The different impact of utilitarian and hedonic attributes on web-based retail shopping behaviour through the lens of extended technology acceptance model
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 27 March 2024
Abstract
Purpose
Acknowledging previous scholarly focus on functional attributes in understanding technology acceptance behaviour, the current study aims to offer a novel perspective by integrating eight different dimensions of utilitarian and hedonic attributes to examine their influence in delivering a holistic web-based retail shopping experience.
Design/methodology/approach
The research model was tested and validated through data collected from 370 online shoppers across both hedonic and utilitarian product ranges. Hypotheses were tested using covariance-based structural equation modelling with multi-group analysis to examine the moderation effect.
Findings
The findings strongly support the model confirming eight new utilitarian and hedonic dimensions that influence web-based retail shopping behaviour. The findings also confirm that hedonic attributes remain important even for utilitarian product purchasing.
Practical implications
The key managerial implication is the demonstrated need to balance utilitarian and hedonic attributes in web-based retail platforms, where previously, there has been an overemphasis on functional features. Web-based retailers should consider the optimal blend of utilitarian (e.g. information quality) and hedonic (e.g. aesthetic) attributes in the design of a retail shopping site, irrespective of the product category.
Originality/value
This study integrates multiple dimensions of utilitarian and hedonic attributes into a single model and highlights the interplay of these attributes, thus extending the technology acceptance model. This paper also advances scholarship through its identification of attribute impact across different product categories.
Keywords
Citation
Taufique, K.M.R., Sabbir, M.M., Quinton, S. and Andaleeb, S.S. (2024), "The different impact of utilitarian and hedonic attributes on web-based retail shopping behaviour through the lens of extended technology acceptance model", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-08-2023-0505
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited