Article Sidebar

Download
PDF
Statistic
Read Counter : 252 Download : 178

Downloads

Download data is not yet available.

Main Article Content

Abstract

The purpose of this study was to analyze the effect of hedonic and utilitarian shopping motives on generation Z's online repurchase intention. The study also aims at examining the interaction between consumers’ internal factor (that is, shopping motives) and external stimuli (i.e, product type) on online repurchase intention. This research uses a quantitative approach, namely explanatory research. The research was conducted on 143 respondents of generation Z in Indonesia. The data analysis technique used in this study is multiple regression with mediating variables and independent sample t-test. The results showed that: 1) Hedonic and utilitarian shopping motives positively affect online repurchase intention of generation Z, 2) Attitudes towards online shopping partially mediated the influenceof utlilitarian and hedonic shopping motives on online repurchase intention of generation Z,  3) Hedonic shopping motives’ influence on online repurchase intention of generation Z is higher than that of utilitarian motives if the product category is a hedonic product, and 4) Utilitarian shopping motives’ influence on online repurchase intention of generation Z is higher than that of hedonic motives if the product category is a utilitarian. The research provides important implications that consumers (especially Generation Z) have hedonic and utilitarian online shopping motives. Therefore, managers need to provide online shopping experience which can evoke both both hedonic and utilitarian shopping motives.

Keywords

Hedonic Motive Utilitarian Motive Attitude Towards Online Shopping Online Repurchase Interest

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Dewi, I. J., & Mahemba, U. S. A. K. (2024). Utilitarian and Hedonic Shopping Motives and Attitude towards Online Shopping of Generation Z in Indonesia. Ilomata International Journal of Management, 5(2), 542-558. https://doi.org/10.61194/ijjm.v5i2.1135

References

  1. Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
  2. Arul Rajan, K. (2020). Influence of hedonic and utilitarian motivation on impulse and rational buying behavior in online shopping. Journal of Statistics and Management Systems, 23(2), 419–430. https://doi.org/10.1080/09720510.2020.1736326.
  3. Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707–725. https://doi.org/10.1108/IJRDM-09-2019-0315.
  4. Dewi, I. J., & Ang, S. H. (2015). The Conceptualization and Development of Advertisement-Evoked Imagination Scale. Asia Marketing Journal, 17(2), 15–37. https://doi.org/10.15830/amj.2015.17.2.15
  5. Dewi, I. J., & Ang, S. H. (2020). Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution. Gadjah Mada International Journal of Business, 22(2), 118–136. https://doi.org/10.22146/gamaijb.51111.
  6. Doan, T. T. T. (2020). Factors Affecting Purchase Intention: A Study of Vietnam Customers. Management Science Letters, 10, 2337–2342. https://doi.org/10.5267/j.msl.2020.3.001.
  7. Droogenbroeck, E. V., & Hove, L. (2021). Adoption and usage of E-grocery shopping: A context-specific UTAUT2 model. Sustainability (Switzerland, 13(8). https://doi.org/10.3390/su13084144.
  8. Franque, F. B., Oliveira, T., & Tam, C. (2021). Understanding the factors of mobile payment continuance intention: empirical test in an African context. Heliyon, 7(8). https://doi.org/10.1016/j.heliyon.2021.e07807
  9. Fromm, J., & Read, A. (2018). Marketing to Gen Z: The Rules for Reaching this Vast and Very Different Generation of Influencers. American Management Association. https://books.google.pt
  10. Gan, C., & Li, H. (2018). Understanding the Effects of Gratifications on the Continuance Intention to Use WeChat in China: A Perspective on Uses and Gratifications. Computers in Human Behavior, 78, 306–315. https://doi.org/10.1016/j.chb.2017.10.003
  11. Goncalves, S. C., Barbosa, B., & Rocha, A. (2019). Perceptions and Intentions of Adopting the Internet of Things by Generation Z. International Conference on Innovations in Science and Education. https://doi.org/10.12955/cbup.v7.1346
  12. Guha, A., Biswas, A., Grewal, D., Bhowmick, S., & Nordfält, J. (2018). An Empirical Analysis of the Joint Effects of Shoppers’ Goals and Attribute Display on Shoppers’ Evaluations. Journal of Marketing, 82(3), 142–156. https://doi.org/10.1509/jm.16.0247
  13. Hair, & Babin. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
  14. Iqbal, E. W. N., & Halim, E. R. (2019). Effect of Shopping Motives and Store Attributes on Shopping Enjoyment. International Journal of Business and Society, 20, 57–72.
  15. Išoraitė, M., & Miniotienė, N. (2018). Electronic Commerce: Theory and Practice. Integrated Journal of Business and Economics, 2(2), 73–79. https://doi.org/10.33019/ijbe.v2i2.78.
  16. Kaczmarek, L. D. (2017). Hedonic Motivation. In Encyclopedia of Personality and Individual Differences (pp. 1–3). Springer International Publishing. https://doi.org/10.1007/978-3-319-28099-8_524-1.
  17. Kotler, P., & Keller, L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
  18. Maduku, D. K., & Thusi, P. (2022). Understanding Consumers’ Mobile Shopping Continuance Intention: New Perspectives from South Africa. Journal of Retailing and Consumer Services, 70, 103185. https://doi.org/10.1016/j.jretconser.2022.103185
  19. Mehrab, N., & Jian, T. (2022). The Influence of Consumers’ Purchase Intention Factors on Willingness to Pay for Renewable Energy; Mediating Effect of Attitude. Frontiers in Energy Research, 10. https://doi.org/10.3389/fenrg.2022.837007
  20. Mothersbaugh, D., Hawkins, D., Kleiser, S. B., & Best, R. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). Mc Graw-Hill.
  21. Özkan, M. (2017). Generation Z- The Global Market’s New Consumers- and Their shopping habits: Generation Z Consumption Scale. European Journal of Multidisciplinary Studies, 2(5), 150–157. https://doi.org/10.26417/ejms.v5i1.p150-157
  22. Priporas, C., Stylos, N., & Fotiadis, A. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
  23. Ribeiro Coimbra, R., Brito, C. M., & Oliveira Sampaio, D. (2023). Hedonic and utilitarian motivations and their relationship with cultural dimensions, life satisfaction and the attributes of supermarkets: An international study on consumer behavior. Cogent Business & Management, 10(2). https://doi.org/10.1080/23311975.2023.2202024.
  24. Rijnhart, J. J. M., Lamp, S. J., & Valente, M. J. (2021). Mediation analysis methods used in observational research: a scoping review and recommendations. BMC Med Res Methodology, 21, 226. https://doi.org/10.1186/s12874-021-01426-3
  25. Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136–1159. https://doi.org/10.1108/APJML-10-2016-0192
  26. Thunsakul, K. (2020). Gen Z Consumers’ Shopping Motives, Attitude, and Shopping Intention. Human Behaviour, Development and Society Bangkok University, 21, 2, 1762–2651. https://so01.tci-thaijo.org/index.php/hbds/article/view/240046.
  27. Trivedi, S. K., & Yadav, M. (2020). Repurchase intentions in Y generation: Mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401–415. https://doi.org/10.1108/MIP-02-2019-0072.
  28. Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44, 164–177. https://doi.org/10.1016/j.ijinfomgt.2018.10.016
  29. Xu, X., Wu, J.-H., Chang, Y.-T., & Li, Q. (2019). The Investigation of Hedonic Consumption, Impulsive Consumption and Social Sharing in E-commerce Live-streaming Videos. PACIS 2019 Proceedings. 43. https://aisel.aisnet.org/pacis2019/43.
  30. Xu, X., Wu, J.-H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce? Journal of Electronic Commerce Research, 21(3), 144–167. http://www.jecr.org/sites/default/files/2020vol21no3_Paper1.pdf.