Empirical Study of Hedonic and Utilitarian Attitudes toward Network Consumption

DOI

10.2991/iaw-sc.2013.162How to use a DOI?

Keywords

Consumption propensities, hedonic, network consumption, utilitarian

Abstract

Due to the rise of the network society, consumption structure has consequently changed. The network consumption as a new consumption pattern became popular in the world. This paper did a creative research about the impact of hedonic and utilitarian attitudes of the consumer taking the network as consumer environment on spending propensities of consumers. This article, from the perspective of consuming attitudes of consumers, builds both hedonic and utilitarian attitudes of network consumption and tests the effect of these two attitudes on network consumption propensities through empirical research. The study found that hedonic attitude has a prominently positive effect on the network propensity to consume, and utilitarian attitude has a negative but indistinct impact on network consumption.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Hailin Su
AU  - Dake Qian
AU  - Fang Fang
AU  - Kai-li Yu
PY  - 2013/10
DA  - 2013/10
TI  - Empirical Study of Hedonic and Utilitarian Attitudes toward Network Consumption
BT  - Proceedings of the 2013 International Academic Workshop on Social Science
PB  - Atlantis Press
SP  - 732
EP  - 735
SN  - 1951-6851
UR  - https://doi.org/10.2991/iaw-sc.2013.162
DO  - 10.2991/iaw-sc.2013.162
ID  - Su2013/10
ER  -