A factor analytic A factor analytic study of the study in hedonic consumption sources of meaning in hedonic consumption Gillian C. Hopkinson Manchester School of Management, UMIST, Manchester, UK and Davashish Pujari University of Bradford Management Centre, Bradford, UK Keywords Consumer behaviour, Consumer marketing, Factor analysis, Marketing research, Marketing theory, Sport Abstract Reports a study that analyses the sources of meaning for kayak sport amongst its consumers. Key aspects of hedonic consumption are discussed, along with its relevance for other areas of consumption. Extant research in adventure sports, from which the survey instrument is derived, is discussed and the issues that it raises are highlighted. Factor analysis is used to identify the underlying dimensions of meaning of consumption. Explanation of these factors endorses and extends the extant theory developed through qualitative research. 1. Introduction ``Experience'' is gaining popularity in marketing research. Interest in the experience of consumption is growing and more frequent reference is made to the consumption of experience. Despite this, there is still a paucity of published work that explores how people consume experience or why they choose to do so. One form of experience that merits further attention is participation in sports. In this paper we
European Journal of Marketing – Emerald Publishing
Published: Apr 1, 1999
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