• Title/Summary/Keyword: utilitarian value

Search Result 88, Processing Time 0.064 seconds

Utilitarian Value and its Effect on Continuance Intention in Smartphone-based Mobile Commerce (스마트폰 기반 모바일상거래의 실용적가치와 지속이용의도)

  • Choi, Su-Jeong
    • The Journal of Information Systems
    • /
    • v.25 no.3
    • /
    • pp.31-60
    • /
    • 2016
  • Purpose In 2016, the market size of mobile(m-) shopping goes beyeond more than half of a total of online shopping. People use smartphones as the main device for m-commerce. Under the circmustances, this study attempts to address why people prefer to use smartphone-based m-commerce. In other words, it is necessary to understand the main value that smartphone-based m-commerce creates. Drawing on the studies of consumption value, this study focuses on utilitarian value in predicting customers' continuance intention in the context of smartphone-based m-commerce, recognizing that utilitarian value is a key extrinsic motivation in the goal-oriented, performance-oriented shopping contexts. Furthermore, this study identifies factors affecting customers' utilitarian value from the perspective of benefits and costs, following the notion that it represents the result of evaluating a trade-off of benefits and costs caused by smartphone-based m commerce. More specifically, in this study, ubiquitous service, location-based service (LBS), transaction speed, and price utility belong to the benefit dimension, whereas technology anxiety and cognitive effort belong to the cost dimension. Design/methodology/approach To test the proposed hypotheses, the study conducted partial least squares (PLS) analysis with a total of 294 data collected on users with experience in smartphone-based m-commerce. Findings The results show that first, utilitarian value is increased by the benefits, such as ubiquitous service, transaction speed, and price utility. However, LBS has no direct effect on utilitarian value. Second, the noteworthy finding is that ubiquitous service and LBS greatly increase transaction speed. Third, technology anxiety and cognitive effort considered as the cost dimension are negatively associated with utilitarian value but their impacts on it are non-significant. Finally, the results support the argument that utilitarian value is a determinant of continuance intention. Overall, the findings imply that utilitarian value greatly depends on the peception on benefits rather than the aspect of cost in smartphone-based m-commerce. Overall, the findings offer new insight into the studies of m-commerce by considering and verifying the impacts of its benefits and costs simultaneously.

The Effect of Flow Experience and Perceived Utilitarian Value of Internet Shopping on Purchase Intention of the Fashion Merchandise (인터넷 쇼핑에서의 플로우 경험과 실용적 가치 지각이 패션상품 구매의도에 미치는 영향)

  • Lee, Eun-Jin;Hong, Byung-Sook
    • Journal of the Korean Society of Clothing and Textiles
    • /
    • v.30 no.8
    • /
    • pp.1188-1198
    • /
    • 2006
  • This study recognizes that individual's experience is important in change over Internet fashion consumers to Internet users, and find out fashion consumer's flow experience in Internet shopping of the fashion merchandise. Also, the purpose of this study is to analyze whether flow experience and perceived utilitarian value have an effect on Internet purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted out from June 20 to July 30 in 2005, and an subject of study was married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 306 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. 3 hypotheses were accepted, the result of this study were as follows: First, a married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls were skilled Internet enough to regarding Internet shopping as an easy thing, and was challenged in Internet activity. Their Internet skills, challenges and interaction had an effect on flow experience and perceived utilitarian value. Therefore, the more Internet skills, challenges. and interaction were higher, the more flow and utilitarian value about Internet shopping was higher. Second, a married women aged from 20s to 30s were high-purchased group of the fashion merchandise to Internet shopping malls, and had a repurchase intention in Internet shopping mall within the purchase experience of the fashion merchandise. Their flow experience and perceived utilitarian value had an effect on Internet purchase intention of the fashion merchandise. Therefore, the more flow experience and perceived utilitarian value were higher, the more Internet purchase intention of the fashion merchandise was higher.

The Effect of Self-congruity on Functional Congruity, Perceived Value, and Attitude in Franchise Coffee Shops (프랜차이즈 커피전문점 이용고객의 자아일치성이 기능적 일치성, 가치 그리고 태도에 미치는 영향)

  • Kim, Eun-Jung;Lee, Yong-Ki;Hwang, Jae-Kwang
    • The Korean Journal of Franchise Management
    • /
    • v.6 no.1
    • /
    • pp.69-90
    • /
    • 2015
  • This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.

The Effect of Characteristics of Mobile Shopping on Perceived Value and Intention to Use

  • Kim, Jong Lak
    • Asia Pacific Journal of Business Review
    • /
    • v.6 no.1
    • /
    • pp.49-59
    • /
    • 2021
  • This study was conducted to explore the causal relationship between the characteristics of mobile shopping mall use and the effect on the intention to use mobile shopping malls through perceived value (hedonic value and utilitarian value). Specifically, this study defined the usage characteristics of mobile shopping malls as accessibility, convenience, and enjoyment, respectively, and attempted to explain the relationship on the intention of use through perceived value. The research results are as follows. First, it was found that enjoyment had a positive (+) effect on hedonic value. However, it was found that convenience did not affect hedonic value. On the other hand, contrary to expectations, accessibility was found to have a negative (-) effect on hedonic value. Second, it was found that accessibility and convenience had a positive (+) effect on utilitarian value. However, it was found that pleasure did not affect utilitarian value. Third, it was found that utilitarian value had a positive (+) effect on the intention to use mobile shopping, while hedonic value did not affect the intention to use mobile shopping. Through this, it is meaningful to provide mobile shopping users with solutions to improve their restrictions in the shopping process.

Relationship among Brand Value Propositions, Brand Attitude and Brand Attachment considering Consumer Involvement (소비자 관여도를 고려한 브랜드 가치 제공, 브랜드 태도, 브랜드 애착의 관계)

  • Kim, Gyu-Bae;Kim, Byoung-Goo
    • Journal of Distribution Science
    • /
    • v.14 no.2
    • /
    • pp.103-111
    • /
    • 2016
  • Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

Social Group Factors Impacting the Customer Satisfaction, Trust and Intention to Re-purchase in Social Commerce and the Moderating Effects of Utilitarian Value (소셜집단특성이 소셜커머스 재구매의도에 미치는 영향과 실용적 가치의 조절효과)

  • Kim, Sang-Hyun;Park, Hyun-Sun
    • The Journal of Information Systems
    • /
    • v.22 no.2
    • /
    • pp.1-24
    • /
    • 2013
  • The main purpose of this study is to understand how the characteristics of social network services' social group can impact customer satisfaction, trust and repurchase intention. For this, this study extracts five social group factors(word of mouth effect, social interaction, collectivism, variety seeking, information seeking) based on relevant literature reviews. In addition, the study examines the moderating effects of utilitarian value on the relationships between customer satisfaction and trust and intention to repurchase. The proposed model of this study is empirically tested using survey data collected from 220 social commerce users. The results indicated that social group factors except social interaction were positively related to customer satisfaction. In addition, social group factors except social interaction and information seeking were positively related to trust. The results also showed that customer satisfaction and trust had a significant influence on intention to repurchase. The moderating effects of utilitarian value also was significant. The results of this study presented the strategic implications for social commerce firms.

An Effect on Satisfaction and Loyalty of the Characteristics in Mobile Learning: According to Gender (모바일 러닝의 특성이 만족과 충성도에 미치는 영향: 성별에 따른 분석)

  • Chung, Kyung-Soo;Lee, Won-Bin;Noh, Mi-Jin
    • The Journal of Information Systems
    • /
    • v.19 no.3
    • /
    • pp.75-103
    • /
    • 2010
  • This study analyzes a model appling value in the mobile learning. We investigate the interaction, ease of use, hedonic value, and utilitarian value considering importance factors in the mobile learning, and the customer values are found to influence the customer satisfaction. We analysis a relationship between these factors and the customer satisfaction, and the relationship between the customer satisfaction and the loyalty. Finally, we research difference among gender of the satisfaction on the mobile learning. To fulfill this purpose, the research model was designed from literature review, and the structural equation modeling technique was used to evaluate hypotheses. The major results of this study are as follows. First, the ease of use, hedonic value, and utilitarian value positively influenced the satisfaction, and the satisfaction had positive influences on the customer loyalty. But the interaction didn't have positive influence on the satisfaction. Second, gender difference was found for some path coefficient. Male user's interaction and ease of use has effect on the satisfaction, and Female user's hedonic value and utilitarian value have influenced the satisfaction. When it consider the market share or the growth potential of the mobile learning industry, the results of this study will provide the useful information to manage mobile learning.

The Effect of Perceived Utilitarian Value and Service Quality of Internet Shopping on Repurchase Intention of Fashion Merchandise (인터넷 쇼핑에서 지각된 실용적 가치와 서비스 품질이 패션상품 재구매의도에 미치는 영향)

  • Lee, Eun-Jin;Hong, Byung-Sook
    • Journal of the Korean Society of Costume
    • /
    • v.56 no.7 s.107
    • /
    • pp.46-57
    • /
    • 2006
  • The purpose of this study is to analyze whether perceived utilitarian value and service qualify have an effect on repurchase intention of fashion merchandise in internet shopping. A survey was conducted from June 20 to July 30 in 2003, among married women aged in their 20s and 30s, on their purchase experience of fashion merchandise from internet shopping malls. The survey was conducted over the internet with 306 subjects. The statistical analysis methods were frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows. 1. A married women aged in their 20s and 30s were shown to high-purchasing on nightgown, underwear, women's pants, casual wear through internet shopping. Their perceived utilitarian value had an effect on repurchase intention of fashion merchandise in internet shopping. 2. The service quality factors were determined to be site reliability, site reactivity, order assurance, order easy, site organization. Service quality factors of site reactivity, order assurance, order easy, site organization had an effect on repurchase intention of fashion merchandise in internet shopping.

A Study on Effect of Perceived Quality and Customer Value to Customer Satisfaction (지각된 품질이 고객가치 및 고객만족에 미치는 영향에 관한 연구)

  • Park, In-soo;Park, Sung-kyu
    • Journal of Distribution Science
    • /
    • v.4 no.2
    • /
    • pp.65-80
    • /
    • 2006
  • This study is an empirically validation of existing theories into the department store context. This study investigated the effects of perceived quality and customer value(utilitarian value and hedonic value) to customer satisfaction on the basis of previous studies. The data was analyzed by reliability, factor analysis and regression analysis using SPSS program. The results suggest that perceived quality had positive effects on utilitarian value, hedonic value and customer satisfaction, utilitarian value and hedonic value had positive effects on customer satisfaction. These findings also provide implications for the marketing strategy in department store context. However, this empirical study has limitations that can be addressed in the future research.

  • PDF

The Influence of Scarcity Message on Customers' Perceived Value, Satisfaction, and Repurchase Intention in the Context of Group-Buying Social Commerce (공동구매형 소셜커머스에서 희소성메시지가 고객의 지각된 가치, 만족, 재구매의도에 미치는 영향)

  • Choi, Sujeong
    • Journal of Information Technology Applications and Management
    • /
    • v.23 no.1
    • /
    • pp.97-117
    • /
    • 2016
  • Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.