Paper Title
How Hedonic And Utilitarian Motivations Affect Consumers� Information Searches: New Car Sales In China�s Sub-Tier Cities

Abstract
The purpose of this investigation examines how hedonic and utilitarian motivations affect car information search behavior. A total of 554 valid questionnaires were collected from Chaoshan, Guangdong, China, to test the relationships using Hierarchical Moderated Regression (HMR). The findings reveal that basic car buyers with high hedonic motivation tend to obtain information from all sources, while all-attribute purchasers visit members of their own communities for pleasure. Hedonic motivations weaken involvement in the use of mass media search but strengthen involvement in using dealer search. In contrast, utilitarian motivations only positively affect mass media search of low-involvement consumers. Indexterms- China, Information sources, Involvement, Hedonic motivation, Utilitarian motivation.