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

Hedonic and Utilitarian Values Behind Engagement of Online Consumers

Hedonic and Utilitarian Values Behind Engagement of Online Consumers
View Sample PDF
Author(s): Farrah Zeba (ICFAI Business School (IBS), IFHE University (Deemed), India), Musarrat Shaheen (ICFAI Business School (IBS), IFHE University (Deemed), India) and Raveesh Krishnankutty (Rajagiri Business School, India)
Copyright: 2021
Pages: 22
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.ch064


View Hedonic and Utilitarian Values Behind Engagement of Online Consumers on the publisher's website for pricing and purchasing information.


In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors—utilitarian and hedonic experiential values.

Related Content

Maxim Shatkin. © 2022. 24 pages.
Alexandre Borba Da Silveira, Norberto Hoppen, Patricia Kinast De Camillis. © 2022. 26 pages.
Shouheng Sun, Dafei Yang, Xue Yan. © 2022. 29 pages.
Joan Torrent-Sellens, Pilar Ficapal-Cusí, Myriam Ertz. © 2022. 23 pages.
Émilie Boily. © 2022. 24 pages.
Catherine Anne Armstrong Soule, Sara Hanson. © 2022. 24 pages.
Claudia E. Henninger, Eri Amasawa, Taylor Brydges, Felix M. Piontek. © 2022. 23 pages.
Body Bottom