The influence of hedonic and utilitarian shopping value towards consumer behavioral intention among youth mall shoppers

Norlaile Salleh Hudin

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Type :	article
Subject :	HJ Public Finance
Main Author :	Norlaile Salleh Hudin
Additional Authors :	Nur Shafiqa Azrin Khairil Annuar Ahmad Zainal Abidin Abd Razak
Title :	The influence of hedonic and utilitarian shopping value towards consumer behavioral intention among youth mall shoppers

Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2019
Corporate Name :	Universiti Pendidikan Sultan Idris

Abstract : Universiti Pendidikan Sultan Idris

In the past decade, considerable amount of researches investigated the influence of hedonic and utilitarian shopping values on consumer behavioral intention. Accordingly, this has driven the current study to achieve its objective which is to determine the influence of hedonic and utilitarian shopping values on consumer consumer behavioral intention among youth in Malaysia. Embarking on the quantitative methodology, a survey is conducted among 469 university students who enrolled to a compulsory university course. The results showed that hedonic and utilitarian shopping values had positive influence on the youth consumer behavioral intention. This implies that shopping mall developers should consider hedonic and utilitarian preferences in terms of the design, selection of stores and functionality in creating a shopping mall particularly in serving youth market segment.

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