• Journal of the Korean Home Economics Association
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• v.41 no.6
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• pp.131-142
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• 2003

Consumer researchers' growing interest in consumer experience has revealed that many consumption activities produce both hedonic and utilitarian outcomes. The personal shopping value also has both hedonic and utilitarian dimension. This article describes the effect of socio-economic variables and materialism on hedonic and utilitarian shopping value. 820 middle, high and college students in Seoul and Ulsan were surveyed. A moderate degree of positive intercorrelation between hedonic and utilitarian shopping value support the trend of consumption ambivalence. Materialism is positively related to hedonic and utilitarian shopping value. While age is negatively related to utilitarian shopping value, it is unrelated to hedonic shopping value. The mean scores of hedonic and utilitarian shopping value in Ulsan is higher than in Seoul.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.580-587
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• 2014

This study demonstrates how the composition of VM based on regulatory focus influences shopping value and how shopping value influences shopping satisfaction. A survey form was developed and 90 copies were used for analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study were: First, convenience of VM had a significantly positive (+) influence on utilitarian shopping value. Second, both utilitarian shopping value and hedonic shopping value had a statistically significant influence on shopping satisfaction. Third, in terms of promotion focus, suitability, fashionableness, reconcilability, and attractiveness of VM had a significantly positive (+) influence on the hedonic shopping value. In terms of preventive focus, convenience and reconcilability of VM had a significantly positive (+) influence on utilitarian shopping value, and convenience, suitability, and fashionableness had a significantly positive (+) influence on hedonic shopping value. In the promotion focus, both utilitarian shopping value and the hedonic shopping value had a significantly positive (+) influence on shopping satisfaction. In the preventive focus only the utilitarian shopping value had a significantly positive (+) influence on shopping satisfaction.

• Journal of Family Resource Management and Policy Review
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• v.14 no.3
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• pp.1-14
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• 2010

The purpose of this study was (1) to investigate the changes in consumer competencies according to the types of shopping value, (2) to reveal the effects of shopping value on consumer competencies. The subjects of this study were 266 university students dwelling in Seoul. A questionnaire was used as the survey method. The data was analyzed by Cronbach's alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range tests, multiple linear regressions. Computations were conducted by SPSS WIN 12.0. The study produced the following results. First, college students can be categorized into 3 shopping values by K-means Cluster analysis of 13 items: the hedonic shopper (shopping value), the utilitarian shopper (shopping value) and the balanced shopper (shopping value). Second, there were significant differences in grades, satisfaction with life and shopping value. That is, grade 3and utilitarian shopping value group had a higher level of consumer competency. Third, the variable that influenced consumer competency was the utilitarian shopping value, influencing consumer attitude and consumer skill. These results imply that consumers should be constantly educated and that there needs to be a campaign to promote utilitarian shopping value.

• Asia Pacific Journal of Business Review
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• v.6 no.1
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• pp.49-59
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• 2021

This study was conducted to explore the causal relationship between the characteristics of mobile shopping mall use and the effect on the intention to use mobile shopping malls through perceived value (hedonic value and utilitarian value). Specifically, this study defined the usage characteristics of mobile shopping malls as accessibility, convenience, and enjoyment, respectively, and attempted to explain the relationship on the intention of use through perceived value. The research results are as follows. First, it was found that enjoyment had a positive (+) effect on hedonic value. However, it was found that convenience did not affect hedonic value. On the other hand, contrary to expectations, accessibility was found to have a negative (-) effect on hedonic value. Second, it was found that accessibility and convenience had a positive (+) effect on utilitarian value. However, it was found that pleasure did not affect utilitarian value. Third, it was found that utilitarian value had a positive (+) effect on the intention to use mobile shopping, while hedonic value did not affect the intention to use mobile shopping. Through this, it is meaningful to provide mobile shopping users with solutions to improve their restrictions in the shopping process.

• Journal of the Korean Home Economics Association
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• v.40 no.2
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• pp.161-173
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• 2002

This study explored the Internet searching values(utilitarian searching value and hedonic searching value) of college student consumers, typed the Internet searching values to four types, and analysed the level of perception to Internet shopping' benefit-risk according to the Internet searching value types. The subjects were 361 college students. We used Cronbach'$\alpha$, multiple regression, one-way ANOVA, and Scheffe' test as statistical analysis. The results were summarized as follows : 1) According to the Internet searching values, college student consumers were classified into 4 types - high utilitarian/high hedonic type, high utilitarian/low hedonic type, low utilitarian/high hedonic type, and low utilitarian/low hedonic type. 2) Both high utilitarian/high hedonic type and low utilitarian/high hedonic type had high level of perception to Internet shopping' benefit-risk.

• Korean Journal of Human Ecology
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• v.13 no.5
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• pp.765-776
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• 2004

The objectives of this study are to compare the levels of materialism with hedonic-utilitarian shopping values among 645 college students in Ulsan and Seoul, Korea; Columbus, Ohio, USA; and Nagasaki, Japan, and to analyze the impact of materialism on hedonic-utilitarian shopping values. As for the levels of hedonic shopping values, the students in Japan and Ulsan had the highest of all, whereas for the levels of utilitarian shopping values, those in Ulsan had the highest. For the levels of materialism, the students in Ulsan had the highest of all and those in Seoul had the lowest. And three scales in the materialism had a different influence on hedonic-utilitarian shopping values.

• Journal of Families and Better Life
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• v.30 no.3
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• pp.105-118
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• 2012

This study aims to recognize cognition of credit card and shopping value in contemporary society, cognition of credit card and shopping value according to types of consumption orientation, and factors that influence cognition of credit card and shopping value, and ultimately provide a foundation for establishing proper shopping value. A total of 453 women and men residing in Seoul have been set as research object in order to achieve the purpose of the study. The data was analyzed by Cronbach' alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range test, multiple linear regression. All analysis progress was done by spsswin12.0 statistics program. A summary of this research goes as follows: First, categorization of consumption orientation lead to two clusters of rational and symbolic & conspicuity consumption patterns and cognition of credit card was categorized into positive and negative cognition and shopping value was categorized into hedonic shopping value, utilitarian shopping value and time-save shopping value. Second, rational shoppers had high utilitarian shopping values and symbolic & conspicuity shoppers had high both hedonic shopping values and utilitarian shopping values. Third, the most influential factor in hedonic shopping value and utilitarian was consumption orientation. In conclusion, this research has showed that cognition of credit card and shopping value according to types of consumption orientation patterns varied, and that consumption orientation was an influential factor on cognition of credit card and shopping value.

• Journal of Distribution Research
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• v.15 no.2
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• pp.101-122
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• 2010

In this study, it is explored whether positive and negative emotions affected hedonic and utilitarian values experienced while shopping apparel in the Internet. In addition, the effect of hedonic and utilitarian shopping values on store approach behaviors was explored. For this study, Babin and Attaway's research model that was used for off-line shopping malls was adopted to investigate the relationships among research variables. Data obtained through experiments with 278 female college students were submitted for an analysis. Exploratory and confirmatory factor analysis and structural equation modeling with AMOS 6.0 were used to analyze data. Based on the model test, negative emotions negatively affected hedonic and utilitarian shopping value perception while positive emotions positively affected hedonic and utilitarian shopping value perception for the Internet apparel shopping site. Hedonic and utilitarian shopping values positively influenced attitude toward the Internet shopping site while only utilitarian shopping value affected revisiting Internet apparel shopping site. Managerial and academic implications were generated based on results.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1075-1084
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• 2007

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall's fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer's utilitarian shopping value. Second, internet shopping mall good's price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer's shopping utilitarian shopping value and hedonic shopping value. Third, consumer's utilitarian shopping value and hedonic shopping value are positively related to the internet consumer's shopping satisfaction.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.575-584
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• 2021

This research aims to examine and analyze the impact of customer shifting behavior on the shopping emotion. Based on impulse buying, customers tend to behave recently based on the constructed variables of impulse buying, outlet ambience, hedonic shopping value utilitarian shopping value, and shopping emotion. This study employs samples/survey data of the population consisted of Asian women parents in Indonesia. The survey data of this research is based on observations using time series with cross-section/one-shot, which was done in 2019. The results indicate that variable outlet ambience, hedonic shopping value, and shopping emotion have a positive and significant impact on impulse buying. Whereas the utilitarian shopping value variable has a positive but not significant relationship against impulse buying. There is a positive influence between ambience outlets and utilitarian shopping value on shopping emotion. The variable hedonic shopping value has a negative and not significant relationship towards shopping emotion. The finding of this study suggests that both the retail stores and even the superstores must pay more attention to the design of outlet ambience to create the hedonic shopping value and eventually may attempt the attention of the impulse buying customers.