDM (Hall and Towers, 2017). It is especially important for the current Generation Z (born after
1991) who use the online shopping to express their independence and identity (Gunter and
Furnham, 1998; Hartman et al., 2004). Adolescents are often daydreaming and have active
imaginations, which is important for their psychological well-beingwell-being
(Csikszentmihalyi and Larson, 1984). Understanding the online shopping behavior of
teens who “represent an important financial power” (Muratore, 2016, p. 1166) may help the
marketing specialists in making decisions and suggestions for tailoring the websites
(Wolfinbarger and Gilly, 2001), in increasing the value of their shopping (Smith and
Whitlark, 2001), in segmenting the market (Džupina, 2016), as well as in predicting and
affecting their online behavior (Rodgers and Sheldon, 2002).
In 2011, the research report of the Organization for Economic Co-operation and
Development (OECD) incorporated subjective well-being (SWB) into a broad context of
well-being values (OECD, 2011). It gathered the results from studies on the life quality that
took place in 34 states from all over the world, including the Slovak Republic. OECD measured
eleven well-being “dimensions”/“indicators” (housing; income and ( financial) wealth; jobs and
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earnings; social connections; education and skills; environmental quality; civic engagement
and governance; health status; SWB; personal security; work and life) and on the base of these
indicators created the “Better Life Index” that works as “an interactive tool […] that you can
use to rate your country on the things you feel make for a better life” (OECD, 2011, p. 37).
The OECD research was the first attempt to measure and compare well-being in a broad
international context. Since then, the OECD has continued to research and to update its
measurements. According to OECD, Slovakia ended up on the 24th place in the life quality
ranking among the 38 countries surveyed in 2016, behind Japan (23rd place). Concurrently,
the well-being of adults, adolescents and children was measured and monitored in different
countries (Ben-Arieh, 2006; National Institute on Drug Abuse, 2007; Hicks, 2011).
Many studies explain individual motivations in an attempt to understand retail buying
behavior. Some of them pay attention to the study of online consumer behavior (Cyr and
Bonanni, 2005; Hasan, 2010; Huang and Yang, 2010) and their results show that gender
plays a significant role in the buying behavior (Fan and Miao, 2012; Hasan, 2010; Seock and
Bailey, 2008). It should be added, however, that the well-being results are influenced by the
cultural environment (Prescott-Allen, 2001). The Slovak Republic is part of the Central
European area. The Slovak Republic is also a member of the Visegrad group (V4 - Slovakia,
Czech Republic, Poland, Hungary) that has similar value orientations and attitudes
(e.g. higher prejudices of ethnic and religious character, gender stereotypes, etc.). There has
been no research related to these issues in these countries. The presented research is seen as
a pilot study, which can give the opportunity for the subsequent intercultural comparison.
The aim of the presented research study is to determine the gender differentiation of the
Slovak adolescents (Generation Z) in their online shopping motivational structure based on
utilitarian and hedonic values as an expression of well-being.

2. Theoretical background
2.1 Concept of human needs, values, motivations and well-being
An explanation of a human behavior belongs to the oldest problems and topics of philosophy,
psychology, cultural and social anthropology, sociology and economy. The human behavior is
influenced by many factors. It is generally accepted that the human behavior is shaped and
affected by human needs and values. There are innate, existential, biological, so-called
biogenic needs (such as the need to eat, drink, breathe and have sex), and specific psychogenic
needs (such as needs for social status, power and affiliation) that reflect the value priorities of a
culture varying from one cultural area to another (Solomon, 2014).
For this reason, the categories “need” and “value” became central concepts in
the social sciences. The theoretical reflections of this issue were connected to the
 third category: (behavioral) motivation. According to Higgins (2006, p. 456), “Value is an Gender
experience of strength of motivational force.” Depending on what is considered as the key differences
research object, theoretical models of values and needs could be interpreted either as need- and wellbeing
based or value-based theories of motivation.
Schwartz’s (2007) theory of basic human values represents the value-based theory of values
motivation. Schwartz assumes that nature of values and structure of value relations are
universal and that basic values are common to mankind and “influence most if not all
motivated behavior” (Schwartz, 2012, p. 17), even if individuals, groups and cultures have
different value priorities, hierarchies and patterns (Schwartz, 2007).
The need-based theories of motivation are more expanded. Maslow’s (1943) theory of
human motivation occupied the key position in marketing communication. Maslow
described the basic types and the hierarchy of needs originally in five stage model. He
distinguished “physiological, safety, love, self-esteem, and self-actualization” human needs
(Maslow, 1943, p. 394). Later, Maslow expanded the model to additional needs – cognitive
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and aesthetic needs and spiritual or transcendental needs (Maslow, 1964; Maslow, 1970).
Among safety needs, health and well-being are the basic items.
Alderfer (1969) offered another system of needs in his ERG theory. Alderfer regrouped
the needs from the hierarchically ranked Maslow’s pyramid into three groups: existence,
relatedness and growth. He located these groups on one functional level and linked them.
Existence needs to include Maslow’s physiological and safety needs, relatedness needs
Maslow’s social needs, and growth needs Maslow’s esteem and self-actualization needs.
McClelland (1987) built up a very influential approach to motivations in Motivational
Needs Theory or Acquired Needs Theory. According to this theory, there are three
motivating drivers or types of needs independent on gender, age, or culture: needs for
achievement, needs for affiliation and needs for power (McClelland and Burnham, 1976).
Depending on their cultural affiliation and life experience, individuals acquire motivational
needs. A combination of needs is gradually being formed and one of these three types of
motivational needs becomes dominant.
Some of the empirical research-based studies have shown that there are universal human
needs, but also corrected and criticized Maslow’s pyramid of needs. Goebel and Brown
(1981) who investigated changes in motivations in the relation to age among the 9–80 years
old respondents provided limited support to Maslow’s theory. They found that members of
the five age groups, “children, adolescents, young adults, middle-aged adults, old adults”
(Goebel and Brown, 1981, p. 809) have significantly different needs/motivations at four of
the five basic Maslow’s pyramid levels.
Hofstede (1984, p. 389) tried to explain “how definitions of quality of life are affected
by national cultural patterns” on research data from 53 countries and regions. He criticized
the ethnocentric orientation of Maslow’s hierarchy of needs. Hofstede (1984) came
to the conclusion that Maslow’s five levels hierarchy is based on values of individualistic
society, “on mid-twenties century US mid-class values” (1984, p. 396), and that collectivist
societies have a different order of values. In Maslow’s self-centered pyramid, even values
prevalent in collectivist (East Asian) societies, such as “harmony” or “family support,”
are missing.
These and many other discussions inspired by Maslow’s theory have become the basis
for the building of the concept of well-being as an important part of the quality of life. Tay
and Diener (2011) investigated the relationships between the fulfillment of six needs and
cognitive and affective components of SWB from 2005 to 2010 by analyzing the data of
60,865 individuals from 123 countries. The six needs (basic needs for food and shelter;
safety and security; social support and love; feeling respected and pride in activities;
mastery; self-direction and autonomy) were derived especially from the theories of Maslow
(1964), Deci and Ryan (2000) and Ryff and Keyes (1995).
 IJRDM SWB was rated across three measures: “life evaluations, positive feelings, and negative
feelings” (Tay and Diener, 2011, p. 355). Life satisfaction, high levels of positive feeling, and
low levels of negative feeling were often interpreted as happiness (Diener et al., 2010).
According to Tay and Diener (2011, p. 364), “Across diverse regions of the world, it appears
that basic needs are important for life evaluations, whereas social and respect needs are
important for positive feelings. The experience of negative feelings is more related to
whether basic needs, respect, and autonomy are met.”
The concept of well-being is explained as momentary well-being (the present moment of
life) and extended-period well-being (lifetime well-being) (Campbell, 2015; Bramble, 2016).
Lifetime well-being is often linked with hedonism as a demonstration of pleasure, happiness,
convenience. The researchers focused on shopping values and shopping well-being declare
that the shopping well-being is derived from the hedonic values, and then the utilitarian
values, of shopping (Hedhli et al., 2016). According to other researchers, the hedonic values,
as well as the utilitarian values, influence shoppers’ well-being (To and Sung, 2014). The
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hedonic motivation for online shopping is related to the pleasure of social role,
self-gratification, learning trends, bargaining, stimulation, etc. (To and Sung, 2014). The
utilitarian motivation for online shopping is associated with functionality, convenience,
safety and self-identification (Hedhli et al., 2016).

2.2 Theories modeling consumer-buying decision process

The paradigm for the research on the consumer behavior in an international context was
developed by Hofstede (1980)in his cultural dimensions theory. The theory describes and
explains how society’s culture determines value orientation and consequently the behavior
of members of society, and also allows a comparison between national cultures. According
to Hofstede, there are empirically derived dimensions of culture: power distance (unequal vs
equal), uncertainty avoidance (rigid vs flexible), individualism/collectivism (alone vs
together), masculinity/femininity (tough vs tender), long- vs short-term orientation
(Hofstede, 1991) and indulgence vs self-restraint (Hofstede, 2010).
It is well known that social psychological theories (e.g. the theory of reasoned action
(TRA), the theory of planned behavior, the technology acceptance model) try to identify
consumers’ shopping behavior and are used to explain the online purchasing. Moreover, the
consumer-buying decision process is complex and structured and depends on a number of
external factors (e.g. culture, race, marketing activities) and internal factors (e.g. experience,
motivation, personality of consumer) (Šramová and Pavelka, 2017). Based on the reviewed
literature that formed the online shopping theories and presented the results of empirical
research on online shopping, reference models for the explanation of customer online
behavior and shopping have been summarized, evaluated and reported in several review
studies (Chang et al., 2005; Cao and Mokhtarian, 2007).
The TRA describes the relationship between attitudes and behaviors within the human
action (Ajzen and Fishbein, 1980) and it is suitable for explaining the online consumer
behavior, as well. The theory of planned behavior (TPB), an extension of the TRA, also fulfills
this task. TPB connects beliefs and behavior (Ajzen, 1991). According to Vijayasarathy (2002),
the human online behavior is determined by four salient beliefs (product perception, shopping
experience, consumer service and consumer risk) and those salient beliefs come from
normative beliefs created during the socialization process (Bae and Lee, 2011).
Research on the shopping motivation has shown that the consumer satisfaction is linked
to the life satisfaction, the shoppers’ well-being and the personal emotional rewards during
the shopping process (Hedhli et al., 2016). The shopping well-being is a satisfaction
judgement which includes both cognitive (Oliver, 1993) and affective elements (Mano and
Oliver, 1993). Therefore, the shopping well-being is influenced by both hedonic and
utilitarian factors.
 2.3 Online shopping behavior motivations, utilitarian and hedonic values and gender differences Gender
The theory of online shopping behavior motivations of consumers focuses on the main differences
examination of cognitive and emotional motivators, which become the key shopping-driving and wellbeing
forces. Huang and Yang (2010) point out that the studies of gender differences have been
reflected in the marketing research, however, there are only a few studies that deal with values
online shopping, and it is the adult population that becomes their primary target. But only a
few empirical studies deal with web consumption behavior among adolescents (Hartman
et al., 2004). Adolescents, who spend most of their leisure time browsing the internet and
who perceive online shopping as a demonstration of their freedom, independence and
identity, deserve due attention from the marketing point of view. Adolescents are not only a
numerous segment but also a segment for which the identity formation process is typical
(Macek, 2006; Šramová, 2014; Berzonsky, 2011). The internet shopping may allow them to
express their identity (Clammer, 1992), autonomy (Boulay et al., 2014) and independence
(Gunter and Furnham, 1998). It is a segment of those who find it rather effortless to orient in
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the digital world.

Based on the literature sources, the presented study follows the premise that online
shopping behavior of adolescents is bound to hedonic and utilitarian motivations (Childers
et al., 2001) as an expression of well-being. To a greater extent, utilitarian values are related
to cognitive processes, reliability and criticalness, while hedonic values are related to the
processes relating to emotional feelings, fashion, sociability, amusement, adventure and
independence (Hirschman and Holbrook, 1982; Delafrooz et al., 2009). Some authors
emphasize that people go shopping not only for the utilitarian value of the product but also
for the satisfaction connected to the shopping process (Tauber, 1972; Hirschman and
Holbrook, 1982).
Utilitarian values are defined as critical, rational, decision effective, and oriented on a
specific target (Hirschman and Holbrook, 1982; Batra and Ahtola, 1991). Utilitarian values
represent fundamental factors influencing consumers to do online shopping. Convenience
and accessibility, wide product choices, availability of information, absence of social contact,
become their focus (Wolfinbarger and Gilly, 2001), as well as money-saving (Keeney, 1999).
Babin et al. (1994) define utilitarian shopping motivation as acquiring the benefit of the
product needed or acquiring the product more efficiently during the shopping process.
Online shopping gives them the feeling they do not get in traditional stores and shopping
malls (Childers et al., 2001).
Hedonic values are preferred by consumers characterized by experiential shopping
behavior, i.e. they are not interested only in information necessary for online shopping,
but they search for entertainment, enjoyment, satisfaction, excitement, adventure and
pleasure of shopping (Delafrooz et al., 2009; Wang and Scheepers, 2012). They are
more interested in the emotional value (e.g. brand, design, appearance and packaging)
(Fischer and Arnold, 1990).
As mentioned above, well-being research focuses not only on the objective
measurement of the quality of life but also on the measurement of subjective consumer
attitudes to values that are motivational stimuli and regulators of their behavior
(Kahneman and Krueger, 2006). Utilitarian values based on cognitive processes and
critical thinking, and hedonistic values based on emotional feelings and enjoyment
have a significant effect on the purchasing processes (Babin et al., 1994; Dhar and
Wertenbroch, 2000). The subjective acceptance and the objective fulfilment of
utilitarian and hedonistic values express, in a way, the quality of life. It has been shown
that the gender differences in adolescents are manifested in a number of areas such as
self-esteem, identity, value system, as well as in online shopping (Berzonsky, 2011;
Šramová, 2014; Childers et al., 2001; Fan and Miao, 2012; Hasan, 2010; Seock and
Bailey, 2008).
 IJRDM Despite recommendations of some authors not to research the gender differences because
these differences are dependent on individuality rather than genderness (Spence and Buckner,
2000), there are studies that emphasize the need to monitor gender differences influenced, for
example, by the culture in which the individual grows ( Jackson et al., 2001; van de Vijver, 2007;
Macek, 2006; Huang and Yang, 2010; Babin et al., 1994). At the same time, they draw attention to
sex differences in modern male and female consumer shopping (Kruger and Byker, 2009).
According to the adolescent evolution characteristics (Macek, 2006) and to the research
outcomes, it may be assumed that utilitarian values are more dominant in boys, while hedonistic
values are more dominant in girls (Huang and Yang, 2010). That is why:
H1. We assume a higher representation of utilitarian values for boys compared to girls.
H2. We assume a higher representation of hedonic values for girls compared to boys.
The essential areas revealing utilitarian values are the following: convenience, choice,
availability of information, lack of society and cost saving (Huang and Yang, 2010;
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Wolfinbarger and Gilly, 2001; Arnold and Reynolds, 2003; Pui et al., 2007).
Convenience ensures saving the time, and the physical and the mental energy spent on
shopping by e-shopping. Convenience and time efficiency are the primary factors for online
shopping (Morganosky and Cude, 2000). According to Wolfinbarger and Gilly (2001),
online shopping is more comfortable and convenient than shopping in a traditional store.
The comfort of home, from which they can go uninterruptedly from one online store to
another, which saves time, and minimizes consumer effort (Schaffer, 2000), is the important
factor for the consumer preferences. From the point of view of the gender differentiation, a
higher rate of the search for convenience was ascertained in men rather than women when
talking about online shopping behavior (Rodgers and Harris, 2003). That is why:
H3. We assume a higher representation of convenience for adolescent boys in
comparison with girls.
Choice offered by the internet environment is wider than the one offered by regular shops
and can be attractive to consumers (Huang and Yang, 2010; Khatibi et al., 2006). Online
stores are able to provide a more diversified selection at a lower cost. Thanks to online
shopping, consumers can avoid stock pressure from conventional retailers (Wolfinbarger
and Gilly, 2001). For both boys and girls of adolescent age, the internet environment is part
of their life. They use it for fun and searching for information, and the shopping behavior is
without gender differences. That is why:
H4. We assume no gender differentiation in choice of internet environment for
online shopping.
Availability of information is another significant area. The internet offers multiple sources
of information that are useful to adolescents and help them make decisions. They can
compare product offerings, learn more about product features, customer references and
pricing. From a gender perspective, the outcomes document the fact that women are more
sensitive to information on products when making judgments (Mayers-Levy and Sternthal,
1991) and also search for more information than men. Thus, online shopping becomes more
convenient for women due to its information availability rather than for men (Cleveland
et al., 2003; Huang and Yang, 2010). Hence:
H5. We assume a higher representation of availability of information for adolescent girls
in comparison with boys.
Lack of society is a feature of online shopping behavior where a shopper has more freedom
(Wolfinbarger and Gilly, 2001) and control over their actions. Consumers can decide whether
 to buy the product or not, without the influence and pressure of the seller. At the same time, in Gender
the online environment, buyers avoid stress caused by overcrowded stores and inappropriate differences
behavior by other shoppers. In this area, it was proved that men become less motivated to and wellbeing
sociality when online shopping than women (Swaminathan et al., 1999). According to Kruger
and Byker (2009), women more often expect social activities in shopping. Hence: values
H6. We assume a higher representation of the lack of sociality for adolescent boys in
comparison with girls.
Cost saving of online shopping is one of the most prominent advantages (Khatibi et al., 2006)
that the consumers appreciate in the first place. Price-conscious consumers are more likely
to purchase online when they can find a lower price for product/service (e.g. Sim and Koi,
2002; Koyuncu and Bhattacharya, 2004). Comparing prices and saving money for more
products can be an important motivating factor for online shopping for the Generation Z.
The research by Huang and Yang (2010) proves the gender differentiation in cost savings in
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favor of adolescent boys. Hence:

H7. We assume a higher representation of cost saving for boys in comparison
with girls.
Many theorists assume that “the individual with high hedonic shopping value is expected to
perceive a lesser benefit in online shopping” than in physical stores (Sarkar, 2011, p. 59).
Hence, most of the studies dealing with motivations in internet shopping processes “have
been focused on utilitarian motivations” (Pui et al., 2007, p. 774). But there are studies that
see the motivation to be equally important in online shopping (Childers et al., 2001). Hedonic
motivation has a direct impact on the intention to search adventure and is influenced by
authority and status (To and Sung, 2007). Well-being linked with hedonic motivation is
represented by social and emotional values acquired during the shopping process.
The essential areas revealing hedonic values are the following: adventure, sociality,
fashion, value and authority (Huang and Yang, 2010; Arnold and Reynolds, 2003;
Wolfinbarger and Gilly, 2001; Pui et al., 2007).
Adventure is associated with excitement, stimulation, and astonishment. Online
shoppers who are cheerful or like fun activities prefer the online purchase (Goldsmith and
Goldsmith, 2002; van der Heijden and Verhagen, 2004). Online shopping is an exciting
experience for the consumers finding something interesting. They prefer sensual
satisfaction (Sherry, 1990). Studies show that women experience shopping more
emotionally than men who rather appreciate its effectiveness and convenience (Dittmar
et al., 2004; Alreck and Settle, 2002). Hence:
H8. We assume a higher representation of adventure for adolescent girls in comparison
with boys.
Sociality, the intensity of interactional, interpersonal relationships appears to be one of the
key needs of people. Social belonging (Maslow, 1970) and relatedness (Alderfer, 1969) are
crucial especially during adolescence. Experience of belonging and self-affirmation is more
important for girls of this age (Šramová, 2014). Research findings show that women are
more socially oriented – they are, to a greater extent, oriented toward social interaction, and
thus, they look for greater emotional and social satisfaction within the internet environment
as compared to men (Dittmar et al., 2004; Huang and Yang, 2010). Shopping is also the place
for women to take a break from their daily routines, to relax, to be in a safe place (Dogu and
Erkip, 2000; Kruger and Byker, 2009). Hence:
H9. We assume a higher representation of sociality for adolescent girls in comparison
with boys.
 IJRDM Fashion is an area of consumers’ interest in new trends and innovations. Fashion is
associated with brand-oriented consumers. They prefer well-known brands, information
about the products and new trends (Arnold and Reynolds, 2003; Lunn and Suman, 2002;
Van den Poel and Leunis, 1999; Juříková and Kocourek, 2017). For adolescents, it is typical
that they wish to be fashionable and trendy and that they follow the latest trends. In this
area, women are more concentrated on perfectionism, shopping opportunities and new
fashion awareness (Chyan and Chia, 2007; Kruger and Byker, 2009; Huang and Yang, 2010)
to receive pleasure in the shopping process. Hence:
H10. We assume a higher representation of fashion for adolescent girls rather than boys.
Value provided to the customer is associated with a product/service, becomes an expression
of the consumer’s self-identity. Discounts or cheaper purchase support the consumer’s self-
esteem, in what extent they are convinced of a reliable and rational shopping behavior, of
the feeling of victory, etc. (Arnold and Reynolds, 2003; McGuire, 1974). The bargaining
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process brings pleasure and emotional involvement during shopping. Gender differences
represented by the values associated with hedonic motivation for the online shopping were
found to be in favor of women (Babin et al., 1994; Huang and Yang, 2010). Hence:
H11. We assume a higher representation of value for adolescent girls rather than boys.
Authority is linked to consumers’ independence and freedom of choice. The internet
environment offers consumers more than a regular shop does, especially in the area of
services, product specification, packing, transportation, design, etc. (Han and Han, 2001). By
purchasing online, the individual strengthens his/her identity (Clammer, 1992), which is an
important process during adolescence, regardless of gender differences (Macek, 2006;
Berzonsky, 2011). Hence:
H12. We assume no gender differentiation in authority for online shopping.

3. Research design
3.1 Aims of research
As we mention above, the individual motivations are important for understanding of retail
buying behavior, the gender plays a significant role in the online buying behavior, and the
well-being is influenced by the cultural environment (Cyr and Bonanni, 2005; Hasan, 2010;
Huang and Yang, 2010; Fan and Miao, 2012; Seock and Bailey, 2008; Prescott-Allen, 2001).
Based on these findings, we set up the basic research question:
RQ1. Are the online shopping motivations of the Slovak adolescents gender-differentiated?
Specifically, we aimed to find out if individual motivational areas of online shopping,
in which utilitarian and hedonic values are applied, would be differently represented
by Slovak boys and girls. At the same time, we wanted to find out whether these
areas as expressions of well-being would be represented above the mean value of
their occurrence. Shoppers’ well-being is linked to hedonic (Hedhli et al., 2016) and
utilitarian values in a different way by women and men (Hedhli et al., 2016; Hartman
et al., 2004). In other words, we wanted to find out whether in individual adolescents’
online shopping behavior based on utilitarian and hedonic values, the presence of
individual areas above the average value of the monitored areas would be a
manifestation of a higher degree of well-being.

3.2 The subject of the research

The subject of the research is adolescents of the Slovak Republic, one of the fast-growing
post-communist countries of the EU. There are at least two main reasons for choosing the
 research subject. First, the country’s rank in the OECD research on well-being is very low, as Gender
previously mentioned. Second, there is a literature gap concerning the research topic not differences
only in the Slovak Republic but also in other European countries. At the time of the digital and wellbeing
marketing boom, it is important to know how adolescents behave in the online shopping
environment. They represent a strong group that will be the strongest segment of buyers in values
the digital market in the near future.

3.3 Participants
The research sample comprised of 420 Slovak adolescents attending secondary and
grammar schools at the age of 16 to 19 (AM ¼ 17.75 years of age); the gender composition of
the sample was the following: girls (n ¼ 276) and boys (n ¼ 144). All adolescents had
experience with online shopping. The questionnaire was in a paper form and administered
personally at secondary and grammar schools in Slovakia. These were selected by random
selection (using a random number generator), which was also used for the classes in selected
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schools. Data collection was conducted in 2016. Due to the population of adolescents in the
Slovak Republic, the sample is representative. The questionnaire was filled by all students
from the selected classes. Out of the total number of collected questionnaires (n ¼ 452), 32
were discarded for missing data.

3.4 Measures
To meet the aims of the research, we used a questionnaire monitoring utilitarian and
hedonic values as an expression of well-being which, for the adolescents, are associated with
the internet consumption, particularly with online shopping. We used the English
questionnaire that Huang and Yang (2010) developed and applied in their research. They
synthesized their questionnaire according to the model of Wolfinbarger and Gilly (2001), Pui
et al. (2007) and Arnold and Reynolds (2003).
The questionnaire does not deal with the products that the adolescents are interested in
and that they buy, but is focused on the adolescents’ buying behavior. The questionnaire
attempts to find and reveal the motivations of adolescents in five essential areas of
utilitarian values (convenience, choice, availability of information, lack of sociality and
cost saving), and in five essential areas of hedonic values (adventure, sociality, fashion,
value and authority).
The English questionnaire was translated into the Slovak language. During the
translation process, we respected the basic recommendations formulated by Brislin (1986).
We used the so-called “back-translation,” i.e., translation “from the source to the target
language” and a subsequent blind translation “back to the source”; if the last back-
translated version is the same as the original version, the translation (words, phrases,
meaning-concept) is disposable (Brislin, 1986, pp. 159-160). This process was facilitated by
the fact that both the source language and the target language of the questionnaire are
culturally close. The English and Slovak languages have a similar structure because they
fall into the Indo-European language family, the respondents to whom the questionnaire
was addressed fall into the area of Euro-American (Antique-Christian) culture and the
environment in which respondents’ purchasing behavior was being tested is similar, as well.
The process of the questionnaire modification followed the recommendations of Brislin
(1986), specifically his “Guidelines Useful for Item Modification.” Based on a pre-test, we
modified existing items to be “readily understandable by the eventual set of respondents”
(Brislin, 1986, p. 143). The Slovak version of the questionnaire used a five-point Likert scale
(“strongly agree,” “agree,” “somewhat agree,” “disagree” and “strongly disagree”) instead of
Huang’s and Yang’s six-point Likert scale, because the five-point scale allows better
measurement of the average value than six-point scale. The six-point scale forces the
 IJRDM participants to incline to either a negative or a positive attitude, whereas the five-point scale
allows the participants to choose a neutral evaluation.
A “strongly agree” response was equal to a score of 5 and a “strongly disagree” response
was equal to a score of 1. The questionnaire comprised of 30 items. The questionnaire was
pre-tested with 70 adolescents (Abrahámová, 2011). The individual scales expressed
adolescents’ utilitarian and hedonic values of the internet use for shopping and were
concentrated in five parts measuring utilitarian values, and in five parts measuring hedonic
values. Each of the areas was comprised of three items. The reliability of the entire
questionnaire (Cronbach’s α ¼ 0.866), as well as of the utilitarian values area (Cronbach’s α
¼ 0.796) and of hedonic values (Cronbach’s α ¼ 0.847) was sufficiently high. The data
processing was realized by the statistical program SPSS 18. The obtained data were
subjected to normality testing (Kolmogorov–Smirnov test of normality) and the result
showed the normality of the data distribution.
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4. Results
With the multilevel regression analyses of five utilitarian values and five hedonic values,
we found out that the effect of gender on utilitarian values achieved 14 percent of variance
(R2 ¼ 0.138) and the effect of gender on hedonic values achieved 6 percent of variance
(R2 ¼ 0.057). The effect of age was not found in their online shopping motivations.
The measures of the R2 showed that the model could predict the internet shopping
motivation of Slovak adolescents. The findings showed that the values in the adolescent
motivation structure associated with online shopping are gender-dependent (t ¼ −2.819,
p ¼ 0.005). Both genders, boys and girls, had both utilitarian and hedonistic data over the
average of the five-point scale (AM ¼ 2.5). This suggests that their motivation for online
shopping is an expression of well-being.
In the next phase of the analysis, we were interested in how the gender differentiation
looks, especially in utilitarian and hedonistic values.
The statistically significant difference was indicated between boys and girls represented
by utilitarian values associated with online shopping (t ¼ −6.771, p o0.001) in favor
of boys (Table I). Thus, H1 was confirmed. Hedonic values in the Slovak adolescents did
not indicate any statistically significant dependence from gender. Therefore, H2 was
not confirmed.
Looking closer at the individual areas of utilitarian values, we found that the statistical
differences appeared between adolescent girls and boys as represented by all investigated
areas (convenience, choice, availability of information, lack of sociality, cost saving) in favor
of boys (Table II). Although the differences were not striking, we can see that in boys, the
motivation for online shopping was more geared toward all the monitored areas of
utilitarian values. The highest representation was “convenience” when online shopping was
appreciated to save the time and physical and mental energy of consumers. For both
genders, utilitarian values were obtained above the average of the five-point scale (AM
¼ 2.5). H3, H6 and H7 were confirmed. Boys in comparison with girls preferred
convenience (H3) and cost saving (H7) and had lack of sociality (H6). On the other hand, H4
was not confirmed because choice was not on the same level for adolescent girls and boys.

Table I.
Online shopping Girls Boys
behavior values by Values AM SD AM SD t p
adolescent girls
(n ¼ 276) and boys Utilitarian 3.739 0.413 4.017 0.370 −6.771 0.000
(n ¼ 144) Hedonic 3.346 0.497 3.306 0.626 0.729 0.466
 Boys scored in choice higher than girls. H5 was unconfirmed because boys had a higher Gender
level of availability of information in comparison with girls. differences
In a closer analysis of the correlation relationships among the different areas of and wellbeing
the utilitarian values of online shopping, mutually supportive relationships were found
(Table III). The boys conveniently supported choice, cost saving, and availability of values
information. Choice was strongly supported by cost saving and slightly by availability of
information. In boys, the greater importance of availability of information was connected
with cost-saving effect.
In girls, there was a strong correlation between convenience and choice, and a weaker
correlation of convenience with availability of information, cost saving, and lack of sociality
(Table III). The higher was the choice for girls in online shopping activity, the higher was
the importance of availability of information and cost savings. Moreover, the higher was the
importance of availability of information for girls, the higher was the cost saving, and
the lower was the lack of sociality. Lack of sociality in girls was slightly supported by
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cost saving.
The differences within the gender representation of individual areas defining hedonic
values associated with online shopping behavior were not statistically significant, however,
a higher representation of adventure, fashion and value was indicated for girls rather than
for boys who revealed a higher rate in the areas of sociality and authority (Table IV ). There
is no evidence for a higher representation of adventure (H8 – not confirmed), sociality
(H9 – not confirmed), fashion (H10 – not confirmed), value (H11– not confirmed) in favor of
adolescent girls. H12 was confirmed because authority for online shopping was equally
important for girls and for boys.
For the absence of statistical significance of gender differences in the adolescents’ online
marketing communication in relation to hedonistic values, we could not differentiate
research results by gender. Hence, we were interested in how the different areas of hedonic
values are mutually supportive throughout the basic research sample.

Girls Boys
Utilitarian values AM SD AM SD t p Table II.
Utilitarian values of
Convenience 4.232 0.653 4.403 0.595 −2.624 0.009 online shopping
Choice 4.232 0.653 4.389 0.631 −2.367 0.018 behavior by
Availability of information 3.841 0.594 4.028 0.587 −3.079 0.002 adolescent girls
Lack of sociality 3.036 0.620 3.361 0.537 −5.332 0.000 (n ¼ 276) and
Cost saving 3.355 0.722 3.903 0.693 −7.484 0.000 boys (n ¼ 144)

Utilitarian values Choice Availability of information Lack of sociality Cost saving

Convenience Boys 0.313** 0.168* −0.021 0.254**

Girls 0.607** 0.158** 0.141* 0.221**
Choice Boys 0.210* −0.032 0.546** Table III.
Girls 0.496** 0.087 0.437** Correlation in
Availability of information Boys 0.131 0.293** utilitarian value of
Girls −0.169** 0.376** online shopping
behavior by
Lack of sociality Boys 0.095
adolescent girls
girls 0.145* (n ¼ 276) and
Notes: *p o0.05; **p o 0.01 boys (n ¼ 144)
 IJRDM In the online shopping of adolescents, adventure was strongly supported by sociality,
fashion, and value and slightly supported by authority. Higher sociality was associated with
higher fashion and value. For boys and girls, fashion was supported by value and authority.
It also turned out that the higher the value, the higher the level of authority (Table V ).

5. Discussion
The Slovak Republic is now a part of the European Union and the global market. However,
its integration into this community has been a rather slow process. Slovakia was formed
after the fall of the communist political system in 1989 after the Czechoslovak Republic was
divided into the Czech Republic and the Slovak Republic in 1993. This specificity
determines, among other things, the late arrival of the internet into the country and the
adults’ mistrust of online shopping. Consequently, Slovakia showcases different features for
online shopping compared to other advanced countries.
Our research findings pointed to a higher degree of well-being in Slovak adolescents’
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online shopping motivational structures based on utilitarian and hedonic motivations. The
research revealed that the online store, as well as the brick store, could be both hedonistic
and utilitarian, which is consistent with the statement of Boulay et al. (2014). We are aware
that the cultural and social norms have an impact on people’s shopping behavior and
experience (Kruger and Byker, 2009). A cross-cultural evidence shows that the women in
the post-communist countries have a much larger responsibility for the care of the home and
the children which support the spread of the gender stereotypes (Georgas et al., 2006). On the
other hand, the society expects men to be competitive and oriented to material success.
The research revealed gender differentiation of the Slovak adolescents in their online
shopping behavior. Our findings show that the differences are not the same as the findings
of other authors studying the issue. Gender stereotyping in Slovakia is highly represented in
the work, private, and educational settings. This is unfavorably reflected in the self-esteem
of the contemporary adolescents, particularly girls. Gender differentiation depends on
national culture or, if we use Hofstede’s (1998) cultural dimensions theory, on the cultural
dimension of Masculinity/Femininity ( pp. 6-7), but this cultural dimension is considered as a
taboo dimension of national cultures in highly masculine societies. Our results are in
accordance with the prevailing contemporary stereotypes of the differentiation of the
consumer shopping between men and women in other regions that Kruger and Byker (2009),

Girls Boys
Table IV. Hedonic values AM SD AM SD t p
Hedonic values of
online shopping Adventure 2.804 0.843 2.722 0.899 0.926 0.355
behavior by Sociality 3.471 0.601 3.597 0.825 −1.790 0.074
adolescent girls Fashion 3.609 0.680 3.458 0.960 1.859 0.064
(n ¼ 276) and Value 3.109 0.913 2.958 0.943 1.584 0.114
boys (n ¼ 144) Authority 3.739 0.615 3.792 0.632 −0.824 0.411

Hedonic values Sociality Fashion Value Authority

Adventure 0.522** 0.576** 0.497** 0.190**

Table V.
Correlation in hedonic Sociality 0.444** 0.264** 0.051
value of online Fashion 0.349** 0.202**
shopping behavior by Value 0.310**
all samples Notes: n ¼ 420. **p o0.01
 van de Vijver (2007) or Jackson et al. (2001) described. In our research, Slovak adolescent Gender
boys appreciated especially choice, availability of information, cost saving and convenience differences
(H1 confirmed), i.e. utilitarian values, which corresponds to the findings of other authors and wellbeing
(Veronika, 2013; Sarkar, 2011; Huang and Yang, 2010; Schaffer, 2000). Adolescent online
shopping behavior should thus be taken into account within the communication through values
websites. It was proved that the adolescent boys were most impressed by the wide product
offer, clear and unproblematic information search and potential cost savings.
It cannot be claimed that the emotional experience related to the online shopping is to a
higher extent associated with Slovak girls (H2 unconfirmed). In other words, utilitarian
motivation focused on critical, rational, decision effective and goal-oriented consumer
behavior was higher in Slovak adolescent boys in comparison with Slovak girls. Hirschman
and Holbrook (1982), Batra and Ahtola (1991) and Huang and Yang (2010) had come to a
similar conclusion, although they had explored the issue in different cultural regions. While
online shopping, Slovak adolescent boys were more focused on the functional areas of
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motivation: convenience (H3 confirmed), choice (H4 unconfirmed), lack of sociality (H6
confirmed) and cost saving (H7 confirmed).
Our findings that convenience, lack of sociality and cost saving were represented at a
higher rate for boys, is consistent with other studies (Alreck and Settle, 2002; Huang and
Yang, 2010). In accordance with the findings of the previous studies, the Slovak adolescent
boys also preferred online shopping for lack of social contact which is confirmed by other
studies (Alreck and Settle, 2002). Availability of information when online shopping in
our research appeared as more important for adolescent boys in comparison with girls
(H5 unconfirmed), unlike the findings of other authors who document this significance for
women (Cleveland et al., 2003; Huang and Yang, 2010). It may be related to their
higher need for multiple-source information. Our research indicated that Slovak boys unlike
adolescent Slovak girls in a higher rate appreciated wide choice options of the internet
online shopping offer even though the gender differences had not been expected in the
particular area.
Experiential shopping, i.e. the search for excitement, amusement, and pleasure of
online shopping (hedonic values), did not prove to be significant for Slovak boys nor for
Slovak girls. It may be associated with the high sensory stimulation which according to
Chang et al. (2010) have a negative impact on hedonism. As To and Sung (2014) are
convinced, hedonic shopping value can influence unplanned shopping behavior. Shopping
enjoyment as expressing the hedonic motivation was important to Slovak boys as well as
to girls.
From the hedonic perspective, “shopping is viewed as a positive experience where
consumers may enjoy an emotionally satisfying experience related to the shopping
activity regardless of whether or not a purchase was made” (Kim, 2006, p. 58). Adventure
relating to the excitement and astonishment from online shopping was represented more
frequently for Slovak girls, however, only insignificantly in comparison with Slovak boys
(H8 unconfirmed). We are thus allowed to state that online shopping is similarly
experienced with emotions by adolescent boys as well as by adolescent girls.
The motivation for sensual and emotional satisfaction during the shopping process
was very important for both genders of Slovak adolescents which is in contradiction with
findings of some other authors (Babin et al., 1994; Batra and Ahtola, 1991). Pleasure,
feeling, emotion, enjoyment do not differ as online shopping motivation in gender and they
are the expressions of well-being of adolescent boys and girls. The need of sociality,
searching for emotional and social satisfaction within the virtual world of online shopping,
was revealed in both groups (H9 unconfirmed), Slovak boys as well as girls (the former
with a slightly higher mean score). It is not congruent with the findings of the
studies dealing with online shopping in other cultural areas (Dittmar et al., 2004;
 IJRDM Kruger and Byker, 2009; Huang and Yang, 2010). Shopping is a social activity, more for
Slovak adolescent girls rather than boys. The finding is in contrast with the findings in the
study by Kruger and Byker (2009) that examines adolescent girls and boys and declares
that “both men and women may purchase products in an effort to enhance their mate
value” (Kruger and Byker, 2009, p. 339).
In online shopping, the interest in new trends and innovations was equally important to
Slovak adolescent girls as well as to boys, i.e. fashion was represented at a higher rate in
our research for either gender (H10 unconfirmed). That may be associated with their
ambition to explore new information that becomes alluring to consumers of the internet
environment (Parsons, 2002), regardless of their gender classification. Irrespective of the
gender, adolescents seek sales, they try to act responsibly and rationally while online
shopping (i.e. value) within the internet environment (H11 unconfirmed).
According to Arnold and Reynolds (2003), adolescent boys and girls view themselves
to be smart shoppers when they can get a better discount and feel happy and their
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bargain may be linked to satisfaction from personal achievement. Independence, their

freedom to make personal decisions (i.e. authority), was equally important for both
groups of the Slovak adolescents (H12 confirmed), and this finding complies with the
findings of other researchers (Huang and Yang, 2010; Fan and Miao, 2012). Slovak boys as
well as girls, should their sensory apparatus be adequately stimulated and thus linked
to a certain amount of amusement, will appreciate the possibility of interaction, discussion
forums, friends who share their needs, wishes, and dreams. At the same time, the
adolescents focus on what is currently fashionable, what the news, innovations, as
well as various sales and discounts, are, or whether they may control the process of
online shopping.
The presented research can become a starting point for forming the theory of online
shopping behavior, assuming gender unification in the areas of hedonic values and
motivations not only for the Generation Z but for all online shopping consumers in the
2010s. Our findings show that improving well-being can be achieved by correctly setting up
communication with an emphasis on hedonistic and gender-differentiated utility values.
It can be used for the online offers with emphasis on the gender differentiation.
The presented gender role plays a significant role in online consumer behavior, and also
in the case of perception and interpretation of media content, not only by adolescents but
also by pre-school children (Šramová and Pavelka, 2017). Therefore, we can be more
effective and direct in the use of marketing tools focused on adolescents in online space in
order to increase their well-being. It is valid for both commercial and educational use. Such
marketing tools include website design, selecting products by gender preferences, or
constructing better marketing strategies focused on consumers’ satisfaction. Therefore,
marketers should be aware of the gender differences in consumer strategies.
Hedonic and utilitarian shopping outcomes provide an insight into the consumption
behavior that is difficult to explain using only functional explanations (Babin et al., 1994,
p. 644). Overall, the results of our study demonstrate the understanding psychology of
adolescents in the online shopping process in Slovakia. The presented research is thus
practical in order to adequately set up the online communication and the research use of a
diagnostic tool in the European space. Future research might replicate the study in other
countries and on other age groups.
The limitations to the presented study are the following. First, the research findings
depend on the cultural environment. The introspection of the participants in the
questionnaire does not have to express facts that apply to other cultures.
The measuring instruments used in our study (the questionnaire created by Huang and
Yang, 2010) have their limits and disadvantages. According to Brislin (1986, pp. 138-139),
“[r]esearchers run the risk of missing aspects of a phenomenon as viewed by (and seen as
 important by) people in other cultures. Further, they risk imposing conclusions based on Gender
concepts which exist in their own cultures but which are foreign, or at least partially differences
incorrect, when used in another culture. Put another way, existing instruments provide and wellbeing
operational definitions of certain concepts. There is no automatic guarantee that those
concepts, or those same operational definitions, exist in other cultures.” values
In further research, it would be useful to conduct a quality-oriented research with an
emphasis on the monitoring of the relationship between the shopping motivations and the
well-being. A comparison of European post-communist countries with other countries
from West Europe, Asia and the USA would reveal other important factors influencing
adolescent online shopping motivation. Taking into account the cultural differentiation,
this is a prerequisite for both successful global and national marketing communication
with adolescents, who will be an economically strong segment in the digital market in the
near future.
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Corresponding author
Blandina Sramova can be contacted at: sramovab@fedu.uniba.sk
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