Review of research on consumer behavior by hedonic and utility goods

Abstract

This article provides a literature review on the impact of hedonic and utility goods on consumer behavior. Focusing on hedonic and utility goods, we investigate their different impacts on consumer behavior, specifically discussing four aspects: price perception, subsequent purchases, purchase intention, and self-control. Our objective is to synthesize how hedonic and utility goods lead to differences in consumer behavior. Regarding price perception, most studies have focused on consumers’ varying price sensitivity to different types of goods, resulting in behavioral differences. When it comes to subsequent purchases, researches generally suggest that purchasing hedonic goods may lead to regret and guilt, thereby influencing consumers’ subsequent buying behavior. In terms of self-control, studies commonly agree that there is a bidirectional relationship between the type of goods and consumers’ self-control behavior. With regard to purchase intention, existing research mainly examines hedonic and utility goods as influencing factors. Overall, this article systematically reviews the different impacts of hedonic and utility goods on consumer behavior, providing valuable insights for marketing strategies.