EXPLORING THE DIFFERENCES BETWEEN HEDONIC AND UTILITARIAN SHOPPING IN A MODERN CONTEXT: TRENDS AND IMPLICATIONS

Abstract

This research aims to explore the differences between hedonic and utilitarian shopping and the moderating context using a qualitative approach. This research uses qualitative methods by interviewing respondents who have experience shopping online and offline. Thematic analysis and in-depth interviews are the two methods used to collect data. This study examines the motivations, actions, and experiences related to consumer shopping. Hedonic shopping is defined by the emotional and enjoyable experiences experienced by buyers, while utilitarian shopping focuses more on efficiency and practical needs. The findings of this study show that consumers with hedonic shopping motivation tend to seek enjoyable and emotional experiences, while consumers with utilitarian shopping motivation tend to seek efficiency and practicality, and how social media and online shopping trends have a significant impact on customer decisions when it comes to both types of shopping models. The use of technology influences consumer choices and preferences in addition to improving access. This research describes information that is useful for both businesses and the general public, a business plan that meets the demands of the digital era. This study provides resources for the community to analyze hedonic shopping purchases, which helps reduce impulsive buying. This study enhances knowledge about consumer behavior dynamics and how it affects the business sector.