Hedonic and Utilitarian Consumption in COVID-19 Process

Due to globalization, competitive marketing strategies, and developments in communication technologies, analyzing consumer behaviors becomes much more complicated these days. Fundamentally, the most noteworthy factors that affect consumer behaviors are getting benefits, entertainment, feeling satisf...

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Autores principales:	Murat Seyfi, Merve Çerçi
Formato:	article
Lenguaje:	EN TR
Publicado:	Erciyes University 2021
Materias:	communication covi̇d-19 utilitarian consumption hedonic consumption i̇letişim covid-19 faydacı tüketim hazcı tüketim Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/29505cf094634d69a0c530d63be37a2d
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spelling	oai:doaj.org-article:29505cf094634d69a0c530d63be37a2d2021-12-02T12:19:09ZHedonic and Utilitarian Consumption in COVID-19 Process1308-31982667-581110.17680/erciyesiletisim.806374https://doaj.org/article/29505cf094634d69a0c530d63be37a2d2021-01-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/60090/806374https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811Due to globalization, competitive marketing strategies, and developments in communication technologies, analyzing consumer behaviors becomes much more complicated these days. Fundamentally, the most noteworthy factors that affect consumer behaviors are getting benefits, entertainment, feeling satisfied, and taking pleasure. Analyzing consumer behaviors and developing new strategies becomes crucial for companies during the COVID-19 period that turns daily life upside down. This study aims to investigate if there is a difference between hedonic and utilitarian consumption behaviors of participants who have a high- and low-level fear of COVID-19. The aims of former researches that were carried out up to the present were to find reasons and effects of hedonic consumption. Since this study aims to investigate hedonic and utilitarian consumption from the perspective of COVID-19 fear, which is an ultimate crisis, this study differs from other studies. An online questionnaire is selected as the research method of this study and the sample involves 548 (N=548) individuals. The research showed that there is a statistically significant difference among participants who have a high and low level of COVID-19 fear in terms of hedonic and hedonic and utilitarian consumption behaviors. Research results and limitations are discussed within the context of the literature.Murat SeyfiMerve ÇerçiErciyes Universityarticlecommunicationcovi̇d-19utilitarian consumptionhedonic consumptioni̇letişimcovid-19faydacı tüketimhazcı tüketimCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 8, Iss 1, Pp 23-36 (2021)
institution	DOAJ
collection	DOAJ
language	EN TR
topic	communication covi̇d-19 utilitarian consumption hedonic consumption i̇letişim covid-19 faydacı tüketim hazcı tüketim Communication. Mass media P87-96
spellingShingle	communication covi̇d-19 utilitarian consumption hedonic consumption i̇letişim covid-19 faydacı tüketim hazcı tüketim Communication. Mass media P87-96 Murat Seyfi Merve Çerçi Hedonic and Utilitarian Consumption in COVID-19 Process
description	Due to globalization, competitive marketing strategies, and developments in communication technologies, analyzing consumer behaviors becomes much more complicated these days. Fundamentally, the most noteworthy factors that affect consumer behaviors are getting benefits, entertainment, feeling satisfied, and taking pleasure. Analyzing consumer behaviors and developing new strategies becomes crucial for companies during the COVID-19 period that turns daily life upside down. This study aims to investigate if there is a difference between hedonic and utilitarian consumption behaviors of participants who have a high- and low-level fear of COVID-19. The aims of former researches that were carried out up to the present were to find reasons and effects of hedonic consumption. Since this study aims to investigate hedonic and utilitarian consumption from the perspective of COVID-19 fear, which is an ultimate crisis, this study differs from other studies. An online questionnaire is selected as the research method of this study and the sample involves 548 (N=548) individuals. The research showed that there is a statistically significant difference among participants who have a high and low level of COVID-19 fear in terms of hedonic and hedonic and utilitarian consumption behaviors. Research results and limitations are discussed within the context of the literature.
format	article
author	Murat Seyfi Merve Çerçi
author_facet	Murat Seyfi Merve Çerçi
author_sort	Murat Seyfi
title	Hedonic and Utilitarian Consumption in COVID-19 Process
title_short	Hedonic and Utilitarian Consumption in COVID-19 Process
title_full	Hedonic and Utilitarian Consumption in COVID-19 Process
title_fullStr	Hedonic and Utilitarian Consumption in COVID-19 Process
title_full_unstemmed	Hedonic and Utilitarian Consumption in COVID-19 Process
title_sort	hedonic and utilitarian consumption in covid-19 process
publisher	Erciyes University
publishDate	2021
url	https://doaj.org/article/29505cf094634d69a0c530d63be37a2d
work_keys_str_mv	AT muratseyfi hedonicandutilitarianconsumptionincovid19process AT mervecerci hedonicandutilitarianconsumptionincovid19process
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Hedonic and Utilitarian Consumption in COVID-19 Process

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