Two Sides of a Coin: Connecting Utilitarian Shopping Value to Online Purchase Intention and Brand Experiential Satisfaction through Mediation Process

Abstract

Given the widespread use of social media, especially social networking sites among consumers and brands, academic scholars and marketers need to comprehend the critical role of social media in their marketing efforts. This study highlights both theoretical and conceptual literature about consumers’ psychological empowerment, utilitarian shopping value, consumer brand engagement, online purchase intention, and brand experiential satisfaction. The study contributes to the process by evaluating the relationships between consumer psychological empowerment and utilitarian shopping value. The study also explores the concept of practical shopping value with the support of literature and its impact on online purchase intention and brand experiential satisfaction. The study also determines the mediating role of consumer brand engagement in the relationship between utilitarian shopping value, online purchase intention, and brand experiential satisfaction.The findings suggested that consumer psychological empowerment significantly affects utilitarian shopping. The results also revealed the positive impact of utilitarian shopping value on online purchase intention and brand experiential satisfaction. The managerial and academic implications are discussed; limitations and future directions for research are also presented.