Addressing online hedonic consumers’ privacy concerns and digital addiction in Bangladesh: An extended hedonic-motivation system adoption MODEL / G. M. Shafayet Ullah

• Main Author: G. M. Shafayet , Ullah
• Format: Thesis
• Published: 2023
• Subjects: HD Industries. Land use. Labor; HF Commerce
• Online Access: http://studentsrepo.um.edu.my/15085/1/G_M__Shafayet.pdf; http://studentsrepo.um.edu.my/15085/2/G_M_Shafayet.pdf; http://studentsrepo.um.edu.my/15085/

Hedonic consumers hold a unique place in the consumer behavior literature. The consumption and pertinent consumer behavior of online hedonic products and services are an imminent focus in academia. The mainstream media also highlights the sharp rise of global businesses of online hedonic products and services during the life-altering, worldwide COVID-19 pandemic. Thorough scholarly research sheds light on online hedonic consumption. However, the comprehensive studies required to explore the unique characteristics of this market, along with its interaction with several important factors that influence modern online marketplaces, need to be improved in a few areas. Factors, i.e., “privacy concerns” and “digital addiction”, have only been studied in the utilitarian consumer behavior context but not in a general sense regarding hedonic consumption in a group setting. This thesis offers insights into the current status of research in this field. It identifies the gaps in the existing theory and the unexplored areas of online hedonic consumption through extensive literature reviews. Finally, a new multivariate consumer behavior model on online hedonic consumption incorporating the factors “privacy concerns” and “digital addiction” is proposed and tested empirically. The final model is considered an extension of the already existing “Hedonic Motivation System Acceptance Model (HMSAM)” and therefore proposed to be named “HMSAM II”. A short discussion of the results, followed by the limitations of the research, concludes this thesis.