Empirical Study of Hedonic and Utilitarian Attitudes toward Network Consumption
Hailin Su, Dake Qian, Fang Fang, Kai-li Yu
Available Online October 2013.
- https://doi.org/10.2991/iaw-sc.2013.162How to use a DOI?
- Consumption propensities, hedonic, network consumption, utilitarian
- 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.
- 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 -