The Effects Of Utilitarian And Hedonic Online Shopping Value On Consumer Perceived Value

• Main Authors: Mohammad, Mohammad (Author), , Soepatini, Ph.D (Author)
• Format: Book
• Published: 2016.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Connect to this object online
• Notes: https://eprints.ums.ac.id/47992/1/NASKAH%20PUBLIKASI%20PERPUS.pdf; https://eprints.ums.ac.id/47992/2/PERNYATAAN%20PUBLIKASI%20PERPUS.pdf
• Keywords: HC Economic Development

study aims to determine how hedonic and utilitarian value influences on perceived value in shopping activities hrough e-commerce. Two questions that this research seeks to answer are: (1) the effect of utilitarian on perceived value of e-commerce consumer, (2) the effect of hedonic value on perceived value of e-commerce consumer. This research is quantitative research because the data obtained is in numbers derived from questionnaire. Non-probability sampling is used in taking the sample. The data were collected from 220 respondents' who have made a purchase through an e-commerce. The data were analyzed using multiple linear regression analysis. The result of the research shows: (1) utilitarian value has positive and significant effect on perceived value of e-commerce consumers. (2) hedonic value has positive and significant effect on perceived value of e-commerce consumers.