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01. Hedonic self esteem utilitarian

The slides describe the process of finding the model of the relation among hedonic motivation, utilitarian, and self esteem to behavioral intention

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01. Hedonic self esteem utilitarian

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  1. 1 Utilitarian, Hedonic, and Self-Esteem Motives in Online Shopping Indrawati Indrawati, Gadang Ramantoko and Tri Widarmanti Telkom University, Bandung, Indonesia, and IzzatdinAbdul Aziz and Farhat Ullah Khan Universiti Teknologi PETRONAS, Seri Iskander, Malaysia Presented on July 1st, 2022 Scientific Dissemination Indrawati, Dra.,MM., Ph.D. Web/Blog: indrawati02.wordpress.com Email: indrawati@telkomuniversity.ac.id HP/WA: 081321922742

  2. 2 Introduction • Online shopping is becoming the main business vehicle. • Understanding customer online behavior is essential. Such as: Motives in online shopping (utilitarian, Hedonic, & self-esteem) and their effect to shopping intention & impulsive shopping tendency which in the end will increase purchase. • Need to investigate online shopping motives and tendency by employing a single theoretical framework.

  3. 3 Problem Statements Among the studies shows: • There is no association between self-esteem motive and impulse shopping (Ahmad et al., 2019), • Others show a negative relationship between the two constructs (Verplanken & Sato, 2011). • Investigations on the association between the self-esteem motive and impulsivity are needed (Dhandra, 2020) Lead to answer the Questions….

  4. 4 Purchase Decision Process

  5. 5 Theories & Models (1)Theory of Reasoned Action (TRA) (2)Theory of Planned Behaviour (TPB) (3)Technology Acceptance Model (TAM) (4)Technology Acceptance Model 2 (TAM2 ) (5)Combined TAM-TPB (C-TAM-TPB (6)Motivational Model (MM) (7)Model of Personal Computer Utilization (MPCU) (8)Innovation Diffusion Theory (IDT) (9)Social Cognitive Theory (SCT) (10)Unified Theory of Acceptance and Use of Technology (UTAUT) (11) Unified Theory of Acceptance and Use of Technology 2 (UTAUT2),

  6. 6 Theory of Planned Behaviour

  7. 7 Model Modification Hedonic and utilitarian motives formulate attitude (Talebi et al., 2020). The perceived behavioural control is explained through the mediating role of intentional and impulsive buying The subjective norm is related to the belief that individual behaviour will be supported by certain individuals or people in society (Mannetti et al., 2004). Since self-esteem is enhanced when others approve of their actions and behaviours. It can, thus, be projected in terms of pride and triumph (Mobil et al., 2019). Therefore, the online buying behaviour supported through self-esteem can help individuals co-relate with others, exhibiting similar behaviour in today’s digital age to arouse a sense of accomplishment.

  8. 8 Build the propose model – (modification) Utilitarian, hedonic and self-esteem motives and online shopping 1. Utilitarian motive positively impacts online shopping. 2. Hedonic motive positively impacts online shopping. 3. Self-esteem motive positively impacts online shopping. Hedonic and self-esteem motives and impulsive shopping tendency 1. Hedonic motive positively impacts impulsive shopping tendency. 2. Self-esteem motive negatively impacts impulsive shopping tendency. Utilitarian motive, shopping intention and online shopping behavior 1. Utilitarian motive positively impacts shopping intention. 2. Shopping intention positively impacts online shopping

  9. 9 Build the propose model – (modification) Impulsive shopping tendency, shopping intention and online shopping behavior 1. Impulsive shopping tendency positively impacts shopping intention. 2. Impulsive shopping tendency positively impacts online shopping Mediating role of impulsive shopping tendency 1. Impulsive shopping tendency mediates the relationship between hedonic motive and online shopping. 2. Impulsive shopping tendency mediates the relationship between self-esteem motive and online shopping.

  10. 10 Build the propose model – (modification) Mediating role of shopping intention Shopping intention mediates the relationship between utilitarian motive and online shopping.

  11. Proposed Model 11

  12. 12 Research Questions ? Q1. Do utilitarian, hedonic and self-esteem motives significantly predict online shopping? Q2. Does impulsive shopping tendency mediate the effects of hedonic and self-esteem motives on online shopping? Q3. Does shopping intention mediate the impact of utilitarian motive on online shopping?

  13. 13 Method 1. A 35-item survey was conducted to collect data from students and staff from different universities in Indonesia. 2. Participants were selected based on their English fluency and recent online shopping experience, educated, easily understood, exhibited online shopping behavior due to frequent smartphone usage and social media apps. 3. From 650 active online complete the survey. 450 complete responses with a 69%final response rate. 4. Collected Data were analyzed by using SmartPLS 3.0

  14. Supported Model 14

  15. 15 Suggestions 1. Pay more attention to shopping intention rather than impulsive shopping tendencies when developing marketing strategies. 2. Shopping intention was influenced by utilitarian motives. Hence, to increase shopping intention, marketers should focus on indicators that can increase the online utilitarian motive, such as informative content of online advertising, product variations (color, price, design).

  16. 16 Suggestions 3. Leverage the indicators that increase online hedonic motivation. These indicators include, for instance, experiential consumption, fun and pleasure (Japutra & Song, 2020), excitement (Hamid et al., 2019), entertainment, and relaxation (Park et al., 2012) 4. Marketers should devise novel strategies to understand customers’ self-esteem levels and advertise accordingly to increase customers’ shopping behavior

  17. 17 Spanish Journal of Marketing - ESIC, vol. ahead-of-print no. ahead-of-print Type: Research Article DOI: https://doi.org/10.1108/SJME-06-2021-0113 ISSN: 2444-9709

  18. 18 Sebaik-baik manusia adalah yang paling bermanfaat bagi manusia Terima Kasih

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