Examination of consumer behavior in the context of hedonic and utilitarian value

Consumers who intend to purchase a product or service consider the hedonic or utilitarian attributes of the shopping value they expect to gain. Consumers inclined toward hedonic value tend to shop for adventure, pleasure, and excitement, while those oriented toward utilitarian value focus on practicality, usefulness, functionality, and rationality. In addition to hedonic and utilitarian value, factors such as cognitive trust, emotional trust, emotional impulsive buying tendency, cognitive impulsive buying tendency, shopping well-being, and shopping ill-being also influence consumers' shopping preferences. This study examines consumers' online shopping behaviors through the lens of hedonic and utilitarian value, focusing on factors such as cognitive trust, emotional trust, emotional impulsive buying tendency, cognitive impulsive buying tendency, shopping well-being, and shopping ill-being. Data was collected through an online survey from 390 online shoppers using a snowball sampling method. Separate scales were used for each factor investigated in the study. During the data analysis process, SPSS, JAMOVI, and LISREL software were used to conduct analyses such as Common Method Variance Bias, Frequency Analysis, Descriptive Statistical Analyses, Confirmatory Factor Analysis, Reliability Analysis, Normality Test, Correlation Analysis, and Structural Equation Modeling. The results of the study indicate that utilitarian value has a significant and positive effect on cognitive trust, emotional trust, emotional impulsive buying tendency, and cognitive impulsive buying tendency. Similarly, hedonic value was found to have a significant and positive effect on these factors. In addition to examining the relationships between these variables and hedonic/utilitarian value, their interrelationships were also analyzed.