The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention

Year 2022, Volume: 21 Issue: 1, 419 - 430, 26.01.2022

İnci Polat İbrahim Halil Seyrek

https://doi.org/10.21547/jss.993435

Cited By: 1

Abstract

The purpose of this study is to examine the effect of hedonic and utilitarian value on recommendation (word-of-mouth and electronic word-of-mouth) and repurchase intention. For this purpose, it is collected data from the airline passengers who actively use the airline app. By using a convenience sampling method, data were collected from 122 airline app users. The reliability analysis, confirmatory factor analysis will be applied to the data obtained in order to determine the factors that make up the dimensions in the research model. The relationship in the research model provided in the study is evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study indicated that both hedonic value and utilitarian value have positive effects on air passengers’ recommendation behavior. However, it shows that only utilitarian value has a positive significant effect on repurchase intention whereas hedonic value doesn’t have a significant effect on the study.

Keywords

hedonic value, utilitarian value, repurchase intention, WOM, eWOM

Hedonik ve Faydacı Değerlerin Havayolu Uygulaması Kullanıcılarının Tavsiye Davranışı ve Yeniden Satın Alma Niyeti Üzerindeki Etkisi

Abstract

Bu çalışmanın amacı, hedonik ve faydacı değerin tavsiye (ağızdan ağıza iletişim ve elektronik ağızdan ağıza iletişim) ve tekrar satın alma niyeti üzerindeki etkisini incelemektir. Bu amaçla havayolu uygulamalarını aktif olarak kullanan havayolu yolcularından veriler toplanmıştır. Kolayda örnekleme yöntemi kullanılarak havayolu uygulamalarını kullanan 122 yolcudan elde edilen verilere, araştırma modelinde boyutları oluşturan faktörlerin belirlenmesi için güvenirlik analizi, doğrulayıcı faktör analizi uygulanmıştır. Çalışmada önerilen araştırma modelindeki ilişki, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (KEKK-YEM) kullanılarak değerlendirilmiştir. Çalışmanın sonuçları, hem hedonik değerin hem de faydacı değerin hava yolcularının tavsiye davranışları üzerinde olumlu etkisi olduğunu göstermiştir. Ancak, sadece faydacı değerin tekrar satın alma niyeti üzerinde pozitif anlamlı bir etkiye sahip olduğu, hedonik değerin ise tekrar satın alma niyeti üzerinde istatistiksel açıdan anlamlı bir etkisinin olmadığı bulgulanmıştır.

Keywords

hedonik değer, faydacı değer, tekrar satın alma niyeti, WOM, eWOM

References

• Alhidari, A., Iyer, P., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125. https://doi.org/10.1362/147539215X14373846805707
• Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of retailing, 79(2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
• Babin, B. J., Darden, W. R., Griffin, M., & Darden, R. (1994). Work and/or fun: Shopping measuring value hedonic and utilitarian. Journal of Consumer Research, 20(4), 644-656. https://doi.org/0093-5301
• Babin, B.J. & James, K.W. 2010. A brief retrospective and introspective on value. European Business Review, 22(5), 471-478. https://doi.org/10.1108/09555341011068895
• Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of retailing and consumer services, 18(1), 38-45. https://doi.org/10.1016/j.jretconser.2010.09.003
• Bigne, E., Andreu, L., Hernandez, B., & Ruiz, C. (2018). The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry. Current Issues in Tourism, 21(9), 1014-1032. https://doi.org/10.1080/13683500.2015.1126236
• Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business research, 61(4), 309-314. https://doi.org/10.1016/j.jbusres.2007.06.017
• Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225. https://doi.org/10.1016/j.dss.2012.01.015
• Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345
• Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
• Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114. https://doi.org/10.1111/j.1365-2575.2012.00407.x
• Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075
• Cotte, J., Chowdhury, T. G., Ratneshwar, S., & Ricci, L. M. (2006). Pleasure or utility? Time planning style and web usage behaviors. Journal of interactive marketing, 20(1), 45-57. https://doi.org/10.1002/dir.20055
• Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P.M., Cao, D. & Kasemsarn, N. (2021). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838-859. https://doi.org/10.1108/JEIM-04-2019-0118
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. https://doi.org/10.2307/249008
• De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International journal of research in marketing, 25(3), 151-163. https://doi.org/10.1016/j.ijresmar.2008.03.004
• Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
• Duverger, P. (2013). Curvilinear effects of user-generated content on hotels’ market share: a dynamic panel-data analysis. Journal of Travel Research, 52(4), 465-478. https://doi.org/10.1177/0047287513478498
• Eroglu, S. A., Machleit, K., & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: the role of shopping values. Journal of business research, 58(8), 1146-1153. https://doi.org/10.1016/j.jbusres.2004.01.005
• Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183. https://doi.org/10.1108/JAMR-05-2017-0062
• Fiore, A. M., Jin, H. J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669-694. https://doi.org/10.1002/mar.20079
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
• Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14. https://doi.org/10.1080/15252019.2006.10722114
• Hammond, K., McWilliam, G., & Diaz, A. N. (1998). Fun and work on the web: Differences in attitudes between novices and experienced users. ACR North American Advances.
• Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
• Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68. https://doi.org/10.1177/002224299606000304
• Holbrook, M. B. (Ed.). (1999). Consumer value: a framework for analysis and research. Psychology Press.
• Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: New directions in theory and practice, 21(1), 21-71. https://doi.org/10.4135/9781452229102.n2
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. https://doi.org/10.1086/208906
• IATA, (2019). Air Passenger Forecasts Global Report. https://www.iata.org/publications/Documents/global-report-sample2.pdf (accessed 12.06.19)
• Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of electronic commerce, 1(2), 59-88. https://doi.org/10.1080/10864415.1996.11518283
• Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of business research, 59(9), 974-981. https://doi.org/10.1016/j.jbusres.2006.03.006
• Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs, 13(2), 146-159. https://doi.org/10.1002/pa.1470
• Kim, K., Yoon, S., & Choi, Y. K. (2019). The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry. International Journal of Advertising, 38(3), 471-488. https://doi.org/10.1080/02650487.2018.1535225
• Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea. Journal of Air Transport Management, 49, 17-22. https://doi.org/10.1016/j.jairtraman.2015.07.001
• Kohler, T., Fueller, J., Matzler, K., Stieger, D., & Füller, J. (2011). Co-creation in virtual worlds: The design of the user experience. MIS quarterly, 773-788. https://doi.org/10.2307/23042808
• Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of marketing, 74(2), 71-89. https://doi.org/10.1509/jmkg.74.2.71
• Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing. https://doi.org/10.1108/08876040510596803
• Lee, J., Lee, J., & Feick, L. (2006). Incorporating word-of-mouth effects in estimating customer lifetime value. Journal of Database Marketing & Customer Strategy Management, 14(1), 29-39. https://doi.org/10.1057/palgrave.dbm.3250033
• Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising, 31(2), 1-11. https://doi.org/10.1080/10641734.2009.10505262
• Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010
• Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
• Martín-Consuegra, D., Díaz, E., Gómez, M., & Molina, A. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & behavior, 200, 104-110. https://doi.org/10.1016/j.physbeh.2018.03.028
• Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of retailing, 77(1), 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
• Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International journal of hospitality management, 34, 99-107. https://doi.org/10.1016/j.ijhm.2013.02.012
• Michon, R., Yu, H., Smith, D., & Chebat, J. C. (2007). The shopping experience of female fashion leaders. International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550710750359
• Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
• Munaro, A. C., Martins, E., & Kato, H. T. (2020). The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention. Revista Brasileira de Gestão de Negócios, 21, 788-812. https://doi.org/10.7819/rbgn.v21i5.4029
• Noble, S. M., Griffith, D. A., & Weinberger, M. G. (2005). Consumer derived utilitarian value and channel utilization in a multi-channel retail context. Journal of Business Research, 58(12), 1643-1651. https://doi.org/10.1016/j.jbusres.2004.10.005
• Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11), 1160-1166. https://doi.org/10.1016/j.jbusres.2006.03.008
• Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115. https://doi.org/10.1016/j.ijhm.2016.06.007
• Park, D. H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398. https://doi.org/10.1016/j.elerap.2007.11.004
• Park, J., & Ha, S. (2016). Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses. Journal of Retailing and Consumer Services, 28, 310-316. https://doi.org/10.1016/j.jretconser.2015.01.003
• Polat, İ., & Sesliokuyucu, O. (2019). Havayolu Hizmet Sisteminde Ortak Değer Yaratmanın Tekrar Satın Alma Niyetine Etkisi. İşletme Araştırmaları Dergisi, 11(4), 3073-3085. https://doi.org/10.20491/isarder.2019.796
• Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224-235. https://doi.org/10.1016/j.elerap.2013.01.003
• Poyry, E., Parvinen, P., Salo, J., & Blakaj, H. (2012, January). Hedonic and utilitarian search for electronic word-of-mouth. In 2012 45th Hawaii international conference on system sciences (pp. 1797-1806). IEEE. https://doi.org/10.1109/HICSS.2012.300
• Rahman, M. A., Abir, T., Yazdani, D. M. N., Hamid, A. B. A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, 12, 4935-4946.
• Richins, M. L., & Root-Shaffer, T. (1988). The role of evolvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit. ACR North American Advances.
• Rintamäki, T., Kuusela, H. & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing, Managing Service Quality: An International Journal, 17(6), 621-634. https://doi.org/10.1108/09604520710834975
• Roy, G., Datta, B., & Basu, R. (2017). Effect of eWOM valence on online retail sales. Global Business Review, 18(1), 198-209. https://doi.org/10.1177/0972150916666966
• Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/09596111011035981
• Saarijärvi, H. (2012). The mechanisms of value co-creation. Journal of Strategic Marketing, 20(5), 381-391. https://doi.org/10.1080/0965254X.2012.671339
• Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51. https://doi.org/10.1509/jmkg.73.5.30
• Syafita, J. D. (2018). Utilitarian and hedonic values that influence customer satisfaction and their impact on the repurchase intention: online survey towards berrybenka fashion e-commerce's buyer. Russian Journal of Agricultural and Socio-Economic Sciences, 73(1).
• Vargo, S. L., & Lusch, R. F. (2004). The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of service research, 6(4), 324-335. https://doi.org/10.1177/1094670503262946
• Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 40(3), 310-320. https://doi.org/10.1509/jmkr.40.3.310.19238
• Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of retailing, 74(4), 515-539. https://doi.org/10.1016/S0022-4359(99)80106-7
• Wang, C. C., & Chang, S. C. (2008). Online word of mouth as a determination in adolescents’ purchase decision making: the influence of expertise and involvement. Communications of the IBIMA, 4(1), 1-7.
• Wang, X., & Wei, K. K. (2006). Consumers' acceptance of electronic word-of-mouth recommendations: Effects of multiple communication elements and processing motivation. In 27th International Conference on Information Systems, ICIS 2006 (pp. 781-790).
• Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153. https://doi.org/10.1007/BF02894350
• Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings. Computers in Human behavior, 27(2), 634-639. https://doi.org/10.1016/j.chb.2010.04.014