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Hedonic Motivations For Online Shopping
Hedonic Motivations For Online Shopping
International Scholarly and Scientific Research & Innovation 8(7) 2014 2230 ISNI:0000000091950263
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:8, No:7, 2014
interests could contact each other in chat rooms, user groups, G. Diversion
clubs, or interest groups. Online shopping could enhance the Diversion refers to shopping for divergence from the routine
social experiences of participants outside their social circles of daily life and thus represents a form of recreation [3], [5].
and form a new way of interaction, bypassing traditional social Most participants believe that diversion allows social escapism
etiquette and expanding online social networks quickly. and thus is regarded as a motivation.
H. Status/Control
Social
Online
Shopping
Status/Control refers to exercising control over the
Achievement Role
interaction taking place through the Internet and an opportunity
Privacy Self‐ to command attention and respect while shopping [5], [8].
gratification
Some participants do feel the sense of control and superiority
through online shopping; however, with the prevalence of
Tele‐ Learning Internet usage, the sense of superiority is less prominent.
presence Hedonic Trends
Motivations for
Online Shopping I. Adventure/Curiosity
Adventure refers to shopping for exploration and adventure
Pleasure of
Enjoyment
Bargaining in another world. Prior research indicates that consumers go
Open Science Index, Economics and Management Engineering Vol:8, No:7, 2014 waset.org/Publication/9998853
International Scholarly and Scientific Research & Innovation 8(7) 2014 2231 ISNI:0000000091950263
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:8, No:7, 2014
REFERENCES
[1] R. Batra, and O. T. Ahtola, “Measuring the hedonic and utilitarian sources
of consumer attitudes,” Marketing Letters, 2(2), 1991, pp. 159-170.
[2] T. L. Childers, C. L. Carr, J. Peck, andS. Carson, “Hedonic and utilitarian
motivations for online retail shopping behavior,” Journal of Retailing,
77(4), 2001, pp. 511-535.
[3] E. M. Tauber, “Why do people shop? “Journal of Marketing, 36(4), 1972,
pp. 46-59.
[4] M. J. Arnold, and K. E. Reynolds, “Hedonic shopping motivations,”
Journal of Retailing, 79(2), 2003, pp. 77-95.
[5] A. G. Parsons, “Non-functional motives for online shoppers: why we
Open Science Index, Economics and Management Engineering Vol:8, No:7, 2014 waset.org/Publication/9998853
International Scholarly and Scientific Research & Innovation 8(7) 2014 2232 ISNI:0000000091950263