Hedonism, Utilitarianism, And Consumer Behavior: Exploring The Consequences Of Customer Orientation

Preface......Page 5
Contents......Page 10
About the Author......Page 15
List of Figures......Page 16
List of Tables......Page 17
1: Introduction......Page 18
1.1	 Book Structure......Page 21
References......Page 23
2: A Literature Review of Hedonic and Utilitarian Shopping Orientation......Page 24
2.1	 Introduction......Page 25
2.1.1	 Sources, Premises, and Ideas......Page 27
2.1.2	 Preliminary Thoughts......Page 28
2.1.3	 The Empirical Perspective......Page 29
2.1.4	 The Scales......Page 30
2.1.5	 The Dimensional Structure of Hedonism and Utilitarianism......Page 32
2.2	 The Transition to an Experiential Approach......Page 33
2.2.1	 Shopping Context, Consumers, and Products......Page 34
2.3	 Modern Models and Approaches......Page 36
2.3.1	 The Role of the Consumer......Page 37
2.3.2	 Conclusions on the Modern Studies on Hedonism......Page 38
2.4.1	 The Consumer......Page 39
2.4.2	 Mood......Page 40
2.4.3	 The Shopping Atmosphere......Page 43
2.4.4	 Perceived Value......Page 46
2.5	 Managerial Relevance of the Study of Hedonism......Page 47
References......Page 48
3: Hypotheses and Conceptual Model Development for Hedonism, Utilitarianism, and Consumer Behavior......Page 58
3.2	 The Constructs Considered in the Book......Page 59
3.2.2	 Price Consciousness......Page 61
3.2.3	 Frequency of Purchase......Page 62
3.2.4	 Store Loyalty......Page 63
3.2.5	 Perceived Value......Page 64
3.2.6	 Purchase Amount......Page 66
3.3	 The Distribution Channels......Page 68
3.4	 The Product Category......Page 71
3.5.1	 Time Pressure......Page 73
3.5.2	 Compulsiveness......Page 74
References......Page 75
4: Tools and Measurements for Exploring the Consequences of Shopper Orientation......Page 80
4.1.1	 The Tools for Data Collection......Page 81
4.1.2	 The Data Collection Process......Page 82
4.1.3	 Interviews......Page 83
4.1.4	 The Sample Size......Page 84
4.2.1	 Hedonism......Page 85
4.2.4	 Purchase Amount......Page 86
4.2.5	 Store Loyalty......Page 87
4.2.6	 Price Consciousness......Page 88
4.3.1	 Content Validity......Page 89
4.3.3	 Reliability: Internal Consistency......Page 90
4.3.4	 Reliability: External Consistency......Page 91
4.3.5	 Convergent Validity and Discriminant Validity......Page 92
4.3.6	 Nomological Validity......Page 93
4.4	 The Final Scale......Page 94
4.5	 Research Approach and Design......Page 95
4.6	 The Construction and Specification of the Structural Equation Model......Page 96
4.6.1	 The Choice of the Structural Equation Model......Page 98
4.6.2	 Distance Among Statistical Models......Page 99
4.6.3	 The Model Considered in This Book......Page 101
4.7	 Tools for the Implementation of the Structural Equation Model......Page 102
4.7.1	 The Software: Why Use LISREL......Page 105
4.7.3	 Analysis of the Relationships Between the Variables......Page 109
4.8	 Method of Estimating the Structural Equation Model......Page 110
4.8.1	 Analysis of Residuals......Page 112
4.8.2	 Criteria Based on Statistical Tests......Page 113
4.8.3	 Chi-Square......Page 114
References......Page 116
5: Hedonism and Utilitarianism in Intensive Distribution......Page 121
5.2.1	 Interviews in Intensive Distribution......Page 122
5.3	 The Final Scale in Intensive Distribution......Page 123
5.4	 Results in Intensive Distribution......Page 124
References......Page 132
6: Hedonism and Utilitarianism in Selective Distribution......Page 135
6.2.1	 Interviews in Selective Distribution......Page 136
6.3	 Final Scale for Selective Distribution......Page 137
6.4	 Results in Selective Distribution......Page 138
References......Page 147
7: Comparison of the Distribution Channels......Page 149
7.1	 Introduction......Page 150
7.2	 Hedonism, Utilitarianism, Age, and Gender......Page 151
7.4	 Hedonism, Utilitarianism, Purchase Frequency......Page 152
7.5	 Hedonism, Utilitarianism, Store Loyalty......Page 154
7.6	 Hedonism, Utilitarianism, Perceived Value......Page 155
7.7	 Hedonism, Utilitarianism, Purchased Amount......Page 157
7.8	 Hedonism, Utilitarianism, Distribution Channels......Page 159
References......Page 163
8: Implications of Hedonism and Utilitarianism for Retailers......Page 165
8.1	 Practical Implications and Recommendations......Page 166
8.2	 Possible Suggestions for Putting into Practice the Recommendations......Page 169
8.3	 Limitations and Future Directions......Page 172
8.4	 Augmented and Virtual Reality as Future Frontiers of the Shopping Experience......Page 173
8.5	 Conclusions......Page 178
References......Page 181
Appendix A: The Questionnaire Used......Page 185
Appendix B: Further Considerations on the Validity and Reliability of the Measures......Page 187
Cronbach’s Alpha......Page 188
The Factor Analysis......Page 189
Cronbach’s Alpha......Page 190
The Correlation Among the Variables......Page 192
Data Distribution......Page 193
LISREL Stacked Models......Page 194
Constraints of Equality within the Same Channel......Page 198
References......Page 204
Index......Page 206