Users strive for a more complete experience with software products, an experience that not only achieves well-defined goals, but also involves the senses and generates affective response (Bly, Cook, Bickmore, Churchill and Sullivan, 1998). Yet, producers of Information Systems have focused largely on utilitarian aspects of IS rather than the hedonic. The reason may lie in the computing disciplines’ origins in disciplines that emphasize hard science, efficiency, and utility (Tractinsky, 2006). However, there is mounting evidence in support of the importance of Hedonic considerations in design of IS products. Investigations in this study reveal distinctive but complementary impacts of Hedonic and Utilitarian value provided by IS on its user base. While the Utilitarian value was found to positively impact User Loyalty, thereby enhancing the capacity to retain existing user base, the Hedonic value was found to favorably impact positive Word-of-Mouth of users, thereby increasing the ability to attract new users.