The influence of utilitarian and hedonic motivations to the surfing behavior and the purchase intention of the online auction websites.

• Main Authors: Ming-Jen Ling, 林明仁
• Other Authors: Chih-Chien Wang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/49525865630202223975

碩士 === 國立臺北大學 === 企業管理學系 === 92 === The information searching motivations of the utilitarian and the hedonic influence the browsing behavior and the purchase intention on the online auction websites. The online auction is the internet economic that develops very fast on this year. In a view of the utilitarian, browsing auction websites and buying in auction websites can bring the economical benefits for the users and noting the efficacy except utilities is very few. Accounting to the pass research papers, the value of the buying is enjoying the process of the buying, and the online auction is the same. The information searching motivation include two views that the utilitarian motivation and the hedonic motivation. The utilitarian motivation can bring utility attributions to satisfying the demand of consumers through solving problems or to let consumers complete some tasks. The hedonic motivation brings emotions, beautiful sensible experiences and cheerful, dreaming, happy senses that is different from the traditional utilitarian motivation. The hedonic motivation is the concept that never to research deeply. This study discusses with the utilitarian motivation and the hedonic motivation influence the browsing behavior and the purchase intention on the online auction websites. Accounting to the result of the studying evidence proved that the browsing behavior and the purchase intention at the online auction websites include both of the utilitarian motivation and the hedonic motivation. This two motivations are proved to influence the browsing behavior and the purchase intention directly. But the utilitarian motivation is a significant predictor of the purchase intention and the hedonic motivation effects the browsing behavior outstandingly. The following study can continue to discuss this theme.