文章基本信息

标题：The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction
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作者：Neda Irani ; Kambiz Heidarzadeh Hanzaee
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2011
卷号：3
期号：3
页码：89
DOI：10.5539/ijms.v3n3p89
出版社：Canadian Center of Science and Education
摘要：This study investigates the effects of Iranian consumers’ variety-seeking buying tendency and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for Manto and Shirt shoppers in the Iranian market. The main constructs were identified from the literature and then tested relationships between them. A questionnaire developed and successfully administered to a national sample of 1466 women and men in four big cities of Iran through face-to-face interviews. Results are analyzed by Structural Equation Modeling (SEM) and parameters were estimated using maximum likelihood method. Based on this study variety-seeking buying tendency was critical factor of shopping values for Manto and Shirt shoppers. On the contrary, there was a negative relationship between price sensitivity and hedonic value. However, there were no positive relationship between price sensitivity and utilitarian value. Moreover, the result of this study revealed that utilitarian and hedonic value positively influenced shopping satisfaction.