First, there are two actionable insights for retailers selling hedonic products such as toys: embracing social media and monitoring on-site product page views. These results have several implications for marketing managers.
The study finds that consumers employ social media and on-site product pages as early as two weeks before the final hedonic purchase, utilize third-party reviews up to two weeks before the final utilitarian purchase, and use search engines, deals, and competitors' product pages closer to the time of utilitarian purchase. The specific research questions are:ġ) Do consumers use digital information channels differently for hedonic versus utilitarian (H/U) purchases?Ģ) How does this usage vary over the customer journey?ģ) Does this usage vary between converted and unconverted sessions? The study compares pre-purchase information search on search engines, social media, product reviews, deals, and product pages of H/U purchases between converted and unconverted sessions across early, middle, and late stages of customer pre-purchase journeys.
These needs and purposes are shaped not only by the product category, but also by where consumers are in their journey, namely the "path-to-purpose." In a new study in the Journal of Marketing, researches use a hedonic-utilitarian (H/U) perspective-a purpose-oriented categorization of consumption-to explore information channel usage patterns across customer journeys.
The study, forthcoming in the Journal of Marketing is titled "Path to Purpose? How Online Customer Journeys Differ for Hedonic versus Utilitarian Purchases" and is authored by Jingjing Li, Ahmed Abbasi, Amar Cheema, and Linda Abraham.Ī recent study published by Google's Zero Moment of Truth says consumer search behaviors are driven by six needs: surprise, help, reassurance, education, thrill, and to be impressed.
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