Title: Factors influencing utilitarian and hedonic mobile shopping experiences: Taobao as an example

Authors: Ge Gao; Shihyu Chou; Chi-Wen Chen; Harris Wu.; Tianyong Wang

Addresses: Management School, Jilin University, China ' College of Management, National Taiwan Normal University, Taiwan ' California State University Dominguez Hills, 1000 East Victoria Street, 90747, Carson, California, USA ' College of Business, Old Dominion University, 5100 Hampton Blvd, Norfolk, VA 23529, USA ' Real Estate Institute, Beijing Normal University, Zhuhai Campus, China

Abstract: The past decade has witnessed the rapid growth of mobile shopping application usage. However, utilitarian and hedonic shopping experiences in the context of mobile shopping applications have seldom been studied. Drawing on the user experience (UX) design, this study establishes a research model to examine how the UX design factors, including visual design, interaction design, content design, and security design, influence utilitarian and hedonic shopping experiences on mobile shoppers. The results contribute to the existing limited knowledge of shopping experiences in the context of mobile shopping applications, elucidate the important implications for practice, and provide a fundamental framework for future research to conduct more comprehensive studies.

Keywords: user experience; hedonic shopping experience; utilitarian shopping experience; mobile shopping applications.

DOI: 10.1504/IJMC.2023.131801

International Journal of Mobile Communications, 2023 Vol.22 No.1, pp.48 - 69

Received: 21 Aug 2020
Accepted: 15 Jun 2021
Published online: 04 Jul 2023 *