Beyond Functional and Experiential Value: The Mediating Effect of Self-Congruity in the Utilitarian–Hedonic Value Framework
DOI:
https://doi.org/10.55737/trt/v-iv.242Keywords:
Hedonic Value, Utilitarian Value, Symbolic Value, SatisfactionAbstract
Consumer value perceptions represent the main drivers of consumer attitudinal outcomes by shaping their psychological association with the products and brands. Therefore, the aim of this research is to analyze the impact of hedonic and utilitarian values on consumer satisfaction with the mediating role of self-congruity. A survey of 225 smartphone users has been conducted to empirically test the utilitarian and hedonic value framework. Confirmatory Factor Analysis and Structural Equation Modelling were executed using Amos-22 to test the hypotheses. The results highlight that self-congruity mediates the relationship between utilitarian value perception and consumer satisfaction. The research framework provides practical insights to managers by highlighting the significance of both hedonic and utilitarian values in developing products and experiences that resonate with the self-image of the customers. It contributes to the literature by providing empirical evidence that self-congruity serves as an important mechanism through which hedonic and utilitarian dimensions enhance customer satisfaction
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