Understanding the consumer behavior to stimulate sustainable performance: The model of hedonic and utilitarian value

The purpose of this study is to discuss the concept of hedonic and utilitarian values of consumers. The research was conducted qualitatively with literature review and preliminary studies to find a concept model of hedonic and utilitarian values. The results of the study show that hedonic and utilit...

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Bibliographic Details
Main Authors: Haikal, M. D., Linardi, A., Ernestine, M., Yogatama, A. S., Wijaya, M., Alamsyah, D. P.
Format: Conference Proceeding
Language:English
Subjects:
Consumers
Electronic commerce
Literature reviews
Marketing
Online Access:Get full text
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Summary:The purpose of this study is to discuss the concept of hedonic and utilitarian values of consumers. The research was conducted qualitatively with literature review and preliminary studies to find a concept model of hedonic and utilitarian values. The results of the study show that hedonic and utilitarian value is often studied together because it is the direct experience of consumers. In online shopping, hedonic and utilitarian values are assessed to assess e-commerce. This study proposes an appropriate model for hedonic and utilitarian values, where both values have a relationship with consumer satisfaction, loyalty, sustainable purchase, and sustainable trust. The benefits of this research can be used by marketers as information before the implementation of marketing strategies. So, understanding consumer behavior can stimulate sustainable marketing and marketing performance.
ISSN:0094-243X
1551-7616
DOI:10.1063/5.0126359