21 EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE ON ATTITUDINAL-BEHAVIORAL LOYALTY* BAHTIŞEN KAVAK** ÖZNUR ÖZKAN TEKTAŞ*** Hacettepe University Hacettepe University CANAN ERYİĞİT**** PINAR BAŞGÖZE***** Hacettepe University Hacettepe University 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. Key words: hedonic motives, utilitarian motives, loyalty, life style, Turkey. HAZCI - FAYDACI MOTİVLERİN VE YAŞAM TARZININ TUTUMSAL VE DAVRANIŞSAL SADAKAT ÜZERİNDEKİ ETKİLERİ ÖZET Bu çalışmada, yaşam tarzının etkisi kontrol edilerek hazcı ve faydacı motivlerin tutumsal ve davranışsal sadakat üzerindeki etkisinin kolayda, beğenmeli ve özellikli mallar için değişip değişmediği incelenmiştir. Veri 835 hanehalkından toplanmıştır. Hazcı ve faydacı motivlerin etkisini ölçmek için MANOVA kullanılmıştır. Sonuçlara göre, faydacı satın alma motivleri, beğenmeli ve özellikli mallarda tutumsal sadakati etkilemektedir. Hazcı motivler ise beğenmeli mallarda tutumsal sadakati; özellikli mallarda davranışsal sadakati etkilemektedir. MANCOVA sonuçları da yaşam tarzının söz konusu bu ilişkileri kontrol etmediğini göstermiştir. Anahtar kelimeler: hazcı motivler, faydacı motivler, sadakat, yaşam tarzı, Türkiye. Boğaziçi Journal Vol. 24, no. 1-2 (2010), pp. 21-40. * The authors would like to thank the rewievers very much for their appreciated comments on the earlier manuscript of the study. ** Bahtışen Kavak is a Professor in the Department of Business Administration at Hacettepe University, 06800, Beytepe, Ankara, Turkey. E-mail: [email protected]*** Öznur Özkan Tektaş is an ınstructor in the Department of Business Administration at Hacettepe University, 06800, Beytepe, Ankara, Turkey. E-mail: [email protected]**** Canan Eryiğit is an instructor in the Department of Business Administration at Hacettepe University, 06800, Beytepe, Ankara, Turkey. E-mail: [email protected]***** Pınar Başgöze is an instructor in the Department of Business Administration at Hacettepe University, 06800, Beytepe, Ankara, Turkey. E-mail: [email protected]
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EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE … · hedonic and utilitarian buying motives, brand loyalty and buying motives for different product types and life styles
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EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE ON ATTITUDINAL-BEHAVIORAL LOYALTY*
Key words: hedonic motives, utilitarian motives, loyalty, life style, Turkey.
HAZCI - FAYDACI MOTİVLERİN VE YAŞAM TARZININ TUTUMSAL VE DAVRANIŞSAL SADAKAT ÜZERİNDEKİ ETKİLERİ
ÖZETBuçalışmada,yaşamtarzınınetkisikontroledilerekhazcıvefaydacımotivlerintutumsalvedavranışsalsadakat üzerindeki etkisinin kolayda, beğenmeli ve özellikli mallar için değişip değişmediğiincelenmiştir.Veri835hanehalkındantoplanmıştır.HazcıvefaydacımotivlerinetkisiniölçmekiçinMANOVAkullanılmıştır.Sonuçlaragöre,faydacısatınalmamotivleri,beğenmeliveözelliklimallardatutumsalsadakatietkilemektedir.Hazcımotivlerisebeğenmelimallardatutumsalsadakati;özelliklimallardadavranışsalsadakatietkilemektedir.MANCOVAsonuçlarıdayaşamtarzınınsözkonusubuilişkilerikontroletmediğinigöstermiştir.
Anahtar kelimeler: hazcı motivler, faydacı motivler, sadakat, yaşam tarzı, Türkiye.
Boğaziçi JournalVol.24,no.1-2(2010),pp.21-40.
* The authors would like to thank the rewievers very much for their appreciated comments on the earliermanuscriptofthestudy.
Brand loyalty is strategically important for managing brands (Amine, 1998) and for profitability(Srinivasanetal.,2002)becausebrandloyaltyleadstovariousmarketingadvantagessuchasreducedmarketingcost,greatermarketshare,favorablewordofmouth(ChaudhuriandHolbrook,2001)andwillingness topaymuchmore than thenormalvalue (ReichheldandSasser,1990).Theremaybemany reasonswhy consumers buy the same brand repeatedly, among thembrand reputation, riskaversion,socialgroupinfluences(GounarisandStathakopoulos,2004),brandpersonality(Kimetal.,2001)andhedonicandutilitarianbuyingmotives(Scarpi,2005;Trijp,1995).Amongthese,hedonicandutilitarianbuyingmotivescanbeconsideredaspredictorsofconsumerattitudesandbehaviors(Vossetal.,2003).Hedonicandutilitarianbuyingmotiveshavebeeninvestigatedasmuchfocusedshoppingmotives (Kaufman-Scarborough andLindquist, 2002)which represent a useful basis forunderstandingconsumeroutcomessuchassatisfactionandloyalty(e.g.Childers,Carr,PeckCarson,2001). Consumer choice and use of different products and services are driven by both utilitarian(UT)andhedonic(HED)considerations(Storgards,TuunainenandÖörni,2009).However,therearefewstudies(e.g.CarrollandAhuvia,2006;Griffinetal.,2000;Scarpi,2005)examiningthedirecteffectsofthesemotivesonloyalty.Althoughtheloyaltyconceptshouldbeconsiderednotonlyasrepeatedpurchases,butalsoasaconsumerattitude(ShethandPark,1974),noneofthesestudieshaveinvestigatedtheimpactofhedonicandutilitarianbuyingmotivesonbehavioralandattitudinalloyalty. Ontheotherhand,productsthemselvesmayhavedifferinglevelsofhedonicorutilitarianbenefitsin their nature according to their attributes, and these benefits may influence loyalty dimensionsdifferently in theconsumers’minds (CarrollandAhuvia,2006).For instance,buyerswho tend tohave a lowbrand loyalty for convenience goods are not strongly brand loyal for shopping goods(Fernieetal.,2003:250)butdohaveastrongbrandloyaltyforspecialtygoods(Finchetal.,2006:36).Therefore,theeffectsofhedonicandutilitarianbuyingmotivesonattitudinalandbehavioralloyaltyneedtobeinvestigatedfordifferentproductcategoriessuchasconvenience,shoppingandspecialty.Inaddition,lifestylesthathavebeenpreviouslyfound(Matzleretal.,2005)toaffectloyaltymaybeincludedinordertocontroltheinfluenceofhedonicandutilitariantendencies.
Thepurposeofthisstudyistoinvestigatetheeffectsofhedonicandutilitarianmotivesalongwithlifestylesonbehavioralandattitudinalloyaltydependingonthetypeofproduct,convenience,shopping,orspecialty.Thusthepresentstudycontributestwonewapproachestotheliterature.First,theexistingliteratureontheinfluenceofhedonicandutilitarianmotivesonbrandloyaltyisextendedseparatelyforattitudinalandbehavioralloyalty.Second,thisinfluenceisinvestigatedforconvenience,shopping,andspecialtyproductsbycontrolling life styleswhichhavebeenwidely investigatedas thepredictorsofbrandloyalty.The rest of the paper is organized as follows: First, the references in literature on brand loyalty,hedonicandutilitarianbuyingmotives,brandloyaltyandbuyingmotivesfordifferentproducttypesandlifestylesareprovided.Next,themethodologyofthestudycontainingdetailsofthesurveyanddataispresented.Then,findingsofthestudyareprovided.Theconclusionandsomecommentsformarketingprofessionalsarepresentedatthelastsectionofthestudy.
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BRANDLOYALTY:ATTITUDINAL-BEHAVIORALThere is an ongoing debate about the definition of loyalty. There are two approaches to theconceptualization of brand loyalty, namely, stochastic (behavioral) and deterministic (attitudinal)(Odin et al., 2001).A stochastic approach defines loyalty as a behaviorwhich refers to repeatedpurchasesofthebrand(ChaudhuriandHolbrook,2001)anddeterminestheloyaltystatusofagivenconsumerbyobservinghisorherpurchaserecord(DuboisandLaurent,1999).Withthesamepointof view, Jacoby andKyner (1973) define loyalty as “(1) the biased (non-random), (2) behavioralresponses(i.e.purchase),(3)expressedovertime,(4)bysomedecisionmakingunit,(5)withrespecttooneormorealternativebrandsoutofasetofsuchbrands,and(6)isafunctionofpsychological(decisionmaking/evaluative)processes.”Thesedefinitionssuggestthatrepeatpurchasingandbrandloyalty are the same andonly repeat purchasing can capture the loyalty of a consumer towards abrand(BandyopadhyayandMartell,2007).However,thebehavioralapproachdoesnotdifferentiatebetweenvariousbuyingsituationsandpersonalmotives;henceitiscriticizedasbeingstaticandlackingconceptualbases(Amine,1998).Forinstance,ShethandPark(1974)proposethatthefrequencyorpatternofrepeatedbrandpurchasebehaviorisnotsufficienttorepresentbrandloyaltysinceitisamultidimensionalconstructincludingdistinctpsychologicalprocesses.Theyalsostatethatloyaltycanexistatthenon-behaviorallevelforsomeproductsthatconsumersneverbuy.DickandBasu(1994)emphasizetheneedtoextendbrandloyaltytoincludeattitudinalinfluencesaswell.Thedeterministicapproachcoversthisnon-behavioralsideoftheloyalty.Accordingtoit,loyaltyismorethanrepeatedpurchases(JacobyandKyner,1973)andincludessomeattitudesofconsumers(Kimetal.,2006).DickandBasu(1994)suggestthatincorporatingrelativeattitudeswillincreasethepredictiveabilityofloyaltymodels.Theattitudinalcomponentreferstothestronginternaldispositionofconsumerstocontinuebuyingthesamebrand(Amine,1998).Similarly,ShethandPark(1974)definebrandloyaltyas“apositivelybiasedemotive,evaluativeand/orbehavioralresponsetendencytowardabranded,labeledorgradedalternativeorchoicebyanindividualinhiscapacityastheuser,thechoicemakerand/orthepurchasingagent.”Thus,itcanbeconcludedthatbrandloyaltyhastwoaspects:behavioralandattitudinal.Behavioralloyalty refers to repeated purchases of the brand. Attitudinal loyalty is, however, the level ofcommitmentoftheaverageconsumertowardthebrand(ChaudhuriandHolbrook,2001)andreflectsfavorableexpressionsofpreferenceforthebrand(DuboisandLaurent,1999).Thefactorsaffectingbrandloyaltyhavebeenwidelyexaminedintheliterature(Amine1998;Kimetal.2001;GounarisandStathakopoulos,2004;Kavakandİbrahimoğlu,2006).Amine(1998)classifiesantecedentsofloyaltyasindirectanddirectsources.Indirectsourcesareinvolvementandsatisfactionwhichinfluenceloyaltythroughmediatingvariables.Directsourcesareperceiveddifferencesamongalternatives, perceived risk, brand sensitivity and brand attachment/liking.Antecedent factors canalso be classified into three groups (Gounaris and Stathakopoulos, 2004): brand characteristics,such as brand reputation, availability of substitute brands (Gounaris and Stathakopoulos, 2004),andbrandpersonality(Kimetal.2001);social factors,suchassocialgroupinfluencesandpeers’recommendations;andconsumercharacteristicssuchasriskaversion,varietyseeking(GounarisandStathakopoulos,2004),identificationofconsumerswithabrand,wordofmouth(Kimetal.2001),selfconcept,self-monitoring(Kavakandİbrahimoğlu,2006),andhedonicandutilitarianbuyingmotives(Scarpi,2005;Trijp,1995).
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BUYINGMOTIVES:UTILITARIAN-HEDONIC
Amongtheconsumercharacteristicsmentionedabove,hedonicandutilitarianbuyingmotivescanbeconsideredasbetterforunderstandingattitudinalandbehavioralpredictorsofconsumers(Wangetal.,2000).Inotherwords,determinationofthehedonicorutilitarianvaluesthatconsumersattributetoaproductmakesconsumerresponsestomarketingdecisionsmorepredictable(DharandWertenbroch,2000).Moreover,therelativedominanceofthehedonic/utilitarianbasisinproductorbrandattitudesmoderatestheeffectivenessofvariousmarketingstrategies(Dubeetal.,2003),as,forinstance,iftheyareconsideredtobeusefulsegmentationvariables(Scarpi,2005).According to the traditional economicapproach,products areobjects thatmaximizeaconsumer’sutilitymeasuredbyaproduct’stangibleattributes(HirschmanandHolbrook,1982).Thisapproachmaybeappropriatewhentangibleattributesaretheprimarydeterminantofthevalueoftheproduct.However,thisapproachisinappropriateforsomeproductsthatareselectedandusedbasedonsatisfyingemotionalwants(HirschmanandHolbrook,1982).Especiallyinthelastdecade,anincreasingnumberofstudies(e.g.Babinetal.,1994;Griffinetal.,2000;Jin,etal.,2003)havementionedtheimportanceof recognizing intangible and emotional causes in order to understand completely the purchasingbehaviorofconsumers.Itisstatedthatthereasonormotivesunderlyingconsumptionbehaviorcanbeclarifiedbytwocomplexinfluences:utilitarianandhedonic(Babinetal.,1994;BatraandAhtola,1991).Theutilitariandimensionemphasizestheperceivedfunctionalimpactonphysicalperformancefeaturesof products in choice behavior (Wang et al., 2000).As defined byAthola (1985), the “utilitarianaspect of an attitude toward a behavior relates to usefulness, value, andwiseness of the behaviorasperceivedbytheconsumer.”Thus,theutilitariandimensionisrelatedtonecessityratherthantorecreation,andisoftendescribedintermscommonlyusedtoevaluateworkperformance,e.g.successandaccomplishment(Scarpi,2005).Thehedonicdimension,on theotherhand, relates to thepleasureexperiencedoranticipated fromthe behavior (Ahtola, 1985). Hirschman and Holbrook (1982) define hedonic consumption as“those facetsofconsumerbehavior that relate to themultisensory, fantasyandemotiveaspectsofone’sexperiencewithproducts.”Thus,itincludesfun,enjoyment,fantasy,entertainment,freedom,excitement,involvement,newproductinformationacquisition,andescapismfromroutinelife(Jinetal.,2003).Likewise,Christmasshoppershavepreviouslydescribedthemselvesas“kidsinacandystore”whenengagedinholidayshopping,oftenexpressingexcitement,increasedarousal,andadeepsenseofenjoymentinshoppingforothers(FischerandArnold,1990).
Asindicatedbefore,consumerloyaltymayvaryfordifferentproducttypes.Forexample,conveniencegoodsare relatively inexpensivegoodswhicharebought formeetingordinaryneedswithouta lotof thought before purchase since these customers are confident about product qualities, uses andattributes.Thereforebuyers tend tohavea lowbrand loyaltyfor thesegoods.Shoppinggoodsarethemoreexpensiveandmorecomplexgoodswhichthecustomerwantstoevaluateanddistinguish
When itcomes tobuyingmotives, in themarketing literature there isevidence(e.g.Griffinetal.,2000;ChaudriandHolbrook,2001;Scarpi,2005;Chitturietal.,2008)ofdirectandindirecteffectsofhedonicandutilitarianbuyingmotivesonbrandloyalty.Forexample,Chitturietal.,(2008)statethathedonicandutilitarianmotivesinfluenceloyaltythroughthemediatingrolesofpost-consumptionemotionssuchascheerfulness,excitement,andsafety.Theseemotionsareconsideredassourcesofdelightandsatisfactionwhichinturninfluencerepurchaseintentions.Hedonicbenefitsofaproductlead to cheerfulness and excitement which affect word of mouth recommendations through themediatingroleofdelight.Utilitarianbenefitsleadtoconfidenceandsecuritywhichlikewiseaffectwordofmouthandrepurchaseintentionsthroughthemediatingroleofsatisfaction(Chitturietal.,2008).Studies (e.g. Griffin et al., 2000; Scarpi, 2005; Carroll and Ahuvia, 2006) explaining the directrelationshipbetweenbuyingmotives andbrand loyalty are relatively rare and conflicting.Studiesin environmental psychology have shown that affective experiences in the store can be importantantecedents of approach or avoidance motivations, such as repatronage intentions (Donovan andRossiter,2003);thereforehedonicvaluesshouldberelatedtorepatronageintentions.Retailresearchhasprovidedempiricalsupportforthis(WakefieldandBarnes,1996;Scarpi,2005).Scarpi(2005)found thathedonicconsumersaremore likely topurchaseagain in thesameshopandsearch lessactivelyfordifferentstores.Ontheotherhand,theyaremotivatedtowardswitchingbrandswhentheyareinavariety-seekingtendency(Trijp,1995;Hirschman,1980)sincetheirbehaviorsarelikelytobemotivatedbyexploration,novelty,andvariety(LeavittandWalton,1975;Trijpetal.,1996;Wangetal.,2000).Itisstatedsimilarlythatconsumerswithweakerhedonicvaluestendtobevalueconsciousanddisplayintentionsforrepetitivebehavior;consequently,theyarelesslikelytochangebrandsortrynewproducts(Robertson,1967;Raju,1980;Lichtensteinetal.,1990). Utilitarian motives are supposed to have positive effects on brand loyalty. Utilitarian consumersmay bemore loyal since utilitarian consumerswill receivemore time benefit, less perceived riskandsearchingbypurchasingthebrandwithwhichtheyarefamiliar(Scarpi,2005).However,Scarpi(2005)foundthattaskorientedconsumers’intentionstoshopagaininthesameshopareratherweak. Theseconflicting findingsmaybedue to the typesof theproductsexamined.This isbecause theroleandeffectofhedonicandutilitarianbuyingmotivesonchoicebehaviorandonloyaltymayvarydependingonsomeattributesoftheproductssuchaspriceandfrequencyofpurchase.Whenprice is considered as one attributeof a product, it is assumed that paying a highprice, orhavingtheabilitytopayahighprice,mayleadtoostentationorpleasure,thusgivingconsumersahedonicfeeling.Incontrast,payingalowpriceforsomeparticularproductsmaybeconsideredasaneconomicbenefit(ManoandElliott,1997).Jinetal.(2003)statethatconsumersmaybeunwillingtopayahighpricefordurablegoodswhiletheymayexperienceexcitementwhentheypayahighpriceforanapparelproduct.Thisdifferencemaybeduetosymbolicmeaningsoftheproductsthatproducehedonicmotivationsamongindividuals(HirschmanandHolbrook,1982;Jinetal.,2003;Kaul,2006)andalsohavesomerationalconsequencesfromtheacquisitionoftheproduct.
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Whenthefrequencyofpurchasingandthedegreeofinvolvementareconsidered,Kaul(2006)foundthat routinelypurchasedproducts thataresimpleandhaveeasilycompletedpurchasingprocesses,suchascoffee,areassociatedwithutilitarianmotives.Onthecontrary,productsthatrequireahighinvolvement,ahighinformationsearchandusuallyhaveahighprice,suchascellphones,arerelatedtohedonicmotives.Basedonthedegreeofpurchasefrequency,priceandinvolvement,consumergoodsareclassifiedintothreewell-knowncategoriesasconvenience,shoppingandspecialtyproducts.Convenienceproductsare goods that consumers usually need to purchase frequently with a minimum effort. They arecomparativelylow-pricedgoodsthatareimmediatelypurchasedwithoutmakingmuchcomparisonorsearch(Holton1958).Shoppingproductsare“thoseconsumergoodswhichthecustomer,intheprocessofselectionandpurchase,characteristicallycomparesonsuchbasesassuitability,quality,price, and style.” (AmericanMarketing Association, 1948). For shopping goods, the consumers’searchingcostsintermsoftime,money,andeffortarerelativelylargerthanforconveniencegoods.Thegainfrommakingpriceandqualitycomparisonsmayconsistoftheenjoymentofshoppingaswell as the acquisitionof a “better buy” (Holton, 1958).Lastly, specialtyproducts aregoods thathaveaparticularattractionforasignificantgroupofbuyerssothattheyarewillingtomakeaspecialpurchasingeffort(Holton,1958);theyusuallyhaveahighprice,andarepurchasedrarely.Theabovediscussionleadstothefollowingresearchquestions:
The lifestyleconcept includes“theproductsonebuys,howoneuses them,howone thinksaboutthem,andhowonefeelsaboutthem”(Spillan,KucukemirogluanddeMayolo,2008:44).Lifestylehasbeengenerallyusedinmarketsegmentationsinceitishighlyappropriatetopredictbehavioralandattitudinaldifferencesamongmarketsegments(FüllerandMatzler,2008).Forinstance,lifestyleisusefulinpredictingbrandloyalty(Goldberg,1982).InhisstudyonCanadianconsumers,Goldbergprovedthatlifestyleissignificantlyrelatedtobrandloyaltywhereloyaltyismeasuredasattitudestowardabrandandpurchasebehavior.Consumerlifestyleisalsorelatedtobrandpreferenceandbrandbenefits.ThestudyofOrthetal.(2004)oncraftbeerbrandsshowedthatlifestylesegmentsdifferedwithrespecttofivedimensionsofbrandbenefits,namely,functional,price/valueformoney,social,positiveandnegativeemotionalbenefits. For instance “lazy opportunists” care little for positive emotions. “Introvert individuals”donotgiveimportancetosocialbenefit.Therearealsosignificantdifferencesinbrandpreferencesamonglifestylesegmentsaccordingtotheresultsofthestudy.Thismayberelatedtotheargumentthatconsumersoftenusebrandnamestoexpresstheirlifestyles(Wangetal.,2000).
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In addition to these influences, hedonic and utilitarian benefits differ on the basis of life style.Utilitarianconsumerswithtraditional lifestylesprefer to livesimpler lifestylesandmayconsiderconsumptionnecessaryforsurvival.Theyaremorelikelytofocusonutilitarianbenefits(Wangetal.,2000).Incontrast,“modernconsumers”whotendtousesurplusincometosatisfytheirever-growingnewdesiresforconsumptionfocusmoreonhedonicvalues(Campbell,1987).Itcanbeconcludedfromtheabovestudiesthatpeoplewithdifferentlifestylesmayexhibitdifferingloyaltypatternsandgivedifferinglevelsofimportancetohedonicandutilitarianbenefits.
Thus;
RQ3: Does life stylecontrol the relationshipbetweenhedonicandutilitarianmotivesandbrandloyalty?
Thedataforthisstudywasgatheredthroughaself-administeredquestionnaire.(Forthemeasurementitems, seeAppendix 1.) The questionnairewas divided into five parts. The first three partsweredesignedtomeasurehedonic-utilitarianbuyingmotives,andbehavioralattitudinalbrandloyaltyforconvenience,shopping,andspecialtyproducttypesrespectively.Inordertospecifyproducttypes,shortscenarioswerewrittentomeasurefrequencyofpurchaseandprice.Convenienceproductswerepresentedwiththefollowingscenario:“Answerthefollowingquestionsbythinkingaboutaproductthatisinexpensiveandthatyoubuyeverydayorweeksuchasbread,chocolate,toothpasteorpasta.”Forshoppingproductsthescenariowas:“Answerthefollowingquestionsbythinkingaboutaproductthatyouperceivetobeexpensiveandbuyonceayear/twoyears/threeyearssuchasacoat,achair,or a kettle”. For specialty products the following scenariowas presented: “Answer the followingquestionsbythinkingabouttheproductthatyouperceivetobeveryhigh-pricedandbuyrarelysuchasacomputer,acar,asofaset,orhouseholdappliances.”
Data was collected through convenience sampling from households in Ankara. The totalnumber of respondents was 835, with 52% female and 45% males. The respondentswere relatively young, with a majority of them being below 40 years of age (79.4 %).Theyhadarelativelyhigheducationlevel,consideringthat71.7%hadagraduateorpostgraduatedegree.Manyoftherespondentswereinthemiddleincome(49.2%)while25.2%hadahighincome.
Thefirstandsecondresearchquestionsweretestedbyamultivariateanalysisofvariance(MANOVA)in order to see the effects of two independent variables (i.e. hedonism and utilitarianism) on twodependentvariables (i.e.behavioralandattitudinal loyalty) for threeproduct types.Hedonismandutilitarianismmeasuresweredividedintotwocategories(1=low,2=high)throughamediansplitinordertocreatetwogroupsoflowandhighlevelsofhedonicandutilitarianbuyingmotives.F-valuesandsignificancevaluesarepresentedinTable3.EtasquareswerecalculatedtoseeexplainedvariancesforeachindependentvariableandpresentedinAppendix2andAppendix3,togetherwithparameterestimatesandobservedpowers.
Thispaperprovidesempiricalsupportforhowtheeffectsofhedonicandutilitarianbuyingmotivesonbothattitudinalandbehavioralbrandloyaltydifferamongproductcategories.Resultsshowedthattheeffectsofhedonicandutilitarianbuyingmotivesonattitudinalandbehavioralbrandloyaltyvaryfordifferentproductcategoriesexcepttheconvenienceone.Forconvenienceproducts,hedonicandutilitarianbuyingmotivesdidnothavesignificanteffectsoneitherbehavioralorattitudinalloyalty.Inotherwords,hedonicandutilitarianattributesofconvenienceproductsarenotkeydeterminantsofanytypeofbrandloyalty.Itmeansthatpurchasingalwaysfromthesamestoreandadvisingotherstodosodonotprovidehedonicorutilitarianbenefitstoconsumers.However,behavioralloyaltyisinfluencedbyhealthconsciousnessandadventurism.Inotherwordsthehigherthehealthconsciousnessandadventurism,thehigherthebehavioralloyalty.Withregardtoshoppingproducts,bothhedonicandutilitarianbuyingmotiveshavesignificanteffectsonattitudinalbutnotonbehavioralloyalty.Behavioralloyaltymaynotperceivehedonicorutilitarianvalues since searching and comparing for purchasing productsmay be an ordinary behavior. Ontheotherhand,advisingothersasameasureofattitudinalloyaltymaysatisfyaperson.Peoplemayadvisetheirrelativesorfriendstobuyabrandwhentheyarehighlysatisfiedwithitsutilitarianandsymbolicbenefits.Thismightleadtonoveltyandvarietywhichareassociatedwithhedonicvalues.Also,explorationofpriceandtangibleattributesmaybeconsideredasaneconomicbenefitwhichisassociatedwithutilitarianbenefits.Inthecaseofspecialtyproducts,asattitudinalloyaltydependsonutilitarianmotives,behavioralloyaltyisexplainedhedonically.Thismayshowthatconsumerswanttodefendtheirbrandagainstnegativeopinionsbyrecommendingthebrandtootherssothattheycanpreventnegativepost-consumptionevaluationssuchasconsumerregret.Thisisespeciallycrucialforspecialtyproductsastheirpurchaseriskisrelativelyhigherduetotheirhigherprice.Ontheotherhand,hedonicbenefitshavesignificanteffectsonbehavioralloyaltytospecialtyproducts.Thisreflectstheconsumers’tendencytobuythesame brand repeatedly for specialty products because they enjoy their relationwith the brand. Inadditiontothese,tooursurprise,thebehavioralloyaltiestospecialtyandconvenienceproductsareexplainedbythesamelifestylesashealthconsciousnessandadventurism.Moreoverwehavethisremarkablefindingthathedonicandutilitarianmotivescontinuetoinfluenceloyaltyformsevenafterwecontrolforthepotentialeffectsoflifestyle.Thisresultallowsfirmsto
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shape theirmarketing efforts (for example, segmentation) toward consumers’ loyalties using onlyhedonic-utilitarianbenefits.Forfurtherresearch,thereasonsunderlyingattitudinalandbehavioralloyaltyshouldbeinvestigatedin areas other thanhedonic andutilitarianmotives and life style.Culture, psychological variablesanddemographicscouldbefertilesubjects.Inaddition,futureresearchmustcruciallyemphasizethereasonsforsimilarityofbrandloyaltycomponentsforshoppingandspecialtyproducts.
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