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Journal Article
Hedonic and utilitarian online shopping: A preliminary investigation
by Daniele Scarpi de Claricini
Abstract
This research letter investigates hedonic and utilitarian orientations to Online shopping. The data highlight a positive correlation of hedonism with both the length and the frequency of connection to the Internet. It considers two products, jeans and personal computers, that previous literature had identified as being characterized by utilitarian and hedonic features. The resu [...] Read more