Author/Authors
KAVAK, BAHTIŞEN Hacettepe University - Department of Business Administration, Turkey , TEKTAŞ, ÖZNUR ÖZKAN Hacettepe University - Department of Business Administration, Turkey , ERYİĞİT, CANAN Hacettepe University - Department of Business Administration, Turkey , BAŞGÖZE, PINAR Hacettepe University - Department of Business Administration, Turkey
Title Of Article
EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE ON ATTITUDINAL-BEHAVIORAL LOYALTY
شماره ركورد
37322
Abstract
This study investigates whether the effects of hedonic and utilitarian buying motives on attitudinal and behavioral loyalty vary for convenience, shopping, and specialty product types, with a control for consumers’ life styles. Data was collected from 835 Turkish households. MANOVA was used to test the effects of hedonic and utilitarian buying motives. The results showed that utilitarian buying motives have significant effects on attitudinal loyalty for shopping and specialty products. Hedonic motives have significant effects on attitudinal loyalty for shopping products and on behavioral loyalty for specialty products. According to MANCOVA results, life styles do not have controlling effects.
From Page
21
NaturalLanguageKeyword
hedonic motives , utilitarian motives , loyalty , life style , Turkey.
JournalTitle
Bogazici Journal
To Page
40
JournalTitle
Bogazici Journal
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