Internet usage purposes and gender differences in the effects of perceived utilitarian and hedonic value.

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.