A research on the relationship between hedonic consuption behaviors of consumers and luxury brand repurchase intentions

Consumer behaviours are affected by four factors: cultural factors, social factors, personal factors, and psychological factors. It can be stated that there are two main motivational (objective or product-oriented) and hedonic (experiential-oriented) motives on the basis of consumption. In recent years, the role of emotions and tastes on consumer behavior has begun to come to the fore. Hedonism is about feeling deeper than people's feeling with the five senses, in other words, feeling is about emotionally, not sensory. Therefore, hedonic consumption is related to fantasies and mental images. The basis of hedonic consumer behavior are consumers' pleasures from shopping, excitement and escape from the ordinaryness of life. Hedonistic products offer experiences, entertainment, pleasures and excitement more frequent to consumers. Shopping are the reasons for hedonic consumption for adventure, socialization, relaxation, getting ideas, making others happy, gaining value and catching opportunities This study, titled A Research on the Relationship Between Hedonic Consumption Behaviors of Consumers and Luxury Brand Repurchase Intentions, consists of three chapters. In the first section; consumption and consumer behavior; hedonic and utilitarian consumption issues will be covered and in the third part, the application will be given to measure the relationship between the consumers' hedonic consumption behaviors and their intention to purchase luxury brands.