Utilitarian motivation involves satisfying functional needs, such
as convenient shopping; procuring goods, services, or specific information;
and reducing the costs (i.e., money, time, and effort) that may
have to be expended in transportation, finding specific products or
services, and waiting in check-out lines
Utilitarian values(Babin etal.,1994) stem from the desire for
efficient, rational, task-oriented efforts relevant to purchasing
products. Consumers motivated by utilitarian values online may
seek the convenience of saving time or the ease of accessing information. Utilitarian values
motivate purchasing traditional formats(Babin etal.,1994) as
wellasonlinechannels(Childers etal.,2001,Toetal.,2007).