The effects of utilitarian and hedonic values on mobile shoppers’ behavioral intentions: the moderating role of stickiness

Purpose This study aims to examine how utilitarian (UV) and hedonic (HV) values influence mobile shopper (m-shopper) satisfaction and behavioral intentions in the post-adoption stage, considering the moderating role of retailing app stickiness. Design/methodology/approach Data from 442 US consumers were analyzed using structural equation modeling and multigroup analyses to assess relationships among UV, HV, satisfaction, repurchase intention and positive word-of-mouth (WOM). Findings UV more strongly predicts satisfaction for both low- and high-stickiness shoppers, whereas HV significantly affects satisfaction mainly among high-stickiness shoppers. In addition, satisfaction drives repurchase intention and positive WOM for both groups. Originality/value This study provides empirical evidence on how value dimensions and stickiness jointly shape m-shopper satisfaction and behavioral intentions postpurchase. It highlights the differential effects of UV and HV depending on retailing app stickiness.