Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach

What is it about?

The study aims to investigate consumers’ perceptions regarding attributes of online shopping websites that influence their cognitive and affective attitudes and also online purchase intentions. Convenient sampling was employed to collect data through an online questionnaire from 335 adult customers of apparel brands Kaymu and Daraz. Utilitarian and hedonic attributes are utilized; reflecting higher order constructs. Structural equation modeling (SEM) with maximum likelihood estimation (MLE) via AMOS 21 was used. Modified S-O-R model explained considerable variation in online retailing. The study showed that consumers’ perception of utilitarian attributes and hedonic attributes are significant and positive predictors of cognitive and affective attitude. Similarly, cognitive and affective attitudes are significant and positive predictors of consumers purchase intentions. Researchers can use S-O-R model to better explain online purchase intentions. It was further concluded that online retailers should not only put a heavy emphasis onto utilitarian attributes but also take hedonic attributes in consideration while formulating online retail strategy.

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