The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian
consumer’s online purchase intention. Second, this study tried to explore if social media mediates
the influence of hedonic and utilitarian motivation on online purchase intention. A sample of 282
valid online buyers were collected who intentionally involved in online shopping for the last one
year. Structural equation modelling is used to analyse data and to examine the research hypotheses.
Results of the study revealed that utilitarian and hedonic motivation positively influenced online
purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and
utilitarian motivation has significant positive relationship with social media (β= +0.28, p=***), (β=
+0.45, p=***). The current research model will give fresh insights of understanding of consumer’s
motivation and role of social media in online purchase intention. Research implications, limitations,
and scope of research are discussed
