Hedonic and Utilitarian Motivations in Predicting 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 predicted and the two motivations for the use of technologies as the predictor 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 predictors positively associated with purchase intentions in both countries.

Año de publicación:

2021

Keywords:

  • Utilitarian motivation
  • Hedonic motivation
  • consumer behavior
  • Buy intention
  • TECHNOLOGY

Fuente:

scopusscopus
googlegoogle

Tipo de documento:

Conference Object

Estado:

Acceso restringido

Áreas de conocimiento:

  • Marketing
  • Comportamiento del consumidor

Áreas temáticas de Dewey:

  • Dirección general
  • Procesos sociales
  • Economía
Procesado con IAProcesado con IA

Objetivos de Desarrollo Sostenible:

  • ODS 9: Industria, innovación e infraestructura
  • ODS 12: Producción y consumo responsables
  • ODS 8: Trabajo decente y crecimiento económico
Procesado con IAProcesado con IA