The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis

Lala Hu*, Raffaele Filieri, Fulya Acikgoz, Lamberto Zollo, Riccardo Rialti

*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review


Mobile devices are ubiquitous in the lives of modern consumers, who use them forinformation-seeking and purchasing activities, fostering the emergence of m-com-merce. This trend has been exacerbated by the COVID-19 pandemic, which hasboosted m-commerce growth in both developed and developing countries. Hence,there is a need for cross-cultural research concerning the factors affecting beha-vioural intentions. Drawing upon the hedonic information systems model, we mea-sure the impact of utilitarian factors on satisfaction, repurchase intention, andeWOM through the mediation of enjoyment across two countries characterized bydifferent stages of m-commerce readiness and culture: China and Italy. Findings sug-gest that the impact of utilitarian factors on satisfaction is stronger among Italianusers than Chinese users. On the contrary, for Chinese users, who use their mobilephones as a primary device to shop online, the mediation effect of enjoyment on sat-isfaction and eWOM is stronger. With this study, we contribute to cross-culturalresearch in m-commerce and provide guidelines to mobile retailers operating indiverse international markets.
Lingua originaleEnglish
pagine (da-a)751-766
Numero di pagine16
RivistaInternational Journal of Consumer Studies
Stato di pubblicazionePubblicato - 2022


  • M-commerce
  • cross-country
  • eWOM
  • repurchase intention
  • utilitarian factors


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