Utilitarian, hedonic, and self-esteem motives in online shopping

• Published in: Spanish Journal of Marketing - ESIC 2022-09, Vol.26 (2), p.231-246
• Main Authors: Indrawati, Indrawati, Ramantoko, Gadang, Widarmanti, Tri, Aziz, Izzatdin Abdul, Khan, Farhat Ullah
• Format: Article
• Language: English
• Subjects: Comportamiento de compra; Electronic commerce; Hedonic motivations; Impulse buying; Marketing; Online shopping intention; Self esteem; Self-esteem motivation; Shopping; Shopping behavior; Utilitarian motivation
• ISSN: 2444-9709; 2444-9695; 2444-9709
• DOI: 10.1108/SJME-06-2021-0113

Purpose The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed. Design/methodology/approach The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software). Findings All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions. Practical implications Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value. Originality/value This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping. Motivos utilitarios, hedónicos y de austoestima en las compras en línea Propósito El estudio pretende analizar la influencia de las motivaciones hedónicas y utilitarias y la autoestima en el comportamiento de compra online. Asimismo, se analiza el papel mediador de la compra impulsiva y la intención de compra. Metodología El estudio se realizó con los resultados de una encuesta en la que participaron 450 encuestados y los datos se analizaron mediante el modelo de ecuaciones estructurales (software Smart PLS 3.0). Resultados Todos los vínculos planteados como hipótesis fueron significativos y positivos, excepto la relación del motivo autoestima con la tendencia a la compra impulsiva, que fue negativa según la hipótesis. Además, el motivo hedónico tuvo un fuerte impacto positivo en la tendencia de compra impulsiva, mientras que, por el contrario, el motivo utilitario tuvo un fuerte impacto positivo en las intenciones de compra. Originalidad Este estudio investiga el papel de la autoestima y los motivos hedónicos en la conducta de compra impulsiva. Además, al emplear la teoría del comportamiento