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The modern consumer expects a consumption experience with both hedonic and utilitarian rewards during a single visit to the mall. The orchestrating of both hedonic and utilitarian benefits in one visit challenges mall management and retailers to deliver the maximum shopping experience. This study seeks to reveal relationships among six variables: demographic characteristics, mall shopping orientation, mall perception, hedonic satisfaction, utilitarian satisfaction, and mall consumption. The intercept survey was conducted at a major entertainment-themed mall in north Texas. Multiple regression analyses (N = 202) indicate that demographic characteristics and mall shopping orientation were significant predictors of mall perception. Also, two mall perception factors (Sensation and Physical Environment) were predictors of hedonic and utilitarian mall shopping satisfaction. However, hedonic and utilitarian mall shopping satisfaction were found not to predict mall consumption in terms of cross-shopping, money spent, and time spent.

Utilitarian unglazed ceramics constitute an important range of evidence for investigating cultural and economic identities. The present research project analyses commonly used, unglazed Byzantine vessels from stratified contexts, excavated in Ancient Corinth (ASCSA), in close comparison with vessels from Sparta and Argos (Peloponnese - Greece). The first goal of this thesis is to provide an updated overview of the specific types of unglazed, utilitarian vessels used in these sites. Through a quantitative analysis, applied to ceramics, this study presents a seriation of specific types of unglazed utilitarian vessels from the Byzantine Period (8th - 13th centuries), which suggests a revised chronology of use for these vessels. Furthermore, this study also provides an analysis of how vessels changed shape and fabric over time and how Byzantine history and related domestic environments influenced the quantity and quality of utilitarian objects. Quantitative studies of unglazed pottery, based upon type and fabric, can produce relevant information for delineating technological, economic and social patterns on a local and a regional scale. Quantifying the presence and the percentage of unglazed pottery types in relation to their contexts makes it possible to identify technological, economic and cultural networks in which those pots were produced, used, reused and discarded. The production of coarse and cooking wares in the 8th century inherited a Late Roman artisanal tradition. Additionally, these wares are also characterized by a changed scale of production and by transformed manufacturing practices, which are further developed in the Byzantine period and cease only some decades after the Frankish conquest of the Peloponnese. Diverse utilitarian vessels were part of a typological koine in the Byzantine period; the same types have been found in stratified deposits excavated in different sites across the Peloponnese and beyond. The appearance of these vessels may be used, primarily, to suggest date ranges and to denote regional and interregional trade. Furthermore, such typological consistency is evidence for connectivity and for exchange, which encompasses not only the exchange of goods, but also of technical know-how. The same types of wares were possibly produced simultaneously in distant sites. For instance, there are striking similarities between the Early and Middle Byzantine coarse and cooking wares produced in Corinth and those produced in Salento (Southern Apulia, Italy). Due to these similarities, utilitarian unglazed wares may be studied as a proxy for patterns of social, cultural and economic networks of exchange in the Byzantine period between these two regions. Finally, this study would like to investigate how the presence or absence, the frequency and the relative proportions of pottery types are determined by socio-economic factors. An analysis of the manufactory tradition, including variations in technology of production and of vessel morphologies, within the appropriate historical context, can be indicative of social and economic patterns. Pottery can demonstrate the components of effective demand and can, therefore, be an important tool for measuring patterns of production and consumption in relation to economic trends. This project tests diverse research methodologies in order to analyse how ceramics, set within a wide and multifocal range of historical and archaeological sources, can be informative of economic patterns and changes.

In recent years, retailers have evolved to offer higher levels of hedonic value in shopping experience, thereby intensifying levels of the competition within the industry. The reason for success of President Chain Store Corporation¡¦s integrated marketing of whole store also is hedonic value. However, academic research on consumer reactions to these efforts is limited. This study focuses on the integrated marketing of whole store carried out by two leading convenience store in Taiwan, and investigates consumer reactions to these promotions enhancing hedonic value in shopping experience.Research results find that, hedonic benefits of sales promotion have positive relationship with customer satisfaction, word of mouth, repatronage anticipation, and resource expenditures. On the contrary, utilitarian benefits of sales promotion have negative relationship with those retail outcomes. And results show that the distinct categories of sex and age have different level of effect on the benefits of sales promotion¡¦s relationship with customer satisfaction, word of mouth, re-patronage anticipation, and resource expenditures. According to the research findings, this study provides useful insight for the further development of marketing strategies.

The new information technology is becoming an important factor in the future development of financial service industry, most of banks are using the Internet as a new distribution channel, people use the Internet bank to keep an eye on their money matters, view their account balance and check receiving payments,Currently, one stream of internet banking customer retention research focus primarily on the determinants of continuance intention from cognitive perspective based on technology adoption model (TAM), whereas another stream of internet banking customer satisfaction research focused on the emotion from affective events theory (AET), the studyattempts to bridge the two streams of research and to explain internet banking customer post-adoption behavior. Internet banking customer behaviors research focused on the benefits of the system in determining systems success, the benefits of internet banking are discussed from five points of view; time saving, cost saving, fast, accessible, and available, we use the term ¡§utilitarian benefits¡¨ to refer to the functional, on the other hand, internet banking customer behaviors research focused on the benefits of the emotion, the benefits of internet banking are discussed from five points of view; excitement, cheerfulness, delight, security, confidence, we use the term ¡§hedonic benefits¡¨ to refer to the aesthetic. Finally, the result show that hedonic benefit improves customer satisfaction more than utilitarian benefit.

The development of internet is creating intense competition in social network sites nowadays. How to conduct users¡¦ loyalty to social network sites gradually becomes an important issue to operate long-term social network sites. The study attempts to examine how consumers¡¦ utilitarian value, hedonic value and social value affect their loyalty. Furthermore, this study examines whether the relationship is mediated by gender difference. The model and relationship are tested and validated by using PLS and data collected from 200 people having facebook accounts in Taiwan. The results shows that loyalty is strongly affected by utilitarian value, hedonic value and social value. We also find that the difference of gender has positive influence on hedonic value and loyalty and negative influence on social value and loyalty. The implication for research and practice are also discussed.

The online shopping industry has been growing over the past decade (Statista, 2014). Former researchers identified consumers’ utilitarian and hedonic online shopping motivations. A qualitative research was conducted to understand the utilitarian and hedonic online shopping motivations of students to shop fashion online. A phenomenological interviewing method was used to generate detailed and in-depth descriptions of the seven students’ experiences of the University of Borås. Respectively three utilitarian and four hedonic online shopping motivations emerged out of the data and could be linked the motivations identified by Vignali and Reid (2014). This paper analyses the utilitarian online shopping motivations respectively convenience, price and discounts and selections and hedonic online shopping motivations respectively enjoyment, sociability, trend discovery and exclusivity. Regarding the utilitarian online shopping motivation convenience several convenience dimensions emerged out of the collected data and matched the dimensions identified by Jiang, Yang and Jun (2013) respectively, respectively access, search, evaluation, transaction, possession and post-purchase convenience. Regarding the hedonic online shopping motivation enjoyment, several dimensions emerged out of the data and could be linked to dimensions identified by Monsuwé et al. (2004) respectively escapism, pleasure and arousal. Some of the linkages that could be found by comparing former research were also found in the data collected. Regarding the utilitarian online shopping motivations, information availability identified by Vignali and Reid (2014) could be linked to evaluation convenience and product availability identified by Vignali and Reid (2014) could be linked to access convenience. Regarding the hedonic online shopping motivations, relaxation shopping identified by (Ozen and Engizek, 2014) could be linked to escapism, social shopping (Ozen and Engizek, 2014) to sociability and idea shopping (Ozen and Engizek, 2014) to trend discovery. The analyses on the linkages further deepened the understanding of both utilitarian and hedonic motivations of students to shop fashion online.

The purpose of this research is to determine if a consumer’s demographics, perceived consumer effectiveness, and awareness of fair trade practices affect their level of hedonic and utilitarian motivations that ultimately influence their purchase intentions. Two separate studies were conducted: a focus group and a survey. Middle-aged and older respondents were more motivated to buy fair trade clothing by both hedonic and utilitarian motivations than younger respondents. Respondents with only some college or an Associate’s degree are more hedonically motivated than other education levels. Respondents with a high household income are more motivated by their hedonic and utilitarian motivations than respondents with a low income. Respondents with high PCE responded more to their hedonic and utilitarian motivations to buy fair trade clothing than consumers with low PCE. Respondents that see promotional campaigns for fair trade clothing are overall less motivated to buy fair trade clothing than respondents that do not. Respondents that feel that people could make fairer choices if they were aware of which companies had high ethical principles are overall more motivated than respondents that feel people could not. As a respondent’s buying intention grew, the respondent grew more motivated in both hedonic and utilitarian categories.

Servicescape is a research area within service management which processes the effect that the environment has on the service experience. The purpose of this essay is to find out how servicescape, with focus on the “background music”, affects customer behavior in a clothing retail store. Through manipulation of the background music’s tempo the essay aim to explore to what extent this part of the servicescape a) affect the customers approach and avoidance behavior, b) is affected by customers with a hedonic or utilitarian shopping behavior, c) affects pleasure, arousal and dominance perceptions for the customer, and d) how the servicescape is perceived. Key words: Servicescape, approach-avoidance behaviour, pleasure, arousal, dominance, hedonic-utilitarian behaviour.

This thesis examines the antecedents of felt ethnicity (i.e. how one feels towards one’s ethnic identity) within a sample of bicultural individuals living in Hawaii, and secondly investigates the relationship between felt ethnicity and purchasing intentions for products in two different categories, which are hedonic (e.g. emphasizing being able to enjoy the usage of a product such as a LouisVuitton handbag) and utilitarian (e.g. emphasizing the functionality of a product such as a pen or a notepad). The investigations consider conceptual and measurement issues surrounding the concept of felt ethnicity, the effects of ethnic-related brand names in priming different aspects of identity, and effects on biculturals’ product evaluation and purchasing intentions. The investigation draws upon theories of social identity and distinctiveness, and examines situational attributes such as whether the intended purchase is for friends or family members. This study consisted of a three-way experimental design experiment from a laboratory setting to examine the relationship among biculturals’ felt ethnicity, language cues and product types on purchasing intentions. A 2 felt ethnicity (Japanese and Japanese-American) x 2 language ethnic primes (Japanese vs. English) x 2 product types (Hedonic vs. Utilitarian) factorial design is featured to explore the role of social situations in the relationship of felt ethnicity and consumption (product preference and purchasing intentions). The sample consisted of 197 Japanese and Japanese-American biculturals; and the findings showed that consumer and product types and language cues are strong influences on product preferences and purchasing intentions. The more specific a bicultural is with his/her felt ethnicity, the clearer is the role of language cues in product preference, product evaluation and purchasing intentions. Social surroundings showed moderating effects between bicultural consumers’ felt ethnicity and purchasing intentions. These findings suggest that the use of language cues from various product types to reinforce their felt ethnicity (self-identity varies in different situations). This study makes a number of important theoretical and managerial contributions. First, this study clarifies the concept of bicultural felt ethnicity in respect of purchasing intentions, and reaffirms the concept of cultural frame switching using language cues as primes. In this way, the thesis presents a new conceptual model and resolves some measurement issues of felt ethnicity and three antecedents: self-acculturated identity, perceived parental identity (how one perceived his/her parents define their ethnic identity), social orientation (degree one socializes with people who of the same or different ethnicity with one’s own ethnic identity). Second, the findings suggest that felt ethnicity can be used as a tool to investigate biculturals in a global market and to facilitate market segmenting and communication. Finally, limitations of the thesis are recognised and direction for future research is proposed.