The influences of hedonic and experiential marketing on consumer perceptions of quality and value: an evaluation of internet website appeals
Authors: Wann-Yih Wu; Shu-Hui Chen; Man-Ling Chang; Chia-Ying Li;
Journal: Chia Da Management Review. Dec. 2007, 27(2): 141-167.
Keywords: Experiential Perception; Cognitive Perception; Perceived Quality; Experiential Value; Purchasing Intention
Abstract:
Both thinking and feeling decision making modes that are conceived as independent systems are involved in this article and are examined for
website consumption. Specifically, this article attempted to develop a comprehensive model to identify the interrelationship among hedonic and
utilitarian website characteristics, consumer's experiential and cognitive perceptions, perceived experiential value and quality, and
purchasing intention. This article picks up 40 websites which include 20 cosmetics and 20 hotel websites. Participants were randomly assigned
to link and read one of the 40 websites, and then were asked to fill in a questionnaire on Internet. Finally, 422 usable questionnaires were
collected, 224 from cosmetics and 198 from hotel Websites. In order to assess the hypothesized relationships, the structural equation model
(SEM) was employed using AMOS 4.0 to investigate the relationship among research variables. Additionally, cluster analysis by K-means method
was adopted to divide the participants into four groups based on two levels of utilitarian website environment and two levels of hedonic
website environment. ANOVA was used to evaluate the differences on each research variables among these four groups. According to the results of
SEM, it is suggested that the level of hedonic characteristics of website significantly and positively impacts experiential perception and
experiential value, and the level of experiential perception also significantly influences on experiential value. On the other hand, website
with utilitarian characteristics will impact a customer's cognitive perception toward websites/products, which in turn influences the
perception of website/product quality. In addition, perceived quality was also significantly related to experiential value. Purchasing
intention was influenced by experiential value and perceived quality. According to the results of ANOVA, respondents perceiving high
utilitarian/high hedonic websites tend to perceive significant higher scores on experiential perceptions, cognitive perception, experiential
value, and perceived quality, than respondents perceiving low utilitarian/low hedonic websites. Respondents perceiving high utilitarian/low
hedonic website environment tend to perceive significantly higher scores only on cognitive perception and perceived quality.