The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce


Authors

  • Le Thi Mai VNU International School
  • Luu Thi Minh Ngoc VNU International School
  • Ngo Thien My VNU International School
  • Le Bao Ngoc Posts and Telecommunications Institute of Technology
DOI: https://doi.org/10.57110/vnu-jeb.v4i4.311

Keywords:

Online shopping, customer satisfaction, repurchase intention, utilitarian shopping value, hedonic shopping value

Abstract

This research aims to examine factors affecting consumers’ shopping value in the online environment, which, in turn, lead to customer satisfaction and repurchase intention based on an integrated model of the cognition-affect-behavior model and personal shopping value. An online questionnaire was administered to 202 consumers of e-commerce purchases in Vietnam. Partial least square structural equation modelling (PLS-SEM) was utilized for data analysis. Results show that system quality and perceived price fairness positively affect hedonic shopping value, while information quality and service quality positively affect utilitarian shopping value. These shopping values collectively nurture customer satisfaction, resulting in repurchase intention. This study contributes to the literature on online consumer behavior by examining both the antecedents and outcomes of consumer shopping values in e-commerce. The findings can help e-commerce enterprises optimize marketing strategies to improve consumer shopping experiences and repurchase intention.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179 - 211. https://doi.org/10.1016/0749-5978(91)90020-T

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work And/or Fun: Measuring Hedonic and Utilitarian Shopping Value. The Journal of consumer research 20(4), 644-656. https://doi.org/doi.org/10.1086/209376

Behr, D. (2017). Assessing the use of back translation: the shortcomings of back translation as a quality testing method. International Journal of Social Research Methodology, 20(6), 573-584. https://doi.org/ 10.1080/13645579.2016.1252188

Borisavljevic, K. (2016). The influence of information technology on marketing performances of tourist agencies. Ekonomski horizonti, 18(3), 277-288. https://doi.org/10.5937/ekonhor1603277B

Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: the online experience. Journal of Business Research, 61(4), 304–314. https://doi.org/doi.org/10.1016/j.jbusres.2007.06.017.

Bui, T. K. (2023). Intention to continue using mobile commerce: Explanatory study of the expectation-confirmation model. Journal of Economics and Development, 313, 50-59. https://doi.org/ 10.33301/jed.Vi.1061

Chen, C., & Kao, Y. (2010). Relationships between process quality, outcome quality, satisfaction, and behavioural intentions for online travel agencies - Evidence from Taiwan. The Service Industries Journal, 30(12), 2081-2092. https://doi.org/10.1080/02642060903191108

Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4). https://doi.org/10.5539/ijms.v12n4p48

Comegys, C., Hannula, M., & Vaisanen, J. (2009). Effects of consumer trust and risk on online purchase decision-making: a comparison of Finnish and United States students. International Journal of Management, 26(2), 295-308.

DeLone, W., & McLean, E. . (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332. https://doi.org/10.1016/j.jretconser.2018.07.007

Euromonitor (2023). Strategies for Expanding into Emerging Markets with E-Commerce. Retrieved 29 December from, https://www.euromonitor.com/strategies-for-expanding-into-emerging-markets-with-e-commerce/report

Evelina, T. Y., Kusumawati, A., & Nimran, U. (2020). The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: survey of e-commerce customers in Indonesia. Business: Theory and Practice, 21(2), 613-622.

Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions. Internet Research, 21(4), 479-503. https://doi.org/ 10.1108/10662241111158335

Fiore, A. M., & Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421-442. https://doi.org/10.1108/09590550710750313

Ha, S., & Stoel, L (2009). Consumer e-shopping acceptance: antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th Edition ed.). Pearson Education.

Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/ 10.1108/EBR-11-2018-0203

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8.

Hilligoss, B., & Rieh, S. Y. (2008). Developing a unifying framework of credibility assessment: construct, heuristics, and interaction in context. Information Processing and Management, 44, 1467-1484. https://doi.org/10.1016/j.ipm.2007.10.001

Holbrook, M. B., & Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420. https://doi.org/10.1086/209123

Hride, F. T., Ferdousi, F., & Jasimuddin, S. M. (2021). Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equestion modeling of Facebook-based-e-commerce in Bangladesh. Global Business and Organizational Excellence, 41(3), 41-54. https://doi.org/ 10.1002/joe.22146

Hussin, H., & Wahid, A. N. (2023). Conceptualizing Customer Experience in Organic Food Purchase Using Cognitive-Affective-Behavior Model. Journal of Governance and Integrity, 6(2), 577-586. https://doi.org/10.15282/jgi.6.2.2023.9732

Hwang, A., Oh, J., & Scheinbaum, C. A. (2020). Interactive music for multisensory e‐commerce: The moderating role of online consumer involvement in experiential value, cognitive value, and purchase intention. Psychology & Marketing, 37. https://doi.org/10.1002/mar.21338

Jasin, M., Sesunan, Aisyah, Y. S., Fatimah, C. E. A. & Azra, F. E. A. (2023). SMEs repurchase intention and customer satisfaction: Investigating the role of utilitarian value and service quality. Uncertain Supply Chain Management, 11(2), 673-682. https://doi.org/ 10.5267/j.uscm.2023.1.013

Jo, H. (2022). Antecedents of continuance intention of social networking services (SNS): Utilitarian, hedonic, and social contexts. Mobile information systems, 2022(1), 7904124. https//doi/org/ 10.1155/2022/7904124

Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision, 42(5), 645-666. https://doi.org/10.1108/00251740410538497

Khalifa, M., & Liu, V. (2017). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792. https://doi.org/10.1057/palgrave.ejis.3000711

Lai, I., Huang, Y. F., Siang, J. H., & Weng, M. W. (2020). Evaluation of key success factors for web design in Taiwan’s bike case study. The Journal of Asian Finance, Economics, and Business, 7, 927-937. https://doi.org/10.13106/jafeb.2020.vol7.no11.927

Le, B. N., Vu, V. T., & Le, T. M. (2024). Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude. Innovative Marketing, 20(3), 14-27. https://doi/org/ 10.21511/im.20(3).2024.02

Lin, H. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management, 18(4), 363-378. https://doi.org/10.1080/14783360701231302

Liu, M., & Xiao, Y. (2008). Reach on relationship between consumer satisfaction and web consumer shopping behavior. International Journal of Business Research, 8(5), 127–135.

Lu, H. P., & Su, P. Y. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442–458. https://doi.org/10.1108/10662240910981399

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. https://doi.org/10.1108/apjml-03-2021-0221

Salameh, M. A. A., Ahmad, H., Zulhumadi, F., & Abubakar, F. M. (2018). Relationships between system quality, service quality, and customer satisfaction. Journal of Systems and Information Technology, 20(1), 73-102. https://doi.org/10.1108/jsit-03-2017-0016

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405

Ong, A. K. S., Prasetyo, Y. T., Vallespin, B. E., Persada, S. F., & Nadlifatin, R. (2022). Evaluating the influence of service quality, hedonic, and utilitarian value on shopper’s behavioral intentions in urban shopping malls during the COVID-19 pandemic. Heylion, 8(12), e12542. https://doi/org/ 10.1016/j.heliyon.2022.e12542

Pappas, I. O., Adamantia, G. P., Giannakos, M. N., & Chrissikopolous, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034

Patrada, R., & Andajani, E. (2021). Effect and consequence e-customer satisfaction for e-commerce users. IPTEK Journal of Proceedings Series, 1, 219-227.

Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing, 26(4), 332-344. https://doi.org/ 10.1016/j.ijresmar.2009.08.001

Rodriguez, P. G., Villarreal, R., Valino, P.C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, e-satisfaction and e-loyalty for fashion e-retailers in Spain. Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102201

Rouibah, K., & Al-Hasan, A. (2022). Mechanisms to increase system quality and B2C e-commerce reuse: An empirical test. Issues in information systems, 23(3), 139-157. https://doi.org/ 10.48009/3_iis_2022_112

Singh, S., & Alok, S. (2021). Drivers of Repurchase Intention of Organic Food in India: Role of Perceived Consumer Social Responsibility, Price, Value, and Quality. Journal of International Food & Agribusiness Marketing, 34(3), 246-268. https://doi.org/10.1080/08974438.2020.1869135

Statista. (2023). E-commerce in Vietnam - statistics & facts. Statista. Retrieved 29 December from https://www.statista.com/topics/5321/e-commerce-in-vietnam/#topicOverview

Downloads

Download data is not yet available.

Downloads

Published

25-08-2024

Abstract View

154

PDF Downloaded

73

How to Cite

Le Thi Mai, Luu Thi Minh Ngoc, Ngo Thien My, & Le Bao Ngoc. (2024). The influence of utilitarian and hedonic value on customer satisfaction and repurchase intention in e-commerce . VNU University of Economics and Business, 4(4), 96. https://doi.org/10.57110/vnu-jeb.v4i4.311

Issue

Section

Original Articles