Hedonic motivators of saving behavior: An Empirical Analysis

Abstract

Saving is a kind of consumer behavior that researched in economics and marketing literature and reasons of this behavior is generally stated with rational factors like precaution, speculation and transaction traditionally. On the other hand, although hedonic determinants of consumer behavior have been researched recently, hedonic reasons saving behavior have not been taken attention. To illustrate the hedonic motivators of saving behavior, which is a neglected research area in marketing, initial data were collected by conducting a survey with consumers. To measure hedonic motivators of saving, existing studies about hedonic motivations of consumption is benefited. As a result, hedonic motivators of saving are classified as "adventure and satisfaction", "escape and socialization", "value seeking and role", "reputation", "benevolence" and "identity". Moreover most of these motivator factors represent differences with respect to income, job, education and age. Implications and suggestions for future researches are made at last.