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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance

Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance
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Author(s): Edward Shih-Tse Wang (National Chung Hsing University, Taichung, Taiwan)
Copyright: 2021
Pages: 14
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch022

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Abstract

Although consumer-perceived utilitarian value and hedonic value have been considered essential antecedents of consumer behavior, few studies have investigated the effects of both website quality and online retail performance on consumer-perceived utilitarian value and hedonic value, which in turn affect consumers' relationship commitment. This study analyzed data from 394 online shoppers using structural equation modeling. The results revealed that both utilitarian and hedonic value significantly and positively affected relationship commitment. Information quality, system quality, service quality, and price fairness were revealed to significantly and positively affect the perceived utilitarian value of online stores, whereas system and service quality increased perceived hedonic value.

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