Because the online shopping environment is characterized by the existence of an IT-enabled web interface that acts as the focal point of contact between customers and vendors, its design should embed utilitarian and hedonic elements to create a holistic shopping experience. The same can be said for online shopping. Consequently, while utilitarian consumption activities appeal to the rationality of customers in inducing their intellectual buy-in of the shopping experience, customers’ corresponding emotional buy-in can only be attained through the presence of hedonic consumption activities.
Whereas utilitarian consumption accentuates the achievement of predetermined outcomes typical of cognitive consumer behavior, its hedonic counterpart relates to affective consumer behavior in dealing with the emotive and multisensory aspects of the shopping experience.
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Increasingly, researchers have come to acknowledge that consumption activities entail both utilitarian and hedonic components.
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