This research seeks to investigates the effect of information quality (., that is a selected different dimension of information quality being completeness, concise representation, consistent representation and free from error given to a potential customer before a purchase is made) which will be in favor of hedonic or utilitarian products. | Hedonic and utilitarian orientation towards the purchase intention of laptop the mediating effect of information quality. An empirical study of Ghana International Journal of Management IJM Volume 10 Issue 6 November-December 2019 pp. 198 213 Article ID IJM_10_06_020 Available online at http ijm JType IJM amp VType 10 amp IType 6 Journal Impact Factor 2019 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication HEDONIC AND UTILITARIAN ORIENTATION TOWARDS THE PURCHASE INTENTION OF LAPTOP THE MEDIATING EFFECT OF INFORMATION QUALITY. AN EMPIRICAL STUDY OF GHANA Mei Qiang School of Management Department of Marketing Jiangsu University 301 Xuefu Road Jingkou District Zhenjiang Jiangsu . China. Gyamfi-Yeboah Kwabena School of Management Department of Marketing Jiangsu University 301 Xuefu Road Jingkou District Zhenjiang Jiangsu . China. Li Wenyuan School of Management Department of Marketing Jiangsu University 301 Xuefu Road Jingkou District Zhenjiang Jiangsu . China Sikander Ali Qalati School of Management Department of Marketing Jiangsu University 301 Xuefu Road Jingkou District Zhenjiang Jiangsu . China. Daria Erusalkina School of Finance Department of Finance Jiangsu University 301 Xuefu Road Jingkou District Zhenjiang Jiangsu . China. ABSTRACT In our diurnal cycles a purchase is performed all the time and at this instant we are always forced to reflect for a second to choose between two main product types being utilitarian and hedonic. Utilitarian products being practical functional and instrumental to satisfy the individuals quot needs quot whereas hedonic products are accompanied by sensational and experiential effects to satisfy the individuals quot wants quot . Previous studies have over the years has revealed that there is always a hint of a quilt when the product to be purchased is hedonic or has hedonic characteristics as compared to products with utilitarian .
