Short answer

Designers and marketers should not rely on a single motivation; instead, they must integrate appeals to pleasure, utility, and ethics, ensuring that the perceived quality of the product or service supports these claims.

Field: Innovation & Markets
Source: Jurnal Bisnis dan Akuntansi (2023)
Method: Descriptive and causal research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS).
Sample: 221 respondents
Evidence: Strong effect

Consumer loyalty is significantly influenced by a combination of hedonic (pleasure-seeking), utilitarian (functional), and ethical motivations, mediated by their perception of product quality. This innovation & markets research insight is drawn from a 2023 study published in Jurnal Bisnis dan Akuntansi. Using Descriptive and causal research using structural equation modeling (sem) with partial least squares (pls). with 221 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should not rely on a single motivation; instead, they must integrate appeals to pleasure, utility, and ethics, ensuring that the perceived quality of the product or service supports these claims.

Study

Innovation & MarketsRecentStrong effect

Hedonic, Utilitarian, and Ethical Motives Drive Repurchase Intention via Perceived Quality

Consumer loyalty is significantly influenced by a combination of hedonic (pleasure-seeking), utilitarian (functional), and ethical motivations, mediated by their perception of product quality.

Jurnal Bisnis dan Akuntansi · 2023

Key Findings

01Hedonic shopping motivation positively influences repurchase intention through perceived quality.
02Utilitarian shopping motivation positively influences repurchase intention through perceived quality.
03Ethical shopping motivation positively influences repurchase intention through perceived quality.

Application

Design takeaway

How to apply

When designing a new product or service, consider how it will satisfy hedonic, utilitarian, and ethical needs, and ensure that its quality is demonstrably high to reinforce these appeals and drive repeat business.

Project actions

01When researching user needs, explore the different reasons why users might choose a product, not just the obvious functional ones.
02Consider how the perceived quality of your design can be communicated effectively to different user groups.

Method & Evidence

AimTo investigate how hedonic, utilitarian, and ethical shopping motivations influence consumer repurchase intention, with perceived quality acting as a mediating factor.

MethodDescriptive and causal research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS).

ProcedureData was collected using a 5-point Likert scale questionnaire administered to 221 purposively selected respondents. The relationships between hedonic, utilitarian, and ethical motivations, perceived quality, and repurchase intention were analyzed using SEM-PLS.

Sample221 respondents

ContextConsumer behaviour and marketing strategy

Variables

IV["Hedonic shopping motivation","Utilitarian shopping motivation","Ethical shopping motivation"]

DVRepurchase intention

CV["Perceived quality (as a mediator)"]

Strengths & Limitations

Strengths

+Employs advanced statistical analysis (SEM-PLS) to model complex relationships.
+Investigates a comprehensive set of motivational factors influencing loyalty.

Limitations

The findings might be specific to the cultural context of the respondents and the product categories studied. Generalizing to all markets requires further investigation.

Reliability & validity

The study's reliability could be assessed by the consistency of the Likert scale measurements, while validity is supported by the use of SEM-PLS to confirm the hypothesized relationships between constructs.

Think critically

How might the relative importance of hedonic, utilitarian, and ethical motives shift across different product categories or demographic groups?

Design Principles

"Integrate multi-faceted consumer motivations into product design and marketing by emphasizing perceived quality as a unifying factor."

Understanding these diverse consumer motivations allows businesses to tailor marketing strategies and product development to foster deeper customer relationships. By focusing on how these motives interact with perceived quality, companies can more effectively predict and encourage repeat purchases.

What This Means for Your Design

People buy things again if they think the product is good quality, and this is influenced by whether they want something fun (hedonic), something useful (utilitarian), or something they feel is right (ethical).

How to use in your project

1.Use this research to justify exploring multiple user motivations (hedonic, utilitarian, ethical) in your user research phase.
2.Refer to this study when discussing how perceived quality influences user adoption and repeat engagement with a design.

Add to My Project

Quick Cite

Paragraph starter

This study by Kusumaningrum and Danibrata (2023) provides valuable insights into consumer loyalty, demonstrating that hedonic, utilitarian, and ethical motivations significantly influence repurchase intention, mediated by perceived quality. This suggests that a successful design strategy must address a spectrum of user needs and ensure a high standard of quality to foster repeat engagement.

Source

Jurnal Bisnis dan Akuntansi

SHOPPING MOTIVATION IN CONSUMER LOYALTY PROCESS

journal · 2023

View source

Questions About This Research

What does the research say about hedonic, utilitarian, and ethical motives drive repurchase intention via perceived quality?: Designers and marketers should not rely on a single motivation; instead, they must integrate appeals to pleasure, utility, and ethics, ensuring that the perceived quality of the product or service supports these claims. Evidence: Jurnal Bisnis dan Akuntansi (2023).
Why does "Hedonic, Utilitarian, and Ethical Motives Drive Repurchase Intention via Perceived Quality" matter for design?: Understanding these diverse consumer motivations allows businesses to tailor marketing strategies and product development to foster deeper customer relationships. By focusing on how these motives interact with perceived quality, companies can more effectively predict and encourage repeat purchases.
How can designers apply this research?: Designers and marketers should not rely on a single motivation; instead, they must integrate appeals to pleasure, utility, and ethics, ensuring that the perceived quality of the product or service supports these claims.
What were the main findings?: Hedonic shopping motivation positively influences repurchase intention through perceived quality.. Utilitarian shopping motivation positively influences repurchase intention through perceived quality.. Ethical shopping motivation positively influences repurchase intention through perceived quality.
What research method was used?: Descriptive and causal research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). with 221 respondents.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Bisnis dan Akuntansi.
What should I do differently in my next project?: When designing a new product or service, consider how it will satisfy hedonic, utilitarian, and ethical needs, and ensure that its quality is demonstrably high to reinforce these appeals and drive repeat business.
What are the limitations?: The study relies on self-reported data and a specific sampling method, which may limit generalizability to other consumer segments or contexts.