ANALYZING THE INFLUENCE OF PRICE VALUE AS A MODERATOR IN THE RELATIONSHIP BETWEEN HEDONIC MOTIVATION AND PURCHASE INTENTIONS FOR ONLINE BEAUTY PRODUCTS

Abstract

This research investigates online consumer behavior in e-commerce, focusing on how Price Value influences Hedonic Motivation and Online Purchase Intention under the UTAUT model. A survey of 384 Delhi-based participants analyzed with Structural Equation Modeling (SEM) via SmartPLS reveals that Price Value, Performance Expectancy, and Social Influence significantly affect Hedonic Motivation and Online Purchase Intention. However, the links between Price Value, Facilitating Conditions, and Effort Expectancy with these outcomes were not significant, suggesting context-specific relationships. The study highlights the critical role of consumers' value perception and expectations in online shopping motivation, advising businesses to develop pricing strategies that reflect perceived value and align with performance expectations and social influences. It also suggests tailored marketing and adaptive pricing models to meet diverse consumer needs effectively, providing practical insights for e-commerce strategy development.      

Keywords: Hedonic Motivation, Consumer Behavior, UTAUT Model, E-commerce, Online Shopping, Technology Acceptance