不同购物环境下消费者享乐主义/功利主义态度测评

Measuring and Evaluating Hedonic and Utilitarian of Consumer Attitudes toward Two Different Shopping Environments

享乐主义和功利主义并不是一个单纬度量表上的两个极端,对于一种消费行为而言,往往同时具有一定程度的享乐主义特性和功利主义特性。不同的购物环境下消费者享乐主义(功利主义)态度倾向会有差异以及差异是否明显,对这些问题的研究将有助于企业制定促销决策和其他管理决策。使用和开发有效的态度测量问卷,测量在不同购物环境下的消费者享乐主义/功利主义态度倾向,结果表明消费者在购物过程中虽然享乐主义和功利主义态度兼有,但仍会以某一态度为主;通过对两类态度倾向比较,表明两组购物环境中的消费者享乐主义态度有显著差异,而功利主义态度没有显著差异。

Hedonic and utilitarian（HED/UT） are not two extremes on a single-latitude scale, Certain consumer behavior is a combination of the two theorems, Consumer hedonism （utilitarian） attitude will be different in different shopping environment, The findings of the difference will contribute to the enterprise promotion decisions and other management decisions, The paper measures the hedonic and utilitarian dimensions of consumer attitudes in two shopping environments. The study uses a semantic differential scale to demonstrate the two attitude dimensions. The results show that when consumers shopping in different shopping environment, they both have hedonic and utilitarian attitude, but will continue to be mainly an attitude; consumer hedonic attitude has significant differences between two shopping environments, while the utilitarian attitude are much the same. behavior