Evaluating the influence of hedonic and utilitarian value on shopper's behavioral intentions in urban shopping malls

Abstract

With the topic “ Evaluating the influence of hedonic and utilitarian value on shopper's behavioral intentions in urban shopping malls ”, this study is launched with a target of analyzing the behavior and awareness of the citizens while visiting and purchasing at commercial centers in Ho Chi Minh City. Moreover, we will point out how these factors impact on behavioral intentions of Ho Chi Minh’s citizens during purchasing. We built up a proposed model, which consists of Monetary Saving, Selection, Convenience, Customized Product, Entertainment, Exploration, Place Attachment, Social Status, Utilitarian Value, Hedonic Value, Customer Satisfaction, Behavioral Intention. The subjects of the survey are the citizens from 18 to above 30, who are living in Ho Chi Minh City. The research method in this study is quantitative research. Quantitative research was carried out by an online questionnaire with some questions related to the topic. This questionnaire has collected a sample of 300 respondents through Google Form. Smart PLS version 4.0 is the main software that we used during conducting this research to combine and analyze the data, which serves to assess the confidence interval, validity, and significance of the variables Consequently, the result showed that Money Saving, Customized Product, and Convenience are influential factors in creating a valuable shopping experience, while Selection is not. Identifying these elements can help urban shopping malls attract more customers and improve their understanding of the Vietnamese market. Finally, our group also had some conclusions and implications for researchers, marketers and shopping malls’ managers. The limitations and recommendations may be helpful for having an insight into consumers who want to enjoy the shopping experience.