Vol. 8 No. 4 (2020): Business & Management Studies: An International Journal
Articles

HEDONIC AND UTILITARIAN VALUES IN SHOPPING CENTER SELECTION

PDF (Türkçe)
  • Ümit DOĞRUL,
  • Nida AKSAY
Ümit DOĞRUL
Asisst. Prof. Dr., Mersin University
Nida AKSAY
Phd. Student, Mersin University
DOI: https://doi.org/10.15295/bmij.v8i4.1573

Published 2020-12-10

Keywords

  • Hedonik Value,
  • Utilitarian value,
  • Satisfaction,
  • Structional equation model
  • Hedonik değer,
  • Faydacı değer,
  • Tatmin,
  • Yapısal Eşitlik Modeli

How to Cite

DOĞRUL, Ümit, & AKSAY, N. (2020). HEDONIC AND UTILITARIAN VALUES IN SHOPPING CENTER SELECTION. Business & Management Studies: An International Journal, 8(4), 579–606. https://doi.org/10.15295/bmij.v8i4.1573

Copyright (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

  1. LITERATURE
    • RESEARCH SUBJECT

 The fact that individuals prefer shopping centres has led to the opening of many shopping centres and this situation brought with it competition between shopping malls. This situation revealed the necessity to determine the factors affecting the shopping centres preferences of the consumers. Studies are suggesting that the satisfaction of consumer from shopping centres is due to the utilitarian and hedonic shopping value  (Babin et al.,1994; Babin et al., 2005; Babin and  Darden, 1996).  Kesari and Atulkar (2016),  gathered the factors affecting the utilitarian value that consumers gained from shopping in four dimensions.  These dimensions are monetary saving, selection, convenience and finding a customised product. Kesari and Atulkar (2016), gathered the factors affecting the hedonic value that consumers gained from shopping in four dimensions:  entertainment, exploration, place attachment and social status.                 

  • RESEARCH PURPOSE AND IMPORTANCE

 In this study, it is aimed to determine the dimensions of hedonic and utilitarian values that affect the satisfaction of consumers from shopping centres and to reveal the effect of satisfaction on the revisit intention and positive word of mouth communication. It is imperative to reveal the shopping values that affect the satisfaction of consumers from these centres, both in order to maintain the attraction of these centres for consumers and to understand consumer needs and expectations that change over time.                   

  • CONTRIBUTION of the ARTICLE to the LITERATURE

Although shopping malls are a critical factor of the economic system today, no study tests all the variables of this subject in our country. On the other hand, in the foreign literature, there are a limited number of studies examining the effect of hedonic and utilitarian motives on shopping mall preferences. This situation supported the need to investigate the issue.

  1. DESIGN AND METHOD
    • RESEARCH TYPE

An applied and descriptive study was conducted to test the research model and hypotheses related to the study.   

  • DATA COLLECTION METHOD

The sample of the research consists of consumers visiting the shopping centres in Mersin. In the study, a total of 371 questionnaires were collected with an easy sampling method.                                                      

  • QUANTITATIVE / QUALITATIVE ANALYSIS

The reliability and validity of the scales of the variables related to the study were tested before testing the hypotheses of the study. Cronbach alpha values were calculated for the reliability of the scales. Confirmatory factor analysis was applied to test the suitability of the measurement model for structural equation model analysis and to test the construct validity of the scales related to the research. Structural equation modelling was used to test research hypotheses.     

  • RESEARCH HYPOTHESES

H1: Saving in the shopping mall has a positive effect on utilitarian shopping value.

H2: Selection in the shopping centre has a positive effect on utilitarian shopping value.

H3: The convenience of the shopping centre has a positive effect on the utilitarian shopping value.

H4: Access to customised products in the shopping mall has a positive effect on the utilitarian shopping value.

H5: Entertainment in the shopping centres has a positive effect on the hedonic shopping value.

H6: Exploration of different things in the shopping centre has a positive effect on the hedonic shopping value.  

H7: Place attachment to the shopping centre has a positive effect on the hedonic shopping value.

H8: Social status perception that the person feels belonging to in the shopping centre has a positive effect on the hedonic shopping value.

H9: Utilitarian shopping value obtained from shopping centres has a positive effect on satisfaction obtained from the shopping centre.

H10: The hedonic shopping value obtained from the shopping centres has a positive effect on the satisfaction obtained from the shopping centre. 

H11: Satisfaction from shopping centres has a positive effect on the intention of positive word of mouth about the shopping centre.

H12: The satisfaction obtained from the shopping centres has a positive effect on the revisit intention of the shopping centre.

  1. FINDINGS AND DISCUSSION
    • FINDINGS as a RESULT of ANALYSIS

According to the result of analysis, monetary saving (β=0,19, t=2,33, p<0,05), selection  (β=0,29, t=3,52, p<0,01), convenience (β=0,20, t=2,06, p<0,05) and customized product (β=0,31, t=4,59, p<0,01) dimensions have a statistically positive effect on the utilitarian value. It is the customized product that affects the utilitarian value the most (β=0,31). In addition, savings, selection, convenience and customized product sizes explain %82 of the change in utilitarian shopping value.

In the study, the dimensions affecting the hedonic shopping value were examined. According to the results of the research, while entertainment (β=0,13, t=2,49, p<0,05), exploration (β=0,38, t=5,15, p<0,01) and social status (β=0,35, t=4,91, p<0,01) dimensions have a statistically positive effect on the hedonic value, the place attachment (β=0,13, t=1,40, p>0,10) has no statistically significant effect on the hedonic value. Besides, the dimensions of entertainment, exploration, place attachment and social status explain %79 of the change in hedonic shopping value.

Besides, in the study, the effect of utilitarian and hedonic value on the satisfaction obtained from the shopping malls is explained. According to the results of analysis, the utilitarian (β=0,53, t=12,55, p<0,01) and hedonic values affect (β=0,45, t=10,66, p<0,01)  satisfaction positively in a statistically significant way. Utilitarian and hedonic shopping values explain %68 of the change in satisfaction obtained from shopping centres.

Finally, the effect of satisfaction obtained from shopping centres on positive word of mouth and revisiting was investigated.  According to results of the research,  it is determined that the satisfaction affects positive word of mouth  (β=0,83, t=19,59, p<0,01) and revisit intention to the shopping centre (β=0,81, t=17,52, p<0,05)  statistically significantly and positively. While the size of satisfaction explains  %69 of the change in positive word of mouth communication, it explains %66 of the change in revisit intention to the shopping mall.

  • HYPOTHESIS TEST RESULTS

 

 According to this result, while H1, H3, H5 hypotheses are accepted et the level of 0,05 significance, H2 and H4, H6, H8, H9, H10, H11 and H12 hypotheses are accepted at the level of 0,01 significance. H7 hypotheses were rejected.

                                             

  • DISCUSSING the FINDINGS with the LITERATURE

These results partially support the results of the study by Kesari and Atulkar (2006). In the study of Kesari and Atulkar (2006), it has been determined that monetary savings, convenience and selection have a positive effect on utilitarian value but the effect of finding a customised product has not been determined. In the same study, it was found that entertainment, exploration and place attachment have effects on hedonic value. In their study, Chakraborty ve Soodan (2019) suggested that convenience, monetary savings and selection affect the utilitarian value positively and entertainment and social status affect the hedonic value positively.  In another study, Yu et al. (2018) found that convenience, selection and monetary saving affects the utilitarian value positively.  In the study, it was determined that hedonic and utilitarian values affect satisfaction positively. This result is in line with many studies in the literature (Babin et al., 1994; Babin and Darden, 1995; Wakefield and Baker, 1998).

  1. CONCLUSION, RECOMMENDATION AND LIMITATIONS
    • RESULTS of the ARTICLE             

Considering the findings related to the research, it is observed that monetary savings, selection, convenience and customised product dimensions affect the utilitarian value positively and entertainment, exploration and social status dimensions affect the hedonic value positively.  In the study, it was also determined that hedonic and utilitarian values affect satisfaction positively. In the research, it has also found that satisfaction affects the intention to positive Word of mouth and revisit intention.

  • SUGGESTIONS BASED on RESULTS

Increasing activities, competitions, sweepstakes, entertaining presentations and promotional activities for consumers will help them increase their visits to shopping centres by responding more to the expectations of consumers engaged in hedonic consumption activities.  Shopping centre managers should organise activities and present them to the customers to make them feel belonging to that mall. The level of satisfaction of the consumer who is positively affected will increase, and the satisfied consumer will share this satisfaction with his/her environment. Thus, potential consumers will be gained, and their loyalty to the business will be ensured.  As long as shopping mall managers consider these suggestions, consumers will shop more and visit shopping centres more frequently. Also,  shopping mall managers can develop various strategies based on this study.                                 

  • LIMITATIONS of the ARTICLE

 Because the research universe is vast, it is a primary constraint to limit the research to Mersin province considering using easy sampling method, time insufficiency of the sample and cost factors.                                              

PDF (Türkçe)

Downloads

Download data is not yet available.

References

  1. Alkibay, S., Tuncer, D. & Hoşgör, Ş. (2007). Alışveriş Merkezleri ve Yönetimi. Siyasal Kitabevi, Ankara.
  2. Altunışık, R. & Çallı, L. (2004). Plansız alışveriş (impulse buying) ve hazcı tüketim davranışları üzerine bir araştırma: satın Alma Karar Sürecinde Bilgi Kullanımı. 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi. Eskişehir: Osmangazi Üniversitesi, 231-24.
  3. Anderson, E.W. & Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-43.
  4. Anderson, R.E. & Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123-38.
  5. Babin, B.J., Darden, W.R. & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-56.
  6. Babin, B.J. & Darden, W.R. (1996). Good and bad shopping vibes: spending and pa- tronage satisfaction. Journal od Business Research, 35(3), 201–206.
  7. Babin, B.J., Lee, Y.K., Kim, E.J. & Griffin, M. (2005). Modeling consumer satisfaction and word-of mouth: restaurant patronage in Korea. Journal of Service Marketing, 19(3), 133–139.
  8. Batra, R. & Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of customer attitudes. Marketing Letters, 12(2), 159–170.
  9. Chakraborty, S. & Soodan V. (2019). Examining Utilitarian and Hedonic Motivations in Online Shopping in India: Moderating Effect of Product Browsing Behavior Supernova. International Journal of Recent Technology and Engineering, 8(1C2), 117-125.
  10. Chandon, P., Wansink, B. & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness, Journal of Marketing, Vol. 64(4), 65-81.
  11. Chebat, J., Michon, R., Haj-Salem, N., Oliveira, S., (2014). The effects of mall renovation on shopping values, satisfaction and spending behaviour. Journal of Retailing Consumer Service, 21(4), 610–618.
  12. Chiu, C. M., Wang, E.T.G., Fang, Y.H. & Huang, H.Y. (2012). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian Value, hedonic Value and perceived risk. Information Systems Journal, 24(1), 85-114.
  13. Chun, S.H. & Nyam-Och, A. (2020). The effects of fast food restaurant attributes on customer satisfaction, revisit ıntention, and recommendation using DINESERV scale. Sustainability, 12, 1-19.
  14. Davidow, M. (2000). The bottom line impact of organisational responses to customer complaints. Journal of Hospitality and Tourism Research, 24(4), 473-490.
  15. Deb, M. (2012). Evaluation of customer's mall preferences inIndiausing fuzzy AHP approach. Journal of Advances in Management Research, 9(1), 29–44.
  16. Dincer, B. & Dincer, C. (2011). Tüketicilerin alışveriş merkezi ziyareti ve Davranışı: Üniversite Öğrencileri Üzerine Bir Araştırma. SÜ İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 21, 317-331.
  17. Durmaz, Y. (2011). Tüketici davranışı. Ankara: Detay Yayıncılık.
  18. Ekinci Y., Dawes, P.L. & Massey, G.R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1/2), 35-68.
  19. Enginkaya, E. & Ozansoy, T. (2010). Alışveriş değeri ve mağaza seçim kriterlerinin belirlenmesinin hazcı ve faydacı alışveriş değerleri ile ilişkisi: lise öğrencileri üzerine bir araştırma. Ç.Ü Sosyal Bilimler Enstitüsü Dergisi, 19(1), 141-155.
  20. Feather, F., (2001). Future Consumer.com. Capstone Publishing Ltd.
  21. Finn, A. & Lauviere, J. (1996). Shopping center image, consideration, and choice: Anchor store contribution. Journal of Business Research, 35(3), 241-251.
  22. Fuentes-Blasco, M., Moliner-Velázquez, B. and Gil-Saura, I. (2017). Analysing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing. Management Decision, 55(7), 1558-1577.
  23. Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
  24. Gotlieb, J.B., Grewal, D. & Brown, S.W. (1994). Consumer satisfaction and perceived quality: complementary or divergent constructs. Journal of Applied Psychology, 79, 875-85.
  25. Hair, J.F., Anderson, R.E., Tatham, R. L. ve Black, W.C. (1995), Multivariate Data Analysis With Readings (4th Ed.), Prentice Hall. New Jersey.
  26. Heerde, H.J., Gijsbrechts, E. & Pauwels, K., 2008. Winners and losers in a major price war. Journal of Marketing Research, 45(5), 499–518.
  27. Hirschman, E.C. & Holbrook, M.B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101.
  28. Hummon, D. M. (1992). Community attachment: Local sentiment and sense of place. In I. Altman & S. M. Low (Eds.), Place attachment (pp. 253-278). New York, NY: Plenum.
  29. Iyengar, S. S., & Lepper, M. R. (2000). When choice ıs de-motivating: can one desire too much of a good thing? Journal of Personality & Social Psychology, 79, 995-1006.
  30. Im, S., Bhat, S. & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 68, 166–172.
  31. İpekçi, M. V. (2014). AVM’ lerin Tüketim Kültürüne Etkisi ve Türkiye Örneği. Yayımlanmış Doktora Tezi, İstanbul Üniversitesi, İstanbul.
  32. Jackson, V., Stoel, L. & Brantley, A. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18, 1-9.
  33. Jones, M.A., Reynolds, K.E. & Arnold, M.J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail out comes. Journal of Business Research, 59(9), 974-981.
  34. Kabadayi, S. & Paksoy, B. (2016). A segmentation of Turkish consumers based on their motives to visit shopping centres. The International Review of Retail, Distribution and Consumer Research, 26(4), 456-476.
  35. Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri(2. Baskı). Asil Yayın Dağıtım. Ankara
  36. Kesari, B. & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping value. Journal of Retailinf and Consumer Services, 31, 22-31.
  37. Keskin, A., Güneş, M. Ş. & Yıldız, D. (2019). Alışveriş merkezlerinde müşterilerin ürün algısı ile tüketim alışkanlıkları arasındaki ilişkinin uyum ve robust regresyon analizi ile incelenmesi. Ekonomi, İşletme ve Makliye Araştırmaları Dergisi, 1(4), 377-390.
  38. Khare, A. (2011). Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers. Journal of Retail & Leisure Property, (9)5, 429–442.
  39. Kim, Y. (2002). Consumer value: An application to mall and Internet shopping. International Journal of Retail & Distribution Management, 30(12), 595-602.
  40. Kim, Y.H, Duncan, J. & Chung, B.W. (2015). Involvement, satisfaction, perceived value, and revisit ıntention: a case study of a food festival. Journal of Culinary Science & Technology, 13:2, 133-158.
  41. Lee, S. & Kim, D.Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332-1351.
  42. Loudon, D.L. & Bitta, A.J.D. (1993). Consumer Behavior: Concepts and Applications. 4th ed., McGraw-Hill, New York, NY.
  43. Merle, A., Chandon, J.L., Roux, E. & Alizon, F. (2010). Perceived value of the mass-customised product product and mass customisation experience for individual consumers. Production and Operations Management, 19(5), 503–514.
  44. Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D. and Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence & Planning, 32(3), 311-327.
  45. Maxham, J. III & Netemeyer, R. (2002). A Longitudinal study of complaining customers evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71.
  46. Moharana, T.R. & Pradhan, D. (2020). Shopping value and patronage: when satisfaction and crowding count. Marketing Intelligence & Planning, 38(2), 137-150.
  47. Moon, M.A., Khalid, M.J., Awan, H.M., Attiq, S., Rasool, H. & Kiran, M. (2017). Consumer’s perceptions of website’s utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing, 21, 73–88.
  48. Nyer, P. U. (1997). A study of the relationship between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25, 296-304.
  49. Patterson, P.G. & Spreng, R.A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of Service Industry Management, 8(5), 414-34.
  50. Patterson, P.G., Johnson, L.W. & Spreng, R.A. (1997). Modeling the determinants of customer satisfaction for business-to-business professional services. Journal of the Academy of Marketing Science, 25, 4-17.
  51. Rintamaki, T., Kanto, A., Kuusela, H., Spence, M T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
  52. Rohm, A.J. & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57, 748–757.
  53. Rosenbaum, M. S. & Montoya, D. Y. (2007). Am I welcome here? Exploring how ethnic consumers assess their place identity. Journal of Business Research, 60, 206-214.
  54. Rubinstein, R. L. & Parmelee, P. A. (1992). Attachment to place and the representation of the life course by the elderly. In I. Altman & S. M. Low (Eds.), Place Attachment. New York: Plenum.
  55. Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10, 7-24.
  56. Sinha, S. K. & Verma, P (2020). Impact of sales Promotion's benefits on perceived value: Does productcategory moderate the results?. Journal of Retailing and Consumer Services, 52, 1-11.
  57. Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
  58. Shin, Y., Thai, V.V., Grewal, D. & Kim, Y. (2017a). The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: an empirical study in the financial services industry. The International Journal of Logistics Management, 28(2), 555-570.
  59. Shin, Y., Thai, V.V., Grewal, D. and Kim, Y. (2017b). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. The International Journal of Logistics Management, 28(2), 555-570.
  60. Silvia, P. (2012). Curiosity and motivation. Oxford Handbook of Human Motivation, pp.157–166, Oxford University Press, New York.
  61. Sinha, P.K. & Banerjee, A. (2004). Store choice behavior in an evolving market. Journal of Retail Distribition Management, 32(10), 482–494.
  62. Tauber, E. (1972). Why do people shop?. Journal of Marketing, 36, 46–49.
  63. To, P.-L., Liao, C. & Lin, T.H. (2007). Shopping motivations on ınternet: a study based on utilitarian and hedonic value. Technovation, , 27, 774–787.
  64. Tumanan, M.A.R. & Lansangan, J.R.G. (2012). More than just a cuppa coffee: A multi-dimensional approach towards analysing the factors that define place attachment. International Journal of Hospitality Management, 31(2), 529-534.
  65. Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211.
  66. Wakefield, K. L. & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping. Journal of Retailing, Fall, 515-50.
  67. Wang, C.L., Chen, Z.X., Chan, A.K.K. & Zheng, Z.C. (2000). The ınfluence of hedonic values on consumer behaviors. Journal of Global Marketing, (14:1-2), 169-186.
  68. Yan, R.N. & Eckman, M. (2009). Are lifestyle centers unique? Consumers' perceptions across locations. International Journal of Retail & Distribution Management. 37(1), 24–42.
  69. Yu, H., Zhang R. & Liu, B. (2018). Analysis on consumers’ purchase and shopping well-being in online shopping carnivals with two motivational dimensions. Sustainability, 10, 1-18.
  70. Yüksel, A. & Yüksel, F. (2007). Shopping risk perceptions: Effects on tourists’ emotions, satisfaction and expressed loyalty intentions. Tourism Management, 28(3), 703-713.
  71. Zafar U.A., Morry Ghingold, M. & Dahari Z. (2007). Malaysian shopping mall behavior: an exploratory study. Asia Pacific Journal of Marketing and Logistics, 19(4), 331-348.