Impact of Hedonic Motivation on Consumer Satisfaction Towards Online Shopping: Evidence from Malaysia

Abstract

This study examines the antecedents that influence consumer satisfaction towards online shopping in Malaysia. We developed a theoretical framework that is informed by the theory of planned behaviour (TPB) and the technology acceptance model (TAM) where customer satisfaction is primarily driven by their attitude and perception, which in turn are driven by risk, utilitarian motivation, as well as hedonic motivation. A survey analysis from 150 respondents in Malaysia revealed that hedonic motivation is the key attribute that drives consumer satisfaction directly as well as through the mediating role of attitude and perception. This implies that online shopping is viewed as an entertaining and fun activity by Malaysian shoppers. This tendency must be fully exploited by online marketers to not only improve the overall online shopping experience but also to employ user-friendly technology. Implications of the study extend to government policies and economic transformation strategies of the country, while from a theoretical perspective, it contributes towards the better understanding of TPB and TAM. Although the research is ideal for developing countries that are exploring technological benefits, it is equally important for developed countries for a wider customer reach.