THE EFFECT OF THE HEDONIC CONSUMPTION ON SHOPPING CULTURE IN THE SPECIAL OCCASIONS AND AN INTERCOUNTRY COMPARATIVE RESEARCH

The importance of special occasions are remarkably increasing at the present time. The consumers sensationalize those of special occasions in both their meanings that they carry. Due to the hedonic motivations, they cannot notice what the things that directing them to buy more. In this study, it is aimed to explain how the utilitarian and hedonic motives affect the consumption culture with making a comparison among Turkey and the USA, Australia, and Britain and also expressing the demographic and cultural differences among these countries. 2045 surveys had been evaluated for this study. Surveys are analyzed with structural equation model by using LISREL Statistical program. It is determined that which factors effects consumers while gift shopping and it is seen that all countries have a positive attitude towards gift shopping. As a collectivist country, Turkey is separated in a sense of culture from USA, Australia, and Britain.