THE MODERATING EFFECTS OF PERCEIVED USE AND PERCEIVED RISK IN ONLINE SHOPPING Ebru GOZUKARA
The purpose of this study is to empirically test the simultaneous effect of both hedonic and utilitarian motivation on search and purchase intentions along with the roles of the perceived ease of use and perceived risk as moderators. The analysis of the data (N=352) through structural equations modeling (SEM) in AMOS reveals that; i utilitarian and hedonic motivations have positive impact on purchase intention, ii although hedonic motivation has a positive influence on search intention, utilitarian moti vation is not found to have any positive associations with search intention, iii perceived ease of use moderates the relationship between hedonic motivation and search intention but does not have any moderation role in the link between utilitarian motivation and search intention, and iv perceived risk has only a moderator role in the relationship between hedonic motivation and purchase intention. Finally, the theoretical and managerial implications of the study are discussed.