On the other hand, brand love and hedonic consumption tendency are positively influenced by the positive affect that consumers feel when visiting stores, which stimulates them to impulsebuy a fashion product. Measuring the hedonic and utilitarian sources of consumer attitudes rajeev batra 4209f business administration, school of business administration, university of michigan, ann arbor, mi 48109. Thirty years ago, hirschman and holbrook 1982 advocated greater attention to hedonic consumption and the myriad ways in which consumers seek pleasure and enjoyment. In sum, hedonic consumption refers to consumers multisensory images, fantasies and emotional arousal in using products. Analyses of a sample of 422 students, drawn from different universities of twin cities, revealed interesting findings. Analisis pengaruh hedonic consumption tendency fashion dan. Despite the voluminous literature on impulse purchasing, relatively little is known about impulse purchasing in the fashion industry.
The factors that regulate hedonic consumption include the senses, which detect flavors, smells, textures and even sounds, and play a decisive role in causing an individual to choose one food or another. Not having found any paper concerning the hedonic consumption tendency and its relation with checking fashion blogs or online shops, i found interesting for my model to clarify if there is or not a relation, and in case of yes, which kind of relation. Impact of utilitarian and hedonic shopping values on individuals perceived benefits and risks in online shopping. Hedonic consumption signifies the joy and pleasure the consumer expects from shopping.
Williams b a department of marketing, 212 bryan hall, university of florida, gainesville, fl 32611. Hedonic adaptation restricting pleasure increases pleasure. A relevant issue in the hedonics of food consumption is the distinction between liking and wanting. A second novel aspect of sadness and consumption is that the carryover effect drives consumption behavior across diverse domains. In an environment where energydense and highly palatable foods are ubiquitous, it seems plausible that the hedonic system of appetite control will play a primary role in eating behaviorundermining homeostatic processes and driving consumption beyond energy requirements. Purpose gender is one of the most common forms of segmentation used by marketers. Research question exploring a model of fashionoriented impulse buying in conjunction with product involvement and experiential aspects of consumption including hedonic consumption tendency and positive emotion among college students. Penelitian ini adalah penelitian explanatory, bertujuan untuk mengetahui pengaruh fashion involvement, positive emotion, store attribute dan hedonic consumption tendency terhadap impulse buying behavior yang berorientasi pada fashion hijab. It involves use of a product to fulfill fantasies and satisfy emotions. The characteristics and causes of hedonic response are further developed in the sections that follow. Pdf indirect impact of hedonic consumption and emotions. Fashion involvement, directly affects hedonic consumption tendency positive h3 emotions, impulse buying behavior of apparel fashion products. So after satisfying utilitarian needs if individual is left with resources they can spend it on enhancing emotional pleasure which is known as hedonic. Consumption of items which are necessary for survival is called as utilitarian consumption.
Myers this article focuses on the bundling of products with. Current study puts light on the role of brand equity, hedonic consumption tendencies, and advertisement on cognitive dissonance. Evaluation of the influence of fashion involvement. Sweet, fatty, or salty foods tend to be more enjoyable than bitter, bland, or sour ones. Octaprinanta and others published the effect of store environment, availability of money and time, hedonic consumption tendency on emotional states and its impact on. The effects of varietyseeking buying tendency and price sensitivity on utilitarian and hedonic value in apparel shopping satisfaction neda irani corresponding author department of business management, science and research branch islamic azad university, tehran, iran ashrafeeeesfahani highway, hesarak road, tehran 1477893855, iran. However, availability of time had not a significant. Traditional research argues that consumers tend to rely on external cues to.
According to this theory, as we make more money or eat more choccy, our expectations and desires rise in tandem. Kuesioner pengaruh fashion involvement, hedonic consumption tendency dan positive emotion terhadap impulse buying behavior di metro departement store ciputra world surabaya responden yth, saya adalah cindy kharisma, mahasiswi program studi manajemen fakultas bisnis universitas katolik widya mandala. Pdf indirect impact of hedonic consumption and emotions on. Indirect impact of hedonic consumption and emotions on impulse purchase behavior. The purpose of this study is to determine the effect of price and hedonic shopping. In this context hedonic consumption concept looms large. This research can be categorized as a causality research. Consumer avoidance of specially priced items is greater when redeeming scs compared to when redeeming rcs. A behavioral researcher studying how consumers use multisensory, fantasy, and emotional factors in selecting products is studying hedonic consumption. Khan, department of business administration iqra university, karachi, pakistan.
Cognitive emotion theory and emotionaction tendency in online impulsive buying. Hedonic consumption is consumption of products by individuals for experiencing happiness after satisfying basic needs of food, clothing and shelter. Pdf impact of brand equity, advertisement and hedonic. Patrick b,1,2,3 a marketing department, boston college, usa b department of marketing and entrepreneurship, university of houston, usa received 28 october.
The effects of hedonic, gain, and normative motives on. Impulse buying plays the role of a mediator in the study. Indirect impact of hedonic consumption and emotions on. How feelings about money influence consumer choice although mental accounting research suggests that financial windfalls are spent more readily and frivolously than ordinary income, windfalls are sometimes spent reluctantly or virtuouslya consumption pattern that mental accounting does not predict. Using the sixfactor hedonic shopping motivation profiles, a cluster analysis of adult consumers reveals five shopper segments, called here the minimalists, the gatherers, the providers, the enthusiasts, and the traditionalists. A theoretical model of fashionproduct impulsebuying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget. In its brief history, the study of consumer behavior has evolved from an early emphasis on rational choice microeconomics and classical decision theory to a focus on.
How well they work may depend on what you are trying to sell michal strahilevitz john g. As the expectation from shopping is different for each consumer, so is the feeling experienced during shopping. The utility of the proposed scale is discussed both for future research and retail strategy. Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. However consumers make their shoppings under the hedonic feelings, their decisions are also affected by the price. Hedonic potential as a driver of brand extendibility henrik hagtvedt a.
Hedonic shopping motivations and impulse buying econstor. Ppt the influence of the availability of money and time. However, not enough data on gender differences has been collected in the field of consumer behavior. Consumption of items which are necessary for survival is called as. The results suggest that hedonic consumption and positive emotions fully. Value and consumption, individual values, hedonic consumption.
The indirect e ect of positive emotions on impulse purchase behavior. The indirect e ect of hedonic consumption on impulse purchase behavior. In order to address this vacancy, this study was specifically designed to investigate the influence of two dominant consumption values utilitarian and hedonic on college students athletic footwear purchase intentions. Impact of brand equity, advertisement and hedonic consumption tendencies on cognitive dissonance. With the fast development of online communities, it has become critical for firms to understand these communities influence on consumers consumption experiences. Fashion involvement, directly affects hedonic consumption tendency positive h3 emotions. The effects of varietyseeking buying tendency and price. As for the value of coefficient determination r square show that hedonic consumption tendency, fashion involvement andvisual merchandising have influence to consumer buying. Hedonic consumption is defined as the multisensory, fantasy, and emotional aspects of consumers interactions with products. The perceived availability of time consumers spend, directly affects hedonic h2 consumption tendency, positive emotions, impulse buying behavior of apparel fashion products.
The main constructs were identified from the literature and then tested relationships between them. Teknik analisis data yang digunakan adalah analisis regresi linier. This study proposed and empirically verified the impact of product involvement, hedonic consumption tendencies and impulse buying tendencies on cognitive dissonance. How autonomy affects hedonic consumption ugent biblio. This study investigates the effects of iranian consumers varietyseeking buying tendency and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for manto and shirt shoppers in the iranian market. Hedonic consumption tendency had a significant effect towards impulse buying behaviour.
This study addresses the need to examine impulse buying behavior related to fashion products. Pdf the effects of varietyseeking buying tendency and. Moreover, we explored the potential multiple mediation effects of perceived risk and lifestyle between goal frames and gcb. Haq, department of business administration iqra university, karachi, pakistan. The method that is used to explain the causal relationships among variables is the survey method.
The eshopping tendency is increasing rapidly among buyers across the world, which is the focus of this study. Consumer choice between hedonic and utilitarian goods, 2000 so then whats the difference between these 2. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption mental constructs, product classes, product. Compulsive buying tendencies through materialistic and. Mental accounting and reasonbased choice as regulators of hedonic consumption prelec and loewenstein 1998 point out that when consumers make purchases they often experience an immediate pain of paying, which can weaken the pleasure derived from consumption or even prevent it altogether. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun. Advances in research on mental accounting and reason. Impact of utilitarian and hedonic shopping values on. And sad individuals are less likely to restrain their consumption of a hedonic. The role of fashion involvement, brand love and hedonic. As peoples incomes rise, they are more likely to prefer additional experiences over additional possessions. Consumer choices are driven by utilitarian and hedonic considerations. Utilitarian and hedonic consumption values on american. This configuration of effects may be termed hedonic response.
Thus, whereas research on hedonic consumption has struggled with the distinction between hedonic and utilitarian pursuits, hedonic consumption itself can result in pleasure as well as a deeper kind of enjoyment, rising even to the level of fulfillmentoutcomes that can be captured in the processes of flow csikszentmihalyi, 2008 and. Analisis pengaruh hedonic consumption tendency fashion. Consumer avoidance of specially priced items during social. This is especially true in the case of hedonic consumption. The hedonic treadmill also known as hedonic adaptation refers to the tendency for our happiness to return to a baseline or set point regardless of our circumstances, choices, or accomplishments. This article will explore how the hedonic treadmill influences our choices across the materialism spectrum, from excessive consumerism all the. Consumer behavior practice test flashcards quizlet. Level of satisfaction cannot be determined in the same orderly manner in hedonic as in utilitarian consumption. Pdf gender differences in brand commitment, impulse.
1251 1310 358 383 1377 5 410 1239 725 985 217 1389 218 831 1079 587 209 480 1421 368 25 308 1161 774 463 459 237 1377 1184 4 200 961 1214 1158 730