Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions
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DOI: 10.1080/00128775.2023.2197878
Abstract: This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The… read more here.
Keywords: motivation commerce; utilitarian hedonic; commerce online; online ... See more keywords
Why are hedonists less happy than eudaimonists? The chain mediating role of goal conflict and mixed emotions
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DOI: 10.3389/fpsyg.2023.1074026
Abstract: Introduction Human motivation for happiness involves two main orientations of hedonia and eudaimonia. Numerous studies have shown that hedonic motivation has a much smaller effect on happiness outcomes than eudaimonic motivation, but little is known… read more here.
Keywords: life satisfaction; eudaimonic motivation; mixed emotions; motivation ... See more keywords