Abstract
The Effect of Hedonic and Utilitarian Values on Consumer Satisfaction and Behavioral Intentions: Example of Third Generation Coffee Consumers
This research aims to examine the effects of hedonic and utilitarian values perceived by third generation coffee consumers on consumer satisfaction and behavioral intention. Based on this purpose, a questionnaire was applied to 425 people who experienced third generation coffee consumption. In the analysis of the obtained data, confirmatory factor analysis was applied for validity and reliability consistency. Then, the model and hypotheses in the research were tested with structural equation modeling. According to the data obtained from the research, hedonic and utilitarian values perceived by third generation coffee consumers positively affect consumer satisfaction. However, hedonic and utilitarian values perceived by third generation coffee consumers also positively affect behavioral intention. In addition, it is seen that consumer satisfaction has a significant and positive effect on behavioral intention.
Keywords
Hedonic Value, Utilitarian Value, Consumer Satisfaction, Behavioral Intentions, Third Generation Cof
