Kirana, Lorenza; Windasari, Nila A. - In: Journal of marketing and consumer behaviour in emerging … (2019) 1, pp. 30-41
customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic … generations X, Y, and Z. The result shows that hedonic motivation significantly differs particularly between generation Y versus Z …, and X versus Z. However, utilitarian motivation does not significantly differ among generations. Further, perceived value …
