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Hedonic and Utilitarian Motivations in Pbkp_redicting the Buy Intention of Technological Products: A Study in Developing and Emerging Countries

Abstract:

An area of great interest for business is establishing the factors that determine consumer intentions to purchase new technological products. The present study seeks to contribute to this field of research by establishing how the consumer’s hedonic and utilitarian motivations help explain their purchase intentions. The present study consisted of a survey completed by 725 people in Ecuador (a developing country) and 376 in Russia (an emerging country). The data obtained were analyzed with a multiple regression, with the purchase intentions of five technological products being the variable to be pbkp_redicted and the two motivations for the use of technologies as the pbkp_redictor variables. Various demographic variables were introduced as control variables. The results obtained point to a secondary role for demographic variables. On the other hand, and in a consistent manner, hedonic and utilitarian motivations were significant pbkp_redictors positively associated with purchase intentions in both countries.