The Effect of Utilitarian and Hedonic Value on Consumers’Attitude and Satisfaction in Online Stores

• Main Authors: Tzu-wei Teng, 鄧子維
• Other Authors: Yuan-shuh Lii
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/03589287276036400074

碩士 === 逢甲大學 === 國際貿易所 === 94 === As the internet becomes more popular, there are more online shoppers nowadays. The online shopping is much more convenience than the traditional channels. Many people want to take advantage of the new channel to do a business on the internet, but few of them can hold the new opportunity. In this study, we will examine what factors online stores provide are the concerns of online consumers. What kind of value (utilitarian or hedonic value) will make online consumers have more positive attitude toward the online store and more satisfaction? To understand what creates satisfying customer experiences is very critical. There are two questionnaire forms of the study: paper and online questionnaires. The survey targets of the study are people who have online sopping experiences. There are four major conclusions of this study. First, e-store reputation is more important than product price and product information in the utilitarian aspect. Second, site atmosphere has more influence than site interactivity on hedonic value aspect. Third, both utilitarian and hedonic value do positively influence the consumers’ attitude toward the e-store, and hedonic value takes the bigger weight. Fourth, in the e-satisfaction aspect, perceived utilitarian vale and attitude toward the e-store are positively related to the e-satisfaction, but perceived hedonic value is not. The perceived hedonic value will indirectly influence e-satisfaction through the attitude toward e-store.