![]() Introduction One of the most significant characteristics of today’s modern consumption society is where emotional aspect of consumption is prominent. Keywords: Hedonism, Consumption, Shopping, Gender, Income, Age, Settlement size 1. Furthermore, it was found that there was a significant difference according to age, income level, and settlement size of consumers. It was found that there was a significant difference between the tendency of female and male consumers to hedonic shopping in favor of female. This study showed that tendency of consumers to hedonic shopping are positive. Data were analyzed with SPSS 17.0 version using independent samples t-test, Anova, and Tukey post-hoc test. Hedonic shopping scale was developed by Özdemir and Yaman (2007) and composed of 30, 5-Likert type item scale to assess the tendency of consumers to hedonic shopping behavior. To collect data in this study, instrument consisted of the “Personal Information Form” and “Hedonic Shopping Scale” was used. The participants of the study consisted of 402 consumers from Uşak city in Tukey. 2012 Investigation of the Tendency of Consumers to Hedonic Shopping According to Gender, Age, Income and Settlement Size: The Case of Uşak Mustafa Soba Uşak University, Faculty of Economics and Administrative Sciences Department of Business, 64200 Uşak, Turkey E-mail: Tel: +9132 / 2327 Fax: +9133 Abstract Aim of this study is to investigate the effects of consumer’s demographics (age, gender, income and settlement size) on hedonic shopping. ![]() International Research Journal of Finance and Economics ISSN 1450-2887 Issue 100 (2012) © EuroJournals Publishing, Inc.
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