Utilitarian and Hedonic Motivations: Its Influences on Search and Purchase Intention on Instagram

Soebandhi, Santirianingrum (2019) Utilitarian and Hedonic Motivations: Its Influences on Search and Purchase Intention on Instagram. EOM Society International. (Unpublished)

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Abstract

Instagram as one of the most active social media platform in Indonesia has made businesses to use it as one of their marketing strategies. Recognizing users’ motivation to be active in Instagram enables digital retailers to optimize this platform to market their products. The purpose of this study is to analyze the relationship among the shopping, utilitarian and hedonic motivation on consumers’ intention to search the information or to do shopping on Instagram. This study involved 128 Instagram users aged 17-45 years old. An online questionnaire was used as the data collection, then it was analyzed using SEM-PLS. The result shows that hedonic motivation does not motivate the consumers to search the information on Instagram. Moreover, utilitarian motivation and search information are not as a predictor of online purchasing. Considering the platform chosen is able to influence the information search intention and purchasing, thus this study paves the way on how an individual having interaction through social media, especially Instagram. Keywords Utilitarian motivation, hedonic motivation, search intention, purchases intention, Instagram

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 04:31
Last Modified:	20 May 2021 04:31
URI:	http://erepository.uwks.ac.id/id/eprint/8935

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