The Effects of Utilitarian and Hedonic Values on Young Consumers’ Satisfaction and Behavioral Intentions
Keywords:Utilitarian Value, Hedonic Value, Satisfaction, Behavioral Intentions, Young Consumers.
This study aims to investigate the effects of utilitarian and hedonic values on young consumers’ satisfaction and behavioral intentions in fast-food and fast-casual restaurant sectors comparatively. Also this study investigates which value component (utilitarian or hedonic) is more effective on satisfaction and behavioral intentions. The results show that utilitarian and hedonic values have significant effects on satisfaction and behavioral intentions for both fast-food and fast-casual restaurant sectors. Additionally, satisfaction has an influence on behavioral intentions in fast-food restaurant sector, but does not have a significant effect in fast-casual restaurant sector. Moreover, associations between hedonic value with satisfaction and behavioral intentions are significantly different between fast-food and fast-casual restaurant sectors. On the other hand, associations between utilitarian value with satisfaction and behavioral intentions and association between satisfactions with behavioral intentions are not significantly different between fast-food and fast-casual restaurant sectors.