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Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance

Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance

Edward Shih-Tse Wang
Copyright: © 2017 |Volume: 15 |Issue: 3 |Pages: 13
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781522511052|DOI: 10.4018/JECO.2017070101
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MLA

Wang, Edward Shih-Tse. "Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance." JECO vol.15, no.3 2017: pp.1-13. http://doi.org/10.4018/JECO.2017070101

APA

Wang, E. S. (2017). Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance. Journal of Electronic Commerce in Organizations (JECO), 15(3), 1-13. http://doi.org/10.4018/JECO.2017070101

Chicago

Wang, Edward Shih-Tse. "Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance," Journal of Electronic Commerce in Organizations (JECO) 15, no.3: 1-13. http://doi.org/10.4018/JECO.2017070101

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Abstract

Although consumer-perceived utilitarian value and hedonic value have been considered essential antecedents of consumer behavior, few studies have investigated the effects of both website quality and online retail performance on consumer-perceived utilitarian value and hedonic value, which in turn affect consumers' relationship commitment. This study analyzed data from 394 online shoppers using structural equation modeling. The results revealed that both utilitarian and hedonic value significantly and positively affected relationship commitment. Information quality, system quality, service quality, and price fairness were revealed to significantly and positively affect the perceived utilitarian value of online stores, whereas system and service quality increased perceived hedonic value.

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