The effects of hedonic and utilitarian shopping motivations on online purchasing intentions : a Turkish case study

• Published in: The Retail and Marketing Review
• Main Authors: Dr M Saygılı, Assoc Prof N Sütütemiz
• Format: Article
• Language: English
• Published: Department of Marketing Management, University of South Africa 2020-07-01
• Subjects: hedonic shopping motivations; utilitarian shopping motivations; online purchase intention; online shopping
• Online Access: https://retailandmarketingreview.co.za/wp-content/uploads/2021/09/RMR16_1_61-83.pdf

This paper was structured to examine the effects of shopping motivations that are classified as hedonic and utilitarian on the online buying intentions of consumers. In this context, one of the three aims of the study was to reveal traditional shopping motivations for online shopping, and the second aim was to test whether traditional shopping motivations are also valid for online shopping, whereas the last aim was to examine the effects of traditional shopping motivations on purchasing intention. The population of the study was consumers who are shopping online and older than 18 years. The sample was chosen via the convenience sampling method among consumers, and accordingly, 460 participants were included examined. The survey method was used as a data-gathering technique, and the data were analyzed with the Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) methods. The findings showed that the motivations of traditional shopping are also valid for online shopping and have an effect on purchasing intentions. Primarily, it was found that the relative effect of utilitarian motivation is high.