Abstract:

Hedonism, a centuries-old concept rooted in the desire to increase pleasure and reduce pain, has recently become the most prevalent addiction factor affecting the quality of life for many individuals in terms of consumer behavior. In this study, we examined the effects of these hedonic motivations on the online shopping experience for consumers. These purchases were subsequently evaluated based on demographic characteristics similar to targeted marketing. The study then assessed the hedonic consumption habits of participants residing in the Trabzon province of Turkey. The study was conducted with 382 participants through an online survey, utilizing a random sampling plan. The results of the demographic characteristics indicate a significant difference between genders based on hedonic consumption motivations. These findings demonstrate that women have a higher inclination towards hedonic consumption motivation and its sub-dimensions compared to men, and they also engage in more emotional shopping.