Mapping the Relationship Between Hedonic Capacity and Online Shopping
Paper i proceeding, 2021

In the present study, the relationship between hedonic capacity and online shopping is explored through a Swedish nationally representative sample. A survey was distributed to 3000 citizens. The number of respondents was 1591 (response rate: 53%). Ordinal regression analyses were conducted in order to test the association between hedonic capacity and online shopping. The dependent variable was online shopping frequencies. Gender, age, and individual income were control variables. Our findings indicated that hedonic capacity was positively associated with online shopping (p < 0.001). The findings propose that online shopping primarily is triggered by emotions and affect rather than reasoning and cognition. Such insights can be used in strategical marketing and technological decisions by academy and industry, as well as in Web site design and communication.

Hedonic capacity

Online shopping

Hedonic shopping



John Magnus Roos

Chalmers, Rymd-, geo- och miljövetenskap, Fysisk resursteori, Fysisk resursteori 2

Högskolan i Skövde

Göteborgs universitet

Högskolan i Borås

Advances in Intelligent Systems and Computing

21945357 (ISSN)

Vol. 1183 604-611

5th International Congress on Information and Communication Technology, ICICT 2020
London, United Kingdom,


Psykologi (exklusive tillämpad psykologi)

Ekonomi och näringsliv



Mer information

Senast uppdaterat