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Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions
Eastern European Economics ; : 1-23, 2023.
Article in English | Web of Science | ID: covidwho-2323135
ABSTRACT
This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The study's novelty derives from the study region and the implications of the COVID-19 pandemic. The results indicate a correlation between utilitarian and hedonic motivation and online shopping intentions, while information searching is a significant predictor of online purchase intentions. This paper contributes to both the academic and practical fields, and e-vendors can use it as a framework to manage website activity.
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Full text: Available Collection: Databases of international organizations Database: Web of Science Type of study: Prognostic study / Reviews Language: English Journal: Eastern European Economics Year: 2023 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Web of Science Type of study: Prognostic study / Reviews Language: English Journal: Eastern European Economics Year: 2023 Document Type: Article