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Keywords: Utilitarian motive (UM)
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (4): 477–500.
Published: 09 October 2025
... The study findings indicated that convenience, selection, information availability and lack of sociality are positively correlated with the utilitarian motive ( UM ), whereas adventure, gratification and idea shopping are positively associated with the hedonic motive ( HM ). In addition, the results...
