A comparative research on effect of hedonic shopping values on shopping satisfaction on generations X and Z

Hedonism has an important place in consumer behavior especially in cohtemporary consumption. Consumption culture and hedonic aspects of consumption are at the forefront. Hedonic consumption is the subject of research from various angles. Generation classifications such as hedonism and characteristics of generations are also considered in many social sciences. Generations are also an important market segmentation factor in consumption and marketing. In a competitive trading environment, businesses need to take into consideration the generations they are targeting and to ensure that they are satisfied with the shopping experiences and environments that fit the consumers' hedonic expectations so that they can achieve their goals of growth and growth on the market. This study aimed to comparatively investigate the effect of hedonic shopping values on the shopping exchanges in the X and Z generations, and found that the X and Z generations often showed different characteristics in terms of hedonic shopping values, factors affecting hedonic shopping values and shopping satisfaction.