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    Título : Hedonic and Utilitarian Motivations in Predicting the Buy Intention of Technological Products: A Study in Developing and Emerging Countries
    Autor : Cruz-Cárdenas, Jorge
    Zabelina, Ekaterina
    Deyneka, Olga
    Ramos-Galarza, Carlos
    Fecha de publicación : 2021
    Editorial : Lecture Notes in Networks and Systems. Volume 260, Pages 878 - 884. AHFE International Conferences on Design for Inclusion, Interdisciplinary Practice in Industrial Design, Affective and Pleasurable Design, Kansei Engineering, and Human Factors for Apparel and Textile Engineering, 2021. Virtual, Online. 25 July 2021 through 29 July 2021
    Resumen : An area of great interest for business is establishing the factors that determine consumer intentions to purchase new technological products. The present study seeks to contribute to this field of research by establishing how the consumer’s hedonic and utilitarian motivations help explain their purchase intentions. The present study consisted of a survey completed by 725 people in Ecuador (a developing country) and 376 in Russia (an emerging country). The data obtained were analyzed with a multiple regression, with the purchase intentions of five technological products being the variable to be predicted and the two motivations for the use of technologies as the predictor variables. Various demographic variables were introduced as control variables. The results obtained point to a secondary role for demographic variables. On the other hand, and in a consistent manner, hedonic and utilitarian motivations were significant predictors positively associated with purchase intentions in both countries.
    URI : https://link.springer.com/chapter/10.1007%2F978-3-030-80829-7_107
    http://repositorio.uti.edu.ec//handle/123456789/3251
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