The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention

Abstract

The purpose of this study is to examine the effect of hedonic and utilitarian value on recommendation (word-of-mouth and electronic word-of-mouth) and repurchase intention. For this purpose, it is collected data from the airline passengers who actively use the airline app. By using a convenience sampling method, data were collected from 122 airline app users. The reliability analysis, confirmatory factor analysis will be applied to the data obtained in order to determine the factors that make up the dimensions in the research model. The relationship in the research model provided in the study is evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study indicated that both hedonic value and utilitarian value have positive effects on air passengers’ recommendation behavior. However, it shows that only utilitarian value has a positive significant effect on repurchase intention whereas hedonic value doesn’t have a significant effect on the study.