Original scientific paper
https://doi.org/10.5673/sip.53.3.1
Hedonists and Utilitarians: Types of Visitors at the Shopping Centre Supernova Zadar
Željka Tonković
orcid.org/0000-0002-5972-9491
; University of Zadar, Department of Sociology, Croatia
Abstract
In this article, the main findings of research conducted at the shopping centre Supernova in
Zadar (N = 470) are presented and interpreted. Starting from a conceptual framework that
distinguishes hedonic (expressive) and utilitarian (instrumental) shopping orientation, the
main objective of the study was to investigate the prevalence of hedonic and utilitarian oriented
types of visitors at the shopping center and to examine the differences between them.
In addition, the aim of this study was to investigate the function of the Supernova shopping
centre and to determine the extent to which social functions are developed. Research has
demonstrated that this shopping centre has primarily established itself as a place for shopping,
whereby the social function is of secondary importance, except among the young. The
results show that the hedonic-oriented visitors are more often women and young visitors.
Besides, it can be concluded that hedonists go shopping more frequently and are attracted
by the diversity of content and the overall ambience. In conclusion, it is shown that further
detailed research, both quantitative and qualitative, is needed in order to encompass various
aspects of consumer orientation and styles.
Keywords
shopping centre; consumption; shopper types; consumerism; social functions; leisure
Hrčak ID:
152200
URI
Publication date:
28.1.2016.
Visits: 2.899 *