The Uses and Gratification theory describes motives of media usage. However I am searching for the origins and theory of motives (utilitarian and hedonic motives) of shopping online. I would appreciate recommended articles.
I do suggest Sara to adopt the Service Dominant Logic theory to describe Utilitarian value and hedonic value an attractor for consumer to choose a product a shopping process
De Fleur, Melvin L. y Sandra J. Ball-Rokeach. (1993). Teoría de la comunicación de masas. (2º ed.) España: Paidós.
Katz, E. (1959). Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for this Journal. Departmental Papers, 2, 1-6. 2013, University of Pennsylvania
Katz E. & Blumler J. (1973). Uses and Gratifications Research. 2 de octubre de 2013, de JSTOR web site: http://www.jstor.org/stable/2747854
Rosengren. Karl Erik; Wenner Lawrence A., Palmgreen Philip. (1985). Media gratifications research: current perspectives. Beverly Hills, Calif.: Sage Publications.
Severin W. J., & Tankard, J. W. (1997). «Uses of Mass Media.» En W. J. Severin, & J. W. Tankard (coordinadores) Communication Theories: Origins, Methods, and Uses in the Mass Media (4th ed.). New York: Longman.
Severing, Werner J. & James W. Tankard Jr. (2001). Communication theories: origins, methods and uses in the mass media. (5.ª ed). USA: Longman.
West, R., Lynn H. "Uses and Gratifications Theory." Introducing Communication Theory: Analysis and Application. Boston: McGraw-Hill, 2010. 392-401
following paper may be useful in going the subject insight
Article Hedonic and utilitarian aspects of consumer behavior: An att...
https://plato.stanford.edu/entries/utilitarianism-history/
I hope the following links can satisfy what you are looking for:
www.om.evaf.vu.lt/index.php?act=uploads.download&file...vu...Kodaz.pdf...
Article Hedonic and Utilitarian Motivations for Online Retail Shoppi...
https://pdfs.semanticscholar.org/1461/ca52c1a69695324f8f80aba9126a444a726a.pdf
https://businessperspectives.org/images/pdf/.../article/.../im_en_2006_02_Guido.pdf
onlinepresent.org/proceedings/vol120_2015/19.pdf
Best of luck,
R. Biria