The Effects Of Utilitarian And Hedonic Online Shopping Value On Consumer Perceived Value

Mohammad, Mohammad and , Soepatini, Ph.D (2016) The Effects Of Utilitarian And Hedonic Online Shopping Value On Consumer Perceived Value. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

study aims to determine how hedonic and utilitarian value influences on perceived value in shopping activities hrough e-commerce. Two questions that this research seeks to answer are: (1) the effect of utilitarian on perceived value of e-commerce consumer, (2) the effect of hedonic value on perceived value of e-commerce consumer. This research is quantitative research because the data obtained is in numbers derived from questionnaire. Non-probability sampling is used in taking the sample. The data were collected from 220 respondents’ who have made a purchase through an e-commerce. The data were analyzed using multiple linear regression analysis. The result of the research shows: (1) utilitarian value has positive and significant effect on perceived value of e-commerce consumers. (2) hedonic value has positive and significant effect on perceived value of e-commerce consumers.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	utilitarian value, hedonic value, perceived value, e-commerce
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MOHAMMAD
Date Deposited:	08 Nov 2016 05:12
Last Modified:	08 Nov 2016 05:12
URI:	http://eprints.ums.ac.id/id/eprint/47992

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