Questionnaire was distributed using social media platforms. Respondents were woking females and graduate and post graduate students in Higher Education Institutions. PLS-SEM was used for data analysis and evaluating the mediating effect. The mediating effect of woment empowerment has been exmined. The focus of the study is to check the effect of internal motivation, political family support and awareness level on political orientation. This study aims to investigate the factors influencing political orientation of rural women of Pakistan. This research seeks to investigates the effect of information quality (i.e., that is a selected different dimension of information quality being completeness, concise representation, consistent representation and free from error given to a potential customer before a purchase is made) which will be in favor of hedonic or utilitarian products. Previous studies have over the years has revealed that there is always a hint of a quilt when the product to be purchased is hedonic or has hedonic characteristics as compared to products with utilitarian attributes. Utilitarian products being practical, functional, and instrumental to satisfy the individuals "needs" whereas hedonic products are accompanied by sensational and experiential effects to satisfy the individuals "wants". In our diurnal cycles, a purchase is performed all the time and at this instant, we are always forced to reflect for a second to choose between two main product types being utilitarian and hedonic.
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