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Cryptocurrency trading has gained significant adhesion in financial markets, making it essential to understand the factors influencing trading intentions. This study investigates the psychological and knowledge-based determinants of trading intentions towards Beldex coins among crypto traders in India. This study aims to evaluate how risk management, hedonic motivation, investment desire, market knowledge, peer participation, and earning desires impact trading intentions. A survey was conducted with 369 crypto traders in India, and multiple regression analysis was employed to analyze the data. The results indicate that all six factors significantly influence trading intentions, with risk management (β = 0.342, p < 0.001) and earning desires (β = 0.378, p < 0.001) having the strongest impact on Indian Cryptocurrency market arbitrage. The regression model explained 53% of the variance in trading intentions (R² = 0.53). Cryptocurrency market information is analyzed through the CoinGecko tool that provides charts, market capitalization, and blockchain data; multiple regression analysis is utilized to test the hypothesized relationships. This study reveals that traders’ investment decisions in cryptocurrencies are primarily driven by financial motivations, including potential high returns, diversification, and inflation hedging, as well as technological factors of decentralized finance, blockchain technology, and digitalized transactions. AcknowledgmentThe authors would like to convey their gratitude to Prof. Balakumar Pitchai, Director/Research, Training & Publications at the Office of Research & Development, Periyar Maniammai Institute of Science & Technology (Deemed to be University), India for his suggestions to improve the language of the manuscript.

Empirical studies indicate that utilitarian and hedonic shopping motivations have a profound effect on customer satisfaction in a physical brick-and-mortar shopping environment. Studies have also started to surface which underscore the importance of these motivations in the realm of e-commerce. The study, therefore, seeks to determine the antecedents of utilitarian and hedonic motivations for online shopping satisfaction. A quantitative research method with a descriptive research design was implemented in this study. The data was collected through a survey method from a sample of 215 online shoppers in an emerging economy, South Africa. The study utilised previously validated scales. Multivariate regression analysis was performed to determine the factors that influence utilitarian and hedonic motivations for online shopping satisfaction. The results reveal that information availability, cost saving, wider selection, convenience, and efficiency are the antecedents of utilitarian dimensions that determine online shopping satisfaction, while status, adventure, social shopping, idea shopping, and gratification are considered the antecedents of hedonic motivations of online shopping that influence satisfaction. The results of the study offer insight into why consumers engage in online shopping by determining the factors that influence utilitarian and hedonic motivations. Accordingly, the study offers practical recommendations to e-retailers on how to best serve their customers by focusing on the individual building blocks of utilitarian and hedonic shopping motivations.

Purpose: In contemporary times, augmented reality is a cornerstone technology within the tourism sector. Nonetheless, the inclination towards embracing and utilizing augmented reality applications in tourism hinges upon multifaceted determinants, meriting examination through the integrated lens of technology acceptance and use theory. Concurrently, these determinants sway individuals' hedonistic motivations to engage with such apps. This juncture holds significance for managerial considerations, delineating pivotal factors influencing the adoption of this technology. Hence, this present inquiry explores the nexus between the technology acceptance and use theory and the hedonistic motivations for tourism augmented reality apps on mobile platforms within the Iranian context.Method: The current research's statistical population consists of users of tourism augmented reality apps. The sample size is 201 users. The data collection tool is a questionnaire. A structural equation test was used to analyze the data.Findings: The research findings indicate that four factors, namely performance expectancy, effort expectancy, social influence, and facilitating conditions, have a positive and significant impact on the hedonic motivation to use tourism augmented reality apps. Moreover, all four factors of the Unified Theory of Acceptance and Use of Technology (UTAUT) positively influenced the intention to use augmented reality applications on mobile phones. Additionally, hedonic motivation was shown to positively and significantly affect the intention to use tourism augmented reality apps on mobile phones. Notably, hedonic motivation is a crucial mediator between the Unified Theory of Acceptance and Use of Technology (UTAUT) dimensions and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for performance expectancy and behavioral intention.Conclusion: This research investigates the factors influencing the motivation to use augmented reality (AR) apps in tourism. It finds that performance expectancy, effort expectancy, social influence, and facilitating conditions positively impact hedonic motivation for AR app usage. The study validates the Unified Theory of Acceptance and Use of Technology (UTAUT) for predicting AR app adoption. Notably, hedonic motivation mediates between UTAUT dimensions and intention to use AR technology, suggesting implications for enhancing AR app design in the tourism sector.

Background: Live streaming is a feature where sellers promote shops and products directly to buyers which can influence consumer's materialistic nature and hedonic motivation and might impact on purchasing decisions. Purpose: The objectives of this research include identifying segments of Shopee live streaming users, analyzing the influence of live streaming and materialism on hedonic motivation variables and purchasing decisions for fast fashion products, and finding out how to manage live streaming to increase purchasing decisions for fast fashion products. Design/methodology/approach: The analytical method used was SEM-PLS and the data obtained was 213 samples by quantitative descriptive methods. Findings/Result: The research results show that the live streaming and materialism variables have a significant positive influence on the hedonic motivation variable and purchasing decisions for fast fashion products. This is because the materialism indicator is closely related to the hedonic motivation indicator, so it supports consumers in making purchasing decisions on live streaming platforms. The live streaming variable has a direct influence on the purchasing decision variable. Conclusion: The recommendation for MSMEs in the fashion sector, it is hoped that they can take advantage of the features available on Shopee in implementing product marketing through e-commerce. Originality/value (State of the art): This is the first time someone has used the SEMPLS method to describe the relationship between factors and analyze factors on purchasing decisions. [ABSTRACT FROM AUTHOR]

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Empirical studies indicate that utilitarian and hedonic shopping motivations have a profound effect on customer satisfaction in a physical brick-and-mortar shopping environment. Studies have also started to surface which underscore the importance of these motivations in the realm of e-commerce. The study, therefore, seeks to determine the antecedents of utilitarian and hedonic motivations for online shopping satisfaction. A quantitative research method with a descriptive research design was implemented in this study. The data was collected through a survey method from a sample of 215 online shoppers in an emerging economy, South Africa. The study utilised previously validated scales. Multivariate regression analysis was performed to determine the factors that influence utilitarian and hedonic motivations for online shopping satisfaction. The results reveal that information availability, cost saving, wider selection, convenience, and efficiency are the antecedents of utilitarian dimensions that determine online shopping satisfaction, while status, adventure, social shopping, idea shopping, and gratification are considered the antecedents of hedonic motivations of online shopping that influence satisfaction. The results of the study offer insight into why consumers engage in online shopping by determining the factors that influence utilitarian and hedonic motivations. Accordingly, the study offers practical recommendations to e-retailers on how to best serve their customers by focusing on the individual building blocks of utilitarian and hedonic shopping motivations. [ABSTRACT FROM AUTHOR]

This article aims to provide a dataset on the factors affecting the online impulse buying behavior of university and college students in Vietnam. The examined factors include scarcity (SC), serendipity information (SI), trust (TR), hedonic motivation (HM), shopping lifestyle (SL), and product presentation (PP). In particular, the survey focuses on impulse shopping behavior on TikTok Shop, a rapidly growing e-commerce platform that is increasingly popular among Generation Z in Vietnam and other Asian countries. The data collection process was conducted from January 2024 to March 2024 through an online questionnaire and resulting in 361 valid responses from 10 provinces and cities in the Mekong Delta. This dataset could be valuable for enterprises operating on TikTok Shop or those planning to join the platform by providing insights into consumer behavior. Furthermore, it facilitates broader comparative studies across different regions or shopping platforms.

This research developed a theoretical framework based on the uses and gratification theory to investigate the intention to continue usage of Health and Fitness Apps (HFAs). In addition, this study explored how health valuation moderates the relationship between determinants and users’ intention to continue usage. A total of 447 HFA users’ data was collected from Delhi NCR, India through a purposive sampling technique. Partial least square-structure equation modeling was used to test the role of potential predictors influencing users’ behavioral intention to continue. The machine learning algorithms were employed to identify the features of importance. The results revealed that system quality, networkability, recordability, and task technology fit have a positive influence on hedonic motivation and utilitarian motivation. While information quality influences hedonic motivation but does not affect utilitarian motivation. Health valuation positively moderates the relationship between information quality, system quality, and networkability to intention to continue usage. We also observed that hedonic motivation emerged as a key predictor of users’ intention to continue usage of HFAs. The results would possibly offer useful recommendations for HFA developers, marketers, and health policymakers. The quality of fitness apps should be the primary concern of app developers. Furthermore, gamification can be incorporated into HFAs as it may influence the users’ hedonic motivations. The research contributes by developing a uses and gratification theory tailored for the HFAs. Additionally, this research incorporates hedonic and utilitarian motivation as mediating variables and health valuation as a moderator.

AbstractBuilding upon the stimulus-organism-response (S-O-R) and the hedonic motivation theories, this study aims to assess the effects of consumer awareness variables viz. unhealthy product knowledge (PK), brand expertise (BE), perceived price and tax policy interventions (PTP), and personality traits variables vz. materialism (MT) and buying impulsiveness (BI) on consumers’ purchase intention toward unhealthy products. The study used a between-subjects experimental design to form control (n = 341) and experiment (n = 355) groups before treating the experiment group with health warnings and persuasive audio-visual commercials. After stimuli creation, both groups were asked to fill a questionnaire. We employed CB-SEM in AMOS v.24.0 to assess the model’s global fit indices, reliability and validity, hypotheses testing. The results affirm that the model meet the criteria of global fit indices and meet the assumptions of reliability (unidimensionality of the scales) and validity (convergence and divergence). Further, the results of hypotheses testing show that BE, MT, and BI increase purchase intention, demonstrating that hedonic motivations prevalent in youngsters override health warnings. Surprisingly, PTP and PK do not appear to influence purchasing intent, reinforcing impulsive buying and materialistic personality traits of respondents. The findings imply that companies counterbalance statutory health warnings with attractive advertising. Because PTP and PK have little effect on purchase intentions, the government can maximize revenue by taxing unhealthy products, thereby protecting public health. The findings provide valuable insights into consumer behavior for marketing academics, retailers, consumer marketing companies, and indirect tax policymakers.

In the fast-paced world of online commerce, understanding the psychological drivers behind consumers' impulse purchase intentions of discounted products is essential for businesses seeking to optimise their ecommerce strategies and drive sales. This article aims to synthesise key insights into the interplay between hedonic motivation, fear of missing out (FoMO) and other psychological factors influencing online impulse buying behavior. Hedonic motivation, driven by the pursuit of pleasure and enjoyment, plays a central role in shaping consumers' preferences, choices, and purchase decisions. When coupled with the fear of missing out (FoMO), characterised by the fear of being excluded from rewarding experiences or opportunities, hedonic motivation intensifies consumers' desire to act quickly and make impulsive purchases, particularly when presented with limited-time discounts or attractive offers. Discounted products, with their perceived value and scarcity, serve as potent triggers for impulsive buying behavior, as consumers strive to capitalise on the opportunity for pleasure and gratification while avoiding feelings of regret or exclusion. Factors such as social comparison, emotional triggers, and perceived risk further influence consumers' online impulse purchase intentions, driving them to seek validation, relief, or reassurance through their purchasing decisions. Businesses can leverage these insights to design targeted marketing strategies, personalised offers, and compelling shopping experiences that resonate with consumers' hedonic motivations and address their fears of missing out. By employing behavioral nudges, visual appeals, and social proof cues, businesses can create a sense of urgency, enhance perceived value, and mitigate perceived risk, ultimately driving impulse purchases and increasing conversion rates in the competitive digital marketplace. By considering the multifaceted impact of hedonic motivation, FoMO and other psychological factors on consumers' online impulse purchase intentions of discounted products, businesses can create engaging online shopping experiences that foster customer satisfaction, loyalty, and long-term success.

Indonesia is currently facing the rapid growth of social commerce that can be observed through the immense growth of Gross Merchandise Value (GMV), which is projected to increase continuously. The popularity of social commerce itself allows social and shopping activities to be carried out on the same platform, causing changes in people's shopping behavior. This study aims to examine the phenomenon of impulsive buying on social commerce platforms from the perspective of IT Affordance and Hedonic Motivation by implementing the stimulus-organism-response (SOR) theory. Data collection in this study was conducted online through a survey involving 203 TikTok user respondents who had made purchases through the TikTok application in the last 1 year, used TikTok for more than 6 hours each week, and lived on the island of Java, Indonesia. The research results prove that IT affordance has a significant effect on trust and flow experience. Hedonic motivation, trust, and flow experience have a positive and significant influence on the urge to buy impulsively. The urge to buy impulsively has a positive and significant influence on impulsive buying, which is strengthened by the fear of missing out. [ABSTRACT FROM AUTHOR]

The diversity of e-wallet products has changed many consumer shopping patterns. This study aims to analyze the factors that influence the intention to use. The approach used is to adopt the Technology Acceptance Model (TAM). The respondents of this study were the general public in the city of Padang (n = 100). Multiple regression analysis is used to test the research hypothesis with the help of the STATA application. The findings of this study indicate that the variables Perceived usefulness, perceived ease of use, and hedonic motivation have a positive and significant effect on the intention to use. Interesting findings in this study where the hedonic motivation variable has the largest proportion of the coefficient on intention to use the Link Aja e-wallet in Padang City. Apart from that, the reasons for using LinkAja are more dominated by the need to purchase/top up. The implications of this research can be adopted for e-wallet manufacturers to continue to increase the diversity of payment methods. Future research should consider cross-generational aspects, gender differences, and personality aspects so that research results can be better generalized.

This study investigates the influence of hedonic motivation and brand love on the impulsive buying behavior of Muslim fashion products, with positive emotion as an intervening variable. The research focuses on millennial and Gen Z women as the target respondents. The data was collected using an online questionnaire distributed to 150 female respondents aged between 18 and 35 years old. The results of the analysis, conducted using the Structural Equation Modeling (SEM) technique with Smarts software, revealed several important findings. The results indicate that hedonic motivation has a significant positive effect on impulsive buying behavior of Muslim fashion products (t-statistic = 3.082, P < 0.05), supporting H1. Similarly, brand love also shows a significant positive influence on impulsive buying behavior (t-statistic = 2.234, P < 0.05), supporting H2. However, the relationship between positive emotion and impulsive buying was found to be non-significant (t-statistic = 1.091, P > 0.05), rejecting H3. Furthermore, hedonic motivation was found to have a positive effect on positive emotion (t-statistic = 2.644, P < 0.05), supporting H4. Brand love also has a positive impact on positive emotion (t-statistic = 5.179, P < 0.05), supporting H5. These findings provide insightful information for marketers and businesses to understand the purchasing behavior of millennial and Gen Z women when it comes to Muslim fashion products. The study suggests that while hedonic motivation and brand love directly influence impulsive buying behavior, positive emotion does not fully mediate these relationships. Future research could explore additional variables to enhance the understanding of impulsive buying behavior in the context of Muslim fashion products.

This study aims to determine the factors influencing Gen Z members in Indonesia using P2P lending applications. This study extended TAM by collaborating with important constructs, such as trust, perceived risk, and hedonic motivation, to explain Generation Z’s intention to use P2P lending applications. This study utilized an online survey to acquire data. The total sample size was 305 users of P2P lending applications from Generation Z. The obtained data were then analyzed using PLS-SEM. The results show that perceived usefulness has no effect on the intention to use P2P lending applications. Meanwhile, trust mediates the relationship between perceived ease of use and perceived usefulness on intention to use P2P lending applications. The results show that Generation Z's intention to use P2P lending applications is influenced by technological sophistication factors, the belief that P2P lending applications guarantee their privacy concerns and security risks, and the existence of pleasant experiences.

This study aims to investigate the factors influencing consumers’ intention to adopt health fitness apps. The target population for this study were current users of health fitness apps. The data collection process was completed using a Google e-mail form with a cover letter for the convenience of customers, wherein 308 respondents were the final sample size. Data were collected from current members of health clubs and fitness centers in Dhaka, Bangladesh. Most of the respondents were males (56%, n = 308), whereas females were 44%, n = 134. Five-point Likert scale was used, where ‘1’ means ‘Strongly Disagree’ and ‘5’ ‘Strongly Agree’, to clarify the item-wise questionnaire. SPSS data analysis software for research purposes was used to evaluate the hypotheses. Cronbach Alpha (α) value was used to justify the reliability of the variables. Four items measure price value; perceived performance, health consciousness, facilitating condition, hedonic motivation are measured by two items; self-efficacy – by three. The results show that the selected six determinants positively and significantly affect consumers’ intention to use health fitness apps. Overall, these variables can explain 55.50% of the variance in predicting behavioral intentions to adopt health fitness apps. Furthermore, this results could provide significant clues to health fitness app developers that can severely influence users to adopt health fitness apps for their wellbeing.

This study looks into eco-friendly transactions via mobile payment (MP) adoption in the context of a global emphasis on responsible innovation and sustainable consumption. Focusing on MP adoption in Taiwan and the Philippines and utilizing SPSS and PROCESS tools, we uncover distinct patterns. The Philippines highlights the impact of social factors on hedonic motivations driving MP adoption, whereas Taiwan emphasizes functional aspects, underlining the need for region-specific strategies. By analyzing the interplay between hedonic and utilitarian motives, our research contributes to discussions on environmentally conscious transactional choices in diverse cultural contexts. We emphasize the seamless integration of FinTech innovation and ethical consumer decisions, advocating for sustainable practices in everyday financial transactions. Our findings address contemporary concerns about business ethics, environmental sustainability, and responsibility, offering a roadmap for fostering greener consumer behaviors. [ABSTRACT FROM AUTHOR]

The role of social influence (SI) as a determining factor in accepting new technologies has been addressed in several studies using the initial or extended technology acceptance model (TAM). This research uses an adaptation of the extended technology acceptance model (TAM) to analyze the behavioral intention of Romanian consumers regarding the use of energy efficiency smart solutions (EESS) under the effect of social influence. Data were processed with the structural equation modeling technique (PLS-SEM). The sample consisted of 302 domestic electricity consumers in Romania. The study's findings show that the respondents' perceptions of the two social influence dimensions—network of friends, colleagues, or family (SI_FF); and public space (SI_PS)—and their effects on other conceptual model variables are significantly different. The main implications highlight that the proposed model addresses social influence on two levels (SI_FF and SI_PS), to highlight not only the differences in users' perceptions, but also the main directions in which efforts to promote these technologies should be focused more intensively, in the context of implementing European policies regarding the reduction of energy consumption at the level of household consumers. An important component of the proposed model is the analysis of the role of hedonic motivation constructs, expected performance, perceived usefulness, and perceived ease of use in mediating the relationship between social influence and behavioral intention to use. [ABSTRACT FROM AUTHOR]

Purpose – With the advent of the COVID-19 and increased access to Internet technologies, students tend to use e-learning technologies for improved academic results, and since then, improving student engagement in a virtual space became a difficult task for educational institutions globally. The present study aims to examine the effect of key e-learning factors (i.e. perception, hedonic motivation (HM), usefulness, empowerment and attitude) on student engagement among open and distance learners (ODLs) of the central region of India. Design/methodology/approach – Simple random sampling was applied to collect data from ODLs of Chhattisgarh. ODLs who are using e-learning platforms for at least one year were chosen to be the participant in the study. The authors collected 1,137 responses using both online and offline modes of collection. Findings – The test results indicated that usefulness, HM and attitude factors were found to have a significant relationship with student engagement in e-learning, while perception and empowerment variables did not contribute to the engagement of students. Originality/value – The present study is novel in its approach. It clarifies the key factors to student engagement which might increase the students' level of involvement in e-learning technologies, if these factors are addressed tactfully by the educational institutions or concerned administration.

In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.

This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model (SEM) analysis technique. The findings confirm that hedonic motivation and self-image congruence are drivers of brand attachment and increase consumers' purchase intentions. JEL : M30, M31. ABSTRAK Penelitian ini mencoba mengembangkan model konseptual secara empiris tentang pengaruh brand attachment, self-image congruence, dan brand experience terhadap niat beli. Peneliti menemukan bahwa keterikatan merek dan keselarasan citra diri tidak optimal untuk perusahaan merek mewah, meningkatkan kemungkinan mereka memengaruhi niat beli konsumen merek mewah. Fokus penelitian ini adalah mengkaji perdebatan atas temuan peneliti sebelumnya mengenai pengaruh variabel motivasi hedonis dan keselarasan citra diri pada model berbasis teori keterikatan dan menggunakan keterikatan merek sebagai variabel inti. Penelitian ini juga menggabungkan teori keterikatan dan teori keselarasan diri untuk memecahkan masalah tersebut. Pemilihan sampel menggunakan strategi purposive sampling dengan karakteristik responden Indonesia yang pernah menggunakan merek-merek mewah. Sebanyak 354 dari 375 responden berhasil dikumpulkan dan diuji sampelnya, sekitar 21 kuesioner berisi data yang tidak memenuhi syarat. Pengujian hipotesis akan menggunakan teknik analisis SEM (Structural Equation Model). Temuan mengkonfirmasi bahwa motivasi hedonis dan keselarasan citra diri adalah pendorong keterikatan merek, dan dapat meningkatkan niat beli konsumen. Kata Kunci : keterikatan merek, kesesuaian citra diri, motivasi hedonis, pengalaman merek, niat beli

This empirical study aims to identify and evaluate the crucial factors that influence customer satisfaction and their intention to reuse a food ordering app (FOA) in Ho Chi Minh City (HCMC), Vietnam. A data sample of 413 observations from customers who used the FOA was used to test hypotheses using a quantitative technique and a structural linear model. The results indicated that among the four key factors, performance expectancy, price value, and online reviews had direct and indirect effects on customers' continued intention to use the FOA. By contrast, hedonic motivation only had an indirect effect. Satisfaction level was the mediating factor that affected customers' continuance intention. This study provided insights into the online service and how the key factors affected customers' satisfaction level towards the intention to reuse the FOA. When the management of the online providing service improves the key factors - performance expectancy, hedonic motivation, price value, and online reviews - they will improve the level of satisfaction towards the intention to reuse the FOA of customers in HCMC. The management of food companies should refer to this research model for restructuring and improving their business to satisfy the needs and wants of their target customers in the competitive market. [ABSTRACT FROM AUTHOR]

In this study, we examined the influence of users' experiences with the unified payments interface (UPI) system on the usage behavior of central bank digital currency (CBDC) in India. Our research developed a novel conceptual framework that investigated the relationships between technology, cognitive factors, and behavioral intentions towards CBDC use. The framework integrated UPI usage experience as a moderator within existing models of behavioral intentions and use behaviors. We collected data through a survey conducted in major Indian cities during the pilot launch of CBDC. By utilizing a partial least squares structural equation model (PLS-SEM), we analyzed the proposed model and the relationships between the constructs. Our findings revealed the significant impact of hedonic motivation and performance expectancy on users' behavioral intentions towards CBDC. Social influence also played a significant role in CBDC usage. Furthermore, we identified that prior UPI usage negatively moderated the relationship between performance expectancy and behavioral intention, as well as the relationship between social influence and use behavior. However, prior UPI usage did not significantly moderate the relationships between perceived risk, hedonic motivation, behavioral intention, and use behavior. These findings contribute to our understanding of the factors influencing CBDC adoption and usage behavior in India. [ABSTRACT FROM AUTHOR]

As the number of internet users and social media users grows, it has a beneficial influence on businesses in attracting various types of business possibilities to market and launch their products via the internet or social media. Instagram is a social network frequently used by businesses in Indonesia to launch, advertise, and update their customers about their products. The Instagram advertising function can give a new option for businesses to help sell their products. This study aimed to determine the effect of interactivity on advertising on social media Instagram through hedonic motivation on consumer purchase intention in the Bandung. The quantitative research approach utilized the SEM (Structural Equation Model) analytical methodology and SmartPLS software. This study's participants were 400 Instagram social media users in Bandung who had viewed advertising presented on Instagram. According to the findings of this study, the interaction that comes from advertising material via hedonic motivation has little influence on the purchase intention of Instagram users who have seen commercials promoted in Bandung. Further researchers can add more unknown factors to determine the impact of interaction on customer purchase intention in Instagram advertising via hedonic motivation. Furthermore, other researchers can do the same research but with other research objects, and the findings can be utilized to compare with this research.

IntroductionHuman motivation for happiness involves two main orientations of hedonia and eudaimonia. Numerous studies have shown that hedonic motivation has a much smaller effect on happiness outcomes than eudaimonic motivation, but little is known about the reasons for this. According to the Self-Determination Theory and the Levels of Valence Model, this may be related to the different goal conflicts and mixed emotions elicited by the two motivations. To demonstrate this, the study examined the mediating effect of the above two variables between happiness motivation and life satisfaction. Furthermore, it explained why hedonists are less happy than eudaimonists by comparing the two happiness motivations in terms of their respective path effects.MethodsThe study randomly selected 788 college students from 13 different provinces of China to examine the relationships between hedonic motivation, eudaimonic motivation, goal conflict, mixed emotions, and life satisfaction.ResultsThe result showed that (1) the direct effect of hedonic motivation on life satisfaction was marginally significant, and the effect size was much smaller than that of eudaimonic motivation. (2) The direct and indirect effects of hedonic motivation were the opposite, with a large suppressing effect. In contrast, all paths of eudaimonic motivation positively affected life satisfaction. (3) Hedonic motivation negatively influenced life satisfaction through mixed emotions and the chain mediating effect of goal conflict and mixed emotions, whereas eudaimonic motivation positively influenced life satisfaction through these two mediating paths. (4) The effects on all paths of hedonic motivation were significantly smaller than those of eudaimonic motivation, except for the path mediated by goal conflict.DiscussionThis study explains why hedonists are less happy than eudaimonists from the perspective of goal pursuit, emphasizes the critical role of differences in goal pursuit state and experience between happiness motivation and life satisfaction, and provides new ideas for the study of the influence mechanism of happiness motivation. At the same time, the deficiencies of hedonic motivation and the advantages of eudaimonic motivation presented by the study provide directions for cultivating happiness motivation for adolescents in the practice field.

An online event, such as an online concert or online graduation, has been widely utilized as one of the solutions to connect people during the COVID-19 pandemic. The purpose of this study was to determine factors affecting behavioral intention to organize an online event during the COVID-19 pandemic by integrating Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Overall, 366 sets of data were collected from respondents through a convenience sampling approach from several social media platforms. They were asked to fill the online questionnaire which had 40 questions under 8 segments. Structural equation modeling (SEM) showed that hedonic motivation was found to have the strongest effect on attitude, which subsequently led to behavior intention. In addition, online event promotion and perceived usefulness were also found to have significant effects on attitude, which also subsequently led to behavior intention. This study is one of the first studies that explored the behavioral intention to utilize an online event during the COVID-19 pandemic. The findings would be beneficial mainly for online event organizers, particularly for enhancing the online event performance based on the contributing factors. Additionally, this study could act as a stepping stone to help future researchers understand online event better. Finally, the technology acceptance model and theory of planned behavior in this study can be extended for exploring the acceptance of an online event worldwide. [ABSTRACT FROM AUTHOR]

Information technology has been seen to improve rapidly over the last decade. This increase was due to the increase in the number of internet users and advances in mobility technology(Aswani et al., 2018). The presence of non-banking institutions engaged in the world of digital technology has begun to reduce the dominance of conventional banking institutions that has been going on so far(Fahlevi, 2021). The growing complexity of consumer needs, the increasing cost of traditional methods and the need for innovative customer-centric solutions make it necessary to design alternative mobile-based technologies as business solutions(Kuganathan & Wikramanayake, 2014). These various things have created tremendous opportunities to innovate through online-based payment systems(Fahlevi & Alharbi, 2021). The Less Cash Society (LCS) is an effort by Bank Indonesia to increase the use of non-cash transactions. [ABSTRACT FROM AUTHOR]

This article aims to provide a dataset on the factors affecting the online impulse buying behavior of university and college students in Vietnam. The examined factors include scarcity (SC), serendipity information (SI), trust (TR), hedonic motivation (HM), shopping lifestyle (SL), and product presentation (PP). In particular, the survey focuses on impulse shopping behavior on TikTok Shop, a rapidly growing e-commerce platform that is increasingly popular among Generation Z in Vietnam and other Asian countries. The data collection process was conducted from January 2024 to March 2024 through an online questionnaire and resulting in 361 valid responses from 10 provinces and cities in the Mekong Delta. This dataset could be valuable for enterprises operating on TikTok Shop or those planning to join the platform by providing insights into consumer behavior. Furthermore, it facilitates broader comparative studies across different regions or shopping platforms., (© 2024 The Author(s).)

In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers’ completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic.

The role of social influence (SI) as a determining factor in accepting new technologies has been addressed in several studies using the initial or extended technology acceptance model (TAM). This research uses an adaptation of the extended technology acceptance model (TAM) to analyze the behavioral intention of Romanian consumers regarding the use of energy efficiency smart solutions (EESS) under the effect of social influence. Data were processed with the structural equation modeling technique (PLS-SEM). The sample consisted of 302 domestic electricity consumers in Romania. The study’s findings show that the respondents’ perceptions of the two social influence dimensions—network of friends, colleagues, or family (SI_FF); and public space (SI_PS)—and their effects on other conceptual model variables are significantly different. The main implications highlight that the proposed model addresses social influence on two levels (SI_FF and SI_PS), to highlight not only the differences in users’ perceptions, but also the main directions in which efforts to promote these technologies should be focused more intensively, in the context of implementing European policies regarding the reduction of energy consumption at the level of household consumers. An important component of the proposed model is the analysis of the role of hedonic motivation constructs, expected performance, perceived usefulness, and perceived ease of use in mediating the relationship between social influence and behavioral intention to use.

The COVID-19 pandemic affected tourists' traveling behavior and resulted in the stoppage of Bali's tourism growth. Hence, this study aimed to determine the factors that influence Indonesians to travel to Bali during the COVID-19 pandemic by utilizing the extended theory of planned behavior (TBP) approach. A total of 269 respondents participated in the survey and answered forty (40) questions developed from seven (7) latent variables. Structural equation modeling (SEM) specified that hedonic motivation had the highest direct effect on tourist traveling intention, followed by attitude, and COVID-19 safety protocols. Meanwhile, social media influence, perceived behavioral control, and subjective norms were insignificant to tourists' intention to travel during the COVID-19 pandemic. These findings contributed to the proposed strategies that increased the number of local and international tourists. Since this study aimed to stabilize the tourism sector and improve the economy in Bali, the government and tourism stakeholders benefit from the results. [ABSTRACT FROM AUTHOR]

Smart home services are a new generation of consumer services. Supported by the Internet of Things (IoT) technology, they deliver security, comfort, entertainment, assisted living, and efficient management of the home to improve the quality of life of consumers. As the availability of smart home services expands, there is still a lack of understanding of what motivates their continuing use and how the penetration of smart devices and services in the home environment affects individual well-being. We develop a research model combining hedonic and eudaimonic motivations with the unified theory of acceptance and use of technology 2 (UTAUT 2) to evaluate the impacts on well-being. The model is estimated using partial least squares based on a sample of 260 survey responses. The results show that hedonic motivation associated with the adoption of some smart home services moderates continuing use. Additionally, the results suggest a positive relationship between the use of IoT smart home services and well-being. Furthermore, hedonic and eudaimonic motives have a substantial effect on the use behavior of smart home services and ultimately on well-being. [ABSTRACT FROM AUTHOR]

The development of the internet which is integrated with the smartphone application technology has made the business of transportation service innovate by adopting online transportation applications. Online transportation applications are important to know whether the technology is really accepted by users. This paper provides literature  for use as a reference in research into the acceptance and use of information technology with the UTAUT2 model. GOJEK is an online transportation application that provides solutions and convenience in daily activities. In fact, the desire to use the GOJEK application is not only because of the need for convenience, but also because of the urge to get pleasure and habits using the GOJEK application in daily activities. In proving the statement, this research builds a conceptual model and hypothesis formulation that is used to conduct research on the use of online transportation applications. This study will use sample of 130 customers who have used the GOJEK application for 1 or 3 months, then the data will be processed using PLS.

In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer's attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers' completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic. [ABSTRACT FROM AUTHOR]

The Indian economy primarily is cash based economy. The announcement made by the Prime Minister on 8th November, 2016 hit our economy very badly especially rural economy where people use cash for their daily transactions. The announcement was to make India cashless economy and also to stop the black money through Demonetisation. This decision creates chaos among the people in India. There was long snaking lines outside banks and ATM's. Due to lack of disposable income in the hands of consumers, the way of making payment has been changed. This paper focuses on the buying behavior of consumers that is how the purchasing pattern of consumers changed from physically to electronically. In the cashless economy it is become necessary for a consumer to have the knowledge of digital payment system. The analysis has been done with the help of UTAUT model. The data used in this study is secondary data as well as primary data. The result of this study will reveal that how different attributes related with the consumer intention to adopt the digital payment systems. The purpose of this study is to find out the actual usage of digital payment system in India. The conceptual framework used in this study is based on UTAUT model and other author's research papers. Data collected through questionnaire. This study will be helpful for the researchers, digital payment service providers for getting knowledge about the adoption of digital payments modes in India. [ABSTRACT FROM AUTHOR]

The focus of the study was to determine the factors that influence the acceptance and use of online feedback in an undergraduate module using the modified unified theory of acceptance and use of technology (UTAUT2). The participants were third-year pre-service teachers in the Bachelor of Education degree who were taking a fully online Teaching Studies module, in addition to their specialist subject areas at one of the universities in South Africa. A survey instrument was developed from the original UTAUT2 instrument and modified where appropriate, to fit the formative feedback context. Exploratory factor analysis was used to validate the instrument. The validated instrument yielded respectable reliability and construct validity. Confirmatory factor analysis verified the measurement model. The findings suggest that hedonic motivation, perceived relevance, habit, and social influence significantly affect the behavioral intention to use and accept online formative feedback, accounting for 63.6% of the variance explained, hence, signifying their importance. [ABSTRACT FROM AUTHOR]

Purpose – The study assesses the effect of hedonic and utilitarian motivations on the perception of atmosphere and service quality, on satisfaction, and on repurchase intention in a Brazilian retail chain of silver jewelers. Design/methodology/approach – A mall-intercept survey of 160 consumers and a structural equation model analysis were conducted using the SmartPLS software. Also, the research data were subjected to partial least squares multigroup analysis (PLS-MGA). Findings – In general, the store’s display/layout and customer service significantly impacted the customer’s satisfaction and repurchase intention. Utilitarian consumers showed greater satisfaction in stores with background music. Hedonic consumers showed a strong relationship between the store display/layout and the customer service, and also between satisfaction and repurchase intention, indicating that the satisfaction they encounter with the store’s atmosphere and service leads to repurchase intention. Originality/value – Hedonic and utilitarian consumers differ in the cognitive procedures that are activated while shopping. By offering a store atmosphere tailored to the customers’ orientations and decisions, retailers can increase consumer satisfaction of both hedonic and utilitarian consumers. In theory, the study addresses consumer motivation theory within the retail atmosphere, specifically gift shops in the silver jewelry segment.

The purpose of this study is to find out and expand the shopping motivations that encourage consumers to use Nike shoes counterfeit products. This study uses descriptive research with quantitative survey research arch analysis techniques with a questionnaire as a data collection tool. The measurement scale used in this study is a Likert scale. Data analysis method used is descriptive analysis with SPSS for Windows. The results Showed that hedonic motivation predominates in encouraging consumers to buy and use the Nike shoe s counterfeit products Compared to the utilitarian motivation.

Mobile banking has been popular as banking service in a couple of years. Many banks in Indonesia have their service, which gets attention from the customers and this make customers use mobile banking service. The study aims to examine the infl uence of perceived usefulness, compatibility, relative advantage, hedonic motivation, and perceived risk on the usage of mobile-banking of Bank Mandiri Surabaya by customer’s behaviour intentions. The data were collected by using questionnaires to 125 responden that use Mandiri mobile-banking. The sample was taken by using a judgement sampling. The hypotheses were analyzed using a partial least square. This research represents to perceived usefulness, compatibility, relative advantage, hedonic motivation and perceived risk. The results shows that perceived usefulness and relative advantage have positive and significant effect, a while compatibility and hedonic motivation have a positive effect but not signifi cant and last perceived risk has a signifi cant and negatif effect on behaviour intentions.

The coronavirus disease 2019 (COVID-19) pandemic will have a large impact on the publishing industry. This research aims to investigate the influences of the COVID-19 pandemic situation, utilitarian and hedonic motivations on consumer intention to buy books online. It conceptualizes the effects of the COVID-19 pandemic as situational influences, which involve the closure of physical bookstores, health risks associated with visiting such stores, online shopping trend and additional marketing efforts from online bookstores during the pandemic. Data were collected from 275 Vietnamese consumers using an online survey. Multivariate data analysis reveals that the COVID-19 pandemic situation has a positive and significant impact on consumer intention toward online book shopping. Furthermore, while utilitarian motivation exerts a strong effect on consumer intention to purchase books online, the relationship between hedonic motivation and online purchase intention is positive but insignificant. These findings would assist key stakeholders such as publishers and online bookstores to improve the quality of their websites as well as develop their marketing campaigns. [ABSTRACT FROM AUTHOR]

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