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2. CitationCitation
Sarkar, A. (2011). Impact of Utilitarian and
Hedonic Shopping Values on Individual’s
Perceived Benefits and Risks in Online
Shopping. International Management Review,
7(1), 58-65.
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3. Contents
Introduction
Literature Review
Methodology
Results &
Conclusion
Reflection
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4. Background
The Purpose of Study
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5. BackgroundBackground
More and more shoppers are
purchasing online in order to save
time and maximize their
convenience instead of physically
visiting a store.
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(Dholakia et al., 2002)

6. The Purpose of StudyThe Purpose of Study
To investigate the impact of
utilitarian and hedonic shopping
values on an individual’s perceived
benefits and risks in the online
shopping context
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7. LITERATURE
REVIEW
Utilitarian and Hedonic Shopping Values
Perceived Benefits in Online Shopping
Perceived Risks in Online Shopping
Research Model
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8. Utilitarian and HedonicUtilitarian and Hedonic
Shopping ValuesShopping Values
(Bhatnagar & Ghosh, 2004)
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UtilitarianUtilitarian HedonicHedonic
Utilitarian
convenience, variety,
searching for quality
of products, and
reasonable price rate
Hedonic
emotional needs of
individuals for
enjoyable and
interesting shopping
experiences

9. Utilitarian and HedonicUtilitarian and Hedonic
Shopping ValuesShopping Values
Batra and Ahtola (1990) have examined the
composition of the overall consumer attitude
towards four different brands. In all the
cases, a two-factor structure emerged:
utilitarian and hedonic.
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10. Perceived Benefits inPerceived Benefits in
Online ShoppingOnline Shopping
Convenience, ease of shopping, and product
selection (which are utilitarian benefits)
account for larger variance explained in total
perceived benefits in online shopping,
compared to the perceived hedonic benefit
while shopping online.
(Forsythe et al., 2006)
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11. Perceived Risks inPerceived Risks in
Online ShoppingOnline Shopping
(Forsythe et al., 2006)
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financial
riskproduct
risk
convenience
risk

12. Perceived Risks inPerceived Risks in
Online ShoppingOnline Shopping
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(Alba et al., 1997)(Alba et al., 1997)
(Childers et al., 2001)(Childers et al., 2001)

13. H3: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
risks in online shopping.
H3: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
risks in online shopping.
H2: Consumers’ perceived
hedonic shopping value has
significant negative impact on
their perceived benefits in
online shopping.
H2: Consumers’ perceived
hedonic shopping value has
significant negative impact on
their perceived benefits in
online shopping.
H4: Consumers’ perceived
hedonic shopping value has
significant positive impact on
their perceived risks in online
shopping.
H4: Consumers’ perceived
hedonic shopping value has
significant positive impact on
their perceived risks in online
shopping.
Research ModelResearch Model
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Hedonic
shopping
value
Hedonic
shopping
value
Utilitaria
n
shopping
value
Utilitaria
n
shopping
value
Perceive
d benefit
Perceive
d benefit
Perceive
d risk
Perceive
d risk
H1: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
benefits in online shopping.
H1: Consumers’ perceived
utilitarian shopping value
has significant positive
impact on their perceived
benefits in online shopping.

14. SHOP NOW
METHODOLOGY
Participants Measurement Items Data analysis│ │
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15. Participants
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convenient
sampling
The adult customers
of computer game
parlors
525 completed
questionnaires
21 - 60 years21 - 60 years
62 % male62 % male

16. Measurement Items
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Perceived
Benefits
16 items
Perceived
Benefits
16 items
Perceived
Risks
16 items
Perceived
Risks
16 items
Hedonic
Shopping
Values
11 items
Hedonic
Shopping
Values
11 items
Utilitarian
Shopping
Values
4 items
Utilitarian
Shopping
Values
4 items
Forsythe et al.
(2006)
Babin et al. (1994)

17. Data analysis
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Principal component
factor analysis
The coefficient alpha values
Multiple regression
to test the
discriminant validity
of the four constructs
to test the above
hypothesized
relationships
to examine the
reliability of the
constructs

18. RESULTS &
CONCLUSION
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19> 0.5

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Results
> 0.8

21. Results
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Hedonic
shopping
value
Hedonic
shopping
value
Utilitarian
shopping
value
Utilitarian
shopping
value
Perceived
benefit
Perceived
benefit
Perceived
risk
Perceived
risk
supportedsupported

22. Conclusion
• high hedonic shopping values tend to avoid
online shopping
• high utilitarian shopping values perceive
greater benefits
• high utilitarian shopping value is also likely to
perceive greater risks
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23. MY BAG Login│
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REFLECTIONREFLECTION

24. My Future StudyMy Future Study
Hedonic
shopping
value
Hedonic
shopping
value
Utilitarian
shopping
value
Utilitarian
shopping
value
Perceived
benefit
Perceived
benefit
Perceived
risk
Perceived
risk
Behavioral
Intention
Behavioral
Intention
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25. 25
Thank YouThank You
for Yourfor Your
Listening!Listening!
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