The results show that the utilitarian value, the hedonic value, privacy, and trust had a significant positive impact on attitudes towards online purchases, and attitudes towards online purchases also had a significant positive impact on the intent of online purchases. International Journal of Economics and Management. The data was collected by directly distributing surveys to respondents using targeted sampling techniques. This research was limited on the measurement of purchasing will, not directed to buying decision. The survey was conducted on 100 Lazada users in Surabaya City. The purpose of this study is to investigate the utility value, hedonic value, privacy, trust impact on online purchase behavior, and the impact of online purchase behavior on online purchase intent. Many factors, such as utility value, hedonic value, privacy, and trust, determine a positive attitude of a consumer. Online purchases need to have a positive attitude towards e-commerce in order to influence consumers' online purchase intent to use e-commerce.

Indonesia is a country that has very fast e-commerce growth. The present research examined the relationship between hedonic shopping motivations and shopping values in online auctions and found that the. Previous work in other contexts has found a. This behavior is in action as the consumer infringed their plan to purchase other things accordingly or their refusal to comply with the predetermined products. In our research, the hypothesized influence of hedonic motivation on purchase intention was found to be low. E-commerce is another option for buying goods in modern society. hedonic shopping value existed solely for consumer satisfaction.

Hedonic purchase