To fully understand the pattern of choice, it is important that any explanation of consumer behavior to be accompanied by a complete understanding of the interplay between a consumer’s functional goals and experiential preferences within the decision context. Consumer researchers have increasingly begun to investigate consumer choice based on distinctions that involve the purchase and consumption of goods for pleasure versus for more utilitarian and instrumental purposes. Consumers are often faced with these types of choices between hedonic and utilitarian alternatives that are at least partly driven by emotional desires rather than cold cognitive deliberations. This research approaches factor analysis and multiple linear regression in the context of 150 international respondents and their perception of hedonic and utilitarian motivators on likelihood to buy a tourism package.
Keywordsconsumer behavior decision making process hedonic motivators multiple linear regression tourism utilitarian motivators
JEL Classification M31
- Ahn, T., Ryu, S., and Han, I., 2007. The impact of web quality and playfulness on user acceptance of online retailing. Infornational Management, 44, pp.263–275.
- Arnold, M.J., and Reynolds, K.E., 2003. Hedonic shopping motivation. Journal of Retailing, 79, pp. 77-95.
- Babin, B.J., Darden, W.R., and Griffin, M. 1994. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), pp.644–656.
- Batra, R. and Ahtola, O.T. 1990. Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (2), pp.159-170.
- Bloch, P.H. and Bruce, G.D., 1984. Product involvement as leisure behavior. In Advances in Consumer Research (Kinnear, T.C. Ed.), pp. 197-202. Volume 11. Association for Consumer Research, Ann Arbor, Michigan.
- Bloch, P.H. and Richins, M.L., 1983. A theoretical model for the study of product importance perceptions. Journal of Marketing, 47 (1), pp.69-81
- Bloch, P.H. and Richins, M.L., 1983. Shopping without purchase: An investigation of consumer browsing behavior. In Advances in Consumer Research (Bagozzi, R.P. and Tybout, A.M. Eds.), pp. 389-393. Volume 10. Association for Consumer Research, Ann Arbor, Michigan.
- Blythe, J., 1997. The Essence of Consumer Behavior, Harlow, England: Prentice Hall Europe.
- Carver., R.H. and Nash, J.G., 2009. Doing Data Analysis with SPSS Version 16. Brooks/Cole: Cengage Learning
- Cronbach, L. J. 1970. Essentials of psychological testing. New York: Harper and Row.
- Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C., 2001. Marketing Concepts and Strategies. 4th European edition. Houghton-Mifflin.
- Dhar, R. and Wertenbroch, K., 2000. Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research, Vol 37, pp.60--71
- Fiore, A.M., Kim, J., and Lee, H-H, 2005. Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19, pp. 38–53.
- Fields, A., 2005. Discovering Statistics Using SPSS - Second Edition. Harlow, England: Sage Publications.
- Hassenzahl, M., Platz, A., Burmester, M., and Lehner, K., 2000. Hedonic and ergonomic quality aspects determine a software’s appeal. In: Proceedings of CHI, pp. 201–208.
- Hirschman, E.C. (1984). Experience seeking: A subjectivist perspective of consumption. Journal of Business Research, 12 (2), pp.115- 136.
- Holbrook, M.B. and Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (2), pp.132- 140.
- Holloway, B.B. and Beatty, S.E. (2003). Service failure in online retailing: A recovery opportunity. Journal of Service Research, 6 (1), pp. 92-105.
- Horner, S. and Swarbrooke, J., 2005. Leisure Marketing: A Global Perspective. Elsevier Butterwork-Heinemann.
- Horner,S. and Swarbrooke, J. (1996). Marketing Tourism, Hospitality, and Leisure in Europe. International Thomson Business Press
- Kourouthanassis, P.E., Giaglis, G.M., and Vrehopoulos, A., 2008. Enhancing the user experience with pervasive information systems. International Journal of Information Management, 27, pp.319–335
- Langrehr, F.W., 1991. Retail shopping mall semiotics and hedonic consumption. In Advances in Consumer Research (Holman, R.H. and Solomon, M.R. Eds.), pp. 428-433. Volume 18. Association for Consumer Research, Provo, Utah.
- Lowry, P.B., Jenkins, J.L., Gaskin, J., Hammer, B., Twyman, N.W., and Hassell, M., 2008. Proposing the hedonic affect model (HAM). In: Proceedings of JAIS Theory Development Workshop 2008, Sprouts: Working Papers on Information Systems. http://sprouts.aisnet.org/8-24.
- Malhotra, N. and Birks, D.F., 2007. Marketing Research An Applied Approach - Third Edition. Harlow, England: Prentice Hall.
- Mathwick, C., and Rigdon, E., 2004. Play, flow, and the online search experience. Journal of Consumer Research, 31, pp. 324–332.
- Menon, S., and Kahn, B., 2002. Cross-category effects of induced arousal and pleasure on the Internet shopping experience. Journal of Retailing, 78, pp.31—40
- Middleton, V.T.C and Clarke, J., 2001. Marketing for Travel and Tourism. 3rd edition. Butterworth-Heinemann.
- Monsuwé, T.P., Dellaert, B.G.C., and de Ruyter, K., 2004. What drives consumers to shop online? International Journal of Service Industrial Management, 15, pp.102--121.
- Schiffman, L.G. and Leslie Kanuk, L., 2009. Consumer behavior, Harlow, England: Pearson Prentice Hall.
- Schindler, R.M., 1989. The excitement of getting a bargain: Some hypotheses concerning the origins and effects of smart-shopper feelings. In Advances in Consumer Research (Wallendorf, M. and Anderson, P.F. Eds.), pp. 447-453. Volume 16. Association for Consumer Research, Provo, Utah.
- Smith, V. (ed.), 1989. Hosts and Guests: The Anthropology of Tourism. 2nd edition. University Press.
- Solomon M., 2004. Consumer Behavior: Buying. Having and Being. New Jersey: Prentice Hall
- Swarbrooke, J. and Horner, S., 2007. Consumer Behaviour in Tourism –2nd Edition, Oxford: Butterworth Heinemann.
- Vinerean A., 2013. Correlation Analysis for Tourism - Hedonic and Utilitarian Motivators in the Decision Making Process, Revista Economica, 65(3), pp.82-93
- Wang, W. and Benbasat, I., 2005. Trust in and adoption of online recommendation agents. Journal of Association for Information Systems, 6 (3), pp72-101.
- Zhou, L., Dai, L., and Zhang, D., 2007. Online shopping acceptance model: a critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), pp.41-62