The Effect of Market Mavens Dimensions on Hedonic Shopping

Subject Areas : Jounal of Marketing Management

elahe shahinfar ¹ , Naser Azad ^{2 *}

1 - Master of Management MBA, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-01-25 Accepted : 2019-10-21 Published : 2018-10-23

Keywords: Market Mavens, Hedonic shopping, brand consciousness, price consciousness,

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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