Hedonic Motivation's Effects on Customer Satisfaction and Customer Loyalty with Regard to Online Shopping: Evidence from Indian Cities

Abstract

With a focus on data from significant Indian cities, this study examines the effects of hedonistic drive on consumer happiness and loyalty in the context of online purchasing. Hedonistic motivation, which is defined as the need for pleasure and sensory satisfaction, is a major influence on how people behave when they shop online. Given the explosive growth of e-commerce in India, it is critical for firms looking to improve customer experience.
An extensive survey of internet consumers in major cities including Hyderabad, Bangalore, Delhi, Mumbai, and Pune was carried out. The results show that hedonistic motivation and customer satisfaction are strongly positively correlated. Pleasure-seeking shoppers expressed greater levels of satisfaction because they had interesting and fun purchasing experiences.