Abstract:

A variety of factors become effective on consumer purchasing decisions. With changes in information and communication technologies on internet, it has become important to identify factors that influence purchasing decisions. Beside purchasing decisions oriented to benefits, satisfy hedonic feelings are seen as important reason for buying. The aim of this study is that examine impact of utilitarian and hedonic purchase decision for working women from shopping on private shopping sites. Research is exploratory study and method was used qualitative research. For the purpose of this research, literature is performed and respondents were determined by intented sample method. In semi structuced interwiev has been used from Rohm and Swaminathan (2004) and To et al. (2007) findings. Causes of shopping on web site for women who has attend interwiev is that ability shopping from internet at any time, easy of delivery, speed,installment payment, free send back as well as person’s negative mood, anxiety, stress,other negative circumstances of day besides adventure, exploring, socializing and modern image. While utilitarian factors in purschasing decisions are seen first aim, hedonic consumption needs make ease to buying decision and make increase the amount of the purchase.

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