The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction

Abstract

This study investigates the effects of Iranian consumers' variety-seeking buying tendency and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for Manto and Shirt shoppers in the Iranian market. The main constructs were identified from the literature and then tested relationships between them. A questionnaire developed and successfully administered to a national sample of 1466 women and men in four big cities of Iran through face-to-face interviews. Results are analyzed by Structural Equation Modeling (SEM) and parameters were estimated using maximum likelihood method. Based on this study variety-seeking buying tendency was critical factor of shopping values for Manto and Shirt shoppers. On the contrary, there was a negative relationship between price sensitivity and hedonic value. However, there were no positive relationship between price sensitivity and utilitarian value. Moreover, the result of this study revealed that utilitarian and hedonic value positively influenced shopping satisfaction.

Shoppers’ Loyalty in Pasar Dukuh Menanggal

“…The higher the cost of searching for non-price information, the higher is the price sensitivity. It is also one dimension of consumers' buying tendencies which is related to the shopping values containing hedonic and utilitarian value (Irani and Hanzaee, 2011). Thus, shopping value is about evaluation subject after one has interaction experience with the activities, and it is a key outcome in a general model of consumption experiences (Babin et al, 1994).…”

“…Price sensitivity derived or one of dimensions of consumers' buying tendencies (Irani & Hanzaee, 2011). Price sensitivity is the extent to which consumers perceive and react to price levels and price changes (Goldsmith et al, 2005).…”

“…Previously, Irani & Hanzaee (2011) proven that customer buying tendencies influencing shopping values, and statistically influence satisfaction. Price sensitivity as one dimension of customer buying tendencies is related to characteristics of shoppers in Surabaya that is described how individual consumers react to price levels and changes in price levels (Irani & Hanzaee, 2011).…”

“…Price sensitivity as one dimension of customer buying tendencies is related to characteristics of shoppers in Surabaya that is described how individual consumers react to price levels and changes in price levels (Irani & Hanzaee, 2011).…”

Does Consumer’s Motivation Differ Across Gender?: A Study in Shopping Malls

“…Some researchers have work on utilitarian and hedonic motivations for shopping offline in traditional brick and mortar retail store (Babin et al, 1994;Childers et al 2001;Hirschman and Holbrook, 1982;Ertekin, 2014;Irani and Hanzaee, 2011;Arnold and Reynolds, 2012;Roy Dholakia, 1999;Ottar Olsen and Skallerud, 2011;) and some studied by considering online retail context (Davis et al, 2014;Martínez-López et al, 2014;Chang, andChen, 2015,Childers et al, 2001;Bhat-nagar and Ghose, 2004;Van Slyke et al, 2002;Kim, 2006;To et al, 2007;Bridges and Florsheim, 2008;Chiu et al, 2014;). The main purpose of all these studies is to understand "Why people shop?"…”