Provision of a Scale for Assessing Product Search Channels based on Hedonic and Utilitarian Shopping Attributes

Abstract
Aim and Introduction: With the proliferation of electronic commerce, examining the role of various information channels during the customer journey is becoming increasingly important Online information channels, which conveniently provide a variety of pertinent information, significantly affect purchase decisions . Given the nuances of customer journeys on the internet, identifying the mechanisms behind information channel choices and usage remains challenging. Channel choices and usage are contingent on diverse retailer- and product-category characteristics as well as heterogeneous consumer preferences. Also the rapid expansion of online retailing has been propelled by the global proliferation of Internet access. This trend has created a marketplace where consumers have access to diverse supplier and product information, allowing them to compare products and services with competitors and achieve more favorable outcomes. In other words, the evolution of the Internet as a primary sales channel has spurred researchers to explore the fundamental factors and motivations driving online shopping and aim to understand why consumers select specific online channels based on various motivations (hedonic or utilitarian). According to studies, purchasers choose online shopping based on hedonic or utilitarian motivations which both subsequently affect their online shopping experiences and purchase decisions. Therefore, the relative importance of channel features for consumers largely depends on their motivation. Recognizing the different motivations consumers have for using various online communication channels provides insights for enhancing the effectiveness of online marketing efforts that need further investigation. This study seeks to validate a scale for assessing product search channels based on hedonic and utilitarian shopping features, followed by testing the model's ability to predict the use of online channels.
Methodology: The present study used a mixed-methods approach, and was conducted by semi-structured interviews and the phenomenological paradigm with twenty-three participants in the qualitative phase. A questionnaire was designed according to participants' views in the qualitative phase. Furthermore, quantitative research based on qualitative findings was conducted to develop and validate the scale and examine the model's ability to predict online customers' search and buying behavior. The structure of this research relied on quantitative analysis. Moreover, the questionnaires were collected from four hundred thirty-four online customers (by non-probability and convenience sampling) in Tehran and analyzed using multivariate analysis techniques. The research was exploratory and applied in terms of purpose, and the relationships between indices and sub-constructs, as well as the relationships between main and sub-constructs, were evaluated using exploratory and confirmatory factor analysis, and structural equation modeling with a positivism approach. Additionally, the validity of the constructs was confirmed through convergent and discriminant validity indices. The reliability of the constructs was also confirmed using composite reliability and maximum reliability coefficients.
Finding : A total of fourteen components were identified based on the results of exploratory factor analysis conducted by SPSS. Moreover, confirmatory factor analysis performed by AMOS supported the reliability and validity of the measurement tool with diverse indices. Furthermore, evidence was evaluated by structural equation modeling using AMOS to assess the model's ability to predict the use of online channels through purchasing motivations. According to the results of structural equation modeling, customers with utilitarian shopping motivations significantly used search engines, product websites, third-party information, and visits to online retail websites. On the other hand, customers with hedonic shopping motivations significantly used social media and manufacturer websites.
Discussion and Conclusion: According to the findings, consumers with hedonic and utilitarian motivations used different online channels in the shopping process, and there are various online channels for consumers with hedonic and utilitarian motivations. Therefore, marketers should develop their strategies based on product categorization to enhance efficiency. Businesses must design their stores to provide optimal customer experiences, thereby encouraging more online purchases. Therefore, organizations and businesses must know that customer experience is the most significant competitive advantage. Proper design of product search channels reduces costs and increases customer engagement, enabling companies to better understand and identify different user segments and their needs to select suitable strategies for customers' travels. This research not only offers practical recommendations for online stores but also helps future researchers develop and explore the research model with other effective variables across various contexts, thereby bridging research gaps and serving practical and theoretical purposes. The research results can be used both theoretically and practically. The theoretical results can benefit the scientific community and researchers by enriching the research literature and guiding further investigations on the research topic in different statistical populations and the development of the research model with other potential variables. The practical results can benefit the managers of online stores.

Keywords: Hedonic shopping, Utilitarian shopping, Online product search resources, Online retailing