Document Type



Value judgments, such as functional, emotional, utilitarian, and hedonic values have received considerable attention in recent years. However, research on these interrelationships has been somewhat limited in online shopping, particularly in regards to the gap between website values versus consumer shopping orientations. The purpose of this research is to propose and empirically test a conceptual framework that incorporates the interrelationships of website values, shopping satisfaction, and repurchase intention into framework and validate them in a B2C online shopping context. Specifically, we examine the moderating role of consumer shopping orientations in the impact of website values on shopping satisfaction.

Our results suggest that the impact of website values on shopping satisfaction is negatively moderated by consumer shopping orientations. Therefore, functional and emotional values are probably necessary but are an insufficient precondition for cultivating shopping satisfaction. Moreover, consumer hedonic orientation plays a slightly higher influence on shopping satisfaction than utilitarian orientation. Understanding these factors can provide direction for planning website features as well as consumer desired values that will increase shopping satisfaction and repurchase intention.