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EFFECTS OF HEDONIC - UTILITARIAN MOTIVES AND LIFE STYLE ON ATTITUDINAL-BEHAVIORAL LOYALTY*

BAHTIŞEN KAVAK** ÖZNUR ÖZKAN TEKTAŞ*** HacettepeUniversity HacettepeUniversity CANAN ERYİĞİT**** PINAR BAŞGÖZE***** HacettepeUniversity HacettepeUniversity

ABSTRACT

Thisstudy investigateswhether theeffectsofhedonicandutilitarianbuyingmotivesonattitudinalandbehavioralloyaltyvaryforconvenience,shopping,andspecialtyproducttypes,withacontrolforconsumers’lifestyles.Datawascollectedfrom835Turkishhouseholds.MANOVAwasusedtotesttheeffectsofhedonicandutilitarianbuyingmotives.Theresultsshowedthatutilitarianbuyingmotiveshavesignificanteffectsonattitudinalloyaltyforshoppingandspecialtyproducts.Hedonicmotiveshavesignificanteffectsonattitudinalloyaltyforshoppingproductsandonbehavioralloyaltyforspecialtyproducts.AccordingtoMANCOVAresults,lifestylesdonothavecontrollingeffects.

Key words: hedonic motives, utilitarian motives, loyalty, life style, Turkey.

HAZCI - FAYDACI MOTİVLERİN VE YAŞAM TARZININ TUTUMSAL VE DAVRANIŞSAL SADAKAT ÜZERİNDEKİ ETKİLERİ

ÖZETBuçalışmada,yaşamtarzınınetkisikontroledilerekhazcıvefaydacımotivlerintutumsalvedavranışsalsadakat üzerindeki etkisinin kolayda, beğenmeli ve özellikli mallar için değişip değişmediğiincelenmiştir.Veri835hanehalkındantoplanmıştır.HazcıvefaydacımotivlerinetkisiniölçmekiçinMANOVAkullanılmıştır.Sonuçlaragöre,faydacısatınalmamotivleri,beğenmeliveözelliklimallardatutumsalsadakatietkilemektedir.Hazcımotivlerisebeğenmelimallardatutumsalsadakati;özelliklimallardadavranışsalsadakatietkilemektedir.MANCOVAsonuçlarıdayaşamtarzınınsözkonusubuilişkilerikontroletmediğinigöstermiştir.

Anahtar kelimeler: hazcı motivler, faydacı motivler, sadakat, yaşam tarzı, Türkiye.

Boğaziçi JournalVol.24,no.1-2(2010),pp.21-40.

* The authors would like to thank the rewievers very much for their appreciated comments on the earliermanuscriptofthestudy.

** BahtışenKavakisaProfessorintheDepartmentofBusinessAdministrationatHacettepeUniversity,06800,Beytepe,Ankara,Turkey.E-mail:bahtisenkavak@gmail.com

*** ÖznurÖzkanTektaşisanınstructorintheDepartmentofBusinessAdministrationatHacettepeUniversity,06800,Beytepe,Ankara,Turkey.E-mail:oznuro@hacettepe.edu.tr

**** CananEryiğitisaninstructorintheDepartmentofBusinessAdministrationatHacettepeUniversity,06800,Beytepe,Ankara,Turkey.E-mail:canand@hacettepe.edu.tr

***** PınarBaşgözeisaninstructorintheDepartmentofBusinessAdministrationatHacettepeUniversity,06800,Beytepe,Ankara,Turkey.E-mail:pinaran@hacettepe.edu.tr

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Brand loyalty is strategically important for managing brands (Amine, 1998) and for profitability(Srinivasanetal.,2002)becausebrandloyaltyleadstovariousmarketingadvantagessuchasreducedmarketingcost,greatermarketshare,favorablewordofmouth(ChaudhuriandHolbrook,2001)andwillingness topaymuchmore than thenormalvalue (ReichheldandSasser,1990).Theremaybemany reasonswhy consumers buy the same brand repeatedly, among thembrand reputation, riskaversion,socialgroupinfluences(GounarisandStathakopoulos,2004),brandpersonality(Kimetal.,2001)andhedonicandutilitarianbuyingmotives(Scarpi,2005;Trijp,1995).Amongthese,hedonicandutilitarianbuyingmotivescanbeconsideredaspredictorsofconsumerattitudesandbehaviors(Vossetal.,2003).Hedonicandutilitarianbuyingmotiveshavebeeninvestigatedasmuchfocusedshoppingmotives (Kaufman-Scarborough andLindquist, 2002)which represent a useful basis forunderstandingconsumeroutcomessuchassatisfactionandloyalty(e.g.Childers,Carr,PeckCarson,2001). Consumer choice and use of different products and services are driven by both utilitarian(UT)andhedonic(HED)considerations(Storgards,TuunainenandÖörni,2009).However,therearefewstudies(e.g.CarrollandAhuvia,2006;Griffinetal.,2000;Scarpi,2005)examiningthedirecteffectsofthesemotivesonloyalty.Althoughtheloyaltyconceptshouldbeconsiderednotonlyasrepeatedpurchases,butalsoasaconsumerattitude(ShethandPark,1974),noneofthesestudieshaveinvestigatedtheimpactofhedonicandutilitarianbuyingmotivesonbehavioralandattitudinalloyalty. Ontheotherhand,productsthemselvesmayhavedifferinglevelsofhedonicorutilitarianbenefitsin their nature according to their attributes, and these benefits may influence loyalty dimensionsdifferently in theconsumers’minds (CarrollandAhuvia,2006).For instance,buyerswho tend tohave a lowbrand loyalty for convenience goods are not strongly brand loyal for shopping goods(Fernieetal.,2003:250)butdohaveastrongbrandloyaltyforspecialtygoods(Finchetal.,2006:36).Therefore,theeffectsofhedonicandutilitarianbuyingmotivesonattitudinalandbehavioralloyaltyneedtobeinvestigatedfordifferentproductcategoriessuchasconvenience,shoppingandspecialty.Inaddition,lifestylesthathavebeenpreviouslyfound(Matzleretal.,2005)toaffectloyaltymaybeincludedinordertocontroltheinfluenceofhedonicandutilitariantendencies.

Thepurposeofthisstudyistoinvestigatetheeffectsofhedonicandutilitarianmotivesalongwithlifestylesonbehavioralandattitudinalloyaltydependingonthetypeofproduct,convenience,shopping,orspecialty.Thusthepresentstudycontributestwonewapproachestotheliterature.First,theexistingliteratureontheinfluenceofhedonicandutilitarianmotivesonbrandloyaltyisextendedseparatelyforattitudinalandbehavioralloyalty.Second,thisinfluenceisinvestigatedforconvenience,shopping,andspecialtyproductsbycontrolling life styleswhichhavebeenwidely investigatedas thepredictorsofbrandloyalty.The rest of the paper is organized as follows: First, the references in literature on brand loyalty,hedonicandutilitarianbuyingmotives,brandloyaltyandbuyingmotivesfordifferentproducttypesandlifestylesareprovided.Next,themethodologyofthestudycontainingdetailsofthesurveyanddataispresented.Then,findingsofthestudyareprovided.Theconclusionandsomecommentsformarketingprofessionalsarepresentedatthelastsectionofthestudy.

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BRANDLOYALTY:ATTITUDINAL-BEHAVIORALThere is an ongoing debate about the definition of loyalty. There are two approaches to theconceptualization of brand loyalty, namely, stochastic (behavioral) and deterministic (attitudinal)(Odin et al., 2001).A stochastic approach defines loyalty as a behaviorwhich refers to repeatedpurchasesofthebrand(ChaudhuriandHolbrook,2001)anddeterminestheloyaltystatusofagivenconsumerbyobservinghisorherpurchaserecord(DuboisandLaurent,1999).Withthesamepointof view, Jacoby andKyner (1973) define loyalty as “(1) the biased (non-random), (2) behavioralresponses(i.e.purchase),(3)expressedovertime,(4)bysomedecisionmakingunit,(5)withrespecttooneormorealternativebrandsoutofasetofsuchbrands,and(6)isafunctionofpsychological(decisionmaking/evaluative)processes.”Thesedefinitionssuggestthatrepeatpurchasingandbrandloyalty are the same andonly repeat purchasing can capture the loyalty of a consumer towards abrand(BandyopadhyayandMartell,2007).However,thebehavioralapproachdoesnotdifferentiatebetweenvariousbuyingsituationsandpersonalmotives;henceitiscriticizedasbeingstaticandlackingconceptualbases(Amine,1998).Forinstance,ShethandPark(1974)proposethatthefrequencyorpatternofrepeatedbrandpurchasebehaviorisnotsufficienttorepresentbrandloyaltysinceitisamultidimensionalconstructincludingdistinctpsychologicalprocesses.Theyalsostatethatloyaltycanexistatthenon-behaviorallevelforsomeproductsthatconsumersneverbuy.DickandBasu(1994)emphasizetheneedtoextendbrandloyaltytoincludeattitudinalinfluencesaswell.Thedeterministicapproachcoversthisnon-behavioralsideoftheloyalty.Accordingtoit,loyaltyismorethanrepeatedpurchases(JacobyandKyner,1973)andincludessomeattitudesofconsumers(Kimetal.,2006).DickandBasu(1994)suggestthatincorporatingrelativeattitudeswillincreasethepredictiveabilityofloyaltymodels.Theattitudinalcomponentreferstothestronginternaldispositionofconsumerstocontinuebuyingthesamebrand(Amine,1998).Similarly,ShethandPark(1974)definebrandloyaltyas“apositivelybiasedemotive,evaluativeand/orbehavioralresponsetendencytowardabranded,labeledorgradedalternativeorchoicebyanindividualinhiscapacityastheuser,thechoicemakerand/orthepurchasingagent.”Thus,itcanbeconcludedthatbrandloyaltyhastwoaspects:behavioralandattitudinal.Behavioralloyalty refers to repeated purchases of the brand. Attitudinal loyalty is, however, the level ofcommitmentoftheaverageconsumertowardthebrand(ChaudhuriandHolbrook,2001)andreflectsfavorableexpressionsofpreferenceforthebrand(DuboisandLaurent,1999).Thefactorsaffectingbrandloyaltyhavebeenwidelyexaminedintheliterature(Amine1998;Kimetal.2001;GounarisandStathakopoulos,2004;Kavakandİbrahimoğlu,2006).Amine(1998)classifiesantecedentsofloyaltyasindirectanddirectsources.Indirectsourcesareinvolvementandsatisfactionwhichinfluenceloyaltythroughmediatingvariables.Directsourcesareperceiveddifferencesamongalternatives, perceived risk, brand sensitivity and brand attachment/liking.Antecedent factors canalso be classified into three groups (Gounaris and Stathakopoulos, 2004): brand characteristics,such as brand reputation, availability of substitute brands (Gounaris and Stathakopoulos, 2004),andbrandpersonality(Kimetal.2001);social factors,suchassocialgroupinfluencesandpeers’recommendations;andconsumercharacteristicssuchasriskaversion,varietyseeking(GounarisandStathakopoulos,2004),identificationofconsumerswithabrand,wordofmouth(Kimetal.2001),selfconcept,self-monitoring(Kavakandİbrahimoğlu,2006),andhedonicandutilitarianbuyingmotives(Scarpi,2005;Trijp,1995).

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BUYINGMOTIVES:UTILITARIAN-HEDONIC

Amongtheconsumercharacteristicsmentionedabove,hedonicandutilitarianbuyingmotivescanbeconsideredasbetterforunderstandingattitudinalandbehavioralpredictorsofconsumers(Wangetal.,2000).Inotherwords,determinationofthehedonicorutilitarianvaluesthatconsumersattributetoaproductmakesconsumerresponsestomarketingdecisionsmorepredictable(DharandWertenbroch,2000).Moreover,therelativedominanceofthehedonic/utilitarianbasisinproductorbrandattitudesmoderatestheeffectivenessofvariousmarketingstrategies(Dubeetal.,2003),as,forinstance,iftheyareconsideredtobeusefulsegmentationvariables(Scarpi,2005).According to the traditional economicapproach,products areobjects thatmaximizeaconsumer’sutilitymeasuredbyaproduct’stangibleattributes(HirschmanandHolbrook,1982).Thisapproachmaybeappropriatewhentangibleattributesaretheprimarydeterminantofthevalueoftheproduct.However,thisapproachisinappropriateforsomeproductsthatareselectedandusedbasedonsatisfyingemotionalwants(HirschmanandHolbrook,1982).Especiallyinthelastdecade,anincreasingnumberofstudies(e.g.Babinetal.,1994;Griffinetal.,2000;Jin,etal.,2003)havementionedtheimportanceof recognizing intangible and emotional causes in order to understand completely the purchasingbehaviorofconsumers.Itisstatedthatthereasonormotivesunderlyingconsumptionbehaviorcanbeclarifiedbytwocomplexinfluences:utilitarianandhedonic(Babinetal.,1994;BatraandAhtola,1991).Theutilitariandimensionemphasizestheperceivedfunctionalimpactonphysicalperformancefeaturesof products in choice behavior (Wang et al., 2000).As defined byAthola (1985), the “utilitarianaspect of an attitude toward a behavior relates to usefulness, value, andwiseness of the behaviorasperceivedbytheconsumer.”Thus,theutilitariandimensionisrelatedtonecessityratherthantorecreation,andisoftendescribedintermscommonlyusedtoevaluateworkperformance,e.g.successandaccomplishment(Scarpi,2005).Thehedonicdimension,on theotherhand, relates to thepleasureexperiencedoranticipated fromthe behavior (Ahtola, 1985). Hirschman and Holbrook (1982) define hedonic consumption as“those facetsofconsumerbehavior that relate to themultisensory, fantasyandemotiveaspectsofone’sexperiencewithproducts.”Thus,itincludesfun,enjoyment,fantasy,entertainment,freedom,excitement,involvement,newproductinformationacquisition,andescapismfromroutinelife(Jinetal.,2003).Likewise,Christmasshoppershavepreviouslydescribedthemselvesas“kidsinacandystore”whenengagedinholidayshopping,oftenexpressingexcitement,increasedarousal,andadeepsenseofenjoymentinshoppingforothers(FischerandArnold,1990).

BRANDLOYALTYANDBUYINGMOTIVESFORDIFFERENTPRODUCTTYPES

Asindicatedbefore,consumerloyaltymayvaryfordifferentproducttypes.Forexample,conveniencegoodsare relatively inexpensivegoodswhicharebought formeetingordinaryneedswithouta lotof thought before purchase since these customers are confident about product qualities, uses andattributes.Thereforebuyers tend tohavea lowbrand loyaltyfor thesegoods.Shoppinggoodsarethemoreexpensiveandmorecomplexgoodswhichthecustomerwantstoevaluateanddistinguish

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betweencompetingorcomplementinggoods.Customersarerelativelyconfidentabouttheattributes,qualities,andusesofthesegoods,butarenotstronglybrandloyalandthereforewantto“shoparound”tocomparequality,priceandfeatures(Fernieetal.,2003:250).Specialtygoodsarethoseforwhichthebuyerhasastrongbrandloyalty(Finchetal.,2006:36).

When itcomes tobuyingmotives, in themarketing literature there isevidence(e.g.Griffinetal.,2000;ChaudriandHolbrook,2001;Scarpi,2005;Chitturietal.,2008)ofdirectandindirecteffectsofhedonicandutilitarianbuyingmotivesonbrandloyalty.Forexample,Chitturietal.,(2008)statethathedonicandutilitarianmotivesinfluenceloyaltythroughthemediatingrolesofpost-consumptionemotionssuchascheerfulness,excitement,andsafety.Theseemotionsareconsideredassourcesofdelightandsatisfactionwhichinturninfluencerepurchaseintentions.Hedonicbenefitsofaproductlead to cheerfulness and excitement which affect word of mouth recommendations through themediatingroleofdelight.Utilitarianbenefitsleadtoconfidenceandsecuritywhichlikewiseaffectwordofmouthandrepurchaseintentionsthroughthemediatingroleofsatisfaction(Chitturietal.,2008).Studies (e.g. Griffin et al., 2000; Scarpi, 2005; Carroll and Ahuvia, 2006) explaining the directrelationshipbetweenbuyingmotives andbrand loyalty are relatively rare and conflicting.Studiesin environmental psychology have shown that affective experiences in the store can be importantantecedents of approach or avoidance motivations, such as repatronage intentions (Donovan andRossiter,2003);thereforehedonicvaluesshouldberelatedtorepatronageintentions.Retailresearchhasprovidedempiricalsupportforthis(WakefieldandBarnes,1996;Scarpi,2005).Scarpi(2005)found thathedonicconsumersaremore likely topurchaseagain in thesameshopandsearch lessactivelyfordifferentstores.Ontheotherhand,theyaremotivatedtowardswitchingbrandswhentheyareinavariety-seekingtendency(Trijp,1995;Hirschman,1980)sincetheirbehaviorsarelikelytobemotivatedbyexploration,novelty,andvariety(LeavittandWalton,1975;Trijpetal.,1996;Wangetal.,2000).Itisstatedsimilarlythatconsumerswithweakerhedonicvaluestendtobevalueconsciousanddisplayintentionsforrepetitivebehavior;consequently,theyarelesslikelytochangebrandsortrynewproducts(Robertson,1967;Raju,1980;Lichtensteinetal.,1990). Utilitarian motives are supposed to have positive effects on brand loyalty. Utilitarian consumersmay bemore loyal since utilitarian consumerswill receivemore time benefit, less perceived riskandsearchingbypurchasingthebrandwithwhichtheyarefamiliar(Scarpi,2005).However,Scarpi(2005)foundthattaskorientedconsumers’intentionstoshopagaininthesameshopareratherweak. Theseconflicting findingsmaybedue to the typesof theproductsexamined.This isbecause theroleandeffectofhedonicandutilitarianbuyingmotivesonchoicebehaviorandonloyaltymayvarydependingonsomeattributesoftheproductssuchaspriceandfrequencyofpurchase.Whenprice is considered as one attributeof a product, it is assumed that paying a highprice, orhavingtheabilitytopayahighprice,mayleadtoostentationorpleasure,thusgivingconsumersahedonicfeeling.Incontrast,payingalowpriceforsomeparticularproductsmaybeconsideredasaneconomicbenefit(ManoandElliott,1997).Jinetal.(2003)statethatconsumersmaybeunwillingtopayahighpricefordurablegoodswhiletheymayexperienceexcitementwhentheypayahighpriceforanapparelproduct.Thisdifferencemaybeduetosymbolicmeaningsoftheproductsthatproducehedonicmotivationsamongindividuals(HirschmanandHolbrook,1982;Jinetal.,2003;Kaul,2006)andalsohavesomerationalconsequencesfromtheacquisitionoftheproduct.

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Whenthefrequencyofpurchasingandthedegreeofinvolvementareconsidered,Kaul(2006)foundthat routinelypurchasedproducts thataresimpleandhaveeasilycompletedpurchasingprocesses,suchascoffee,areassociatedwithutilitarianmotives.Onthecontrary,productsthatrequireahighinvolvement,ahighinformationsearchandusuallyhaveahighprice,suchascellphones,arerelatedtohedonicmotives.Basedonthedegreeofpurchasefrequency,priceandinvolvement,consumergoodsareclassifiedintothreewell-knowncategoriesasconvenience,shoppingandspecialtyproducts.Convenienceproductsare goods that consumers usually need to purchase frequently with a minimum effort. They arecomparativelylow-pricedgoodsthatareimmediatelypurchasedwithoutmakingmuchcomparisonorsearch(Holton1958).Shoppingproductsare“thoseconsumergoodswhichthecustomer,intheprocessofselectionandpurchase,characteristicallycomparesonsuchbasesassuitability,quality,price, and style.” (AmericanMarketing Association, 1948). For shopping goods, the consumers’searchingcostsintermsoftime,money,andeffortarerelativelylargerthanforconveniencegoods.Thegainfrommakingpriceandqualitycomparisonsmayconsistoftheenjoymentofshoppingaswell as the acquisitionof a “better buy” (Holton, 1958).Lastly, specialtyproducts aregoods thathaveaparticularattractionforasignificantgroupofbuyerssothattheyarewillingtomakeaspecialpurchasingeffort(Holton,1958);theyusuallyhaveahighprice,andarepurchasedrarely.Theabovediscussionleadstothefollowingresearchquestions:

RQ1:Doeffectsofhedonicandutilitarianmotivesonattitudinalbrandloyaltyvarydependingontheproducttype,namely,convenience,shopping,andspecialty?

RQ2: Doeffectsofhedonicandutilitarianmotivesonbehavioralbrandloyaltyvarydependingontheproducttype,namely,convenience,shopping,andspecialty?

LIFESTYLE

The lifestyleconcept includes“theproductsonebuys,howoneuses them,howone thinksaboutthem,andhowonefeelsaboutthem”(Spillan,KucukemirogluanddeMayolo,2008:44).Lifestylehasbeengenerallyusedinmarketsegmentationsinceitishighlyappropriatetopredictbehavioralandattitudinaldifferencesamongmarketsegments(FüllerandMatzler,2008).Forinstance,lifestyleisusefulinpredictingbrandloyalty(Goldberg,1982).InhisstudyonCanadianconsumers,Goldbergprovedthatlifestyleissignificantlyrelatedtobrandloyaltywhereloyaltyismeasuredasattitudestowardabrandandpurchasebehavior.Consumerlifestyleisalsorelatedtobrandpreferenceandbrandbenefits.ThestudyofOrthetal.(2004)oncraftbeerbrandsshowedthatlifestylesegmentsdifferedwithrespecttofivedimensionsofbrandbenefits,namely,functional,price/valueformoney,social,positiveandnegativeemotionalbenefits. For instance “lazy opportunists” care little for positive emotions. “Introvert individuals”donotgiveimportancetosocialbenefit.Therearealsosignificantdifferencesinbrandpreferencesamonglifestylesegmentsaccordingtotheresultsofthestudy.Thismayberelatedtotheargumentthatconsumersoftenusebrandnamestoexpresstheirlifestyles(Wangetal.,2000).

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In addition to these influences, hedonic and utilitarian benefits differ on the basis of life style.Utilitarianconsumerswithtraditional lifestylesprefer to livesimpler lifestylesandmayconsiderconsumptionnecessaryforsurvival.Theyaremorelikelytofocusonutilitarianbenefits(Wangetal.,2000).Incontrast,“modernconsumers”whotendtousesurplusincometosatisfytheirever-growingnewdesiresforconsumptionfocusmoreonhedonicvalues(Campbell,1987).Itcanbeconcludedfromtheabovestudiesthatpeoplewithdifferentlifestylesmayexhibitdifferingloyaltypatternsandgivedifferinglevelsofimportancetohedonicandutilitarianbenefits.

Thus;

RQ3: Does life stylecontrol the relationshipbetweenhedonicandutilitarianmotivesandbrandloyalty?

Moreover,dependingonresearchquestions1and2;

RQ4: Doeslifestylecontrol therelationshipbetweenhedonicandutilitarianmotives,andbrandloyaltyforconvenience,shoppingandspecialtyproducts?

ThegraphicmodelofthestudyispresentedinFigure1.

Figure 1 Proposed Model

Hedonic Utilitarian

Buying Motives for convenience,

shopping and specialty products

Loyalty for convenience,

shopping and specialty products

Behavioral Attitudinal

Life style

RQ1 - RQ2

RQ3 - RQ4

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METHODOLOGY

Questionnaire Development and Measurement

Thedataforthisstudywasgatheredthroughaself-administeredquestionnaire.(Forthemeasurementitems, seeAppendix 1.) The questionnairewas divided into five parts. The first three partsweredesignedtomeasurehedonic-utilitarianbuyingmotives,andbehavioralattitudinalbrandloyaltyforconvenience,shopping,andspecialtyproducttypesrespectively.Inordertospecifyproducttypes,shortscenarioswerewrittentomeasurefrequencyofpurchaseandprice.Convenienceproductswerepresentedwiththefollowingscenario:“Answerthefollowingquestionsbythinkingaboutaproductthatisinexpensiveandthatyoubuyeverydayorweeksuchasbread,chocolate,toothpasteorpasta.”Forshoppingproductsthescenariowas:“Answerthefollowingquestionsbythinkingaboutaproductthatyouperceivetobeexpensiveandbuyonceayear/twoyears/threeyearssuchasacoat,achair,or a kettle”. For specialty products the following scenariowas presented: “Answer the followingquestionsbythinkingabouttheproductthatyouperceivetobeveryhigh-pricedandbuyrarelysuchasacomputer,acar,asofaset,orhouseholdappliances.”

HedonicandutilitarianbuyingmotivesweremeasuredbytheHED/UTscaleofVossetal.(2003)conductedforconsumers’attitudestowardproductcategories.ThatscaleisalsousedbyTo,Liao,andLin(2007)tomeasurehedonicandutilitarianshoppingmotives.Moreover,Scarabis,FlorackandGosejohann(2006:1030)suggestthatananalysisofbuyingmotivationscouldbemadebytheuseoftheHED/UTscaleofVossetal.(2003).Thescaleisa7-pointsemanticdifferentialscaleincluding23itemsasseeninAppendix1a.Brandloyaltywasmeasuredbyathree-itembrandloyaltyscale(Hair,BushandOrtinau,2000:402),two itemsforbehavioralandone itemforattitudinal loyalty.A7-pointLikert scalewasused, ‘1’representing‘noagreement’and‘7’representing‘completeagreement’(Appendix1b).Thefourthpartofthequestionnaireconsistsofquestionsmeasuringtherespondents’lifestyle.LifestylewasmeasuredbyAIOstatementsobtainedfromtheliterature(KavakandGümüşlüoğlu,2007;KaynakandKara,2002;Küçükemiroğlu,1997;WellsandTigert,1977),andtranslatedfromTurkishtoEnglishpreviouslybyKavakandGümüşlüoğlu(2007).A5-pointLikertscalewasusedwith‘1’representing‘noagreement’and‘5’representing‘completeagreement’.Finally,thelastpartofthequestionnaireaimstomeasuredemographiccharacteristicsoftheparticipantssuchasage,gender,andeducationlevel.

Sample and Data Analysis

Data was collected through convenience sampling from households in Ankara. The totalnumber of respondents was 835, with 52% female and 45% males. The respondentswere relatively young, with a majority of them being below 40 years of age (79.4 %).Theyhadarelativelyhigheducationlevel,consideringthat71.7%hadagraduateorpostgraduatedegree.Manyoftherespondentswereinthemiddleincome(49.2%)while25.2%hadahighincome.

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Inordertodeterminetheappropriatenessofthedataforstatisticalanalysis,thedatawastestedtoseeifitfollowedanormaldistribution.ItwasscreenedfornormalitybytheKolmogorov-Simirnovtest.Variablesmeasuringhedonicandutilitarianbuyingmotivesandbrandloyaltyweretransformedbylogarithmfornormality.Descriptivedataofrespondents’attitudinal-behavioralloyaltyandhedonic-utilitarianmotivedegreesforeachproductcategorieswiththeirANOVAispresentedinTable1.

Table 1

Mean Differences between Product Categories: ANOVA Results

Behavioral Loyalty Attitudinal Loyalty Hedonism Utilitarianism

Mean F P Mean F P Mean F P Mean F P

BetweenGroups 141.50 .000 11.27 .000 44.67 .000 8.96 .000

Convenience 3.87 5.13 4.20 5.40

Shopping 4.71 5.35 4.03 5.71

Specialty 5.55 5.68 4.67 5.78

P<.01

Table1allowsfurtheranalysisduetothesignificantmeandifferencesofbrandloyaltyandhedonic-utilitarianbuyingmotivesfordifferentproducttypes.

FINDINGS

Lifestyledimensionswere identifiedbyusinganexploratoryfactoranalysis (EFA).TheresultantfactormatrixwasrotatedusingtheVarimaxrotation.OnlythefactorsthathaveEigenvaluesgreaterthan1andhavefactorloadingsgreaterthan0.60wereretained.TheresultsarepresentedinTable2.TheEFAproducedfivefactorsexplaining41.198%ofthevariance.ThefactorswerelabeledasLeadership,HealthConsciousness,Adventurism,CostConsciousness,andInterestinSportdependingonpreviousstudies(KavakandGümüşlüoğlu,2007;KaynakandKara,2002;Küçükemiroğlu,1997)conductedinTurkey.

Thefirstandsecondresearchquestionsweretestedbyamultivariateanalysisofvariance(MANOVA)in order to see the effects of two independent variables (i.e. hedonism and utilitarianism) on twodependentvariables (i.e.behavioralandattitudinal loyalty) for threeproduct types.Hedonismandutilitarianismmeasuresweredividedintotwocategories(1=low,2=high)throughamediansplitinordertocreatetwogroupsoflowandhighlevelsofhedonicandutilitarianbuyingmotives.F-valuesandsignificancevaluesarepresentedinTable3.EtasquareswerecalculatedtoseeexplainedvariancesforeachindependentvariableandpresentedinAppendix2andAppendix3,togetherwithparameterestimatesandobservedpowers.

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Table 2

Factor Analysis for AIO Statements

FactorsFactor

Loadings

Variance

Explained (%)

Factor1:Leadership 14.062

Iammoreindependentthanmostpeople. .779

IthinkIhavealotofpersonalability. .755

IthinkIhavemoreself-confidencethanmostpeople. .727

Iliketobeconsideredaleader. .550

Factor2:HealthConsciousness 8.590

Ibuymorelowcaloriefoodsthantheaveragehousewife. .830

DuringthewarmweatherIdrinklowcaloriesoftdrinksseveraltimesaweek. .760

Factor3:Adventurism 7.359

Iwouldliketotakeatriparoundtheworld. .763

Iwouldliketospendayearinaforeigncountry. .722

Factor4:CostConsciousness 5.859

Youcansavealotofmoneybymakingyourownclothes. .701

Apersoncansavealotofmoneybyshoppingaroundforbargains. .678

Factor5:InterestinSport 5.328

Iliketowatchorlistentofootballorbasketballgames. .736

Iwouldrathergotoasportseventthanadance. .659

Kaiser-Meyer-OlkinMeasureofSamplingAdequacy=0.74;χ2=2759.87;df=276;p=0.000

TheresultsofMANOVArevealedthatbothhedonic(Wilks’λ=.99;F(1,835)=3.71,p<0.05;etasquared=7.96%;observedpower=87%)andutilitarian (Wilks’λ=0.98;F(1,835)=10.55;p<0.01;eta squared=13.89%;observedpower=90%)buyingmotiveshave significant effectsonattitudinalloyaltyforshoppingproducts.Inspecialtyproductscases,utilitarianmotiveshavesignificanteffectsonattitudinalloyalty(Wilks’λ=0.95;F(1,835)=33.196,p<0.01;etasquared=13.89%;observedpower=90%)andhedonicmotiveshavesignificanteffectsonbehavioral loyalty (Wilks’λ=0.99;F(1, 835)=5.917,p<0.01; eta squared=14.53%;observedpower=100%).On theotherhand, forconvenienceproducts,noneofthebuyingmotiveshaveasignificanteffectoneitherbehavioralorattitudinalloyalty.Ingeneral,thesefindingssupporttheliterature.Forspecialtyproducts,hedonicvalueshavesignificanteffectsonbehavioralloyalty,whichsupportsKaul(2006)andreferstohigh-pricedandhigh-involvementproductsusuallyassociatedwithhedonicmotives.Ontheotherhandforshoppingproducts,hedonicmotiveshavesignificantimpactsonattitudinalbrandloyaltytogetherwithutilitarianmotives.ThesefindingsarealsoconsistentwithScarpi (2005)whostated thatgoal-seekingandpleasure-orientedmotivesarecomplementary.Inaddition,thefindingsalsoprovideadditionalinsightsintotheliteraturebyconsideringdifferentproductcategories,aswellasthetwocomponentsofbrandloyalty.

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Table 3

Results of MANOVA and MANCOVA

Behavioral Loyalty Attitudinal Loyalty

F P F P

Convenience

Hedonic 1.830 .177 2.872 .091

Utilitarian 2.160 .142 .042 .837

Leadership 3.136 .077 .000 .993

HealthCons. 6.159 .013** .372 .542

Adventurism 5.082 .021** .301 .583

CostCons. .086 .769 .486 .486

Sport 1.072 .301 .310 .578

Shopping

Hedonic 1.946 .163 3.710 .051**

Utilitarian .016 .901 10.550 .003*

Leadership 1.637 .201 .006 .937

HealthCons. .704 .402 .045 .832

Adventurism .400 .842 2.501 .114

CostCons. .709 .400 .672 .413

Sport .002 .976 .105 .746

Specialty

Hedonic 5.917 .015* .801 .371

Utilitarian .132 .717 33.196 .000*

Leadership .012 .914 .064 .800

HealthCons. 4.148 .042** .034 .853

Adventurism 4.396 .036** 4.193 .041**

CostCons. .557 .457 .900 .764

Sport 3.026 .082 2.512 .113*p<0.01;**p<0.05

Note:ThevaluesofhedonicandutilitarianmotivesforbehavioralandattitudinalloyaltyremainedthesameinMANCOVA.

MANCOVAwasadministeredtotesttheeffectsofhedonicandutilitarianbuyingmotivesonbrandloyaltybyaddingfivelifestylefactors(RQ3andRQ4).F-valuesandsignificancevaluesarerepresentedinTable3,andEtaSquares,ParameterEstimates,andObservedPowersarepresentedinAppendix3.Resultsshowedthattheeffectsofhedonicandutilitarianmotivesonbehavioralandattitudinalloyaltyremainedthesameevenaftercontrollingfortheeffectsoflifestyle.Inaddition,lifestyleshaveeffectsondifferenttypesofproducts.Forconvenienceproducts,forinstance,thereweresignificanteffectsofhealthconsciousness(Wilks’λ=0.99;F(1,835)=6.159,p<0.05;etasquared=0.98%;observedpower=65%)andadventurism(Wilks’λ=0.99;F(1,835)=5.082,p<0.05;eta-squared=0.80;58%)

32

onbehavioralloyalty.Forshoppingproducts,ontheotherhand,noneofthelifestyledimensionshavesignificanteffectsonloyalty.Aswithconvenienceproducts,healthconsciousnessandadventurismhavesignificanteffectsforthespecialtyproductcategory.Whilehealthconsciousnesshassignificanteffectsonbehavioralloyalty(Wilks’λ=0.98;F(1,835)=4.148,p<0.05;etasquared=0.88;observedpower=64%);adventurismhassignificanteffectsonbothbehavioral(Wilks’λ=0.99;F(1,835)=4.396,p<0.05;etasquared=1.00;observedpower=55%)andattitudinalloyalty(Wilks’λ=0.97;F(1,835)=4.193,p<0.05;etasquared=1.03;observedpower=62%).Theseresultsprovidesupportfortherelevantliterature(i.e.Goldberg,1982;Matzleret.al.,2005);thatis,consumers’behavioralandattitudinalbrandloyaltiesmayvarybasedontheirlifestyles.

CONCLUSION

Thispaperprovidesempiricalsupportforhowtheeffectsofhedonicandutilitarianbuyingmotivesonbothattitudinalandbehavioralbrandloyaltydifferamongproductcategories.Resultsshowedthattheeffectsofhedonicandutilitarianbuyingmotivesonattitudinalandbehavioralbrandloyaltyvaryfordifferentproductcategoriesexcepttheconvenienceone.Forconvenienceproducts,hedonicandutilitarianbuyingmotivesdidnothavesignificanteffectsoneitherbehavioralorattitudinalloyalty.Inotherwords,hedonicandutilitarianattributesofconvenienceproductsarenotkeydeterminantsofanytypeofbrandloyalty.Itmeansthatpurchasingalwaysfromthesamestoreandadvisingotherstodosodonotprovidehedonicorutilitarianbenefitstoconsumers.However,behavioralloyaltyisinfluencedbyhealthconsciousnessandadventurism.Inotherwordsthehigherthehealthconsciousnessandadventurism,thehigherthebehavioralloyalty.Withregardtoshoppingproducts,bothhedonicandutilitarianbuyingmotiveshavesignificanteffectsonattitudinalbutnotonbehavioralloyalty.Behavioralloyaltymaynotperceivehedonicorutilitarianvalues since searching and comparing for purchasing productsmay be an ordinary behavior. Ontheotherhand,advisingothersasameasureofattitudinalloyaltymaysatisfyaperson.Peoplemayadvisetheirrelativesorfriendstobuyabrandwhentheyarehighlysatisfiedwithitsutilitarianandsymbolicbenefits.Thismightleadtonoveltyandvarietywhichareassociatedwithhedonicvalues.Also,explorationofpriceandtangibleattributesmaybeconsideredasaneconomicbenefitwhichisassociatedwithutilitarianbenefits.Inthecaseofspecialtyproducts,asattitudinalloyaltydependsonutilitarianmotives,behavioralloyaltyisexplainedhedonically.Thismayshowthatconsumerswanttodefendtheirbrandagainstnegativeopinionsbyrecommendingthebrandtootherssothattheycanpreventnegativepost-consumptionevaluationssuchasconsumerregret.Thisisespeciallycrucialforspecialtyproductsastheirpurchaseriskisrelativelyhigherduetotheirhigherprice.Ontheotherhand,hedonicbenefitshavesignificanteffectsonbehavioralloyaltytospecialtyproducts.Thisreflectstheconsumers’tendencytobuythesame brand repeatedly for specialty products because they enjoy their relationwith the brand. Inadditiontothese,tooursurprise,thebehavioralloyaltiestospecialtyandconvenienceproductsareexplainedbythesamelifestylesashealthconsciousnessandadventurism.Moreoverwehavethisremarkablefindingthathedonicandutilitarianmotivescontinuetoinfluenceloyaltyformsevenafterwecontrolforthepotentialeffectsoflifestyle.Thisresultallowsfirmsto

33

shape theirmarketing efforts (for example, segmentation) toward consumers’ loyalties using onlyhedonic-utilitarianbenefits.Forfurtherresearch,thereasonsunderlyingattitudinalandbehavioralloyaltyshouldbeinvestigatedin areas other thanhedonic andutilitarianmotives and life style.Culture, psychological variablesanddemographicscouldbefertilesubjects.Inaddition,futureresearchmustcruciallyemphasizethereasonsforsimilarityofbrandloyaltycomponentsforshoppingandspecialtyproducts.

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APPENDIX1

a- Utilitarian and Hedonism Scale ItemsUtilitarian Effective/ineffectiveFunctional/notfunctionalNecessary/unnecessaryPractical/impracticalBeneficial/harmfulUseful/uselessSensible/notsensibleEfficient/inefficientUnproductive/productiveHandy/nothandyProblemsolving/notproblemsolving

Hedonic Notfun/funDull/excitingNotdelightful/delightfulNotthrilling/thrillingEnjoyable/notenjoyableNothappy/happyUnpleasant/pleasantNotplayful/playfulCheerful/notcheerfulAmusing/notamusingNotsensuous/sensuousNotfunny/funny

b- Loyalty Scale Items- Ifmypreferredbrandof thisproduct isnotavailable in themarket/storeIalwaysshopfrom,I

purchasetheproductofanotherbrandfromthatplace.- Whenmypreferredbrandofthisproductisnotavailableinthemarket/storeIalwaysshopfrom,I

gotoanotherplaceofsaleinordertofindthatspecificbrand.- Irecommendtheproductsofthisbrandtomyfriends.

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APPENDIX2

Parameter Estimates , Eta Square and Observed Power Values for MANOVA

Behavioral Loyalty Attitudinal Loyalty

β Pη 2

(%)OP (%)

β Pη 2

(%)OP (%)

Convenience

Hedonic 0.22 0.27 0.01 0.39

Low -.031 .26 -.046 .07**

High 0a - 0a -

Utilitarian 0.26 0.31 0.34 0.50

Low .023 .36 -.018 .45

High 0a - 0a -

Shopping

Hedonic 0.23 0.28 8.96 0.87

Low -.029 .18 .177 .05*

High 0a - 0a -

Utilitarian 0.00 0.05 13.89 0.90

Low -.058 .78 -.27 .00*

High 0a - 0a -

Specialty

Hedonic 14.53 0.78 0.08 0.14

Low -.228 .00* -.197 .41

High 0a - 0a -

Utilitarian 0.01 0.06 14.14 1.00

Low .059 .76 -.104 .00*

High 0a - 0a -

*p<.05;**p<.10;a:Thisparameterissetatzerobecauseitisthereferencecategory.

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APPENDIX3

Parameter Estimates , Eta Square and Observed Power Values for MANCOVA

Behavioral Loyalty Attitudinal Loyalty

β P η2(%) OP (%) β P η2(%) OP (%)

Convenience

Hedonic 0.37 0.39 0.48 0.48

Low -.259 .20 -.402 .05**

High 0a - 0a -

Utilitarian 0.19 0.23 0.00 0.05

Low .164 .42 -.129 .52

High 0a - 0a -

Leadership .192 .06** 0.43 0.44 .124 .24 0.18 0.21

HealthCons. .201 .05** 0.98 0.65 .033 .59 0.04 0.08

Adventurism -.235 .02* 0.80 0.58 .021 .76 0.01 0.06

CostCons. .036 .59 0.04 0.08 -.072 .90 0.00 0.05

Sport .135 .02* 0.64 0.61 -.027 .65 0.03 0.07

Shopping

Hedonic 0.09 0.13 0.71 0.59

Low -.278 .12 -.174 .07**

High 0a - 0a -

Utilitarian 0.03 0.07 3.06 0.95

Low -.229 .20 -.823 .00*

High 0a - 0a -

Leadership .199 .03* 0.58 0.55 .190 .06** 0.44 0.46

HealthCons. -.050 .38 0.10 0.14 -.033 .58 0.04 0.08

Adventurism -.044 .48 0.06 0.10 .099 .17 0.23 0.27

CostCons. -.037 .53 0.05 0.09 .069 .28 0.14 0.18

Sport .050 .92 0.00 0.05 .065 .25 0.16 0.20

Specialty

Hedonic 1.05 0.88 0.06 0.10

Low -.108 .05** -.088 .67

High 0a - 0a -

Utilitarian 0.11 0.15 3.59 1.00

Low .049 .79 -.732 .00*

High 0a - 0a -

Leadership .019 .82 0.01 0.05 .138 .16 0.25 0.29

HealthCons. .199 .01* 0.88 0.64 -.059 .32 0.12 0.16

Adventurism .125 .03* 1.00 0.55 .151 .02* 1.03 0.62

CostCons. -.076 .18 0.22 0.26 -.018 .76 0.01 0.06

Sport .088 .08** 0.37 0.40 .099 .07** 0.39 0.42

*p<.05;**p<.10;a:Thisparameterissetatzerobecauseitisthereferencecategory.