Proceedings of the 2013 International Academic Workshop on Social Science

Empirical Study of Hedonic and Utilitarian Attitudes toward Network Consumption

Authors
Hailin Su, Dake Qian, Fang Fang, Kai-li Yu
Corresponding Author
Hailin Su
Available Online October 2013.
DOI
https://doi.org/10.2991/iaw-sc.2013.162How to use a DOI?
Keywords
Consumption propensities, hedonic, network consumption, utilitarian
Abstract
Due to the rise of the network society, consumption structure has consequently changed. The network consumption as a new consumption pattern became popular in the world. This paper did a creative research about the impact of hedonic and utilitarian attitudes of the consumer taking the network as consumer environment on spending propensities of consumers. This article, from the perspective of consuming attitudes of consumers, builds both hedonic and utilitarian attitudes of network consumption and tests the effect of these two attitudes on network consumption propensities through empirical research. The study found that hedonic attitude has a prominently positive effect on the network propensity to consume, and utilitarian attitude has a negative but indistinct impact on network consumption.
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Proceedings
Part of series
Advances in Intelligent Systems Research
Publication Date
October 2013
ISBN
978-90-78677-84-0
ISSN
1951-6851
DOI
https://doi.org/10.2991/iaw-sc.2013.162How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Hailin Su
AU  - Dake Qian
AU  - Fang Fang
AU  - Kai-li Yu
PY  - 2013/10
DA  - 2013/10
TI  - Empirical Study of Hedonic and Utilitarian Attitudes toward Network Consumption
PB  - Atlantis Press
SP  - 732
EP  - 735
SN  - 1951-6851
UR  - https://doi.org/10.2991/iaw-sc.2013.162
DO  - https://doi.org/10.2991/iaw-sc.2013.162
ID  - Su2013/10
ER  -