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

Yıl 2018, Sayı: 55, 157 - 173, 21.02.2018

Esra Güven

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

Kaynakça

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