HEDONIC AND UTILITARIAN CONSUMER VALUES IN THE MOBILE PHONE PREFERENCES OF YOUNG ADULTS

Öz

While there are a number of factors underlying the shopping preferences of consumers, one of the most important ones is consumer values. Consumer values are of remarkable importance in the brand preferences and uses of mobile phones, which particularly the young adults accept as a means of self-expression. The aim of this study is to analyse the hedonic and utilitarian values underlying the mobile phone preferences of young adults and also research about the determining roles of these values in the satisfaction and attitudes of students. A model has been established to indicate the relationship between the hedonic-utilitarian values and consumer satisfaction –consumer attitude. According to the analysis pertaining to this model, it has been found out that both the hedonic and utililarian values have an influence on consumer satisfaction, and that consumer satisfaction affects the consumer attitudes.

Anahtar Kelimeler

• Utilitarian Value,Hedonic Value,Satisfaction,Attitude

TÜKETİCİLERİN TATMİN VE TUTUMLARININ BELİRLENMESİNDE HEDONİK VE FAYDACI DEĞERLERİN ROLÜ: ÜNİVERSİTE ÖĞRENCİLERİNİN CEP TELEFONU KULLANIMLARI ÜZERİNE BİR UYGULAMA

Öz

Tüketicilerin alışveriş tercihlerinin altında yatan birçok faktör olmakla birlikte, bunlar arasında en önemlilerinden birisi tüketici değerleri olarak kabul edilmektedir. Özellikle genç yetişkinlerin kendilerini ifade etmede önemli bir araç olarak gördükleri cep telefonlarının tercihi ve kullanımlarında da tüketici değerlerinin önemli olduğu düşünülmektedir. Bu çalışmanın amacı  üniversite öğrencilerinin cep telefonu kullanımlarının altında yatan hedonik ve faydacı değerleri incelemek ve bu değerlerin öğrencilerin tatmin ve tutumlarındaki belirleyici rolünü araştırmaktır. Araştırmanın amacı kapsamında faydacı ve hedonik değerler ile müşteri tatmini ve tutum değişkenleri arasındaki ilişkiyi gösteren bir model oluşturulmuştur. Bu modele ilişkin yapılan analizlerde hem faydacı hem de hedonik değerlerin müşteri tatminini, müşteri tatmininin de tutumu pozitif yönde etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Faydacı Değer,Hedonik Değer,Tatmin,Tutum

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