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Hedonic and Utilitarian Motivations in Predicting the Buy Intention of Technological Products: A Study in Developing and Emerging Countries

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Advances in Industrial Design (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 260))

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Abstract

An area of great interest for business is establishing the factors that determine consumer intentions to purchase new technological products. The present study seeks to contribute to this field of research by establishing how the consumer’s hedonic and utilitarian motivations help explain their purchase intentions. The present study consisted of a survey completed by 725 people in Ecuador (a developing country) and 376 in Russia (an emerging country). The data obtained were analyzed with a multiple regression, with the purchase intentions of five technological products being the variable to be predicted and the two motivations for the use of technologies as the predictor variables. Various demographic variables were introduced as control variables. The results obtained point to a secondary role for demographic variables. On the other hand, and in a consistent manner, hedonic and utilitarian motivations were significant predictors positively associated with purchase intentions in both countries.

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Author information

Authors and Affiliations

  1. Research Center in Business, Society, and Technology, ESTec, Universidad Tecnológica Indoamérica, Quito, Ecuador

    Jorge Cruz-Cárdenas

  2. School of Administrative and Economic Science, Universidad Tecnológica Indoamérica, Quito, Ecuador

    Jorge Cruz-Cárdenas

  3. Department of Psychology, Chelyabinsk State University, Chelyabinsk, Russia

    Ekaterina Zabelina

  4. Department of Political Psychology, Saint Petersburg State University, Saint Petersburg, Russia

    Olga Deyneka

  5. Facultad de Psicología, Universidad Católica del Ecuador, Quito, Ecuador

    Carlos Ramos-Galarza

  6. Centro de Investigación MIST, Universidad Tecnológica Indoamérica, Quito, Ecuador

    Carlos Ramos-Galarza

Authors
  1. Jorge Cruz-Cárdenas
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  2. Ekaterina Zabelina
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  3. Olga Deyneka
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  4. Carlos Ramos-Galarza
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Corresponding author

Correspondence to Jorge Cruz-Cárdenas .

Editor information

Editors and Affiliations

  1. Department of Industrial Design, University of Illinois at Urbana-Champaign, Champaign, IL, USA

    Cliff Sungsoo Shin

  2. Dipartimento di Architettura, Università degli Studi G. d’Annunzio, Pescara, Italy

    Giuseppe Di Bucchianico

  3. System Design and Management, Keio University, Musashino, Japan

    Shuichi Fukuda

  4. DAAP School of Design, University of Cincinnati, Cincinnati, OH, USA

    Yong-Gyun Ghim

  5. Faculty of Architecture, University of Lisbon, Lisbon, Portugal

    Gianni Montagna

  6. Faculty of Architecture, University of Lisbon, Lisbon, Portugal

    Cristina Carvalho

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Cruz-Cárdenas, J., Zabelina, E., Deyneka, O., Ramos-Galarza, C. (2021). Hedonic and Utilitarian Motivations in Predicting the Buy Intention of Technological Products: A Study in Developing and Emerging Countries. In: Shin, C.S., Di Bucchianico, G., Fukuda, S., Ghim , YG., Montagna, G., Carvalho, C. (eds) Advances in Industrial Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 260. Springer, Cham. https://doi.org/10.1007/978-3-030-80829-7_107

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  • DOI: https://doi.org/10.1007/978-3-030-80829-7_107

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-80828-0

  • Online ISBN: 978-3-030-80829-7

  • eBook Packages: EngineeringEngineering (R0)

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