Investigation the Effects of Cognitive and Affective Evaluations on Behavioral Intentions

Subject Areas : Jounal of Marketing Management

M. A. Abdolvand ¹ , P. Parakhodi Moghaddam ²

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Received: 2013-08-20 Accepted : 2013-08-20 Published : 2013-07-23

Keywords: Consumer behavior, Customer Satisfaction, Customer loyalty, Affective psychology, Hedonic services,

Abstract :

The purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and excitement. Given that the visitors of the films in this study constitute the statistical population level in Tehran, so Tehran is divided into five regions: North, South, East, West and center and cinemas in this area is considered as the spatial domain. The present investigation, of the purpose, is action and according to the method is descriptive research of the category survey. For this purpose, based on single-stage cluster random sampling, an example of cinema visitors and using structural equations model were tested thirteen research hypotheses. Results indicate the loyalty direct impact on willing to pay more, In other words, consumers are willing to pay more hedonic services that strengthen the relationship with a supplier. Disconfirmation has a direct relationship with emotions and the satisfaction is directly and indirectly affected.