Shopping motivations on Internet: A study based on utilitarian and hedonic value
Shopping motivations on Internet: A study based on utilitarian and hedonic value
Pui-Lai To,Chechen Liao,Tzu-Hua Lin
2007 · DOI: 10.1016/J.TECHNOVATION.2007.01.001
760 Citations
TLDR
The study finds that utilitarian motivation is a determinant of consumer intention to search and intention to purchase and serves as a basis for the future growth of Internet marketing.