The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions
This study aims to investigate the effects of utilitarian and hedonic values on young consumers’ satisfaction and behavioral intentions in fast-food and fast-casual restaurant sectors comparatively. Also this study investigates which value component (utilitarian or hedonic) is more effective on s...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ala-Too International University
2015-11-01
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| Series: | Eurasian Journal of Business and Economics |
| Subjects: | |
| Online Access: | http://www.ejbe.org/EJBE2015Vol08No16p001BASARAN-BUYUKYILMAZ.pdf |
| Summary: | This study aims to investigate the effects of utilitarian and hedonic values on young
consumers’ satisfaction and behavioral intentions in fast-food and fast-casual
restaurant sectors comparatively. Also this study investigates which value
component (utilitarian or hedonic) is more effective on satisfaction and behavioral
intentions. The results show that utilitarian and hedonic values have significant
effects on satisfaction and behavioral intentions for both fast-food and fast-casual
restaurant sectors. Additionally, satisfaction has an influence on behavioral
intentions in fast-food restaurant sector, but does not have a significant effect in
fast-casual restaurant sector. Moreover, associations between hedonic value with
satisfaction and behavioral intentions are significantly different between fast-food
and fast-casual restaurant sectors. On the other hand, associations between
utilitarian value with satisfaction and behavioral intentions and association
between satisfactions with behavioral intentions are not significantly different
between fast-food and fast-casual restaurant sectors. |
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| ISSN: | 1694-5948 1694-5972 |