• Corpus ID: 16406340

Impact of Utilitarian and Hedonic Shopping Values on Individual's Perceived Benefits and Risks in Online Shopping

  title={Impact of Utilitarian and Hedonic Shopping Values on Individual's Perceived Benefits and Risks in Online Shopping},
  author={Abhigyan Sarkar},
  journal={International Management Review},
[Abstract] An individual’s overall perceived shopping value has two dimensions – utilitarian and hedonic. Utilitarian shopping value relates to the functional aspects of the shopping context. Hedonic shopping value is derived from the perceived fun or playfulness of the shopping. An individual also assumes some benefits and risks in any shopping context. The e-shopping tendency is increasing rapidly among buyers across the world, which is the focus of this study. This study investigates how the… 

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