ISSN 2394-5125
 

Research Article 


THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda.

Abstract
In recent years, online shopping has dramatically increased and resulted many traditional retail stores a tragic demise. Due to the increasing number of social commerce sites new generations are shifting towards online shopping by preference. The purpose of this study is to investigate the effects of perceived value i.e. hedonic value, utilitarian value and social value, on e-satisfaction and online shopping intention among Generation Z cohort university students. Total 287 data were collected from the students studying at the university in Klang Valley area of Malaysia through online survey and face-to-face conversation. The data were analyzed by using partial least squares structural equation modeling (PLS-SEM). The results show that e-satisfaction have positively and significantly affects online shopping intention. Perceived value such as utilitarian value, hedonic value and social value have significant effects on e-satisfaction and online shopping intention. The findings of this research will be extremely important for both digital marketers and service providers to establish effective strategies to meet new generationsí expectation. Hence, study will enhance the researchersí ability to discover more variables to examine the satisfaction and intention to use particular sites for e-shopping.

Key words: Hedonic value, Utilitarian value, Social value, e-satisfaction, e-shopping intention, Generation Z.


 
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How to Cite this Article
Pubmed Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. JCR. 2020; 7(10): 231-238. doi:10.31838/jcr.07.10.50


Web Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. http://www.jcreview.com/?mno=110040 [Access: August 16, 2021]. doi:10.31838/jcr.07.10.50


AMA (American Medical Association) Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. JCR. 2020; 7(10): 231-238. doi:10.31838/jcr.07.10.50



Vancouver/ICMJE Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. JCR. (2020), [cited August 16, 2021]; 7(10): 231-238. doi:10.31838/jcr.07.10.50



Harvard Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda (2020) THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. JCR, 7 (10), 231-238. doi:10.31838/jcr.07.10.50



Turabian Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. 2020. THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. Journal of Critical Reviews, 7 (10), 231-238. doi:10.31838/jcr.07.10.50



Chicago Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. "THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION." Journal of Critical Reviews 7 (2020), 231-238. doi:10.31838/jcr.07.10.50



MLA (The Modern Language Association) Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda. "THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION." Journal of Critical Reviews 7.10 (2020), 231-238. Print. doi:10.31838/jcr.07.10.50



APA (American Psychological Association) Style

Ahasanul Haque, Wasiul Karim, Mohammad Arije Ulfy, Zohurul Anis, Nazmul Huda (2020) THE EFFECTS OF HEDONIC, UTILITARIAN AND SOCIAL VALUE ON GENERATION Z STUDENTSí TOWARDS E-SHOPPING INTENTION: A MEDIATING ROLE OF E-SATISFACTION. Journal of Critical Reviews, 7 (10), 231-238. doi:10.31838/jcr.07.10.50