Pengaruh Nilai Hedonis Dan Nilai Utilitarian Terhadap Behavioral Intention, Dengan Word Of Mouth (Wom) Sebagai Variabel Mediasi

Windah Estrilia Somba; Sunaryo Sunaryo; Mugiono Mugiono

doi:10.26905/jmdk.v6i1.2071

Pengaruh Nilai Hedonis Dan Nilai Utilitarian Terhadap Behavioral Intention, Dengan Word Of Mouth (Wom) Sebagai Variabel Mediasi

Windah Estrilia Somba, Sunaryo Sunaryo, Mugiono Mugiono

Abstract

The purpose of this study is to analyze the direct and indirect effect of hedonic value, utilitarian value, word of mouth, and behavioral intention of consumer in Casa Baio Paradise Resort, Sulawesi Utara. This study uses questionnaires as the research instrument with 108 respondents as the sample. Sampling technique is purposive sampling. This study uses Partial Least Square (PLS) to analyzed the data. The result shows that there are : 1) a significant direct effect of hedonic value to word of mouth; 2) utilitarian value to word of mouth; 3) utilitarian value and word of mouth to behavioral intention. This study also confirm that word of mouth full mediates the influence of hedonic value to behavioral intention and partial mediates the influence of utilitarian value to behavioral intention. The other result shows that there is no significant relationship between hedonic value and behavioral intention.

https://doi.org/10.26905/jmdk.v6i1.2071

Keywords

Hedonic Value, Utilitarian Value, Word of Mouth, Behavioral Intention

Full Text:

PDF

References

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644. https://doi.org/10.1086/209376

Babin, B. J., Lee, Y., Kim, E., & Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133–139. https://doi.org/10.1108/08876040510596803

Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context. Journal of the Academy of Marketing Science, 33(2), 123–138. https://doi.org/10.1177/0092070304268417

Carpenter, J. M., & Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management: An International Journal, 9(3), 256–269. https://doi.org/10.1108/13612020510610408

Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007

Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345

Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x

Gallarza, M. G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452. https://doi.org/10.1016/j.tourman.2004.12.002

Ha, J., & (Shawn) Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. https

Han, H., & Kim, W. (2009). Outcomes of relational benefits: restaurant customers’ perspective. Journal of Travel & Tourism Marketing, 26(8), 820–835. https://doi.org/10.1080/10548400903356236

Hartline, M. D., & Jones, K. C. (1996). Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions. Journal of Business Research, 35(3), 207–215. https://doi.org/10.1016/0148-2963(95)00126-3

Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132. https://doi.org/10.1086/208906

Hyun, S. S., Kim, W., & Lee, M. J. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30(3), 689–700. https://doi.org/10.1016/j.ijhm.2010.10.008

Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. In Procedia Computer Science (Vol. 3, pp. 42–46). https://doi.org/10.1016/j.procs.2010.12.008

perkembangannya di Indonesia. Gramedia Widiasarana Indonesia untuk Lembaga Studi Pariwisata Indonesia.

Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions. Managing Service Quality: An International Journal, 19(3), 308–331. https://doi.org/10.1108/09604520910955320

Maio, G. R., & Olson, J. M. (1995). Relations between Values, Attitudes, and Behavioral Intentions: The Moderating Role of Attitude Function. Journal of Experimental Social Psychology, 31(3), 266–285. https://doi.org/10.1006/jesp.1995.1013

Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word‐of‐mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363–373. https://doi.org/10.1108/08876040810889139

Nejati, M., & Parakhodi Moghaddam, P. (2012). Gender differences in hedonic values, utilitarian values and behavioural intentions of young consumers: insights from Iran. Young Consumers, 13(4), 337–344. https://doi.org/10.1108/17473611211282581

Nejati, M., & Parakhodi Moghaddam, P. (2013). The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. British Food Journal, 115(11), 1583–1596. https://doi.org/10.1108/BFJ-10-2011-0257

O’Curry, S., & Strahilevitz, M. (2001). Probability and Mode of Acquisition Effects on Choices Between Hedonic and Utilitarian Options. Marketing Letters, 12(1), 37–49. https://doi.org/10.1023/A:1008115902904

Oliver, R. L. (1997). Satisfaction : a behavioral perspective on the consumer. McGraw Hill.

Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008

Park, H., & Sullivan, P. (2009). Market segmentation with respect to university students’ clothing benefits sought. International Journal of Retail & Distribution Management, 37(2), 182–201. https://doi.org/10.1108/09590550910934308

Ryu, K., Han, H., & Jang, S. (Shawn). (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981

Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090

Söderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of Retailing and Consumer Services, 14(2), 123–136. https://doi.org/10.1016/j.jretconser.2006.10.001

T.K. Luk, S., Sharma, P., & S.N. Chen, I. (2013). Shopping motivation as a moderator in the retail service evaluation. Journal of Services Marketing, 27(1), 40–48. https://doi.org/10.1108/08876041311296365

To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774–787. https://doi.org/10.1016/j.technovation.2007.01.001

UNWTO Tourism Highlights. (2015). Tourism. https://doi.org/10.18111/9789284416899

Xia, L., & Bechwati, N. N. (2008). Word of Mouse. Journal of Interactive Advertising, 9(1), 3–13. https://doi.org/10.1080/15252019.2008.10722143

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31. https://doi.org/10.2307/1251929

DOI: https://doi.org/10.26905/jmdk.v6i1.2071