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The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package

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  • Alexandra VINEREAN

    (Lucian Blaga University of Sibiu)

Abstract

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.

Suggested Citation

  • Alexandra VINEREAN, 2013. "The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 28-37.
    • Handle: RePEc:exp:mkting:v:1:y:2013:i:1:p:28-37
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    References listed on IDEAS

    as
    1. VINEREAN Alexandra, 2013. "Correlation Analysis For Tourism Hedonic And Utilitarian Motivators In The Decision Making Processâ," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(3), pages 82-93.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    4. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
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    1. Simona VINEREAN & Alin OPREANA & Iuliana CETINA & Luigi DUMITRESCU, 2015. "Relationships among Hedonic and Utilitarian Factors and Exogenous and Endogenous Influences of Consumer Behavior in Tourism," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 17-28.

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    More about this item

    Keywords

    hedonic motivators; utilitarian motivators; tourism; decision making process; consumer behavior; multiple linear regression;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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