Abstract

LOPES, Evandro Luiz; TEIXEIRA, João Marques  and  MORETTI, Sérgio Luiz do Amaral. Utilitarian and hedonic shopping value and its influence on retail: results of a retail building supplies survey. Organ. Soc. [online]. 2012, vol.19, n.60, pp. 87-108. ISSN 1984-9230.  http://dx.doi.org/10.1590/S1984-92302012000100006.

This article analyzes the relationship between hedonic and utility purchase values, satisfaction, word-of-mouth and intention to repurchase through a model developed for this purpose. The study was motivated by the growing debate about the influence of the store environment on customer satisfaction. The hypotheses were tested through a survey of 400 interviews with buyers at a chain store of building materials in the state capital. The results indicated that the purchase price of utility positively influenced all outcome variables and the hedonic retail purchase price influenced only word-of-mouth and repurchase intention. The influence of the purchase utility on satisfaction, word-of-mouth and intention to repurchase was greater than the influence of the hedonic value of purchases. These findings may indicate, though not guarantee, that a good variety, ready availability of goods, good location, opening times and competitive prices result in satisfied and loyal customer.

Keywords : Hedonic value; Utility value; Satisfaction; Word-of-mouth; Intention to repurchase.