The effect of hedonic and utilitarian motives on women's online shopping behavior

Internet has changed and reshaped human life style and habits drastically over the past years. Internet usage has directed people to online shopping (electronic commerce) and it changed consumer behavior a lot. E-commerce leads people to online shopping more and more each day and it provides people to purchase items without getting in touch with the supplier. This drastic change between supplier and consumer has arisen the need to analyze the consumer behavior in its new form. What lies beneath a reliable consumer-supplier interaction is understanding and analyzing consumer behavior and motives behind online shopping in a deep sense in both real and online settings. This study aims to analyze the effect of hedonic and utilitarian motives on women during online shopping. This is a descriptive research and the data collection method is an online questionnaire. The participant group of the study is 400 women over 18 years old that have purchased an item through online shopping in the last 3 months. The data has been analyzed using t-Test, ANOVA and regression and findings have been discussed at the end of the study. The analysis of the findings showed that women with pragmatist motives shop online more than women with hedonic motives. Pragmatist female consumers have the potential to purchase items online more than hedonic female consumers. Key words: Female Consumers, E-commerce Online Shopping, Hedonic Consumer, Utilitarian Consumer