Third, although the impact of hedonic value is less prominent than that of utilitarian value,
online sellers should not ignore the hedonic values that drive consumers to shop, such as
sensory stimulation, stress relief, role playing, bargain seeking, keeping up with new trends
and social interaction. Delivering such benefits to buyers can increase their repeat purchase
intention. To attract buyers, online sellers also need to pay sufficient attention to the experiential
aspects of their website, positioning the shopping experience as an adventure or chance
to reduce stress or alleviate a negative mood