6533b822fe1ef96bd127ddd6
RESEARCH PRODUCT
The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package
Alexandra Vinereansubject
multiple linear regressionhedonic motivatorsjel:M31lcsh:Marketing. Distribution of productstourismutilitarian motivatorsdecision making processlcsh:HF5410-5417.5consumer behaviorhedonic motivators utilitarian motivators tourism decision making process consumer behavior multiple linear regressiondescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2013-12-01 | Expert Journal of Marketing |