Document Type : Research Paper
Authors
1
Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
2
.H.D student of Marketing Manegement, Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran
10.22034/cbsj.2025.140613.2660
Abstract
The utilitarian value of achieving predetermined outcomes highlights the typical cognitive approach to consumer behavior, but the hedonic value relates to the affective behavior of the consumer in dealing with the affective and multisensory aspects of the shopping experience. In this regard, the purpose of the present research is to analyze the text of the buying behavior of customers of online stores with an emphasis on hedonistic and utilitarian values. The current research is practical in terms of purpose, and the investigated community includes the opinions of customers on the DigiKala website about smartphones that were selected as Samsung brand models in Galaxy A12, Galaxy A52 and Galaxy A32 models, and Maxqda software was used for qualitative data analysis and theorizing. The results of the research showed that the HV of the first product include the pleasantness of using the product, dissatisfaction with side tools, beauty of the product, and its UV include the appropriateness of the price, efficiency, respectively. Also, in the second product, the UV include the appropriate quality of the product, receiving it on time, cost-effectiveness, and the excellent performance of the product, and its HV, respectively, including the beautiful design of the product, the pleasantness of using the product, and the ease of use. it is in the third product, the UV included good product performance, suitable tools, and the right price, and HV were assigned to items such as the beautiful appearance of the product, user-friendliness, and the size and weight of the product, respectively.
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