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Hedonic Consumption Characteristics Related to Products and Services where Fashion Involvement Plays an Important Role, A Field Study from Eskisehir, Turkey

Celil Koparal () and Nuri Çal?k ()
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Celil Koparal: Anadolu University
Nuri Çal?k: Anadolu University

International Journal of Social Sciences, 2015, vol. 4, issue 1, 14-39

Abstract: This study intends to find out the relationship between hedonic consumption and consumers? demographic and psychographic traits as within the scope of fashion goods and expensive services. A survey is applied to 1020 respondents selected via stratified sampling from Eski?ehir, a city of Turkey with 700.000 inhabitants. The respondents are required to answer 44 questions of which five are related to demographic characteristics of these respondents. The rest 39 are statements which are designed to reflect the hedonic consumption behavior of these people. The study consists of five parts. The first part is an introduction where the scope and the purpose of the study are concisely stated. The second part relates to the theoretical background of the subject matter and the prior researches carried out so far. The third part deals with research methodology, basic premises and hypotheses attached to these premises. Research model and analyses take place in this section. Theoretical framework is built and a variable name is assigned to each of the question asked or proposition forwarded to the respondents of this survey. 39 statements or propositions given to the respondents are placed on a five-point Likert scale where 1 stands for ?strongly disagree? and 5 represents ?strongly agree?. The remaining five questions about demographic traits as age, gender, occupation, educational level and monthly income are placed either on a nominal or ratio scale with respect to the nature of the trait. Ten research hypotheses are formulated in this section. The fourth part mainly deals with the results of the hypothesis tests and bivariate and multivariate analysis is applied to the data on hand. Here exploratory factor analysis reduces 39 variables to six basic components. In addition non-parametric biraviate analysis in terms of Chi-Square is applied to test the hypotheses formulated in this respect. The fifth part is the conclusion where findings of this survey are listed.

Keywords: fashion involvement; life styles; materialistic thinking; hedonic consumption (search for similar items in EconPapers)
Date: 2015
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