Marketing na Internet e comportamento do consumidor: investigando a dicotomia hedonismo vs. utilitarismo na WWW

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DOI: https://doi.org/10.1590/S1415-65551999000300007
Keywords:
internet, marketing, electronic commerce, hedonism, utilitarism

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David Gertner
Nothwestern University
Andrea Narholz Diaz
Universidade Federal do Rio de Janeiro

Abstract

The objective of this paper is to discuss buying behavior on the internet, based on propositions of the Consumer Retail Search Process model (CRSP), proposed by Titus e Everett (1995). More specifically, the present investigation verifies whether benefits derived from navigation on the Web present the same dichotomy observed in traditional environments, like retailing and television, that is: hedonism (a dimension related to fun, spontaneity, and search for multi-sensorial experiences) vs. utilitarism (a dimension related to some sort of conscious search with specific purpose). The validation of the hedonic and utilitarian benefits scale, proposed by Babin, Darden and Griffin (1994), led to the conclusion that the same dichotomy is present among consumers in activities on the Web.

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How to Cite
Gertner, D., & Diaz, A. N. (1). Marketing na Internet e comportamento do consumidor: investigando a dicotomia hedonismo vs. utilitarismo na WWW. Journal of Contemporary Administration, 3(3), 131-156. https://doi.org/10.1590/S1415-65551999000300007
Issue
Vol. 3 No. 3 (1999): Sep/Dec - 1999
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biographies

David Gertner, Nothwestern University

Ph.D. pela Nothwestern University, USA. Professor Adjunto do IBMEC Business School, Rio de Janeiro, além de Professor Visitante da Thunderbird - The American School of International Management, USA. Suas áreas de interesse em pesquisa são marketing na Internet, marketing de serviços, marketing de lugares, diferenças culturais em marketing e comunicação.

Andrea Narholz Diaz, Universidade Federal do Rio de Janeiro

Mestre em Administração pela Universidade Federal do Rio de Janeiro. Funcionária da área de marketing de uma empresa européia multinacional, sem atuação acadêmica no momento.Â