Analysis of hedonic and utilitariam aspects as predictors of recommendation and repurchase of “Natal Luz”

Abstract

The objective of this study was to demonstrate that the hedonic and utilitarian aspects prior to recommendation and repurchase (loyalty) and the frequency of visits to an event changes the perception of the consumer of the hedonic and utilitarian motivations and the higher the frequency of visits more utilitarian event is motivation. For this purpose we proceeded a survey, applied December 2011 and January 2012, measuring the hedonic and utilitarian perception of the recommendation and moderate repurchase by the frequency of visits to the event. The data were analyzed using the structural equation modeling technique (ESM) and the results showed that the more consumers attending the event, the greater the strength of utilities reasons for recommendation and repurchase and hedonic aspects and utilities prior to recommendation and repurchase. The hedonic value the results found decreases as the consumer attends the event. This evidence allowed the inference that after the first visit to the "Christmas Light" the consumer develops a useful relationship with the show and can cite "reasons" for your choice and the greater the higher repurchase will be the rationalization of choice by new repurchases of event.

Keywords:
Recommendation; Repurchase; Loyalty