... shapes hedonic and utilitarian attitudes and second, this research aims to test whether normative social influence and informational social influence shift the relationship between bidimensional attitude toward AR and desire to use AR . Design/methodology/approach Two experiments compare an AR...

...) elements can positively impact purchase intent through the firms’ CSR perceptions. The authors show that the benefits of prosocial compensation are contingent on the motivation for visiting a company (e.g. hedonic vs utilitarian) as well as the degree to which the company is perceived as luxurious...

... and attitudes of customers across both settings. Findings – The analysis reveals that customers' control and convenience perceptions differ across public and private self-service technology. Additionally, customers placed a heavier emphasis on the hedonic or utilitarian evaluation of a service experience...

...-intercept approach and all the hypotheses were tested using structural equation modeling technique. Findings – The study finds that relationships among sacrifice, value, satisfaction, and behavioral intentions are stronger in retail categories with utilitarian vs hedonic shopping motivation...