Is it all about consumer engagement? : Explaining continuance intention for utilitarian and hedonic service consumption
Hepola, J., Leppäniemi, M., & Karjaluoto, H. (2020). Is it all about consumer engagement? : Explaining continuance intention for utilitarian and hedonic service consumption. Journal of Retailing and Consumer Services, 57, Article 102232. https://doi.org/10.1016/j.jretconser.2020.102232
Published inJournal of Retailing and Consumer Services
DisciplineDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiDigital marketing and CommunicationBasic or discovery scholarshipDigital Business and Economy (focus area)MarketingDigital marketing and CommunicationBasic or discovery scholarship
© 2020 The Authors. Published by Elsevier Ltd.
This paper compares the explanatory power of consumer engagement (CE) regarding service continuance intention with the variables of attitude (utilitarian and hedonic) and satisfaction. Survey data were collected from users of mobile music (n = 596) and mobile parking (n = 297) services. The partial least squares method was applied to analyze the data. In line with expectations, the findings show that attitude and satisfaction are superior drivers of service continuance intention compared to CE when service is used for utilitarian reasons. In contrast, when service consumption is driven by hedonic reasons, CE is a stronger driver than satisfaction. However, no evidence for the superiority of CE over attitude was found in the hedonic context.
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- Kauppakorkeakoulu 
Additional information about fundingThe financial support of the Finnish Funding Agency for Innovation is gratefully acknowledged.
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