Jurnal IMPACT OF UTILITARIAN AND HEDONIC SHOPPING VALUES ON INDIVIDUAL’S PERCEIVED BENEFIT AND RISK IN ONLINE
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IMPACT OF UTILITARIAN AND HEDONIC SHOPPING VALUES ON
INDIVIDUAL'S PERCEIVED BENEFIT AND RISK IN ONLINE.
S1 thesis, UAJY.
Restricted to Repository staff only
This research aims to examine the consumers perceived
shopping value – utilitarian and hedonic influence the consumer’s perceived
benefit and risk in online shopping. This research conducted an online questionnaire
to collect the data, which is distributed to 178 respondents. Regression analysis
used to analyze the data. The results show that utilitarian and hedonic shopping
value has impact on individuals perceived benefits and risks in online shopping.
The result of this research can help marketers to understand the perceived
benefit and risk on utilitarian and hedonic shopping value in online shopping.
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