Impacts of Utilitarian and Hedonistic Values of Online Shopping on Preferences and Intentions of Consumers

Given to the ever-increasing development of human societies and necessity of productivity increase in all daily activities, using electronic systems is unavoidable. This is true about the process of shopping and utilizing electronic methods especially internet is increasing day by day. The present survey was formed through the intentions variable as the dependent variable, utilitarian and hedonistic values as independent variables and preferences as the mediating variable. Students of the Islamic Azad University, Tehran Science and Research branch were the statistical population and three-hundred seventy nine persons were selected using stratified random sampling proportional to the sample volume.

Obtained results of testing hypotheses through structural equations model using SPSS and PLS software (statistical analysis) reveal that judgments about hedonistic and utilitarian values have a significant relationship with preferences. Also preferences have a significant relationship with future shopping intentions. Generally it can be argued that judgments of hedonistic and utilitarian values have a direct impact on preferences in online retailers and thus on future shopping intentions.