The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions

Umit Basaran,Ozan Buyukyilmaz

doi:10.17015/ejbe.2015.016.01

Abstract

This study aims to investigate the effects of utilitarian and hedonic values on young consumers’ satisfaction and behavioral intentions in fast-food and fast-casual restaurant sectors comparatively. Also this study investigates which value component (utilitarian or hedonic) is more effective on satisfaction and behavioral intentions. The results show that utilitarian and hedonic values have significant effects on satisfaction and behavioral intentions for both fast-food and fast-casual restaurant sectors. Additionally, satisfaction has an influence on behavioral intentions in fast-food restaurant sector, but does not have a significant effect in fast-casual restaurant sector. Moreover, associations between hedonic value with satisfaction and behavioral intentions are significantly different between fast-food and fast-casual restaurant sectors. On the other hand, associations between utilitarian value with satisfaction and behavioral intentions and association between satisfactions with behavioral intentions are not significantly different between fast-food and fast-casual restaurant sectors.

Highlights

The researchers suggest that there exists two kinds of consumer evaluation, in which a consumption object is cognitively placed on both a utilitarian dimension of instrumentality, and on a hedonic dimension measuring the experiential effect associated with the object (Batra & Ahtola, 1990:161)
A confirmatory factor analysis (CFA) using AMOS software was performed both for fast-food, fast-casual and total sample to examine the construct validity of the studied constructs
The results indicated a good fit of the model (χ2/df=2.21, root mean square error of approximation (RMSEA)=0.04, goodness of fit index (GFI)=0.94, adjusted goodness of fit index (AGFI)=0.91, normed fit index (NFI)=0.94, Tucker-Lewis index (TLI)=0.96, comparative fit index (CFI)=0.97)

Summary

Introduction

The researchers suggest that there exists two kinds of consumer evaluation, in which a consumption object is cognitively placed on both a utilitarian dimension of instrumentality (e.g., how useful or beneficial the object is), and on a hedonic dimension measuring the experiential effect associated with the object (e.g., how pleasant and agreeable those associated feelings are) (Batra & Ahtola, 1990:161). Only utilitarian or just hedonic factors are thought to be insufficient to explain consumer behaviors. Utilitarian consumption means a product or service is purchased in a task-related, rational and efficient manner (Babin et al, 1994:646). Hedonic consumption means purchasing is primarily motivated by the desire for sensual pleasure, fantasy, and fun (Ryu et al, 2010:417). The factors that consumers give importance might vary in terms of consumption experiences (Babin et al, 2005; Ryu et al, 2010; Hanzaee & Khonsari, 2011; Nejati & Moghaddam, 2012; Nejati & Moghaddam, 2013). The consumptions like taking pleasure from the restaurant environment, getting social, enjoying oneself or tasting new flavors are stated as pleasure-oriented or hedonic consumptions

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Conclusion