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AN EMPIRICAL INVESTIGATION OF CONSUMER LIFESTYLE AND DEMOGRAPHIC CHARACTERISTICS ON CONSUMER HEDONIC CONSUMPTION AND ADOPTION OF INNOVATION

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Figure

Table  (9)  shows  that  innovators,  experiencers,  achievers  and  strivers  are  related  to  hedonic  consumption
Table  (10)  shows  that  the  effects  of  innovators,  experiencers,  achievers  and  strivers  are  significant  and  their  coefficients  are  positive  indicating  that  the  greater  the  person  to  be  innovators,  experiencers, achievers and striv

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