As a result, it is seen that values of benevolence, self-direction, tradition, power, spirituality, stimulation and hedonism are related with hedonic consumption. According to research, dimensions of values depicted as “benevolence”, “universalism”, “self direction”, “conformity”, “tradition”, “power”, “self security”, “spirituality”, “stimulation”, and “hedonism”, and dimensions of hedonic consumptions are “excitement and escape”, “innovativeness” and “pleasure and fun”. At the study, 430 valid questionnaires are obtained. Factor analysis for scales and correlation analyses for the possible relationships among values and hedonic consumption are conducted. Data is gathered by face to face survey method. In this study, hedonic consumption is measured by widely used reliable and valid scales. Present study investigates the relationships among individual values and hedonic consumption behavior it is aimed to provide information to marketing practitioners and researchers about values. The concept which is termed as hedonic consumption is a part of consumption explained as being happy, pleasure, sensuality or relieving. Recently the concept of hedonic consumption is encountered and researched often. Values are related with consumption behaviors and purchasing processes, too. Values are among the important factors that determine how people act and are motivated.
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