Dissertations / Theses: 'Hedonic consumption'

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Güneri, Fatma. "Hedonic consumption with suspense and specific curiosity in experiental marketing." Thesis, Lille 1, 2014. http://www.theses.fr/2014LIL12026.

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Selon Caplin and Leahy (1997), le suspense est défini comme un plaisir ressenti immédiatement avant la résolution anticipée de l'incertitude, et ils font le postulat qu'il est positivement en rapport (jusqu'à un certain point) avec le montant des enjeux sur le résultat d'un événement. En marketing, le suspense est défini comme une excitation globale anticipative associée à l'espoir, la peur et l'incertitude ressentis par un consommateur et évalué(s) selon la probabilité de réalisation d'une consommation ou d'un événement important et imminent (Moulard, Kroff et Folse 2012).Dans ce contexte, le marketing expérientiel intègre certaines émotions afin de créer un lien hédonique avec les consommateurs. Les émotions ont un rôle crucial dans le marketing moderne et post-moderne. Ce rôle n'est pas assez grand en soi pour déterminer l'achat d'un produit/service, mais il est essentiel de s'interroger et de comprendre la manière dont les consommateurs produisent des émotions en cours de consommation.Cependant, le suspense n'est pas seulement utilisé afin de développer cet état affectif. En théorie, tout d'abord, un stimulus a besoin d'être suscité par quatre inducteurs que sont l'incertitude, la nouveauté, la complexité et le conflit. Ces inducteurs ont été identifiés comme les principales variables d'un objet ou d'un événement afin de créer un effet de curiosité (Berlyne 1960). En parallèle, l'espoir et la peur sont définis aussi bien que les antécédents de suspense avec l'incertitude (Madrigal and Bee 2005; Moulard, Kroff and Folse 2012). L'important lien entre suspense et incertitude amène cette recherche à traiter de la curiosité spécifique
By Caplin and Leahy (1997), suspense is defined as a pleasure felt immediately prior to early resolution of uncertainty, and the assumption is that it is positively correlated with the amount of issues about the outcome of an event. In marketing, suspense is defined as an anticipatory global excitement associated with hope, fear and uncertainty which are felt and evaluated by a consumer according to probability of occurence of a significant and imminent consumption or event (Moulard, Kroff and Folse 2012). In this context, experiential marketing incorporates some emotions to create a hedonic connection with consumers. Emotions have a crucial role in modern and post-modern marketing. This role is not big enough in itself to determine the purchase of a product/service, but it's essential to question and to understand how consumers produce emotions during consumption. Nevertheless, suspense is not only used to build an emotional state. In theory, first of all, a stimulus needs to be aroused by four drivers which are uncertainty, novelty, complexity and conflict. These drivers have been identified as key variables of an object or an event to create an effect of curiosity (Berlyne 1960). In parallel, hope and fear are defined as well as the antecedents of suspense with uncertainty (Madrigal and Bee 2005; Moulard, Kroff and Folse 2012). The strong link between suspense and uncertainty leads this research to discuss about specific curiosity

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Buhrman, Tiffany. "Effects of Hedonic and Utilitarian Shopping Satisfaction on Mall Consumption." Thesis, University of North Texas, 2002. https://digital.library.unt.edu/ark:/67531/metadc3188/.

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The modern consumer expects a consumption experience with both hedonic and utilitarian rewards during a single visit to the mall. The orchestrating of both hedonic and utilitarian benefits in one visit challenges mall management and retailers to deliver the maximum shopping experience. This study seeks to reveal relationships among six variables: demographic characteristics, mall shopping orientation, mall perception, hedonic satisfaction, utilitarian satisfaction, and mall consumption. The intercept survey was conducted at a major entertainment-themed mall in north Texas. Multiple regression analyses (N = 202) indicate that demographic characteristics and mall shopping orientation were significant predictors of mall perception. Also, two mall perception factors (Sensation and Physical Environment) were predictors of hedonic and utilitarian mall shopping satisfaction. However, hedonic and utilitarian mall shopping satisfaction were found not to predict mall consumption in terms of cross-shopping, money spent, and time spent.

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Lee, Richard Yee Meng. "The moderating influence of hedonic consumption in an extended theory of planned behaviour." UWA Business School, 2007. http://theses.library.uwa.edu.au/adt-WU2007.0214.

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[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.

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Lee, Kuo Chuen. "Avoiding misspecifications and improving efficiency in hedonic and consumption models : applications of semiparametric methods." Thesis, London School of Economics and Political Science (University of London), 1990. http://etheses.lse.ac.uk/1184/.

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The objective of this thesis is to avoid misspecifications and to seek efficiency improvements in cross sectional and time series econometric applications using semiparametric methods. We restrict our attention to single equation models and the use of conditional moment restrictions as well as maximum likelihood methods. The first part of the thesis deals with cross sectional studies on the United Kingdom car market and the second part deals with time series studies of the United States consumption function. There are five main contributions of the thesis. First of all, we have suggested minor extensions of existing semiparametric models; secondly, we have suggested the use of a dimensional reduction method prior to nonparametric estimation; thirdly, we have investigated the use of various rules of subjective and automatic bandwidth selection methods using real and simulated data; fourthly, we have suggested a new approach to overcome problems in the hedonic approach for cross sectional studies,; and finally, we have established a relationship between expected real interest rate and consumption using US time series data.

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Wardley, Marcus. "Valence Conversion and the Hedonic Equation: A New Framework for Understanding the Consumption of Aversive Experiences." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22642.

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I propose two new theories to explain the consumption of aversive experiences: valence conversion and the hedonic equation. The principle of valence conversion asserts that discrete emotions that share a similar set of cognitive appraisals and level of arousal, but are of opposite valence, can be quickly converted from one to the other contingent on internal cognitions, goals and cues from the environment. I propose that fear and excitement meet these conditions; thus, an aversive stimulus that is not too extreme as to prevent the activation of goals related to positive affect can also be interpreted as exciting. The hedonic equation postulates that across four time points (anticipatorily, in the moment, residually, and remembered), if the sum of excitement is greater than the sum of fear, an individual will choose to re-consume an aversive stimuli while controlling for other non-emotive motivations. These two theories together explain why some individuals willingly consume aversive experiences, even if at some points they are unpleasant.
2019-07-28

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Moriuchi, Emi. "Who am I? : a cross-cultural study on Japanese-American biculturals' consumption preference towards hedonic and utilitarian products." Thesis, University of Manchester, 2013. https://www.research.manchester.ac.uk/portal/en/theses/who-am-i-a-crosscultural-study-on-japaneseamerican-biculturals-consumption-preference-towards-hedonic-and-utilitarian-products(08b5300b-cb7a-471b-bcf8-11f31802e238).html.

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This thesis examines the antecedents of felt ethnicity (i.e. how one feels towards one’s ethnic identity) within a sample of bicultural individuals living in Hawaii, and secondly investigates the relationship between felt ethnicity and purchasing intentions for products in two different categories, which are hedonic (e.g. emphasizing being able to enjoy the usage of a product such as a LouisVuitton handbag) and utilitarian (e.g. emphasizing the functionality of a product such as a pen or a notepad). The investigations consider conceptual and measurement issues surrounding the concept of felt ethnicity, the effects of ethnic-related brand names in priming different aspects of identity, and effects on biculturals’ product evaluation and purchasing intentions. The investigation draws upon theories of social identity and distinctiveness, and examines situational attributes such as whether the intended purchase is for friends or family members. This study consisted of a three-way experimental design experiment from a laboratory setting to examine the relationship among biculturals’ felt ethnicity, language cues and product types on purchasing intentions. A 2 felt ethnicity (Japanese and Japanese-American) x 2 language ethnic primes (Japanese vs. English) x 2 product types (Hedonic vs. Utilitarian) factorial design is featured to explore the role of social situations in the relationship of felt ethnicity and consumption (product preference and purchasing intentions). The sample consisted of 197 Japanese and Japanese-American biculturals; and the findings showed that consumer and product types and language cues are strong influences on product preferences and purchasing intentions. The more specific a bicultural is with his/her felt ethnicity, the clearer is the role of language cues in product preference, product evaluation and purchasing intentions. Social surroundings showed moderating effects between bicultural consumers’ felt ethnicity and purchasing intentions. These findings suggest that the use of language cues from various product types to reinforce their felt ethnicity (self-identity varies in different situations). This study makes a number of important theoretical and managerial contributions. First, this study clarifies the concept of bicultural felt ethnicity in respect of purchasing intentions, and reaffirms the concept of cultural frame switching using language cues as primes. In this way, the thesis presents a new conceptual model and resolves some measurement issues of felt ethnicity and three antecedents: self-acculturated identity, perceived parental identity (how one perceived his/her parents define their ethnic identity), social orientation (degree one socializes with people who of the same or different ethnicity with one’s own ethnic identity). Second, the findings suggest that felt ethnicity can be used as a tool to investigate biculturals in a global market and to facilitate market segmenting and communication. Finally, limitations of the thesis are recognised and direction for future research is proposed.

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Laane, Kristjan. "The ins and outs of pleasure : roles and importance of hedonic value." Thesis, University of Cambridge, 2011. https://www.repository.cam.ac.uk/handle/1810/236782.

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The focus of this thesis was the hedonic value of stimuli, which is more commonly known as pleasure or positive affect. First, the scientific meaning of hedonic value was dissected. Second, a classification identifying core causes of positive affect was created. The classification was derived from specific positive moments reported by individuals throughout a day (collected through experience sampling methodology). Seventeen triggers of positive affect were identified, which were extracted from the data rather than originating from theory. Third, affective influences on reflexive-like motor responses were investigated using an approach-avoidance task. Contrary to previous studies, approach reaction times were not speeded by highly affective stimuli. Instead, a novel non-emotional effect was found on reaction times, which could directly explain the current results, and those of previous studies, in non-affective terms. Fourth, the propagation of hedonic reactivity from pleasurable to neutral stimuli was investigated. Contrary to expectations, the evaluative conditioning procedure utilised did not exhibit a phenomenon called blocking. Instead, 'liking' spread non-selectively to all stimuli co-occurring with the source hedonic stimulus. Fifth, the positive effect of pleasure on goal-directed motivation was established: participants were found to press a food trigger harder for highly palatable snacks compared to bland snacks, even though participants were not informed about the hidden measurement of forces. Additionally, the impact of hedonic value on actual food intake was quantified with best-fit equations that predicted consumption at both the group and individual level. In the last study, hedonic habituation, or the inhibitory effect of pleasure on itself, was demonstrated: eating pleasant snacks, as compared to bland ones, reduced the hedonic ratings of test foods that were consumed afterwards. Finally, these inputs and outputs of hedonics were integrated into a model specifying principal roles of pleasure in human behaviour. This pleasure-incentive model explains the effects of pleasure on incentive motivation, and makes important predictions about the mechanisms of pathological conditions such as over-eating and drug addiction.

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Pendleton, Glenna Carolyn Mack. "An Empirical Analysis of the Dimensions of Consumer Value for an Experiential Offering in Marketing." Cleveland State University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=csu1246211314.

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Mütterlein, Joschka [Verfasser]. "Hedonic Consumption of Virtual Reality : Empirical Studies on the Role of Immersion, Telepresence and Interactivity in the Adoption of Virtual Reality-based Systems / Joschka Mütterlein." Berlin : epubli, 2019. http://d-nb.info/1202666086/34.

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Nunes, Luís Filipe da Mata. "Consumo de música : os social media e os serviços de streaming." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10684.

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Mestrado em Marketing
A indústria da música obteve, durante décadas, lucros multimilionários do consumo de cópias físicas de obras musicais e não do consumo de música em si, uma vez que o consumo não implica a compra de música. No início deste século, o desenvolvimento de novas tecnologias e estratégias de distribuição e promoção de conteúdos, contribuiu para uma transformação tremenda da indústria de música e dos hábitos de consumo. Atualmente, as vendas de cópias físicas e de downloads legais de música continuam em queda, enquanto as plataformas de streaming apresentam subidas vertiginosas de quota de mercado. Ao mesmo tempo, o mundo assiste à massificação dos social media e, em particular, das redes sociais. Este estudo analisa vários fatores motivadores do consumo de música, estudando a sua influência no uso de redes sociais e de serviços de streaming, em específico. Estuda também a forma como a utilização dessas plataformas afeta o consumo de música atual, em particular na pré-disposição do consumidor em receber sugestões sobre nova música. A proposta final apresentada é a de que, possivelmente, os consumidores raramente procuram artistas ou música nas redes sociais, mas recorrem consistentemente aos serviços de streaming para o mesmo fim. Por outro lado, as características sociais e de comunidade em plataformas de streaming poderão aumentar a pré-disposição em ouvir nova música sugerida pelo serviço.
For decades, the music industry made millions in profits with the consumption of physical copies of musical works and not with the consumption of music itself - people can listen to music without buying a physical copy. Earlier this century, the development of new technologies and distribution strategies of musical content contributed to a tremendous transformation of the music industry and consumer habits. Now the sales of physical copies and legal downloads of music continue to fall, while streaming platforms have enormous increases in market share. Meanwhile, the world watches the massification of social media and social networking websites. This study analyzes the motivating factors for music consumption, and studies its influence in the use of social networking and streaming services. It also studies how the use of these platforms can affect music consumption habits, particularly in consumer pre-disposition to receive suggestions on new music. This work states that, possibly, consumers rarely look for artists or music on social networks, but consistently turn to streaming services for the same purpose. On the other hand, social and community features in streaming platforms may enhance the pre-disposition to hear new music suggested by the service.

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Nyman, Emil. "Framtidens kanaler : En studie av konsumentbeteende i livsmedelsföretagens omni-kanaler." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-12839.

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Syftet för studien är att öka förståelsen för den valda konsumentgruppens konsumentbeteende i livsmedelsföretagens omni-kanaler. Förståelsen för konsumentbeteendet skall ökas genom att se på studiens tre delar, konsumtionsvärde, kanalanvändning och kanalintegration i relation till köpprocessen. Samt att syftet är att se på likheter och skillnader i konsumentbeteendet för män respektive kvinnor. Studien är utförd med en kvantitativ undersökningsmetod. Primärdata har samlats in vid genomförandet av en enkätundersökning som jämförts med sekundärdata som består av litteratur och tidigare forskning. Slutsatsen som kan dras av denna studie är att konsumentgruppen handlar livsmedel med störst del utilitaristiska konsumtionsvärden för att uppleva nytta och effektivitet genom köpprocessen. Det speglas även i de kanalval som görs genom köpprocessen där en slutsats är att fysisk butik fyller en viktig roll. Men att konsumentgruppen även kan tänka sig att kombinera fysisk butik med online och mobil kanal för att uppleva nytta. Störst användning av flera kanaler förväntas ske i samband med informationssökningen. Kanalintegrationen för konsumentgruppen förväntas ha en viktig betydelse för att de ska bli tillfredsställda i flera kanaler. Avslutningsvis har inga större skillnader mellan män och kvinnor kunnat påvisas i studien för konsumentbeteendet i flera kanaler.
The purpose of the study is to increase understanding of the selected consumer group consumer behavior in food retailers omni-channels. The understanding of consumer behavior should be increased by ensuring the study's three parts, the consumption value, channel usage and channel integration in relation to the buying process. Another purpose of the study is to investigate similarities and differences in consumer behavior for men and women respectively. The study is designed with a quantitative research method. Primary data has been gathered in the implementation of a survey that compared with secondary data consisting of literature and previous research. The conclusion to be drawn from this study is that the consumer group's food with the greatest number of practical consumption values to experience the benefits and efficiency through the buying process. It is also reflected in the channel selection made by the buying process in which a conclusion is that the physical store plays an important role. But consumer group may also consider combining physical store with online and mobile channel to experience the benefits. The greatest use of multiple channels is expected to occur in connection with the search for information. Channel integration for the consumer group is expected to have a major importance for them to be satisfied in multiple channels. Finally, no major differences between men and women has been demonstrated in the study of consumer behavior in multiple channels.

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Kanter, David, and Oskar Källström. ""Wanna browse for some Black Friday deals?" : An exploratory research uncovering meanings of Utilitarian and Hedonic motivation of Swedish consumers towards online shopping on consumption events with Black Friday Weekend as empirical example." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43799.

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Background: Most current research on consumption events like Black Friday has been done in an US context. Black Friday do not have any cultural heritage or any other social connection to Sweden, however, it is already considered as the second most significant sales opportunity annually in the country. Additionally, research has confirmed that online retailing has been faster than offline retailing regarding adoption to consumption events. Therefore, to qualitatively investigate motivation towards Black Friday consumption online, in a Swedish context, would provide new insight in the field. Purpose: This research serves to contribute to the research of motivation towards consumption events online, viewed upon from the consumers perspective. By uncover meanings for utilitarian and hedonic motivation dimensions towards consumption events online, using Black Friday Weekend as an empirical example, this research aims to, besides adding to previous research, clarify ambiguous situations and provide valuable insights for online retailers that may lead to potential business opportunities. Method: In order to achieve in-depth understanding of the topic, a qualitative study with exploratory design was conducted. Data was gathered through focus group interviews with participants chosen through a purposive sampling technique. The data was analyzed through thematic analysis which generated the empirical findings. Conclusion: Throughout this research, sixteen themes related to motivation emerged, eight utilitarian and eight hedonic. The themes offer more accuracy and a deepened understanding of motivation towards consumption events online for the empirical foundation researched by explaining meanings of the motivation dimensions in this particular context, namely Black Friday Weekend in Sweden.

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Gomes, Silmara Cristiane. "O consumo hedonista como um reflexo da relação entre valores laborais e pessoais." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/18972.

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Banco Santander
individual conflicts, which may help to explain the hedonistic consumer actions, and the specific objectives are: a) identify if the interrelationships between Personal and Labour Values generate individual conflicts; b) identify if individual conflicts, generated by interrelations between Personal and Labour, are predictors of consumer actions. Statistical analyzes were performed to verify the objectives and a literature review was made to enable understanding of the elements that influence the interrelation between Personal Values and Labour Values. Is considered throughout this work, that the hedonistic consumption has gradually been presented as individuals common action and the stimuli that make it happen have changed over the centuries and that these multiple stimuli should be analyzed. This work is dedicated to an aspect of these stimuli
Este trabalho de pesquisa tem como objetivo geral verificar se os Valores Pessoais e Laborais geram conflitos individuais, que podem auxiliar na explicação de ações de consumo hedonistas, e como objetivos específicos: a) identificar se as inter-relações entre Valores Pessoais e Valores Laborais geram conflitos individuais; e b) identificar se os conflitos individuais, gerados pelas inter-relações entre Valores Pessoais e Laborais, são preditores de ações de consumo. Realizouse análises estatísticas para a verificação dos objetivos e revisão bibliográfica para possibilitar a compreensão dos elementos que influenciam na inter-relação entre Valores Pessoais e Valores Laborais. Considera-se, ao longo deste trabalho, que o consumo hedonista tem gradativamente se apresentado como uma ação comum aos indivíduos e que os estímulos que o fazem acontecer vêm mudando ao longo dos séculos e que esses múltiplos estímulos devem ser analisados. Aqui, se dedica a uma vertente desses estímulos

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Mas, Erick M. "Social Class and Consumer Choice." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1538668/.

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Marketing research is lacking in the study of how SES influences consumption choices beyond access to purely economic resources, which merely represent purchasing power without explaining consumer preference. The first essay of this dissertation addresses this gap by examining an understudied social resource known as cultural capital—internalized knowledge, skills and behaviors reflecting cultural competence—that can influence the types of products consumers choose. The second essay examines low SES politically conservative consumers' desire to use consumption choices as signals to attain more status. Together, this dissertation extends our understanding of how SES influences consumer preferences for hedonic (vs. utilitarian) products, as well as their preference for product acquisition via access-based consumption (vs. ownership). Furthermore, the psychological processes underlying these effects and the conditions and personality differences moderating these effects are uncovered. Managerial and theoretical implications are provided.

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Villaça, Izabel Gerheim. "O papel da marca Oi Casa Grande como influenciador da escolha do consumidor de serviços de entretenimento." Universidade Estácio de Sá, 2014. https://repositorio.ufjf.br/jspui/handle/ufjf/6524.

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PROQUALI (UFJF)
No espectro da intangibilidade que caracteriza os serviços, destaca-se que o processo de avaliação desses últimos repousa muito mais nas chamadas qualidades de experiências, que incluem sabor e sensação causada pelo uso. Assim, todos os serviços são experiências e seu consumo deixa de ter características unicamente objetivas, funcionais ou racionais, e passa a conter uma dimensão experiencial. Atividades de lazer, como o teatro, são experiências que devem proporcionar entretenimento para que os consumidores aproveitem seu escasso tempo livre, assim como as experiências sempre foram o núcleo dos negócios de entretenimento. Entretanto, atributos de experiência como emoção, diversão ou valor de entretenimento só podem ser percebidos e avaliados após a compra ou durante o consumo. Essa dificuldade de avaliação, por sua vez, gera uma particularidade: uma maior percepção de risco de desempenho, entendido como a capacidade de cumprir o prometido. Tendo em vista essa inevitabilidade do risco associado ao consumo de serviços e a preferência de muitos clientes de evitarem esse risco, esses últimos não raro costumam recorrer a pesquisas de informação adicionais sobre o prestador, mais provavelmente fazendo-o quanto maior o risco. Entretanto, frequentemente, para simplificarem a tomada de decisão, muitos consumidores, ao invés de buscarem informações, se utilizam de atalhos mentais – como, por exemplo, nomes de marca. Esta dissertação, apoiada no método indutivo, de abordagem qualitativa, e classificada como exploratória, lançou mão de pesquisa bibliográfica, documental e de campo para investigar até que ponto a marca do estabelecimento onde ocorre espetáculo teatral – no caso, o teatro Oi Casa Grande - influencia a escolha do cliente desse serviço. Foram realizadas entrevistas semiestruturadas com 10 frequentadores assíduos, cujos resultados foram analisados por meio de uma variante da análise de discurso. Foi identificado que a marca do teatro teria relevância apenas relativa na escolha de espetáculos teatrais. Enquanto não foi relativizada ao nicho específico dos “grandes musicais”, marca não foi nem mesmo citada como motivador do consumo de espetáculos teatrais. O grande combustível nesse sentido foi o conteúdo da peça, só ocorrendo dependência entre a marca e a promessa trazida por ela quando se trata de nicho de mercado - como ocorre junto aos grandes espetáculos musicais, dadas as condições físicas especiais que eles requerem. Contudo, quando convidados a raciocinar de uma forma mais completa – ou seja, elaborando um pouco mais a imagem do serviço, nela incluindo exigências mais sofisticadas necessárias à sua correta prestação ao cliente – os entrevistados automaticamente identificaram a impossibilidade de essa prestação se dar sem o devido atendimento às necessidades físicas adequadas. Com isso, confirmou-se, à perfeição, a literatura de Marketing de Serviços quando essa diz que os tangíveis servem como um indício primário para o cliente avaliar o serviço antes da compra e para medir sua satisfação durante e depois da prestação, combinada com a percepção de risco percebido que é intensificada no consumo de serviços.
In the spectrum of intangibility that characterizes the services, it is highlighted that the process of evaluation of the latest rest much more in the so called qualities of experience, which includes taste and sensation caused by use. Therefore, all the services are experiments and its use ceased to have characteristics ultimately objective, functional, or rational, and began to contain an experimental dimension. Leisure activities, such as theatre, are experiences that should provide entertainment so that the consumers can make good use of their rather scarce free time. However, attributes of experience such as emotion, fun or value of entertainment can only be perceived and evaluated after a purchase or during consumption. This difficulty of evaluation, on the other hand, creates a circumstance: a higher risk of performance, understood as a capacity to deliver what was promised. Having in sight the inevitability of risk associated to the consumption of the services and the preference of various clients to avoid this risk, However, to simplify making a decision, many consumers frequently use mental shortcuts instead of searching for information; as brand names for example. This thesis, based on the inductive method, qualitative approach, and classified as exploratory, drew on literature, documentary and field research to investigate the extent to which the mark of the establishment where theatrical spectacle occurs influences the choice of the customer of that service. Semi-structured interviews were conducted with 10 regular guests of the theater Oi Casa Grande, located in the city of Rio de Janeiro, whose results were analyzed using a variant of the discourse analysis It was identified that the brand of the theater would only be relevant on the choice of theatrical performances. While it was not relativized to a particular niche of the "great musicals", the brand was not even cited as motivating the consumption of theatrical performances. The great fuel in this sense was content of the play, only by occurring dependency between the brand and the promise brought by it when it comes to niche market - as occurs with the large musicals, given the special physical conditions they require. However, when asked to think of a simple way - i.e., elaborating the image of the service a bit more, including sophisticated requirements necessary for its proper delivery to the customer – the interviewers automatically identified the impossibility of this provision is to give assistance to adequate physical care needs. Thus, it was confirmed, the perfection, the literature of Marketing Services says that when tangibles serve as a primary indicator for assessing customer service prior to purchase and to measure their satisfaction during and after delivery, combined with the perception of perceived risk that is heightened during the consumption of services.

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Jirsak, Stefanie. "Shedding light on the minds of delighted customers : an investigation into the effect of the intrinsic processing on the magnitude and endurance of customer delight in hedonic and utilitarian consumption settings using dual-processing theory." Thesis, King's College London (University of London), 2018. https://kclpure.kcl.ac.uk/portal/en/theses/shedding-light-on-the-minds-of-delighted-customers(f59295cf-0ee5-41b1-80f5-6e2f33fbf950).html.

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Customer delight is as an emotion that results from unexpectedly surprising and joyful experiences, and has been well-researched in the marketing literature. However, little is known about how customers intrinsically process delightful experiences, and how this affects customer delight and behavioural intentions. An investigation into customers’ intrinsic processing during delightful experiences may provide some indication whether triggering a certain form of processing increases the magnitude and endurance of customers’ delight and behavioural intentions, i.e. intention to revisit, engage in positive word of mouth, commit, and pay more. This thesis addresses this gap by applying dual-processing theory. Data were collected in a two-part online experiment (n = 304 US residents). The results show that analytical processing, as opposed to affective processing, leads to stronger customer delight and, in turn, to stronger behavioural intentions in a hedonic consumption setting, but not in a utilitarian setting. There is no significant effect of processing on the endurance of customer delight or behavioural intentions. The results further suggest that the consumption setting is not a moderator. This thesis makes several important contributions. It contributes to the customer delight literature by shedding light on how customers intrinsically process delightful experiences. Understanding this allows an insight into how processing affects the magnitude and endurance of customer delight, and how it impacts on consumers’ behavioural intentions. By finding that customer delight results from analytical processing, this thesis contributes to the extant knowledge by suggesting that customer delight may not only be an emotion, but also a judgement. This constitutes a new understanding of customer delight and how to increase its magnitude and endurance. This thesis further contributes to the dual-processing theory literature by intertwining the theory with customer delight as a well-known marketing concept. This highlights the theory’s importance to marketing to explain how the magnitude and endurance of marketing concepts may be increased. This thesis further contributes to the extant knowledge by applying the theory in hedonic and utilitarian consumption settings, which generates insights into the form of processing to be triggered in each of these settings. This thesis also contributes to marketing practice. Practitioners are advised to trigger customers’ analytical processing during delightful experiences, in hedonic settings. This helps create stronger customer delight and behavioural intentions.

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Pires, Anderson Clayton. "A metafísica do sucesso, a espiritualidade do consumo e a ética hedônica configuradas no sistema axiológico neoprotestante da Igreja Evangélica Sara Nossa Terra." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2011. http://hdl.handle.net/10183/49033.

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O cristianismo originário desenvolveu em seus seguidores um estilo de vida condizente às crenças escatológicas relacionadas à morte e à ressurreição de Cristo. Um estilo de vida resignado, asceta e destituído de qualquer interesse intramundana através do qual se justificava a crença de que o fim do mundo era iminente e que cada crente era chamado a viver segundo esta expectativa. Quinze séculos mais tarde, a Reforma protestante introduz, a partir do conceito de Berut, uma nova concepção de interação do crente com o mundo. A vocação passa a ser compreendida como atividades capitalistas, exercidas com base racional, exercidas como cumprimento da tarefa conforme a vontade de Deus. Sob esta perspectiva está fundada a ética protestante calvinista. A relação do crente calvinista com o mundo ganha um novo significado. A angústia pela confirmação de um indício da salvação leva o crente a desenvolver uma ética sustentada por duas virtudes: espírito de laboriosidade e rigor ascético. O trabalho passa a ser realizado pelo crente calvinista com o fim de acumular riqueza a fim de que através dela a confirmação do indício desejado. A aquisição material da riqueza como finalidade de vida marca de forma indelével a ética calvinista. Dois séculos depois inicia um movimento de inconformismo entre os pietistas que, insatisfeitos com a espiritualidade materialista do protestantismo calvinista, desenvolve uma sistema de crença que reinterpreta a doutrina da salvação e postula a “certeza emocional” como critério de confirmação da certeza da salvação. Esta consciência oriunda do pietismo gerou uma nova disposição religiosa no Movimento da Santidade que acabou favorecendo a formação do pentecostalismo nos Estados Unidos e no Brasil. O pentecostalismo surge como movimento de retorno às crenças escatológicas do cristianismo originário e, a partir delas, o sistema axiológico pentecostal desenvolve uma relação de distanciamento do mundo (santificação) que implica a mortificação da carne e a conservação de um estilo de vida intramundano destituído de interesse pelo progresso material. O pentecostalismo passa por três ondas, mas é o neopentecostalismo brasileiro que se apresenta como um movimento de ruptura com as duas primeiras ondas do pentecostalismo que o antecede. A Teologia da Prosperidade desenvolvida no neopentecostalismo incorpora o ideal de progresso oriundo da globalização, mas não apresenta nenhuma metafísica do sucesso. A prosperidade material passa a ser esperada de forma mágica, sem que o crente neopentecostal empregue qualquer esforço para obtê-la. O trabalho não é valorizado, nem o espírito de laboriosidade e nem o interesse pela qualificação técnica do trabalho profissional. A igreja Sara Nossa Terra nasce deste contexto neopentecostal, mas desenvolve um sistema axiológico que a diferencia dele. Ela desenvolve um sistema axiológico neoprotestante estruturado a partir de três componentes: uma metafísica do sucesso, uma espiritualidade do consumo e uma ética hedônica. A globalização é um fenômeno compreendido como revitalizador de crenças e valores protestantes calvinistas que são incorporadas pelo sistema axiológico da igreja Sara Nossa Terra e a torna uma legítima herdeira das crenças e valores fundamentais do protestantismo calvinista. A ética hedônica é um fator que a desfilia do cristianismo originário. Mas a metafísica do sucesso e a espiritualidade do consumo a refilia à genealogia protestante calvinista. O hedônico como ideal de vida plena torna o usufruto da riqueza como componente axiológico de novidade que justifica a utilização do prefixo “neo” do sistema axiológico neoprotestante da igreja Sara Nossa Terra.
The originary Christianity has developed in its followers a lifestyle matching to eschatological beliefs related to death and resurrection of Christ. A resigned, ascetic and devoid of any intramundane interest lifesytle through which justified the belief that the end of the world was imminent and that each believer was called to live according to this expectation. Fifteen centuries later, the Protestant Reformation introduces from the concept of “Berut”, a new conception of interaction between the believer with the world. The vocation becomes to be understood as capitalist activities, carried out with rational basis, as the fulfillment of the task according to the will of God. Under this perspective the calvinist protestant ethics is founded. The relationship of the calvinist believer with the world gains a new meaning. The anguish for confirming a sign of salvation leads the believer to develop an ethics supported by two virtues: spirit of laboriousness and ascetic rigor. The work becomes executed by calvinist believer in order to accumulate wealth so that through it the confirmation of the desired sign. The material acquisition of the wealth as the purpose of life marks indelibly the calvinist ethics. Two centuries later starts a movement of nonconformity among the pietist who dissatisfied with the materialistic spirituality of calvinist protestantism, develops a belief system that reinterprets the doctrine of salvation and posits the “emocional certainty”, as a criterion of confirmation of the certainty of salvation. This awareness arising out of pietism has generated a new religious disposition in the movement of holiness which ended up favoring the formation of pentecostalism in the United States and Brazil. The Pentecostalism arises as a movement of return to the eschathological beliefs of originary Christianity, and from them, the pentecostal axiological system develops a relationship of detachment from the world (sanctification) which implies the mortification of the flesh and the conservation of a intramundane lifestyle devoid of interest in the material progress. The pentecostalism goes through three waves, but it´s the brazilian neopentecostalism that presents itself as a movement of rupture with the two first waves of pentecostalism that procedes it. The prosperity theology developed in the neopentecostalism incorporates the ideal of progress arising from globalizaton, but it does not present no metaphysics of sucess. The material prosperity becomes expected in a magical way, without the pentecostal believer employ any effort to get it. The work is not valued, nor the spirit of laboriousness and the interest in the technical skill of a professsional work. The Sara Nossa Terra church is born from this neopentecostal context, but develops an axiological system that differentiates of it. It develops a structured neoprotestant axiological system from three components: a metaphysics of sucess, a spirituality of consumption, and a hedonic ethics. The globalization is a phenomenon understood as revitalizing of the protestant calvinist beliefs and values that are incorporated by the axiological system of Sara Nossa Terra church and becomes it a legitimate heir of the fundamental beliefs and values of calvinist protestantism. The hedonic ethics is a factor that disaffiliates it of the originary Christianity. But the metaphysics of sucess and the spirituality of consumption refill it to the calvinist protestant genealogy. The hedonic as ideal of life makes the enjoyment of wealth as axiological component of novelty that justifies the use of the prefix “neo” of neoprotestant axiological system of the Sara Nossa Terra church.

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Bjuhr, Beatrice, and My Tra Pham. "The impact of ad, personal, and situational characteristics on positive affect and felt urge to buy impulsively. A quantitative study in the Facebook context." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105908.

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Social media has grown in importance as an advertising communication tool, and companies take advantages of this by using social media marketing to meet their marketing objectives. The research context in this study is chosen to be the social media Facebook, mainly since it is the biggest and most used social media in Sweden but also since Facebook offers companies many different commercial options. We detected a research gap, since there is a lack of theory on Facebook’s customized advertisements on a more specific context that is felt urge to buy impulsively. We could also identify a research gap since there is no study investigating how positive affect and felt urge to buy impulsively are affected by different characteristics in Umeå, Sweden or in the Facebook context among Umeå members. The purpose with this study is to investigate the effects of ad characteristics, personal consumption characteristics, and situational characteristics on positive affect and felt urge to buy impulsively. The characteristics consist of nine constructs; felt urge to buy impulsively, positive affect, promotional effect, atmospheric effect, impulse buying tendency, hedonic consumption, customized advertisement, time availability and money availability. To fulfill the purpose of this thesis, we conducted a quantitative study. In the quantitative study we conducted a web-based self-selected survey. The link to the survey was posted in four different Facebook groups and on our own Facebook pages. The link the survey was also distributed by flyers to randomly targeted people at Umeå University and Umeå center. By conducting a survey we were able to detect effects between the variables. When analyzing the results using regression analysis we concluded there are eight supported hypothesizes. The first multiple regression analysis showed that promotional effect, atmospheric effect, hedonic consumption tendency, customized advertisement and time availability had a significant positive effect on positive affect. In the second multiple regression analysis we concluded that hedonic consumption tendency and customized advertisement had a significant positive effect on felt urge to buy impulsively. The last regression analysis showed that positive affect had a significant positive effect on felt urge to buy impulsively. From the result we could confirm some of previous study’s findings and also contribute with new findings. We also suggest practical recommendations for companies using Facebook as an advertising channel, and how they can improve the advertising to make a good impression on the consumers.

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Kheder, Sara, and Ümran Alp. "Varför en kärlek för lyx och eftersmak av ånger? : En kvalitativ studie om drivande skäl för lyxkonsumtion och dess förhållande till ånger för unga svenska medborgare." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43659.

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In recent years, luxury consumption has expanded and grown significantly in comparison to past years. Today luxury is more accessible by society than ever before. Various studies have shown and proven how luxury consumption tends to have negative effects on individuals. The negative circumstances that emerge as consequences can be of cognitive character, but also in the form of financial, personal, social and/or professional problems, debt, and compulsive purchases. In addition to these findings, recent studies have also shown that people are ready to compromise in a variety of ways such as saving more money, working overtime, or withdrawing from essential expenses. For these various reasons, the purpose of this study is to identify possible experienced motives that can work as reasons for luxury consumption amongst the young Swedish population. Furthermore, this study aims to examine regret in relation to this type of consumption. The literature review of this study covers subjects of cognitive dissonance, regret theory, possessions and the extended self and the motives hedonic, symbolic and instrumental. The research method applied in this study is of a qualitative character. The data collection was executed through the use of semi structured interviews where a total number of fifteen young Swedish individuals chose to participate. The results of this study reveal that luxury consumption can be based on the hedonic motive where pleasure, joy, satisfaction or reaching a desired goal are common reasons. Moreover, the results of this study also reveal that luxury consumption can be based on the symbolic motive, where individuals desire to symbolise/express themselves, impress others, seek confirmation, to fit in and/or follow hidden norms in society. Furthermore, luxury is desired for the pure quality, where the high price of luxury products equals higher perceived quality. Moreover, regret in this type of consumption is regularly occurring. The reasons for regret can be caused by the product itself, by comparison to other possible alternatives or because of impulsive/compulsive/stressful decisions. This feeling of regret can exist in the form of cognitive dissonance, that is a feeling of discomfort for a small number of participants. For a larger number of participants, the feelings are separated, where regret is a more rough and painful feeling. Solutions to suppress these feelings are through giving away the products to be used, persuade the mind that the purchase is deserved, or to shed a positive light at the purchase by looking at it as additional knowledge/ experience.
Under de senaste åren konsumeras lyx mer, och har blivit mer tillgängligt för allmänheten i jämförelse till tidigare år. Ett flertal studier har visat på hur lyxkonsumtion tenderar att ha negativa effekter på individer. De negativa omständigheterna som framträder som konsekvenser av lyxkonsumtion kan vara av en kognitiv karaktär, men även i form av finansiella, personliga, sociala och/eller professionella problem, skuldsättning, och kompulsiva köp. Dessutom visar studier även att människor är redo att kompromissa på olika sätt som att spara mer pengar, jobba övertid eller att utebliva nödvändiga utgifter. För dessa diverse anledningar är syftet med denna studie att identifiera möjliga upplevda drivkrafter för lyxkonsumtion för det unga svenska samhället. Vidare ämnar studien även att undersöka ånger i förhållande till denna typ av konsumtion. Teorigenomgången för denna studie behandlar ämnen om kognitiv dissonans, regret theory, ägodelar och det förlängda jaget samt motiven hedonic, symbolic samt instrumentell. Empiriinsamlingen skedde genom en kvalitativ forskningsmetod som i sin tur bestod av femton semistrukturerade intervjuer med svenska ungdomar som lyxkonsumerar. Resultaten av denna studie visar på att lyxkonsumtion kan ske med anledning av hedonistiska aspekter där glädje, nöje, tillfredsställelse eller en avklarad målsättning var vanligt förekommande anledningar. Fortsättningsvis visar studien även att symboliska motiv var en vanlig drivkraft för lyxkonsumtion, där individer strävar efter att symbolisera/uttrycka sig, imponera på andra, få bekräftelse, passa in i samhället samt följa osynliga normer. Utöver detta var lyx eftersträvat på grund av kvalitet, där höga priset av lyxprodukter förutsätter högre upplevd kvalitet. Avslutningsvis påvisar resultaten av denna studie att ånger inom denna typ av konsumtion är vanligt förekommande. Orsakerna för ånger kan bero på själva produkten, på jämförelse av produkten med andra alternativ eller på grund av impulsiva/kompulsiva/hastiga beslut. Känslan av ånger kan vidare vara i form av en kognitiv dissonans, som i sin tur betecknas som en känsla av obehag av en liten del av deltagarna i denna studie. För en större del av deltagarna var känslorna åtskilda, där ånger var en grövre och mer smärtsam känsla. Lösningar för att dämpa detta obehag är genom att ge bort produkten för användning, övertala sig själv att köpet är förtjänat, eller genom att omvandla köpet till ytterligare erfarenhet/lärdom.

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Gomes, Maurício de Brito. "Ouvindo o silêncio: a construção identitária por meio da prática do mergulho scuba como consumo hedônico." reponame:Repositório Institucional do FGV, 2008. http://hdl.handle.net/10438/4065.

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This work aims to explore the context and emotions related to the experience of scuba diving as hedonic consumption, as well as to understand in which conditions the benefit arising from the regular practice of this activity impact the identity construction of the practitioner. Through in-depth interviews, data were collected from scuba divers living in the city of Rio de Janeiro, during the months of January and February of 2008. In order to obtain the expected objectives, the chosen methodology of research was qualitative, with priority of the subject and the subjectivity, using an interpretative approach for the data analysis. The research results confirm some benefits of high-risk sports practice such as flow, self-evolution and communitas. Two additional benefits are presented: the condition of alterity of the ¿underwater world¿, which attributes extraordinany meaning to scuba diving and impacts identity construction, and the scuba ¿buddy¿ practice, that helps to build-up an overall sense of trust to the other. The work is concluded with some managerial recommendations aiming the development of scuba diving industry and related tourism. These above mentioned suggestions include a new industry positioning, integrated marketing communications with specific references to alterity and flow, market segmentation, the creation of gathering spaces and a gradation scale among practitioners.
Este trabalho tem como objetivo explorar o contexto e as emoções relacionadas à experiência do mergulho scuba como atividade hedônica e as condições em que os benefícios oriundos de seu consumo habitual impactam a construção de identidade do praticante. Por meio de entrevistas em profundidade, foram coletados dados junto a mergulhadores scuba residentes na cidade do Rio de Janeiro, durante os meses de janeiro e fevereiro de 2008. Para atingir os objetivos propostos, o método de pesquisa adotado foi qualitativo, com priorização do sujeito e da subjetividade, utilizando-se uma forma interpretativa para análise de dados. Os resultados confirmaram alguns benefícios da prática de esportes de alto risco já pesquisados academicamente como o fluxo, communitas e evolução pessoal. Apresentam-se dois benefícios adicionais: a condição de alteridade do mundo submarino, que atribui significância extraordinária a essa atividade esportiva e impacta a construção identitária dos envolvidos, e a prática de dupla de mergulho, que desenvolve uma confiança generalizada no próximo e serve como referência na definição do indivíduo. Conclui-se o trabalho, fazendo-se recomendações gerenciais com o intuito de beneficiar e desenvolver a indústria e o turismo relacionado a esse esporte. Essas sugestões incluem um novo posicionamento da indústria, comunicação integrada de marketing com menções específicas à alteridade e à experiência de fluxo, segmentação de mercado, criação de espaços de convivência para praticantes e por último, a criação de uma gradação relativa aos diversos níveis de mergulhadores.

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Özdemir, Şefika Papatya Nurhan. "Hazcı (Hedonik) tüketim davranışlarında televizyonun rolü: SDÜ öğrencileri üzerine bir araştırma /." Isparta : Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü, 2007. http://tez.sdu.edu.tr/Tezler/TS00594.pdf.

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Matias, Milenne Ferreira de Sousa. "De remédio à bebida da felicidade: sociedade hedonista através das propagandas da Coca-Cola." Universidade Federal de Goiás, 2015. http://repositorio.bc.ufg.br/tede/handle/tede/9090.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
The consequences of modernity led to great social changes that affected the composition of cultures, which brought about transformations of traditions, community ties and, consequently, the transmission of memory. The present work proposes to understand the social time in which we are inserted, analyzing the advertisements of Coca-Cola from the period of 1886 to 2015, with a representative sample on the main themes addressed in its campaigns throughout its history. The hypothesis that guided the present work is that the social time in which we live is not repressive - that compels individuals to dull autonomy - but rather hedonic, defined by the ideal of happy life, guided by the "pleasure principle" and the "Orgasmic experience" (Zigmund Bauman) as the analytical category of social behavior (PIRES).
As consequências da modernidade acarretaram em grandes mudanças sociais que afetaram a composição das culturas, o que ocasionou transformações das tradições, dos laços comunitários e, consequentemente, da transmissão da memória. O presente trabalho propõe compreender o tempo social em que estamos inseridos, analisando as propagandas da Coca-Cola do período de 1886 a 2015, com uma amostra representativa sobre os principais temas abordados em suas campanhas ao longo de sua história. A hipótese que orientou o presente trabalho é a de que o tempo social em que vivemos não é repressivo – que compele os indivíduos ao embotamento da autonomia – mas sim hedônico, definido pelo ideal de vida feliz, guiado pelo “principio do prazer” e a “experiência orgástica” (Zigmund Bauman) como categoria analítica do comportamento social (PIRES).

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Nicolao, Leonardo 1976. "Happiness, consumption and hedonic adaptation." 2009. http://hdl.handle.net/2152/18374.

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Previous theories have suggested that consumers will be happier if they spend their money on experiences such as travel as opposed to material possessions such as automobiles. I test this experience recommendation and show that it may be misleading in its general form. Valence of the outcome significantly moderates differences in respondents' reported retrospective happiness with material versus experiential purchases. For purchases that turned out positively, experiential purchases lead to more happiness than do material purchases, as the experience recommendation suggests. However, for purchases that turned out negatively, experiences have no benefit over (and, for some types of consumers, induce significantly less happiness than) material possessions. I provide evidence that this purchase type by valence interaction is driven by the fact that consumers adapt more slowly to experiential purchases than to material purchases, leading to both greater happiness and greater unhappiness for experiential purchases. Moreover, I show that this difference in hedonic adaptation rates for material and experiential purchases is being, at least partially, driven by a difference in memory for those types of purchases. I also show that individuals mispredict hedonic adaptation rates for material and experiential purchases. Finally, I discuss implications for consumer choice.
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Chao, Min-Hsiu, and 趙敏秀. "A Comparison between Hedonic and Utilitarian Consumption." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/92532932166313475366.

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碩士
國立高雄第一科技大學
行銷與流通管理所
90
Nowadays, the consumption behavior of consumers is more complicated and uncontrollable than before; besides, whether in local or in import, as well as in tradition or in fashion, there has been a new set of consumption concept different from the tradition-referring to the coming of age of the two-way-extreme and multi-choice consumption. Consumption habits of consumers are not simple, thus the values to consumers also have diverse guides and are hard to be defined. The way consumer choose products is affected by the consideration of hedonic and utilitarian purposes, in other words, the buying strategies of " hedonic Value" and " utilitarian Value" are both existed in our society today. This study tries to explore what the consumer does explain "value"-be influenced not only by the individual value approach, but also by factors of the products versatileness and buying strategy circumstances. Through discussing concepts of the two-way-extreme and multi-choice consumptions, the research motivation of this study is to analyze and understand the existed patterns of the two-ways-extreme and multi-choices consumptions, furthermore, it also discusses the decision behavior of consumers in order to provide more complete and correct forecast about this aspect. The result shows: 1.The Final consumption decision of consumers results from the consumption attitude at that moment before. There are apparent differences. 2.The final consumption decision is affected by how long to decide in the buying process. There are apparent differences. 3.There are close relationships between “hedonic value" and “utilitarian value" and the personality. 4.People with different personality have different final buying strategy. There are apparent differences.

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KANG, CHING-JU, and 康靜如. "The influence of promotion depth on hedonic consumption." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/yk3e33.

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碩士
國立高雄大學
亞太工商管理學系碩士班
106
In daily life, consumers often face the choice between hedonic consumption (joy, pleasure with hedonic) and utility consumption (actual, must have practicality). It is easier to compare the benefits between the two (hedonic products vs. utility products) when manufacturers offer discounts. For consumers, hedonic products are more attractive than utility products. However, past research has confirmed that hedonic consumption is accompanied by guilt, and that there is a need for more reasonable reasons for consumers to enjoy hedonic consumption (vs. utility consumption). In the past, scholars used different theoretical basic to explore the influence of promotion level on hedonic consumption preference, and the promotion level of manipulation was also biased toward small discounts (less than 10%) and large discounts(50%). The results of the study reflect the impact of different promotional levels on hedonic consumption. Therefore, this study is intended to integrate the theories and results of past scholars by discussing the differences in cognitive processing abilities that consumers pay under different promotional levels, and to explore medium discounts in order to fully expound the influence of different promotional levels for hedonic consumption. Experiment one confirms the difference of different promotion levels to hedonic consumption preference, especially when consumers show less hedonic consumption in medium discount and more utility consumption. Experiment two continuation the demonstration of experiment one, through the need to pay different types of promotional ways(monetary promotion vs. non-monetary promotion), and how it interferes with the interference effect of the promotion level to the hedonic consumption. The results were significant and consistent with results of experiment one.

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YEH, HSUAN, and 葉瑄. "The Impact of Payment Formats on Hedonic Consumption." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/h3y755.

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碩士
國立高雄大學
亞太工商管理學系碩士班
107
This study explores how payment formats (non-medium [e.g., cash] vs. medium [e.g., gift certificates and points]) influence consumer’s hedonic consumption, specifically on thier willingness-to-pay, budget allocation, and purchase decision. This study also explores whether mental mechanism (perceived guilt, pain of payment, windfall gain, and effort) mediate the impact of payment format on hedonic consumption. The authors conducted three experiments to examine the propositions. Experiment 1 used a 3 (payment formats: cash [non-medium] vs. bonus points [medium] vs. informing the subjects bonus points purchased by cash [medium]) x 2 (products: hedonic vs. Utilitarian) between-subject design. Experiment 1 showed that bonus points (vs. cash) induced higher willingness-to-pay, budget allocation, and higher share of choice for hedonic product. It also showed that perceived pain of payment was a mediator for the effect payment formats on hedonic consumption. In addition, the hedonic consumption is still valid in the added condition (informing the subjects that the points are purchased by cash). Experiment 2 used a 2 (payment formats: cash [non-medium] vs. bonus points [medium]) x 2 (products: hedonic vs. Utilitarian) between-subject design. It simulated company welfare system, in which participants imagined that they acquired the bouns points or cash from the companies. The result showed that the medium effect raised hedonic purchase decision and hedonic purchase intention in bonus points condition. Experiment 2 again supported our propositions and apply to fields, such as, human resource management and organizational welfare systems. Experiment 3 used a 2 (payment formats: cash [non-medium] vs. line points [medium]) x 2 (products: hedonic vs. Utilitarian) between-subject design. Experiment 3 used an incentive compatibility design to strengthen study’s stability. The use of a compatible design allows us to further confirm that the study can be applied in a real environment.

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CHAO, JUI-PEI, and 趙瑞培. "The influence of different promotion levels on hedonic consumption." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6dypbm.

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碩士
國立高雄大學
亞太工商管理學系碩士班
108
Hedonic consumption or utilitarian consumption? That is the question. People like to pursue happiness. Hedonic consumption makes you feel pleasure, but we need to find a justification because it induces higher perceived guilt. Discount also makes transaction utility increase that have justification to buy Hedonics. The study explores how information processing influences the hedonic consumption across different promotion level, especially in moderate discount. Experiment 1 used a 4 promotion levels (control vs. low vs. moderate vs. high) between-subject design (n=111). The result showed that comparing with the control condition, consumer in low level promotion level condition was not significant difference on hedonic consumption between the low promotion level and the control group. In high promotion level condition, they preferred the hedonic consumption. Finally, there was not significant difference on hedonic consumption between the moderate promotion level and the control group. Experiment 2 used 4 promotion levels (control vs. low vs. moderate vs. high) between-subject design (n=179), an incentive‐compatible design with the same products with Experiment 1 and real brands to strengthen the robustness and generalizability of the research results. And the result still the same with Experiment 1. Experiment 3 used a 3 promotion levels (low vs. moderate vs. high) Χ 2 promotion types (money promotion vs. non-money promotion) between-subject design with 1 control groups (n=157). The result showed that in non-money (vs. monetary) promotion condition, participants in the moderate promotion level will prefer hedonic consumption. These findings have significant implications for not only hedonic consumption research but also marketing practice.

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Santos, Ana Rita Martinho dos. "Hedonic consumption: how does sound please consumers in servicescapes." Master's thesis, 2012. http://hdl.handle.net/10071/6334.

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As lojas, mais do que qualquer outro meio, têm o desafio de fazer com que os consumidores verdadeiramente experimentem a marca. Os varejistas, por seu lado, têm o desafio de adicionar, de forma sistemática, valor às suas marcas. Assim, os varejistas têm-se vindo a aperceberem que para os consumidores cada vez mais exigentes verdadeiramente experimentarem a marca e diferenciá-la da concorrência os componentes tradicionais do marketing mix já não são suficientes. Os varejistas também se têm vindo a aperceber que na era do comércio electrónico, estímulos da marca relacionados com a música, imagem, sabor, aroma e textura podem ser a chave para distinguir “bricks” de “clicks” e melhorar a experiência da marca e as respostas dos consumidores. Portanto, o objetivo desta pesquisa foi investigar o papel que estímulos sensoriais, como o género, o volume e a congruência da música com a imagem da marca, têm em influenciar o ambiente da loja, em criar experiências hedónicas e em moldar o comportamento dos consumidores sem que estes se apercebam de tal. O estudo exploratório foi realizado na Calzedonia, uma loja de roupa interior, acessível e moderna. O estudo foi baseado: na revisão da literatura empírica e conceitual, incluindo um número significativo de variáveis relacionadas com a música e seus efeitos sobre as várias dimensões da experiência de varejo hedónica; e em dados recolhidos a partir de entrevistas e questionários aplicados a varejistas e consumidores. Os resultados revelaram que, embora os consumidores sigam motivações utilitárias eles também são influenciados por sentimentos hedónicos. No entanto, o estímulo sonoro não se mostrou capaz de interferir com o ritmo de compras e apenas a congruência do som com a imagem da marca teve um impacto positivo nas despesas dos consumidores.
Stores, more than other medium, have the challenge of providing the greatest opportunity for consumers truly experience the brand. Retailers, on their own, have the challenge of adding, systematically, value to their brands. Thus retailers have been realizing that for the more and more demanding consumer truly experiences the brand and differentiates it from competition the traditional components of the retail mix are no longer enough. Retailers have also been realizing that in the e-tailing era brand related stimuli as brand soundtrack, brand look, brand flavor, brand scent and brand texture may be the key to distinguish bricks from clicks and to enhance the brand experience and consumers’ responses. Therefore, the purpose of this research was to further investigate the role that sensory stimuli, as background sound genre, volume and fit with the brand image, plays in influencing store environments, creating the retail hedonic experience and changing consumers’ behavior in ways beyond consciousness. For this purpose the exploratory study was conducted in a servicescape as a trendy, mid-price apparel store such is Calzedonia. The study was based on: the review of empirical and conceptual literature, including a significant number of sound/music stimulus related variables and their effect on various dimensions of hedonic retail experience; and on the data collected from interviews and a survey conducted to store associates and consumers. Findings revealed that although consumers follow utilitarian motivations they are also influenced by hedonic feelings. However, the sound stimulus wasn’t showed to interfere with the pace of shopping and only the sound fit was showed to influence positively shopping expenditure.

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Hao-Yeh, Shih, and 葉士豪. "A Study of Relationship among Culture Identify, Symbolic Consumption, Consumption Value and Customers’ Hedonic Behaviors." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/29965956768356560058.

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碩士
大葉大學
國際企業管理學系碩士在職專班
96
Today, we are in an alien cultural impact of globalization to accept the modern consumer society, and be a "symbol" consumption society, the value of goods they rep-resent the meaning of symbols replaced by the nature of goods in turn makes the im-portance of gradually have been diluted. That is, to become the object of consumption, the goods must first become a symbol. Literature have showed cultural identity and symbolic consumption would enhance consumer enjoyment of the goods. Moreover, the literature also has noted that consumer value of the significance of different values that consumers would often have to reduce or increase their determinant in making decisions on the buying decision. For these reasons, the present study made cultural identity and symbolic consumption as the independent variables, and consump-tion value as the intervening variable and consumer hedonic buying behavior as the de-pendent variable to probe the impact on the relationships among the variables above mentioned. The present study used questionnaire on the domestic all regions and sectors for investigated. The results showed that cultural identity had a significantly affected on customer hedonic behavior, symbolic consumption also had a significantly affected on customer hedonic behavior, and the consumption value have significant impact on the relationship of cultural identity or symbolic consumption to hedonic behavior that means consumption value had a significant intervening effect. The finding and discussion, the meaning of theory and practice , research restric-tions and future research proposals of the present study have been discussed in the arti-cle also.

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Cho, Li-Chun, and 卓麗純. "A Study of Explored Buying Process of Pop Music Based onthe Hedonic Consumption." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/31026093595077235128.

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碩士
國立高雄第一科技大學
行銷與流通管理所
92
A Study of Explored Buying Process of Pop Music Based on the Hedonic Consumption. Student：Li-Chun Cho Advisor：Dr. Kuo-Kuang Chu Department of Marketing and Distribution Management National Kaohsiung First University of Science and Technology Abstract Nowadays many studies of pop music research on the production, system of sale, connection with social culture background, furthermore, there are still some studies that explore purchasing behavior of popular music from consumer value and ethic issue, but seldom studies focus on the consumer’s mentality. The effect of music brings about relaxed and happy feeling, because popular music implies the meaning of hedonic consumption. The hedonic consumption can explain why people like to listen to pop music, so the study will explain the reliability between the person’s response and buying process. There are limited studies related to this in Taiwan. In order to explore purchasing behavior of pop music, the datum are collocated by the focus group of qualitative research and useful information are extracted to explore the buying process of pop music by content analysis first,. Furthermore, the study decided the variables that effect purchasing pop music and the relationships among variables referred to the literature review. So that proposed model of this study is developed. Prior literatures of pop music indicated most subjects were young people, so that the study decided to pick students as the subjects in this study. Playing music to stimulate the subjects and ask them for filling up the questionnaire in this experiment. Because the musical genre will influence the result, the study placed emphasize on the difference from music genre. Thus the study selected two songs with different dynamics, rhythm, and melody, and above-mentioned ones are stimulus in this study. The method of data analysis is based on the principle of structural equation modeling that is used to test whether the proposed model has a good fit to measure buying process of popular music in Taiwan or not. The results indicated that different musical genre can generate different hedonic responses. Four hedonic responses almost could influence buying process in the lighthearted genre. Especially relaxed emotion and analytic response have great impact on the buying process of music in the overall model. Sensory response can’t influence buying process. However, analytic response and drama image have a great impact on buying process of the soft music. Musical genre can arouse listener’s hedonic consumption motivation and than cause purchase intention. However, enduring involvement can’t influence on the buying process of music, and it may not be fit to the buying process model. In the future research, it could use another research method to test and adjustment. To summarize, allover model of two songs have satisfied goodness-of-fit, so the research model can be suitable to measure buying process of pop music in Taiwan.

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Chi, Min-tai, and 紀旻岱. "How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/40641615432760976916.

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碩士
國立高雄大學
亞太工商管理學系碩士班
102
A rich literature in sales promotions has shown that short-term sales are positively affected by the promotions, but less literature explores how the characteristics (hedonic vs. utilitarian) of product assortments in the bundle influence the purchase intentions for the bundle. Hedonic consumption might exert consumers’ perceived guilt, which inhibits their purchase intentions. This article explores how the product assortments in the bundle promotions influence the hedonic consumption and the purchase intentions for the bundle, accordingly to the affect-based complementarity of the assortments in the bundle and consumers’ motivation to seek hedonic pleasure. Specially, compared with bundling two hedonic or two utilitarian items in a package, bundling a utilitarian (hedonic) with the hedonic (utilitarian) items in the bundle would compromise the motivation to search the hedonic pleasure and the avoidance to the emotional loadings of perceived guilt, and accordingly increase the purchase intentions for the bundle. Four experiments were conducted to approve the propositions. Moreover, the effect is moderated by acquisition formats, the probabilities of acquiring the free gift, and time delay condition. The authors also approve the internal mechanism of the perceived guilt associated with the focal and supplementary products. These findings have significant implications for both research and marketing practice.

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Ou, Yu-Kuei, and 歐育魁. "A study on the influence of heuristics and fashion consciousness on hedonic consumption." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/83597718243096008230.

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碩士
中國文化大學
國際企業管理研究所
97
Due to explosion information and M shape society, it’s not only full of garbage information in consumers’ life, but also more consumers who are in rich level seek for pleasures and funs than before. Topics which are heuristics helping people to speed up making decisions and hedonic consumption have been noticed in this situa-tion. Fashion is a kind of phenomena which can influence people’s consumer beha-viors in our daily life, so the topic whether people follow fashion to seek for pleasures in consumption process or not also has discussion values. This study explored the relationship among heuristics, fashion consciousness and hedonic consumption. It had been considered that heuristics, hedonic consumption and fashion consciousness were independent variables, dependent variable and intervening variable in this study. It also had been developed study hypotheses due to this research structure. It had used the hierarchical regression analysis method to verify whether fashion consciousness has intervening effect in the relationship between heuristics and hedonic consumption or not by Baron and Kenny’s point (1986) about verifying intervening effect by hierarchical regression model in this study. The result which came from 236 effective questionnaires showed that heuristics and fashion consciousness had positive influence on hedonic consumption, and heuristics had positive influence on fashion consciousness, and fashion consciousness had a part of intervening effect in the relationship between heuristics and hedonic consumption. Researchers could discuss and analysis the evolution about fashion consciousness to enrich correlative studies.

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Hsiao-Chi, Chang, and 張曉琪. "A Study on Female Hedonic Shoppers’ Consumption Characteristics, Leisure Involvement, and Shopping Experience." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/88170595654095788842.

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SUNG, Yun-Ching, and 宋昀靜. "Is It an Effective Regulation? The Effects of Self-Regulation on Hedonic Consumption." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/2pc3ch.

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碩士
國立嘉義大學
行銷與流通管理研究所
97
The enterprise draws up the marketing strategies, and the populace response to it. There are some defect, which is due to the drawback of market system, the perceptive gap in the process, and the difference of benefit between producers and consumers. Especially for hedonic consumption, it’s necessarily regulated. This activity is self-regulatory. There are two purposes in this study. First, this study investigates the effects of self-regulatory on hedonic consumption through two different marketing strategies- billing scheme and environmental cue. Second, this study investigates the effects of marketing strategies and self-regulatory on hedonic consumption. There were two experiments conducted. Experiment1 is 2(billing scheme: flat rate/ usage-based rate)×2(self-regulatory incentive: yes/ no) between- subjects factorial experimental design. Its research background is about internet addiction. The purpose of this experiment is to investigate the effects of billing scheme on internet addiction and internet addiction effects across billing scheme and self-regulatory incentive. Experiment2 is 2(environmental cue: yes/no)×2(self-regulatory incentive: yes/ no) between- subjects factorial experimental design. Its research background is about diet. The purpose of this experiment is to investigate the effects of environmental cue on diet and diet effects across environmental cue and self-regulatory incentive. Result from experiment1 suggests that subjects have more positive regulation when the billing scheme is usage-based rate. Besides, subjects have most positive regulation (success to regulate) when the billing scheme is flat and self-regulatory incentive is existent. In contrast, subjects have most negative regulation (failure to regulate) when self-regulatory incentive is scant than in any other condition. Result from experiment2 suggests that subjects don’t have more positive regulation when the environmental cue is existent. Besides, subjects have most positive regulation when the environmental cue is existent and self-regulatory incentive is existent. In contrast, subjects have most negative regulation when self-regulatory incentive is scant than in any other condition.

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Chugani, Sunaina Kumar. "Social forces and hedonic adaptation." 2013. http://hdl.handle.net/2152/21729.

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Consumers acquire products to enhance their lives, but the happiness from these acquisitions generally decreases with the passage of time. This process of hedonic adaptation plays an integral role in post-acquisition consumer satisfaction, product disposal and replacement behavior, and the "hedonic treadmill" that partially drives the relationship between consumption and happiness. Humans are social animals, however, and we know little about the relationship between the social environment and hedonic adaptation. My dissertation addresses this gap by exploring the moderating role of social presence (Essay 1) and self-concepts (Essay 2) on hedonic adaptation to products. Essay 1 explores how social presence affects hedonic adaptation to products. Research on general happiness has shown that significantly positive life events tend to maintain their positivity for longer periods of time when they involve active social interactions. I examine a more common situation in the domain of product consumption, i.e., the presence of others during consumption, and test whether hedonic adaptation to products is moderated by public contexts. By tracking happiness with products over time, I show that a "social audience" (i.e., the presence of others and the perception that those others notice the consumer) moderates hedonic adaptation through a consumer's inference of the social audience perspective. Inferring that the social audience is admiring one's product slows down adaptation, and inferring that the social audience is negatively viewing one's product accelerates adaptation. Essay 2 explores the role the identity-relevance of a product plays in hedonic adaptation. Extant research illustrates that consumers avoid consuming identity-inconsistent products in order to avoid dissonance arising from product choices conflicting with important self-concepts. I show that dissonance can also arise from consuming identity-consistent products because of the force of hedonic adaptation. I provide evidence that consumers feel uncomfortable experiencing declining happiness with identity-consistent products and thus resist hedonic adaptation to such products in order to resolve the dissonance.
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Xu, Shu-Hao, and 許書豪. "The Impact of Servicescapes on Customers' Perceived Value and Customers' Satisfaction in Hedonic Consumption." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/18252696080685447513.

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碩士
國立臺北大學
企業管理學系
94
The recent researches show that nowadays consumer demand is not only for the “value” of goods or services, but also focus on emotional or pleasure needs, such as watching sports games or movies. These types of consuming behavior are called “Hedonic Consumption”. Servicescapes generally include all external factors around consumption. Previous scholars used servicescapes to explain which factors are involved during consumption. Base on the characteristics of hedonic consumption, we define “consumption scenario” and “scene atmosphere” as two major components of servicescapes. The purpose of this research tries to explore the relationship among servicescapes, customers’ perceived value, customers’ satisfaction and behavioral intention. Our study surveyed 247 fans who attended professional baseball games to collect their opinions during hedonic consumption. The findings show that consumption scenario positively influences both customers’ perceived value and satisfaction. However, scene atmosphere only create positive perceived value. In addition, customers’ satisfaction leads to positive behavioral intention, but customers’ perceived value only can create positive behavioral intention indirectly via customers’ satisfaction. Furthermore, theorical and empirical conclusions and future study suggestions are also provided in this study.

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Chen, I.-ting, and 陳儀庭. "The Essence and Effect of Utilitarian/Hedonic Consumption Attitude In High Involvement Purchase Process." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/14076525597902086763.

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博士
國立臺灣科技大學
企業管理系
97
Through theoretical inference and six experiments, this study attempts to illustrate and prove that, when entering a store for the purchase of a high involvement product, consumers are influenced in their purchase decision making process by the utilitarian and hedonic consumption attitudes cultivated. In contrast to previous studies that regarded U/H attitude as a product/brand attitude, we proposed the concept of a U/H consumption attitude. Formed near the beginning of a purchase process because of high involvement, such consumption attitudes have different implications for the ensuing purchase behavior. With no marked difference between the available product choices, when the consumption attitude is primarily more utilitarian, price would be the key consideration to consumers, with price-off affecting their purchase intent significantly; however, when the consumption attitude is primarily more hedonic, trust would be a relatively more important factor, with price-off no longer affecting consumers' purchase intent significantly. The conclusions of our study should help to expand the theory and application of U/H attitude research, with the practical application of providing salespersons with a basis for serving customers and achieving the optimal result in persuasive efficacy in the in-store selling of high involvement products.

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Yang, Meng-Tan, and 楊孟潭. "Hedonic Consumption of Room Rate of Bed and Breakfast in Central Nantou：The Experience Economy Perspective." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/53743171128965225601.

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碩士
東海大學
景觀學系
97
Recently the supply of Bed and Breakfast (B&B) increased rapidly, B&B became one of important accommodation choices for tourists. There are various kinds of B&B in the market. Each kind promotes different characteristics. Which characteristic tourists prefered the most? To what characteristic tourists consider worthwhile to pay more? Which type of tourist would set aside a bigger piece of budget on room rate? All these are very important issues. There are three purposes of research: (1)taking experience economy perspective, explore the contents of raw material characteristic, commodity characteristic, service characteristic and experience characteristic from the supply side; (2)explore the relationship between B&B room rate and B&B characteristics and estimate the hedonic price of each B&B characteristic; (3)taking travel expenditure perspective, explore the relationship between B&B room rate and tourists’ individual characteristics, and estimate the influence of each individual characteristic on B&B room rate. Based on findings from literature review, pioneer study and experience economy theory, we study four types and a total of 45 items of B&B characteristics. Through on-site survey and investigation, we obtained objective and subjective evaluation on B&B characteristics. According to travel expenditure research, we divide tourists’ individual characteristics into two kinds, namely sociodemographic and travel-related characteristics. Based on findings from the linear OLS regression analysis, when Taiwan gradually launch into the experience economy era, tourists exhibited different preferences toward B&B characteristics, and hence significant difference existed in the amount of expnse paied for different B&B characteristics. Among four types of B&B characteristics, significant relation existed between commodity characteristic and B&B room rate, Likewise for the experience characteristic. Evidence does not support for significant relation between room rate and raw material characteristic and service characteristic. Tourists were willing to pay significantly more B&B located within the major commercial zone, fewer-person room type, room equipped with rest room, room with package service and room with outdoor experience characteristic (positive evaluation). Moreover, evidence supports the significant relation between travel-relative characteristics and B&B room rate. However, no evidence is found supporting the relation between sociodemographic characteristic and room rate. Those who came with spouse but not children and with intimate one were spent significantly more on roon rate.

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JUNG, SUN SHAN, and 孫善蓉. "Using Visual Identity to Aid Hedonic Consumption and Sampling plan for Professional Baseball Team “Macoto Cobras”." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/06514004141560798741.

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碩士
國立臺灣藝術大學
造形藝術研究所
93
Influenced by the development of high technology and visual media, “Hedonic Consumption” has become increasingly popular. For example “Professional Baseball League” is a typical “Hedonic Consumption.” 　　This study is in accordance with Taiwan’s Professional Baseball League, and proves the importance for “Visual Communication” to assist “Hedonic Consumption, and to collate the experts’ opinions. This study utilized the "Corporation Identification System" flow chart, and improved the flow chart for more suitable "Hedonic Consumption" application. 　　This study may be separated into two parts, “Qualitative Research” and “Delphi Research.” In “Qualitative Research,” “Mocoto Cobras” was analyzed and provided a hypothesis. In “Delphi Research”, seven experts were visited. Analytical result of this study found the differences for “visual identify flow chart” between “Hedonic” and “Utilitarian” consumption. 　　Furthermore, the “Hedonic Consumption Visual Identify flow chart” can also provide a reference for some correlated enterprises and businesses, and assist with further research on the topic.

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Huei-Ru, Cai, and 蔡惠如. "The A study for hedonic consumption of city female, hedonic motive, shopping value and consumer satisfaction on word-of-mouth in Taiwan and Japanese joint venture department store." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/15015051684767310015.

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碩士
大葉大學
國際企業管理學系碩士班
97
This study empirically examines the relationship between hedonic motives, utilitarian value and overall customer satisfaction to word-of-mouth intentions in the hedonic consumption, and to provide data summaries and recommendations of this newly risen hedonic consumption that could be used by department store proprietors. The study focuses on the female consumer of the Taiwan and Japanese joint venture department store from the north, midland and south of Taiwan as the study subjects. And study findings show that: When female consumer shopping in the department store, three sub-constructs of hedonic motives –“escapism and novelty”, “experience society”, “family and shopping” - have a positive influence on utilitarian value. But just only one sub-construct of hedonic motive-“escapism and novelty” has a positive influence on hedonic value. The more shopping value consumer could perceived, the more satisfac-tion consumer could feld. Moreover, it could help department store proprietors build the good word-of-mouth image.

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ru, Cai huei, and 蔡惠如. "The a study for hedonic consumption of city female, hedonic motive, shopping value and consumer satisfaction on word-of-mouth in Taiwan and Japanese joint venture department store." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/59383990365042498546.

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碩士
大葉大學
國際企業管理學系碩士班
96
This study empirically examines the relationship between hedonic motives, utili-tarian value and overall customer satisfaction to word-of-mouth intentions in the he-donic consumption, and to provide data summaries and recommendations of this newly risen hedonic consumption that could be used by department store proprietors. The study focuses on the female consumer of the Taiwan and Japanese joint venture depart-ment store from the north, midland and south of Taiwan as the study subjects. And study findings show that: When female consumer shopping in the department store, three sub-constructs of hedonic motives –“escapism and novelty”, “experience society”, “family and shopping” - have a positive influence on utilitarian value. But just only one sub-construct of hedonic motive-“escapism and novelty” has a positive influence on hedonic value. The more shopping value consumer could perceived, the more satisfac-tion consumer could feld. Moreover, it could help department store proprietors build the good word-of-mouth image.

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Cheng, Fu-Chia, and 鄭福家. "The Consumption Decision of Bounded Rationality：Investigate the Affection from Hedonic Preference and Utilitarian Preference to Consumer Behavior." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/70605452230175185945.

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碩士
國立高雄第一科技大學
行銷與流通管理所
91
From the economic standpoint, the assumption is consumer will make the consumption decision based on the maximum values he or she places on the item. Value is often defined as a comparison between cost and benefit. In many cases, another factors such as consumer personality and situation factor play important role in affecting consumer behavior as well, consumer will show the proper decision when consumption decision affect by hedonic situation and utilitarian situation. In the mean time, the consumption decision of hedonic consumer and utilitarian consumer will also affected by different situation factor. It means the consumption decision is bounded rationality. The research motivation of this study is discuss the decision behavior of hedonic consumer and utilitarian consumer in the hedonic situation and utilitarian situation. This research has shown the following result: 1. When consumer is making decision under hedonic situation, the decision length and criterion to become longer and sensational. 2. When hedonic consumer and utilitarian consumer are making decisions under hedonic situation, the decision length and criterion to become longer and sensational. 3. The previous two results have shown consumer decision is affected by personality and situation factor. In the end, the decision will become most bounded rationality. 4. This study result which the consumer decision is bounded rationality is to help company in developing marketing strategy and tools to best suite consumer behavior.

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Ho, Rita Perdigão. "The effect of psychological distance on anticipatory guilt related to hedonic consumption : an explanation based on CLT." Master's thesis, 2019. http://hdl.handle.net/10400.14/26935.

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Generally, consumers have limited resources, constantly divided between what they need (utilitarian consumption) and what they want (hedonic consumption), where a tendency of underindulgence in these wants is observed. Hedonic consumption is perceived as less justifiable, valid and important than utilitarian consumption, resulting frequently in the experience of anticipated guilt at the time of purchase, which many times hinders or even prevents hedonic consumption. However, this under evaluation of hedonic options is found to lay mostly on consumers’ perceptions and can, therefore, be undone. This dissertation aims to explore mechanisms by which (how) these perceptions can be altered, in such a way that anticipatory guilt associated with hedonic consumption can be decreased and, therefore, hedonic consumption is promoted. Furthermore, it seeks to understand why such a manipulation works. It hypothesizes that psychological distance is a mechanism that answers this how, and a Construal Level Theory based explanation is proposed, where abstraction answers to the why. Two studies were conducted for testing these hypotheses. Results show increases in psychological distance result in decreased anticipatory guilt and in consequent increase of hedonic consumption. Furthermore, abstraction levels are in fact mediating the previously mentioned effect. Lastly, the importance of goal setting (utilitarian/hedonic) for the perception and consumption of hedonic options was investigated. Goal setting is found to be specifically significant for the mediation by anticipatory guilt of the effect of abstraction on choice, as results prove our CLT based explanation exclusively for products of hedonic nature in both goal type and characteristics.
Os consumidores possuem uma quantidade limitada de recursos, que dividem entre o que precisam (consumo utilitário) e o que desejam (consumo hedónico), onde uma falta de indulgência no que é desejado é observável. O consumo hedónico é percecionado como menos justificável, válido e importante que o consumo utilitário, levando frequentemente à experiência de culpa antecipada no momento da compra, dificultando ou até impedindo a compra. Contudo, esta subavaliação de opções hedónicas jaz principalmente na perceção e, como tal, pode ser alterada. Esta dissertação visa explorar mecanismos pelos quais (como) estas perceções podem ser alteradas, diminuindo a culpa antecipada associada ao consumo hedónico e, consequentemente, promovendo este consumo. Adicionalmente, procura entender o porquê desta manipulação funcionar. A distância psicológica é proposta como um mecanismo que responde ao como, em que a abstração responde ao porquê, numa explicação baseada na Construal Level Theory. Dois estudos foram realizados para testar essas hipóteses. Os resultados mostram que o aumento a distância psicológica resulta na diminuição da culpa antecipada e no consequente aumento do consumo hedónico. Ademais, que os níveis de abstração medeiam o efeito estudado. Investigou-se também a importância do estabelecimento de objetivos de ação (utilitário / hedónico) na perceção e consumo de opções hedónicas. A definição de objetivos é especificamente significativa para a mediação do efeito da abstração na escolha pela culpa antecipada, uma vez que os resultados provam a nossa explicação baseada na CLT exclusivamente para opções de natureza hedónica em ambos o tipo de objetivo e características periféricas.

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Tzu-Fang, Yeh, and 葉姿芳. "A Study of the Consumption Value for the Hedonic Agricultural Products-Case Study of Floral Products in Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/21938460842415600601.

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碩士
大葉大學
人力資源暨公共關係學系
94
Nowadays, flowers are one of our main agricultural economic products. In recent years, Taiwan’s floral industry has grown rapidly, but Taiwanese floral expenditure is still less than European countries, Japan and other countries. Obviously, Taiwanese floral demand can increase more in the future. As a reason, this research is try to understand Taiwanese consumers’ consumption value on floral products, and to study the consumption value of floral products which influences consumer’s purchasing behavior. The writer hopes this study will provide the valuable information to domestic floral promotional parties and floral industry for their reference on their marketing plans in the future. The questionnaires are applied to the data collection in this research by the interviewees, who are over age 18 in Taiwan. The data was analyzed by Factor Analysis to result the following eight factors: sense value, emotional reaction, visual value, desire of knowing floral information, usage, meaning of floral, prices and product value. Moreover, the writer uses Logistic Regression Analysis to analyze each factor which impacts on consumer’s purchasing behavior for flowers. There are seven findings as listed as followings. 1.Action purchasing flowers: the consumers who have stronger emotional reaction and stronger curiosity, as well as stronger desire of knowing floral information and care about visual value would purchase flowers more. 2.Purchase frequency: other sense value, emotional reaction, visual value, desire of knowing floral information and curiosity are obvious factors. 3.Expenditure of purchasing flowers: emotional reaction, visual value, desire of knowing floral information, curiosity, prices and value of product are the key factors. 4.Type of products: the visual value of flowers and curiosity are the influential factors. 5.Prices: visual value, curiosity and value of floral products are the important factors. 6.Purchasing outlet: visual value and the desire of knowing floral information are the key factors. 7.Usage: The emotional reaction to flowers and visual value are the apparent influential factors.

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Yang, Chun yi, and 楊純宜. "The Research in Effects of Materialism, Affect Intensity on Impulse Consumption, Self-expressive movites, and Hedonic Shopping Tendencies." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/32567052772408739521.

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碩士
國立政治大學
廣告學系
90
An Abstract The study based on some consumption phenomenons at the present day .People usually said, "What I have, what I am". Many people used to buy something to show themselves. The Research uses one personality characteristic construct（Affect Intensity）and one psychological construct（Materialism） to investigate some consumer behaviors, i.e., Impulse Consumption, Self-expressive movites, and Hedonic Shopping Tendencies. Eight hypotheses that reflect theoretical relationships between the constructs and consumer behaviors are proposed and tested. Results support the study premise that consumer behavior is a manifestation of the underlined personality and psychological constructs.

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Chiu, Jhih-Ning, and 邱芝寗. "The Consumption Motive of Vegetarian Breakfast has an Effect on the Value of Utilitarian and Hedonic, and Buying Intentions." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/c8kjvy.

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碩士
國立臺中科技大學
流通管理系碩士班
105
With the rise of health awareness, the global vegetarian population continues to increase, the demand for vegetarian food also increased significantly. CNN announced Taiwan is one of the top 10 popular vegetarian attractions in the world,. In 2016, the Executive Yuan announced the latest food population survey, also shows that the proportion of people in the day to eat the highest breakfast, breakfast food accounted for 65% of the proportion of more than 11 million people, according to the above statistics that the vegetarian market is booming development . The main purpose of this study is to explore the consumption motive of vegetarian breakfast (natural, healthy, preferences, price, environmental protection, the pursuit of change, visual appeal) on the utilitarian and hedonic value, the purchase of the intention to Taichung existing three vegetarian breakfast shop of the consumer as the object of study. The results show that the consumption motive of vegetarian breakfast has a significant positive effect on utilitarian value and hedonic value, and utilitarian value has a positive effect on the purchase intention. The hedonic value and consumption motive have no significant influence on the purchase intention. According to the above results That vegetarian breakfast for the utilitarian value of goods, thereby affecting the purchase intention of consumers.

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Costa, Inês Tavares. "Loving fashion: creating new trends." Master's thesis, 2015. http://hdl.handle.net/10071/11111.

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JEL: M300 Marketing and Advertising: General JEL: M390 Marketing and Advertising: Other
Fashion trends and consumer behavior have long been subject of study of interest to marketers. Nevertheless, as far as the author knows, there is a lack of analysis of the process behind the creation of a fashion trend, in previous studies. This dissertation presents a portrayal of consumption behaviors in Portugal, focusing on its influences. Brands and customer-brand relationships are also considered, as well as the type of consumers and special regards to narcissism. Therefore, the main aim of this dissertation is to start to understand the process behind the creation of a fashion trend. In what concerns methodology one quantitative and two qualitative approaches were followed in order to test the main claims of this thesis. The main conclusion of these three studies is that the shopping experiences of Portuguese consumers is influenced by fashion and style blogs and dedicated webpages. Beyond this influence, price, quality and the price/ quality relationship are important factors when making a purchase decision. The Portuguese population is known for being “collectivist”, hence making purchases in concordance to their groups of friends and family. Individuals show indifference and apathy towards brands, when it comes to Love & Passion, Brand Love, Narcissism, Social Value dimensions and Positive Word-of-Mouth (WOM). While this is the case, there are positive correlations among some of these constructs. Lastly, theoretical and managerial implications are presented, as well as limitations and suggestions for future research
As tendências de moda e o comportamento dos consumidores têm sido temas estudados no campo do marketing. No entanto, não existe evidência sobre o processo da criação de uma tendência de moda, em investigações anteriores. Esta dissertação apresenta um retrato de comportamentos de consumo em Portugal, focando as suas influências, a relação do consumidor com a marca, bem como o tipo de consumidores, com especial atenção ao conceito de narcisismo. Assim, o principal objetivo desta dissertação é dar início à compreensão do processo da criação de uma tendência de moda. No que refere à metodologia, uma abordagem quantitativa e duas qualitativas foram aplicadas, a fim de testar as principais defesas desta tese. A principal conclusão destes três estudos é que as experiências de compras dos consumidores portugueses é influenciada por blogs e páginas de web na área da moda e estilo. Por outro lado, o preço, a qualidade e a relação preço/ qualidade são fatores importantes na tomada de uma decisão de compra. De acordo com os dados recolhidos da amostra, os portugueses são conhecidos como "coletivistas" – fazem compras em concordância com os seus grupos de amigos e familiares. Por outro lado, os indivíduos mostram indiferença e apatia para com as marcas, quanto ao sentimento de amor e paixão, Brand Love, narcisismo, dimensões de Valor Social e Word-of-Mouth (WOM) Positivo. Há, no entanto, correlações positivas entre algumas destas construções. Por último, são apresentadas implicações teóricas e de gestão, assim como limitações e sugestões para futuros estudos.

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Madevu, Hilton. "Utilitarian and hedonic drivers of repurchase intent in consumer electronics : a study of mobile phones." Diss., 2011. http://hdl.handle.net/2263/24600.

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This study sought to understand factors driving repurchase intentions for consumer electronics (CE) hardware and in particular mobile phones. The outcome of the study was expected to be of interest in academia and practice because it develops upon existing literature and identifies actionable variables that could be used to optimise market offerings. Based on a literature review it was hypothesised that the intent was driven by hedonic and utilitarian factors. These included conspicuousness and visibility; product bundling; reliability; technological features, usability of the product and the buyers’ age. The study tested these hypotheses using primary data. The method was employed to confirm the postulated drivers as well as to determine the direction of the effects. Data collection was conducted through a cross sectional internet survey enumerated in August 2010. The survey reached a broad sample of 144 responders. The analysis supported two of the six hypothesised drivers. The supported drivers were conspicuousness and usability. The recommendation was therefore to encourage the CE industry to focus on creating aesthetically appealing, fashionable devices that were intuitively easy to use requiring minimal assistance or product manuals. It also recommends that less emphasis be placed on durability, advanced features, on bundling additional extras and on targeting particular age groups. Copyright
Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted

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Lin, I.-Lun, and 林亦倫. "The exploratory study of creating product form as consumption hedonic value through online social media — An example of online store “Winnie Cake”." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/brt6jz.

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碩士
淡江大學
國際企業學系碩士在職專班
102
Thanks to the big and fast progress in the technology industry, online social media has become indispensable in our daily life. As a part element of the social network sites, User-Generated Content that is mostly applied to information exploration and collection also plays an important role for people’s decision making. To relieve from heavy pressure, people incline to spend more wages on those products or services with higher hedonic value. For this trend, elaborated design on any product form is a necessary consideration for manufacturers, doubtless to say in the food industry, since it is the most popular selling category through the online stores surveyed by the Department of Commerce, Ministry of Economic Affairs in 2012. According to the above background, this study used Content analysis as the research method to explore the following issues from the online food store: 1. How does the designed food that primarily appeals to people’s sight create consumer’s hedonic value? 2. What communication does consumer’s hedonic value transmit on the internet? 3. What hedonic value do the keypals gain after they are disseminated by posters’ articles on the online social media? 4. What hedonic value does the initial poster gain or enhance after getting any response from the keypals on the net? The research finds that people gain physio-pleasure, socio-pleasure, psycho-pleasure and ideo-pleasure when they contact designed food. And when consumers are satisfied with the food design, they express their joyfulness via User-Generated Content or Electronic word-of-mouth. The keypals of the posters gain physio-pleasure, socio-pleasure, psycho-pleasure when they see hedonic articles on the online social media. Furthermore, when the initial posters get positive replies from their keypals, their socio-pleasure is enhanced, and the psycho-pleasure is enhanced or gained.

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Lan-Yu, Yu, and 游嵐宇. "Using the Hedonic Approach to Study Fresh Fruit Consumption and Consumer's Willingness to Pay for the Localization Value.In Siturn Area/Taichung: Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/46977999145604434566.

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碩士
東海大學
食品科學系
94
This study is conducted to investigate consumers' perception and evaluation towards fresh fruit attributes. Five essential product attributes was studied, there are flavor, quality, safety, brand and the packaging; Four latent value attributes was constructed from the consumers' perception and evaluation of their attitude towards the “local identification” and “environmental view”. The hedonic pricing method was employed to study consumers’willingness to pay for both the essential and latent value attributes. A survey was conducted to study the consumer's behavior for fresh fruit in Siturn area. A questionnaire was developed which include a 48 questions of people's attitude towards daily life which mainly developed from the concept of“Local identification” and “environmental view”. By using factor analysis on this 48 questions, 4 value factor was extracted, there are named as“local emotion”,”environmental paradigm”,”local action” and “ethnocentrism”. We also examined whether the time people lived in the place (the living time) and housing status （own houses or rent houses) will affect people's perception for the 4 latent value factors. We found that consumers who live longer in Siturn Area/Taichung and consumers who have own house will have higher evaluation on“ local emotion“ and “local action”. The major findings of this research are as follows: It's found that consumers are willing to pay for flavor, quality, safety as well as the latent variable of“environmental view”and“ethnocentrism” in fresh fruit shopping. Through the price regression analysis, we found that in the essential attribute of fresh fruit shopping, consumers care most of the flavor attribute such as fragrance, sweet, juicy of fresh fruit. Secondly, they will make their purchasing decision based on fruits' appearance, size which we classify as the quality attribute. Finally, they will consider the safety attribute such as cleanness of the fruit, bug harm, pesticide remnant etc. Therefore, consumers are willing to pay the fresh food attributes on the flavor, quality and safety that each is counted 17.78%, 14.02% and 8.54% of price listed respectively. In the latent value attributes of fresh fruit consumption, consumers have the highest willingness to pay for the“environmental paradigm” attribute in caring for the nature and environment and be willing to pay higher price for the eco-product or so called green product, it's counted for 34.43% of the price listed. We also found when consumers are shopping for fresh fruit, they have nation dignity and nation benefit in consideration too. And therefore, the willingness to pay for “ethnocentrism” attribute is counted for 7.53% of price listed.

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Dissertations / Theses on the topic 'Hedonic consumption'

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