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E-Commerce: The Influence of Hedonic and Utilitarian Motivations on Generations X, Y, and Z

E-Commerce: The Influence of Hedonic and Utilitarian Motivations on Generations X, Y, and Z

Ana Pinto de Lima, Nicolau Almeida Monteiro
Copyright: © 2022 |Pages: 20
ISBN13: 9781799891796|ISBN10: 1799891798|ISBN13 Softcover: 9781799891802|EISBN13: 9781799891819
DOI: 10.4018/978-1-7998-9179-6.ch007
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MLA

Pinto de Lima, Ana, and Nicolau Almeida Monteiro. "E-Commerce: The Influence of Hedonic and Utilitarian Motivations on Generations X, Y, and Z." Impact of Digital Transformation on the Development of New Business Models and Consumer Experience, edited by Maria Antónia Rodrigues and João F. Proença, IGI Global, 2022, pp. 129-148. https://doi.org/10.4018/978-1-7998-9179-6.ch007

APA

Pinto de Lima, A. & Monteiro, N. A. (2022). E-Commerce: The Influence of Hedonic and Utilitarian Motivations on Generations X, Y, and Z. In M. Rodrigues & J. Proença (Eds.), Impact of Digital Transformation on the Development of New Business Models and Consumer Experience (pp. 129-148). IGI Global. https://doi.org/10.4018/978-1-7998-9179-6.ch007

Chicago

Pinto de Lima, Ana, and Nicolau Almeida Monteiro. "E-Commerce: The Influence of Hedonic and Utilitarian Motivations on Generations X, Y, and Z." In Impact of Digital Transformation on the Development of New Business Models and Consumer Experience, edited by Maria Antónia Rodrigues and João F. Proença, 129-148. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9179-6.ch007

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Abstract

The age of market globalisation and on-line presence allows companies to improve their relations with customers as well as to establish more direct communication. The different shopping acts may be related to a person's utilitarian and hedonic values. A study carried out by Hootsuite revealed that clothing and beauty products were the most on-line bought items in Portugal in 2017. The study aims at understanding the motivations behind choosing on-line channels for buying those types of products, with a special emphasis on the different generations of buyers. The authors use an exploratory methodology based on an on-line survey with 280 responses. There is a stronger association between the utilitarian value and the intention to repeat a purchase than between the hedonic value and that intention. Generation X is more associated to the repurchase intention to repeat a purchase based on utilitarian values and Generation Z shows a stronger association between hedonic values and being a repeat customer.

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