Purpose: This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations. Design/methodology/approach: Using experimental designs, this research investigates how hedonic versus functional consumption goals affect consumers’...

Purpose The purpose of this study is to investigate how hedonic and utilitarian choice options of online travel agencies (OTAs) affect consumers’ process enjoyment and booking intentions. Design/methodology/approach The authors apply a one-factorial experimental design. The stimuli consisted...