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What is Utilitarian Benefits

Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions
All those benefits derived from the utility of a product. Principally they refer to saving, quality, and convenience, as these help the consumer to increase the utility of the acquisition derived from the purchase and the efficiency of the purchasing experience ( Chandon, Wansink, & Laurent, 2000 ).
Published in Chapter:
Experts vs. Novices: Influence of Promotional Benefit Type on their Online Purchase Intention
Esmeralda Crespo Almendros (Universidad de Granada, Spain) and Salvador del Barrio García (Universidad de Granada, Spain)
DOI: 10.4018/978-1-4666-4373-4.ch018
As each year sees an increase in the number of Internet users, so too the percentage of purchases made online increases. It is for this reason that firms are showing a growing interest in designing effective communication strategies that help to achieve their online business objectives. Online sales promotion is one of the most widely used communication tools on the Internet. However, there is little research into its effect on purchase intention and how this effect may vary depending on the type of incentive offered and the consumer’s level of experience in using the Internet. This chapter seeks to analyze which types of online sales promotions (utilitarian vs. hedonic) are most effective at triggering online purchasing and whether the user’s past experience of the Internet is capable of moderating the effect of the type of incentive on online purchasing.
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