Influence of hedonic and utilitarian motivation on impulse and rational buying behavior in online shopping
Author:
Affiliation:
1. Department of Marketing, PSG Institute of Management, Peelamedu, Coimbatore 641004, Tamil Nadu, India
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/09720510.2020.1736326
Reference18 articles.
1. Hedonic and utilitarian shopping motivations of fashion leadership
2. Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value
3. Measuring the hedonic and utilitarian sources of consumer attitudes
4. Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes
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