Hedonic and Utilitarian Behaviour in Specialty Shops

We present a structural equation model for assessing the effects of hedonic and utilitarian behaviour within the context of specialty shops. Some constructs of key relevance from a theoretical and managerial perspective are considered in the model, such as Perceived Value, Purchased Amount and Repatronage Intention. Results show that hedonic behaviour leads to a stronger intention to repatronage the shop, and to higher spending, both in terms of money and of the number of items purchased. The estimates also give empirical support to the theoretical proposition that Value has a twofold nature, hedonic and utilitarian. Managerial implications and issues for future research are addressed