The Impact of utilitarian and hedonic product information on customer engagement in online retail.

Subject Areas : مدیریت

masumeh fardi ¹ , Seyed Hamid Khodadad Hosseini ^{2 *} , Beytollah Akbari Moghaddam ³

1 - 1 PhD Student, Department of Marketing Management, Islamic Azad University of Qazvin, Qazvin, Iran
2 - Professor, Department of Business Administration, Tarbiat Modares University, Tehran, Iran (Corresponding author)
3 - Associate Professor, Department of Economic Sciences, Islamic Azad University of Qazvin, Qazvin, Iran

Received: 2024-09-25 Accepted : 2025-04-06 Published : 2025-08-21

Keywords: Hedonic product, Utilitarian product, Online retail, Customer engagement,

Abstract :

The objective of this research is to examine the impact of utilitarian and hedonic product information in an online retail setting on customer engagement from a psychological perspective. This study was conducted on a population of students using a random sampling method, with a sample size of 360 students through a questionnaire. The research model is grounded in the theory of engagement and the commitment-engagement theory, in which the descriptions of utilitarian and hedonic products, as well as customer engagement, are presented as multidimensional constructs. The research model was examined using a second-order covariance-based structural equation modeling technique. The validity and reliability of the measurement instrument have been supported by various indices. The model's validity is supported by goodness-of-fit indices, and the results of the analysis support a positive and significant impact of utilitarian and hedonic product information in online retail on customer engagement. Despite the higher impact coefficient of utilitarian product information compared to hedonic information, no significant difference in the magnitude of the coefficients was observed. The research suggests that retailers should optimize product descriptions in the online retail space to attract more customers. The novelty of this research lies in the combination of two engagement theories in the research model and the application of core concepts as multidimensional constructs, examining them within a single model.

References:


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