IMPACT OF UTILITARIAN AND HEDONIC SHOPPING VALUES ON INDIVIDUAL’S PERCEIVED BENEFIT AND RISK IN ONLINE

ROSELY, AMADEA (2018) IMPACT OF UTILITARIAN AND HEDONIC SHOPPING VALUES ON INDIVIDUAL’S PERCEIVED BENEFIT AND RISK IN ONLINE. S1 thesis, UAJY.

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Abstract

This main purpose of this research is to examine the consumers perceived shopping value – utilitarian and hedonic influence the consumer’s perceived benefit and risk in online shopping. This research conducted online questionnaire to collect the data, which is distributed to 178 respondents. Regression analysis used to analyze the data. The results shows that utilitarian and hedonic shopping value have impact on individuals perceived benefits and risks in online shopping. The result of this research could help marketers to understand the perceived benefit and risk on utilitarian and hedonic shopping value in online shopping.

Item Type: Thesis (S1)
Uncontrolled Keywords: utilitarian shopping value, hedonic shopping value, perceived benefit in online shopping, perceived risk in online shopping.
Subjects: Business Management > International Financial Management
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Editor UAJY
Date Deposited: 10 Sep 2018 12:57
Last Modified: 10 Sep 2018 12:57
URI: http://e-journal.uajy.ac.id/id/eprint/15885

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