The Role of Utilitarian And Hedonic Value In Apparel Shopping Satisfaction In Iran

This study investigated the mediating roles of utilitarian and hedonic value as influencing factors in shopping experience satisfaction in the relationship between involvement and consumers’ buying tendencies including variety-seeking, compulsive and impulsive buying tendencies and price sensitivity for Manto and Shirt shoppers in the Iranian market. Results were analyzed through Structural Equation Modeling (SEM) and parameters were estimated using maximum likelihood method. This study reveals that shopping satisfaction for Manto and Shirt shoppers is a response to different levels of utilitarian and hedonic value in a shopping trip. In other words, increasing consumers’ shopping satisfaction could be manipulated by enhancing consumers’ utilitarian and hedonic shopping value. In addition, the influence of involvement on shopping satisfaction is moderated through manipulating consumer buying tendencies and utilitarian and hedonic shopping value.