Department of Bio-Industry Extension and Management, National Chung Hsing University, Taichung City, Taiwan, Republic of China.
Cyberpsychol Behav Soc Netw. 2010 Apr;13(2):179-83. doi: 10.1089/cyber.2009.0200.
Previous research on both hedonic and utilitarian value has focused considerable effort on outcomes. Few studies compare the impact of Internet usage purposes and gender differences on perceived value effect. The current study explores whether differences in the relative influence of hedonic and utilitarian value affect consumer information search and shopping intentions on the Internet. This study also compares perceived value impact on behavioral intention among respondents in regard to gender. This research uses structural equation modeling of survey data (N = 341). Results show that perceived hedonic and utilitarian value have significantly different effect on information search and shopping intention through the Internet. Hedonic values have positively higher association with customer intention to buy than with intent to search information. Findings also show that hedonic values influence male user intentions to search information but do not influence females. This work presents a theoretical discussion and implications based on the results for the benefit of online practitioners.
先前关于享乐价值和实用价值的研究都集中在结果上。很少有研究比较互联网使用目的和性别差异对感知价值的影响。本研究探讨了享乐价值和实用价值的相对影响是否会影响消费者在互联网上的信息搜索和购物意向。本研究还比较了不同性别受访者对感知价值对行为意向的影响。本研究使用调查数据的结构方程建模（N=341）。结果表明，感知的享乐价值和实用价值对通过互联网进行信息搜索和购物意向有显著不同的影响。享乐价值与顾客购买意愿的正相关性高于信息搜索意愿。研究结果还表明，享乐价值影响男性用户的信息搜索意愿，但不影响女性。这项工作基于研究结果进行了理论讨论和启示，旨在为在线从业者带来益处。
