Merchandising/Marketing/Retailing: Management

What Motivates a Consumer to Generate Word of Mouth through Social Networking Sites?: Hedonic vs. Utilitarian Shopping Experience

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Abstract

The effects of word of mouth (WOM) is found to be one of the most powerful factors affecting consumers' purchase decision, particularly in an online shopping context due to consumers' inability to directly examine products. the emergence of online social media empowers consumers to easily create and share media content, and to interact with others online. Such consumer-generated contents shared through social networking services (SNS) have a critical impact on consumers' decision making. Therefore, understanding what factors possibly affect online WOM generation through SNS seems important. An online survey (N=723) of US apparel shoppers revealed that hedonic shopping experience plays more important role than utilitarian shopping experience in generating online WOM through SNS. Creating an aesthetically appealing and entertaining website would be essential.

How to Cite:

Ha, Y. & Im, H., (2016) “What Motivates a Consumer to Generate Word of Mouth through Social Networking Sites?: Hedonic vs. Utilitarian Shopping Experience”, International Textile and Apparel Association Annual Conference Proceedings 73(1).