Internet Shopping: A Study Based On Hedonic Value and Flow Theory

With the flourishing development of online shopping, an increasing number of customers see online shopping as an entertaining experience. Because the online consumer has a double identity as a shopper and an Internet user, online shopping should offer hedonic values of shopping and Internet usage. The purpose of this study is to investigate hedonic online shopping motivations from the perspectives of traditional hedonic value and flow theory. The study adopted a focus group interview method, including two online and two offline interviews. Four focus groups of shoppers consisted of online professionals, online college students, offline professionals and offline college students. The results of the study indicate that traditional hedonic values and dimensions of flow theory exist in the online shopping environment. The study indicated that online shoppers seem to appreciate being able to learn things and grow to become competitive achievers online. Comparisons of online hedonic motivations between groups are conducted. This study serves as a basis for the future growth of Internet marketing.

Authors:

• Pui-Lai To
• E-Ping Sung

Keywords:

• Flow theory
• hedonic motivation
• internet shopping.

References:

[1] M. J. Arnold, and K. E. Reynolds, “Hedonic shopping motivations,”
Journal of Retailing, 79(2), 2003, pp. 77-95.
[2] H. Wang, J. G. Pallister, and G. R. Foxall, “Innovativeness and
involvement as determinants of Website loyalty: II determinants of
consumer loyalty in B2C e-Commerce,” Technovation, 26(12), 2006, pp.
1366-1373.
[3] D. L. Hoffman, and T. P. Novak, “Marketing in hypermedia
computer-mediated environments: conceptual foundations,” Journal of
Marketing, 60(3), 1996, pp. 50-68.
[4] E. M. Tauber, “Why do people shop?” Journal of Marketing, 36(4), 1972,
pp. 46-59.
[5] R. A. Westbrook, and W. C. Black, “A motivation-based shopper
typology,” Journal of Retailing, 61(1), 1985, pp. 78-103.
[6] M. Wolfinbarger, and M. C. Gilly, “Shopping online for freedom, control,
and fun,” California Management Review, 43(2), 2001, pp. 34-55.
[7] A. G. Parsons, “Non-functional motives for online shoppers: why we
click,” The Journal of Consumer Marketing 19(5), 2002, pp. 380-392.
[8] M. Csikszentmihalyi, “Play and intrinsic rewards,” Humanistic
Psychology, 15, 1975, pp. 41-63.
[9] D. L. Hoffman, and T. P. Novak, “Marketing in hypermedia
computer-mediated environments: conceptual foundations,” Journal of
Marketing, 60(3), 1996, pp. 50-68.
[10] T. L. Childers, C. L. Carr, J. Peck, and S. Carson, “Hedonic and utilitarian
motivations for online retail shopping behavior,” Journal of Retailing,
77(4), 2001, pp. 511-535.