The effect of hedonic benefit on the purchasing behaviour of generations

The aim of this study is to evaluate the effect of hedonic utility on the purchasing behavior of generations, namely consumption. In addition, the effect of utilitarian consumption on consumption over generations and the correlation between utilitarian consumption and hedonic consumption behavior were also evaluated. In this context, the "Hedonic and Utilitarian Consumption Behaviors Scale" (HETD/FATD), which has been used in the literature and has been validated before, was used in the study. Hedonic effect, hedonic adaptation, passivity status, impulsive tendency and identity projection as factors of hedonic consumption behaviors; Control-oriented and target-oriented are taken as basis as the factors of utilitarian consumption behavior. Power analysis was applied to determine the ideal sample sizes of the research and the optimal sample size to be used for the X, Y and Z generations separately. A total of 533 samples were studied, and the questionnaires used in the study were applied in two different ways, online and face-to-face. Simple random sampling method was used as the sampling method. The data obtained from the questionnaires were used in SPSS 20.0 (Statistics Program for Social Sciences) program, Single Factor Analysis of Variance (ANOVA) to determine the differences within the study groups, "Test for Differences Between Two Independent Groups" to determine the difference between the two groups, Pearson Correlation analysis and Frequency analysis were used to show the relationship between the variables. According to the results of the research, a negative low-grade significant relationship was found between hedonic consumption behavior and utilitarian consumption behavior at the 99% confidence level. In addition, it has been determined that the Z generation is the generation with the highest hedonic consumption behavior.