Impact Of Hedonic and Utilitarian Shopping Motive on Online Purchase Decision

The change in technological area all over the world has changed the concept of information
and communication. The use of internet for commercial purposes gave rise to the existence of
the electronic commerce (e-commerce) phenomenon. Online shopping or e-shopping is a form
of electronic commerce which allows consumers to directly buy goods or services from a
seller over the Internet using a web browser. The study focuses on the impact of hedonic and
utilitarian motives on the consumers buying behavior towards online shopping.
Questionnaire was used to collect the primary data. The sample size of the study was 125 and
the sample design adopted was convenience sampling. This paper tried to find out the impact
of hedonic and utilitarian motive on the consumer buying behavior towards online shopping
and gives suggestions to improve the same.