The Relationship of Consumers‘ Perceived Hedonic Value and Behavior
Keywords:consumer behavior, shopping, hedonism, consumers’ perceived value, hedonic value
The hedonism and its impact on consumers’ behavior had become an important object of various scientific researches during the past 50 years in marketing literature. It should be noted that current level of the theoretical and empirical researches on phenomenon of hedonism in the theory of consumer behavior notes that hedonism as the expression of value have not been sufficiently analyzed. Theoretical and empirical studies have demonstrated the lack of complex models integrating the relations of factors affecting hedonic value and consumers’ behavior, behavioral outcomes.
The scientific problem of this article is formulated with the help of the following questions: what factors determines consumers’ perceived hedonic value and how, according to it, consumers’ behavior varies?
The objective of the article: to prepare conceptual model of the relationship of consumers’ perceived hedonic value and behavior that reveals main factors of the hedonic value and their affected direct and mediatory relations between hedonic value and consumer behavior.The performed analysis of scientific literature revealed the importance of cognition of the hedonic value and value factors. In this article three potential value factors were identified – social, emotional and epistemic. It was realized that each of value factors could influence consumer behavior and behavioral intentions. Therefore, having analyzed scientific literature, the authors of the article prepared a conceptual model of relationship of consumers’ perceived hedonic value and behavior. In the conceptual model, direct and indirect relations among value factors (social, emotional and epistemic), hedonic value, consumers’ perceived satisfaction and future behavioral intentions are analyzed. Considering theoretical findings, there are recommendations for future researches and empirical testing of conceptual model proposed.