...Ruijuan Wu; Sha Xiong; Chenghu Zhang Purpose The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value). Design/methodology/approach This research conducts an empirical study, and investigates 474...

... utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude...

... the hypothesized relationships. Findings The results show that materialism, utilitarian value, and brand attachment are positively related to impulsive buying, while materialism, hedonic value, and brand attachment have a positive effect on obsessive–compulsive buying. In addition, brand attachment is found...

... 11 2017 06 07 2018 16 07 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Vietnam Mobile commerce Social value Hedonic value Utilitarian value Intention to adopt In recent years, the development of mobile devices...