Invenstigation of hedonic and utalitarian consumptiontendencies in online shopping of teachers

The aim of this study is to examine the teachers' online shopping behaviors in terms of demographic characteristics of hedonic and utalitarian consumption trends. In this study, the dimensions of hedonic consumption were discussed by Arnold and Reynolds (2003) in terms of shopping for adventure, social interaction, shopping for relaxation, shopping to make others happy and value shopping. On the other hand, the dimensions of utalitarian consumption were discussed by Martinez-Lopez et. (2014) in terms of easiness, cost saving, availability of knowledge, product selection, ease of payment, lack of sociability. The data were collected from primary, middle and high school teachers in the city of Kütahya. As a result of the analysis, it was found out that teachers mostly shop online to make others happy and to have product variety. In addition to this, there were significant differences between the dimensions of shopping in order to make others happy and shopping for relaxation and the gender of the teachers. Significant differences also were found between convenience and time saving, customized products and services, product variety and teachers' marital status. It was revealed that there were significant difference in all dimensions of utilitarian consumption according to the age of teachers. Keywords: Online Shopping, Hedonic Consumption, Utalitarian Consumption