Utilitarian and Hedonic Motivation in E-Commerce Online Purchasing Intentions

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 study’s novelty derives from the study region and the implications of the COVID-19 pandemic. The results indicate a correlation between utilitarian and hedonic motivation and online shopping intentions, while information searching is a significant predictor of online purchase intentions. This paper contributes to both the academic and practical fields, and e-vendors can use it as a framework to manage website activity.

KEYWORDS:

• Digitalization
• E-commerce
• Online sales
• Purchasing intention
• TAM

JEL CLASSIFICATION :

• M30
• M40
• M20

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Melinda Timea Fülöp

Melinda Timea Fülöp is a Lecturer at the Faculty of Economics and Business Administration in the Babeş-Bolyai University, Cluj-Napoca, Romania. She holds a PhD in Audit, and her teaching and research fields are audit profession and ethics, the tripartite function of audit in the context of corporate governance and financial accounting and auditing.

Dan Ioan Topor

Dan Ioan Topor is a full professor and a PhD Supervisor in Accounting at the Faculty of Economics in the 1 Decembrie 1918 University, Alba Iulia, Romania. His teaching and research fields are managerial accounting, controlling, ethics, cost accounting and auditing.

Sorinel Căpușneanu

Sorinel Căpușneanu is a full professor at the Titu Maiorescu, Faculty of Economic Sciences. His research focus is the area of Management Accounting, Management Performance, Management Information Systems, Audit and Controlling, and Green Supply Chain Management.

Constantin Aurelian Ionescu

Constantin Aurelian Ionescu is associate professor at the Faculty of Economic Sciences, Hyperion University of Bucharest, Senior Researcher and PhD Supervisor in Accounting at Valahia University of Targoviste. His research interests include financial accounting, managerial accounting, environmental accounting, and audit.

Umair Akram

Umair Akram is a Senior Lecturer in Digital Marketing at The Business School, RMIT University. He has completed Post-Doctoral fellowship from Guanghua school of Management, Peking University, Beijing China. His research areas include online marketing, information systems, online purchase intention, social commerce, mobile commerce, and consumer Behavior etc.