Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions
Sign Up to like & getrecommendations! Published in 2023 at "Eastern European Economics"
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