The nexus between utilitarian and hedonic motivations, online shopping satisfaction, and purchase intentions

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This study examines the nexus between utilitarian and hedonic motivations, online shopping satisfaction, and purchase intentions, focusing on the mediating role of online shopping satisfaction. Employing a descriptive research design and a single cross-sectional survey in South Africa, the results indicate that both utilitarian and hedonic motivations are significant predictors of online shopping satisfaction, which, in turn, influences purchase intentions. However, utilitarian motivations exhibit a stronger predictive power for online shopping satisfaction than hedonic ones. Further, online shopping satisfaction does not mediate the relationship between utilitarian motivations and purchase intentions; however, it partially mediates the relationship between hedonic motivations and purchase intentions. By balancing utilitarian and hedonic elements, business managers can cater to diverse motivational needs, fostering stronger customer relationships and increasing revenue potential.

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