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Development of Hedonism Value on E-Commerce
D A Hermawan, F M Ibrahim, Jacqueline Jacqueline, J R Chineza, Doni Purnama Alamsyah

Last modified: 2021-06-09


The purpose of this study is to examine the concept of hedonic value for e-commerce that is assessed by consumers. The research is assessed qualitatively by comparing preliminary studies from previous studies. Analysis of the literature review is carried out to find the right concept in measuring hedonism. The results of the study show that hedonic value is inherent in consumers as a belief about meeting needs. In e-commerce, there are several dimensions used to measure hedonism, namely pleasure, esthetic, excitement, feelings, and affective. Hedonic value is consumer confidence which in fact can be influenced by consumer trust, besides that hedonic value can have an impact on customer satisfaction. This study has important information for marketers before determining a marketing strategy, where it is necessary to understand consumer behavior related to hedonic value. The purpose of this understanding is of course to support the marketing performance and sustainable performance of the company.


Sustainable Marketing; Hedonism; E-Commerce