Analyzing the Role of Utilitarian and Hedonic Values on Customer’s Repeat Purchase Intention in Online Shopping


Dr. Lata
Dr. Muhammad Hassan
Prof. Dr. Gobind M. Herani
Mujahid Kamal


Consumer buying behavior has recently become a topic of discussion in both developing countries and under developing. Marketers, researchers, supply chain analyst, and policy maker everyone is paying special attention on this. Due to complex nature of human and decision making process many countries are still working to understand this phenomenon. Using Mean End Chain (MEC) theory, the goal of this study is to examine how hedonic and utilitarian values, as well as issues with e-service and product quality, affect customers' intentions to make more purchases when they buy online. Data were gathered from 209 universities students through online Google survey form. SPSS and smart PLS were used to analyze the collected data. The finding of this research demonstrated that hedonic value and utilitarian value both have a significant impact on repeat purchase intention. An e-service quality is contributing in different ways. Lastly the quality of a product is influencing the customer to repeat customer i.e. if the product is according to the demand of customer so they will rebuy the product. The findings of this paper will help marketers and supply chain experts in their fields specially the one who owns a retail store. This paper will guide them to develop and implement such practices that would force the customer to retained customer/ repeat customer.


How to Cite
Lata, L., Muhammad Hassan, D., Herani, G. and Kamal, M. 2024. Analyzing the Role of Utilitarian and Hedonic Values on Customer’s Repeat Purchase Intention in Online Shopping. Journal of Policy Research. 10, 1 (Mar. 2024), 18–26. DOI:


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