The Effect of Hedonic Consumption Behaviour on Gift-Purchasing Behaviour

Hedonic consumption differs from utilitarian consumption in that it brings the pleasure and pleasure that the shopping experience gives consumers to the foreground Jun. Along with understanding the factors that lead consumers to hedonic consumption, some relationships related to gift-buying behaviour are also curious. When gift-buying behaviour is considered consumer behaviour, it refers to the different shopping experiences of consumers. This study is focused on how the sub-dimensions of hedonic consumption affect the gift-buying behaviour of consumers. As a result of analyzing the data obtained by the survey study, 4 hypotheses were accepted, and 2 hypotheses were rejected. According to this, it has been found that shopping for social purposes, shopping for not missing discounts, shopping for ideas, and shopping to make others happy from the subdimensions of hedonic consumption have a positive effect on gift-buying behaviour. It has been found that shopping for adventure purposes and shopping for relaxation does not have a significant effect on gift-receiving behaviour.