The Effect of Market Mavens Dimensions on Hedonic Shopping

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Shahinfar Elahe; AZAD NASER

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Journal Paper

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:40 Page(s): 49-62

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Information Journal Paper

Title

The Effect of Market Mavens Dimensions on Hedonic Shopping

Author(s)

Shahinfar Elahe | AZAD NASER | Issue Writer Certificate

Keywords

Market MavensQ1

Hedonic shoppingQ1

price consciousnessQ1

brand consciousnessQ2

Abstract

It is common that Iranian customers share their positive or negative shopping experiences with each other and they are looking for individuals who have complete information about the products. Market Maven is a person with an effective and complete specialized information about different aspects of a product Interestingly, Market Mavens have innate desire to offer their information to a buyer who needs them. In this study, Market Mavens is introduced as a variable and also the impact of this multi dimensions variable have been investigated on Hedonic shopping. Hedonic shopping means purchasing with only motivated hedonistic while they do not need any products. The statistical population of this research is five general bookstores in the city of Tehran. The information is collected by questioners from customers and the research method to examine the conceptual model and test the hypotheses of the research is the structural equation modeling technique. Result reveals that among three dimensions of Market Mavens, price consciousness and brand consciousness have a significant effect on the Market Mavens. Although the value consciousness shows no significant effect on the Market Mavens Moreover, Market Mavens shows a great impact on the Hedonic shopping. value, brand and price consciousness are also having the most influential effect on the Hedonic shopping.

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APA: Copy

Shahinfar, Elahe, & AZAD, NASER. (2018). The Effect of Market Mavens Dimensions on Hedonic Shopping. JOURNAL OF MARKETING MANAGEMENT, 13(40 ), 49-62. SID. https://sid.ir/paper/218947/en

Vancouver: Copy

Shahinfar Elahe, AZAD NASER. The Effect of Market Mavens Dimensions on Hedonic Shopping. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(40 ):49-62. Available from: https://sid.ir/paper/218947/en

IEEE: Copy

Elahe Shahinfar, and NASER AZAD, “The Effect of Market Mavens Dimensions on Hedonic Shopping,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 40 , pp. 49–62, 2018, [Online]. Available: https://sid.ir/paper/218947/en

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