What is Hedonic Motivations

Perceived shopping value is an essential factor that affects the purchase decisions of consumers (Babin, Darden & Griffin, 1994). Former research has proved that experiential value associated with shopping activities helps retailers to create sustainable relationships with their consumers (Mathwick, Malhotra & Rigdon, 2001). Therefore, many retailers are seeking for interactive applications that facilitate the online shopping experience. Applications like Augmented Reality (AR) which provides a direct product experience for online shoppers can be a valuable tool for online fashion retailers. This paper aims to provide insights about AR applications' probable experiential value in online fashion retailing. As a result, a conceptualization of AR's experiential value is proposed with hedonic and utilitarian value perspectives combined with assumed benefit and risks of online shopping that can be eliminated with the use of AR technology.