The Effect of Hedonic Motivation in E-Commerce Platforms on Purchase Intention among Working Millennials in the UAE

Abstract

This study examines how hedonic motivation, the enjoyment and pleasure derived from using digital retail platforms, influences purchase intention among working Millennials in the United Arab Emirates (UAE), with life satisfaction proposed as a mediator. The study addresses an important gap, as e-commerce is central to the UAE’s digital economy, yet the psychological mechanisms shaping Millennial purchasing behaviour remain underexplored in the GCC. A positivist, deductive approach was adopted using a quantitative, cross-sectional survey. Purposive sampling targeted working UAE Millennials aged 30–45 who actively use platforms such as Amazon.ae, Noon, Shein, and Temu. Data were collected through an 11-item questionnaire incorporating validated measures of hedonic motivation, life satisfaction, and purchase intention. Of 153 responses received, 151 were valid. All scales demonstrated strong internal reliability (hedonic motivation: α = .93; life satisfaction: α = .89; purchase intention: α = .95). Pearson correlations showed significant positive relationships among hedonic motivation, life satisfaction, and purchase intention (all p < .001). Mediation analysis using Baron and Kenny’s four-step procedure, supported by the Sobel test (z = 3.16, p = .002), confirmed that hedonic motivation significantly predicted both life satisfaction and purchase intention, while life satisfaction also significantly predicted purchase intention. Life satisfaction partially mediated the relationship between hedonic motivation and purchase intention, and the final model explained 60% of the variance in purchase intention. The study extends UTAUT2 by incorporating a wellbeing mechanism, provides evidence from the UAE context, and offers practical guidance for e-commerce platforms seeking to enhance consumer engagement and purchasing intention among Millennials.