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Journal of Educational and Social Research ISSN 2239-978X(Print) ISSN 2240-0524(Online)Ĭopyright © MCSER-Mediterranean Center of Social and Educational Research Marketing Amsterdam Business Research Institute. This work is licensed under Creative Commons Attribution 3.0 License. Enjoy Hedonic Consumption and Compliance with Assertive Messages. Finally results have been analyzed and discussed. Hedonic Value can be defined as the immediate psychological gratification that comes from experiencing some activity or from consumption of a product. In accordance with the descriptional and relational model of research, several tests were applied to the data using SPSS and Lisrel. Due to the fact that the universe comprised of Italians, the survey instrument was translated from its original language English to Italian by using the methods of back-translation and pre-test. The universe of the research has been detected as the students of University of Turin – Italy. The survey instrument has been formed by using four scales from the existing literature. With the purpose of detecting the relations of hedonic consumption, self identity and self-esteem with consumer innovativeness, a quantitative research has been carried out. The focus of this research is the relation of consumer innovativeness with hedonic consumption, social identity and self-esteem. The obtained data were analyzed with SPSS 21 and AMOS 24 programs, and as a result of the analysis, it was determined that the hedonic and utilitarian consumption motives had a significant effect on consumer purchase intention on the big discount days.Consumer innovativeness indicates the the degree of consumers’ tendency to buy new products, services or brands. The questionnaire form was applied face to face to 621 students in a private university in Istanbul between and. The aim of this study is to determine the effect of hedonic and utilitarian consumption motives on consumers purchase intentions on big discount days. Together with the changing consumption concept, consumers are looking for psychological and social benefits in addition to the physical benefits in the products they purchase.
The big discount days were first implemented in the USA under the name “Black Friday,” and it was implemented in Turkey under the “Legend Friday, Legend Days, Super Friday, 11.11.” The big discount days campaigns also changed the consumer's sense of consumption.
Recent changes and developments in social life affect both the marketing strategies of brands and the consumer behaviors.
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