Examining the Relationship Between Women’s Brand Loyalty to Small Household Appliances and Their Utilitarian and Hedonic Consumption Tendencies

Abstract

The study aimed to measure the utilitarian and hedonistic tendencies of women's brand loyalty in purchasing small household appliances. Within the scope of the study, data were collected through face-to-face surveys, with convenience sampling employed as the sampling method. The final sample comprised 404 women residing in the central district of Düzce. Exploratory and confirmatory factor analyses conducted for the hedonic consumption scale in the study revealed that the scale was perceived by the participants as a three-dimensional structure, namely gratification, socialization and value-oriented. Factor analyses conducted for the brand loyalty and utilitarian consumption scales showed that both variables exhibited a single-factor structure. The path analysis results, which were conducted using structural equation modeling in order to test the hypotheses developed within the framework of the research model, revealed that brand loyalty had a significant and positive effect on all sub-dimensions of hedonic consumption. On the other hand, it was concluded that socialization and value-oriented consumption, which are sub-dimensions of hedonic consumption, had a significant positive effect on utilitarian consumption, while the other sub-dimension of hedonic consumption, gratification-oriented consumption, had a significant but negative effect.

Keywords

• Brand loyalty
• hedonic consumption
• utilitarian consumption

Kadınların Küçük Ev Aletlerine Yönelik Marka Bağımlılığının Faydacı ve Hedonik Tüketim Eğilimleri ile İlişkisinin İncelenmesi

Öz

Araştırma, kadınların küçük ev aletleri satın almada marka bağımlılığının faydacı ve hazcı eğilimlerini ölçmeyi amaçlamıştır. Araştırma kapsamında veri toplama yöntemi olarak yüz yüze anket tekniği, örnekleme yöntemi olarak ise kolayda örnekleme kullanılmıştır. Veriler, Düzce il merkezinde ikamet eden 404 kadından elde edilmiştir. Araştırmada hedonik tüketim ölçeğine yönelik yapılan açımlayıcı ve doğrulayıcı faktör analizleri, ölçeğin katılımcılar tarafından haz, sosyalleşme ve değer odaklı tüketim olmak üzere üç boyutlu bir yapı olarak algılandığını ortaya koymuştur. Marka bağımlılığı ve faydacı tüketim ölçeklerine yönelik yapılan faktör analizleri ise, her iki değişkenin de tek faktörlü bir yapı sergilediğini göstermiştir. Araştırma modeli çerçevesinde geliştirilen hipotezlerin test edilmesi amacıyla yapısal eşitlik modellemesi kullanılarak yapılan yol analizi sonuçları, marka bağımlılığının hedonik tüketimin tüm alt boyutları üzerinde anlamlı ve pozitif bir etkiye sahip olduğunu ortaya koymuştur. Diğer yandan hedonik tüketimin alt boyutlarından olan sosyalleşme ve değer odaklı tüketimin faydacı tüketim üzerinde anlamlı pozitif bir etkiye; hedonik tüketimin diğer alt boyutu olan haz odaklı tüketimin ise anlamlı fakat negatif bir etkiye sahip olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Marka bağımlılığı
• hedonik tüketim
• faydacı tüketim

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