Consumer Shopping Motivations with Facebook Retailers: Utilitarian Versus Hedonic
Description:
Retailers increasingly are connecting with consumers using social media. This two-way, networked communication method facilitates word-of-mouth that may ultimately impact retailer loyalty. The purpose of this study was to examine motivations of consumers’ purchase intention from apparel Facebook retailers, and the relationship between purchase intention and loyalty. Consumer motivations were examined in terms of the utilitarian values of cost, convenience, and information and the hedonic values…
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Date:
May 2014
Creator:
Anderson, Kelley B.
Partner:
UNT Libraries