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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: Development of the Hedonic and Utilitarian Consumption Behavior Scale: Reliability and Validity Study
Author(s): Taha Coskun, Mehmet Marangoz
Volume: 10
Number: 2
Year: 2019
Page: 517-539
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.183
Abstract
The aim of this study is to develop a scale to determine the hedonic and utilitarian consumption behavior of consumers. The scope validity of the scale was realized by scanning the literature, analysing qualitative data and referring expert opinions. The construct validity of the scale was determined by exploratory (AFA) and confirmatory (CFA) factor analysis applied to two separate data sets. As a result of AFA for hedonic consumption behavior; a five-factor structure as Hedonic Impact, Hedonic Adaptation, Impulsive Tendency, Passivity Status and Identity Reflection. A two-factor structure is described as Target Oriented and Control Oriented for utilitarian consumption behavior. The reliability of the structures confirmed by CFA was determined by Cronbach alpha’s internal consistency coefficients and item total correlations. The relationships between the factors were demonstrated through Pearson’s coefficient. As a result of the findings obtained from this study, a valid and reliable measurement tool that can be used in determining hedonic and utilitarian behaviors of consumers has been introduced.

Keywords: Hedonism, Consumption, Hedonic Consumption, Utilitarian Consumption, Consumption Culture, Consumer Motivations

JEL Classification: E20, E21, M31, D90

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