The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention

The purpose of this study is to examine the effect hedonic and utilitarian value on recommendation (word-of-mouth electronic word-of-mouth) repurchase intention. For purpose, it collected data from airline passengers who actively use app. By using a convenience sampling method, were 122 app users. reliability analysis, confirmatory factor analysis will be applied obtained in order determine factors that make up dimensions research model. relationship model provided evaluated Partial Least Squares Structural Equation Modeling (PLS-SEM). results indicated both have positive effects air passengers’ behavior. However, shows only has significant intention whereas doesn’t study.