International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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IMPACT OF HEDONIC MOTIVATION, UTILITARIAN MOTIVATION AND SAFETY ON CUSTOMER LOYALTY IN ONLINE SHOPPING

    4 Author(s):  ASHISH LINGE, SANJEEV SINGH, BALDEO KAKDE, MAHESH SINGH

Vol -  13, Issue- 10 ,         Page(s) : 96 - 107  (2022 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

This study is based on the proposition that customer loyalty in online shopping is determined by hedonic motivation, utilitarian motivation and safety while shopping through online mode. The main aim of this study is to evaluate the impact of hedonic motivation, utilitarian motivation and safety on the loyalty of online shoppers in Vidarbha, Maharashtra, India. The data for the study were gathered from 685 online shoppers within the Vidarbha region, M.S., India through a well-structured questionnaire.

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Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Journal of Retailing and Consumer Services In fluence of hedonic and utilitarian motivations on retailer loyalty and purchase intention : a facebook perspective. 21, 773–779. 

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