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The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross-cultural analysis

Author

Listed:
  • R. Filieri

    (Audencia Business School)

  • L. Hu
  • F. Acikgoz
  • L. Zollo
  • R. Rialti

Abstract

Mobile devices are ubiquitous in the lives of modern consumers, who use them for information-seeking and purchasing activities, fostering the emergence of m-commerce. This trend has been exacerbated by the COVID-19 pandemic, which has boosted m-commerce growth in both developed and developing countries. Hence, there is a need for cross-cultural research concerning the factors affecting behavioural intentions. Drawing upon the hedonic information systems model, we measure the impact of utilitarian factors on satisfaction, repurchase intention, and eWOM through the mediation of enjoyment across two countries characterized by different stages of m-commerce readiness and culture: China and Italy. Findings suggest that the impact of utilitarian factors on satisfaction is stronger among Italian users than Chinese users. On the contrary, for Chinese users, who use their mobile phones as a primary device to shop online, the mediation effect of enjoyment on satisfaction and eWOM is stronger. With this study, we contribute to cross-cultural research in m-commerce and provide guidelines to mobile retailers operating in diverse international markets.

Suggested Citation

  • R. Filieri & L. Hu & F. Acikgoz & L. Zollo & R. Rialti, 2023. "The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross-cultural analysis," Post-Print hal-04779124, HAL.
    • Handle: RePEc:hal:journl:hal-04779124
    DOI: https://doi.org/10.1111/ijcs.12868
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    Citations

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    Cited by:

    1. Cousté Philippe Emmanuel & Su Qin & Syed Far Abid Hossain & Md. Rashed, 2024. "Exploring the Impact of Device System Quality on Mobile Shopping Adoption among University Students: Symmetrical and Asymmetrical Approaches," SAGE Open, , vol. 14(2), pages 21582440241, June.
    2. Abu Farha, Allam K. & El Hedhli, Kamel & Alnawas, Ibrahim & Zourrig, Haithem & Becheur, Imene, 2024. "Drivers and outcomes of a shopper-retailer's app relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Xinjie Ye & Yanwen Ruan & Sibei Xia & Liwen Gu, 2025. "Adoption of digital intangible cultural heritage: a configurational study integrating UTAUT2 and immersion theory," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    4. El Aissoug, Chaimaa & Kim, Thai-Young & Wang, Xue-Qin & Choi, Dong-Hyun, 2024. "Cross-cultural exploration of determinants of e-commerce adoption: Perspectives from logistics service quality and payment driver," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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