Hedonic Consumption Characteristics Related to Products and Services where Fashion Involvement Plays an Important Role, A Field Study from Eskisehir, Turkey

Abstract

This study intends to find out the relationship between hedonic consumption and consumers' demographic and psychographic traits as within the scope of fashion goods and expensive services. A survey is applied to 1020 respondents selected via stratified sampling from Eskişehir, a city of Turkey with 700.000 inhabitants. The respondents are required to answer 44 questions of which five are related to demographic characteristics of these respondents. The rest 39 are statements which are designed to reflect the hedonic consumption behavior of these people. The study consists of five parts. The first part is an introduction where the scope and the purpose of the study are concisely stated. The second part relates to the theoretical background of the subject matter and the prior researches carried out so far. The third part deals with research methodology, basic premises and hypotheses attached to these premises. Research model and analyses take place in this section. Theoretical framework is built and a variable name is assigned to each of the question asked or proposition forwarded to the respondents of this survey. 39 statements or propositions given to the respondents are placed on a five-point Likert scale where 1 stands for 'strongly disagree' and 5 represents 'strongly agree'. The remaining five questions about demographic traits as age, gender, occupation, educational level and monthly income are placed either on a nominal or ratio scale with respect to the nature of the trait. Ten research hypotheses are formulated in this section. The fourth part mainly deals with the results of the hypothesis tests and bivariate and multivariate analysis is applied to the data on hand. Here exploratory factor analysis reduces 39 variables to six basic components. In addition non-parametric biraviate analysis in terms of Chi-Square is applied to test the hypotheses formulated in this respect. The fifth part is the conclusion where findings of this survey are listed.

The COVID-19 Pandemic and the Antecedants for the Impulse Buying Behavior of US Citizens

“…Several other research studies have declared that motivation, attitude, and identified perceptions are the precursors for consumer behavior, which is significantly influenced by consumer beliefs (Haq & Abbasi, 2016;Güler, 2014). As previous literature has shown, the influence of utilitarian and hedonic buying serve predominantly as moderators (Koparal & Çalik, 2015), and mediators (Haq & Abbasi, 2016). However, other studies such as Bergel & Brock (2019) have demonstrated that these factors are direct and independent variables that significantly influence buying patterns.…”

COVID-19: fear appeal favoring purchase behavior towards personal protective equipment

“…Existing studies explored the impact of hedonic and utilitarian shopping motives mainly as mediators (Haq & Abbasi, 2016) or moderators (Koparal & Çalik, 2015). Others studied these factors as direct and independent influencers on purchase behavior (Pöyry et al, 2013;Yu & Bastin, 2010).…”

The Role of Social Media Browsing Intention for Behavioral Outcomes of Young Consumers

“…In these cases, utilitarian motive drives a consumer with goals in mind, as well as appealing to one's mind and logic, and encourages web browsing to search for price information, compare prices and possibly fi nd the lowest price; this is followed by conducting an evaluation of the information received and an assessment of the quality of product attributes or product performance on selected attributes, and then building communication with other users. Meanwhile, hedonic motive driven web browsing places attention on the sensory attributes, generates emotional arousal (Koparal & Çalık, 2015), and has a stronger focus on emotive opinions, multisensory, pleasure and excitement aspects of a product, as well as on aesthetic appreciation of a shopping experience (Çal & Adams, 2014). Hence, when a shopping browsing journey is remarkably enjoyable, individuals with a hedonic preference are more encouraged to share their experiences with others and embolden friends and acquaintances to visit that online seller.…”

“…1, 2017, pp. [39][40][41][42][43][44][45][46][47][48][49][50][51][52][53][54][55][56][57] H5: Social media browsing intention is a mediator between utilitarian motives and eWOM.…”