Factors influencing utilitarian and hedonic mobile shopping experiences: Taobao as an example

The past decade has witnessed the rapid growth of mobile shopping application usage. However, utilitarian and hedonic shopping experiences in the context of mobile shopping applications have seldom been studied. Drawing on the user experience (UX) design, this study establishes a research model to examine how the UX design factors, including visual design, interaction design, content design, and security design, influence utilitarian and hedonic shopping experiences on mobile shoppers. The results contribute to the existing limited knowledge of shopping experiences in the context of mobile shopping applications, elucidate the important implications for practice, and provide a fundamental framework for future research to conduct more comprehensive studies.