Hedonic and utilitarian shopping goals: The online experience

被引：370

作者：

Bridges, Eileen ^{[1
]}

Florsheim, Renee ^{[2
]}

机构：

[1] Kent State Univ, Dept Mkt, Kent, OH 44242 USA

[2] Loyola Marymount Univ, Dept Mkt & Business Law, Los Angeles, CA 90045 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2008年 / 61卷 / 04期

关键词：

online buying behavior; online flow; pathological internet use;

D O I：

10.1016/j.jbusres.2007.06.017

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketers offering Web-based shopping typically try to provide a convenient, safe, and pleasant online environment, appropriate to addressing shoppers' functional goals. They might also try to create an experience that encourages more escapist elements of "flow", a sense of deep involvement that is intrinsically enjoyable, because they assume that this enhanced experience leads to more online buying. The present research suggests that utilitarian flow elements that facilitate shopping may indeed increase purchasing. However, hedonic elements of flow are found to be unrelated to online buying, although they are positively related to outcomes associated with pathological Internet use. (c) 2007 Elsevier Inc. All rights reserved.

引用

页码：309 / 314

页数：6

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