2012•Zenith international journal of business economics and management researchRequires access
A study on influence of utilitarian and hedonic shopping values on perceived benefits and risks in online shopping
Patel Vipulkumar Baldevbhai, Prajapati Maulik Chandrakant, Patel Kundan Mahendrabhai
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Abstract
Online business success depends upon attraction of wider group of customers including students. In order to attract them, it is decisive to stuff how online shopping orientation influence online shoppers perceived benefit and risk. An individual's overall perceived shopping value has two dimensions – utilitarian and hedonic. Utilitarian shopping value relates to the functional aspects of the shopping context. Hedonic shopping value is derived from the perceived fun or playfulness of the shopping. An individual also assumes some benefits and risks in any shopping context. The online shopping tendency is increasing rapidly among buyers across the world, which is the focus of this study. In this study, 173 samples had been drawn randomly. Collected data was analyzed with Regression Analysis. This study investigates how the individual buyer's perceived benefits and risks in online shopping are influenced by his or her perceived utilitarian or hedonic shopping values.