Review of the Hedonic Consumption Perceptions Based on Gender and Shopping Habits of Undergraduates: Manisa Celal Bayar University School of Physical Education and Sports Case

Authors : Tuncay Öktem, Günay Öktem, Halil Ibrahim Genç

Pages : 20-26

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Publication Date : 2017-03-30

Article Type : Research

Abstract :The purpose of this study is analyzing hedonic consumption perceptions based on gender variable and shopping habits of university students. The population of the study is Manisa Celal Bayar University School of Physical Education and Sports students, and the sample is 130 students chosen by random sampling. Data collection tools consist of three sections. First section is questions related to demographic spesifications, second section is questions about shopping behaviours, third section is questions about hedonic consumptions. The scale developed by Arnold and Reynolds (2003) was used to measure hedonic consumption reasons. Cronbach Alpha Value of this study was found as .869. In order to determine hedonic consumption perceptions based on gender, T-test was applied. As a result, it was determined that there is a significant difference for following shopping behaviours based on gender variable, shopping for adventure (p=,000<0,05), shopping for making other people happy (p=,000<0,05), shopping for being social (p=,005<0,05). 
Keywords : Hedonic consumption, Consumers' buying behaviours, Sporting goods brands