Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes

Journal of Business Research 59 (2006) 974 – 981

Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes

Michael A. Jones a,*, Kristy E. Reynolds b , Mark J. Arnold c

a

Department of Marketing (Dept. 6156), University of Tennessee at Chattanooga, 615 McCallie Ave., Chattanooga, TN 37403, United States b Department of Management and Marketing, The University of Alabama, Box 870225, Tuscaloosa, AL 35487-0225, United States c Department of Marketing, John Cook School of Business, Saint Louis University, 3674 Lindell Blvd., St. Louis, MO 63108, United States Received 8 November 2005; accepted 13 March 2006

Abstract Previous research on both hedonic and utilitarian shopping value has focused much effort on the antecedents of shopping value with very little emphasis on the outcomes of shopping value. This study investigates the complex interrelationships between satisfaction with the retailer, hedonic and utilitarian shopping value, and important retail outcomes. Both hedonic and utilitarian shopping values are found to influence key retail outcomes. The results also support predicted differences in the relative influence of hedonic and utilitarian shopping value. Hedonic and utilitarian shopping values are also found to moderate a number of relationships between satisfaction and retail outcomes. © 2006 Elsevier Inc. All rights reserved.

Keywords: Hedonic and utilitarian shopping value; Satisfaction

1. Introduction Research supports the notion that shopping can provide both hedonic and utilitarian value (e.g., Babin et al., 1994; Babin and Darden, 1995). Hedonic shopping value reflects the value received from the multisensory, fantasy and emotive aspects of the shopping experience, while utilitarian shopping value reflects the acquisition of products and/or information in an efficient manner and can be viewed as reflecting a more taskoriented, cognitive, and non-emotional outcome of shopping (Babin et al., 1994;...