The Effect of Utilitarian Value and Hedonic Value on Emotional Pleasure and Purchase Intention: Mediated by Flow Experience on TikTok Shop

This study discusses how utilitarian values and hedonistic values affect emotional pleasure and purchase intention in Mykonos perfume consumers who shop through TikTok Shop. In addition, this study also reviews the role of flow experience as a mediating variable. This study uses a quantitative approach with the SEM-PLS analysis method and involves 400 respondents who are active users of TikTok Shop. The results obtained showed that utilitarian values significantly increased emotional pleasure with a t-statistical value of 3,323. The hedonistic value had a stronger and more significant influence on emotional pleasure, with a t-statistic of 6,276. Furthermore, emotional pleasure was also shown to have a positive effect on purchase intention (t-statistic = 5,726). Flow experience has also been shown to be a significant mediator in the relationship between utilitarian and hedonistic values on emotional pleasure and purchase intention, with a t-statistical value above 3.7. This research is expected to be an academic reference in the field of consumer behavior on social media platforms, as well as a reference for experience-based marketing strategies that can be applied by brands, especially in the use of TikTok Shop.