Examining Utilitarian and Hedonic Motivations in Online Shopping in India: Moderating Effect of Product Browsing Behavior
Supernova Chakraborty1, Vishal Soodan2
1Supernova Chakraborty, Assistant Professor, Mittal School of Business, Lovely Professional University, Phagwara (Punjab), India.
2Vishal Soodan, Assistant Professor, Mittal School of Business, Lovely Professional University, Phagwara (Punjab), India.
Manuscript received on 13 June 2019 | Revised Manuscript received on 09 July 2019 | Manuscript Published on 17 July 2019 | PP: 117-125 | Volume-8 Issue-1C2 May 2019 | Retrieval Number: A10220581C219/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Abstract: This study examined the connections between utilitarian as well as hedonic motives, leading to actual shopping intention. This investigation tried to build up an association of motives and was carried out to understand the role of product browsing behavior as a moderator in intention development towards online shopping. It explored an immediate connection between actual shopping intention and utilitarian motivations, and a partial association between intention and hedonic motivations. The outcomes show utilitarian motivations are not moderated by product browsing behavior of consumers.Whereas, hedonic motivations have a moderating impact of product browsing behavior. The study findings can be useful to marketers, policymakers and academic researchers to gain insights into the unexplored constructs related to online shopping in Indian context.
Keywords: Intention, Motivations, Online Shopping, Product Browsing.
Scope of the Article: Social Sciences