The effects of Iranian consumers' buying tendencies on utilitarian and hedonic shopping value

This study investigates the effects of Iranian consumers' buying tendencies including variety-seeking, compulsive and impulsive buying tendencies and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for Manto and Shirt shoppers in the Iranian market. The main constructs were identified from the literature and then the relationships between them were tested. A questionnaire was developed and successfully administered to a national sample of 1466 women and men in four big cities of Iran through face to face interviews. Results were analyzed by structural equation modeling (SEM) and parameters were estimated using maximum likelihood method and ten hypotheses were tested. Based on this study, both variety-seeking and compulsive buying tendencies were critical factors of shopping values for Manto and Shirt shoppers. On the contrary, there was a negative relationship between price sensitivity and hedonic value. However, there were no positive relationships between impulsive buying tendency and shopping values and there was also no positive relationship between price sensitivity and utilitarian value. Moreover, the result of this study revealed that utilitarian and hedonic value positively influenced the shopping satisfaction.