The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey

Bora Açan; Şeniz Özhan; Duygu Talih Akkaya

doi:10.26466/opus.778848

EN TR

The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey

Abstract

The purpose of this research is to determine the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The study sample was comprised of students selected via convenience sampling method at one state university in the Marmara Region of Turkey. The analysis of the data acquired by face-to-face questionnaire method from a total of 464 university students was performed by factor analysis. Structural equation modeling was used to assess the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The findings showed that the success dimension of materialism has a positive effect on all dimensions of hedonic shopping value and that the success and centrality dimensions of materialism have a positive effect on impulse buying behavior. Also, it was observed that the happiness dimension of materialism has a negative effect on impulse buying behavior and all dimensions of hedonic shopping value. Furthermore, it was seen that the social interaction and praise from others dimensions of hedonic shopping value have a negative effect on impulse buying behavior. These findings can help theorist and marketers better understand young people’s impulse buying behaviors.

Keywords

Turkey , Impulse buying behavior , materialism , hedonic shopping value , university students , Turkey

Materyalizm ve Hedonik Alışveriş Değerinin Anlık Satın Alma Davranışı Üzerine Etkileri: Türkiye’deki Üniversite Öğrencileri Üzerine Bir Araştırma

Öz

Bu araştırmanın amacı, materyalizm ile hedonik alışveriş değerinin anlık satın alma davranışı üzerindeki etkilerini ve materyalizmin hedonik alışveriş değeri üzerindeki etkisini belirlemektir. Çalışmanın örneklemi, Türkiye’nin Marmara Bölgesi'ndeki bir devlet üniversitesinde kolayda örnekleme yöntemi ile seçilen öğrencilerden oluşmuştur. Toplam 464 üniversite öğrencisinden yüz yüze anket yöntemi ile edinilen verilerin analizi faktör analizi ile yapılmıştır. Materyalizmin ve hedonik alışveriş değerinin anlık satın alma davranışı üzerindeki etkilerini ve materyalizmin hedonik alışveriş değeri üzerindeki etkisini değerlendirmek için yapısal eşitlik modellemesi kullanılmıştır. Bulgular, materyalizmin başarı boyutunun hedonik alışveriş değerinin tüm boyutları üzerinde olumlu bir etkisinin olduğunu ve materyalizmin başarı ve merkeziyetçilik boyutlarının anlık satın alma davranışı üzerinde olumlu bir etkisinin olduğunu göstermiştir. Ayrıca, materyalizmin mutluluk boyutunun, anlık satın alma davranışı ve hedonik alışveriş değerinin tüm boyutları üzerinde negatif bir etkisinin olduğu görülmüştür. Ayrıca, hedonik alışveriş değerinin sosyal etkileşim ve başkalarından övgü boyutlarının anlık satın alma davranışı üzerinde negatif bir etkisinin olduğu görülmüştür. Bu bulgular, teorisyenler ve pazarlamacıların, gençlerin anlık satın alma davranışlarını daha iyi anlamasına yardımcı olabilir.

Anahtar Kelimeler

Anlık satın alma , Materyalizm , Hedonik alışveriş değeri , Üniversite öğrencileri , Türkiye

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Details

Primary Language

English

Subjects

Operation

Journal Section

Research Article

Authors

Bora Açan ^*
0000-0001-6380-897X
Türkiye

Şeniz Özhan
0000-0003-3898-8192
Türkiye

Duygu Talih Akkaya
0000-0002-7514-8347
Türkiye

Publication Date

April 30, 2021

Submission Date

August 17, 2020

Acceptance Date

April 10, 2021

Published in Issue

Year 2021 Volume: 17 Number: 36

DOI

https://doi.org/10.26466/opus.778848

IZ

https://izlik.org/JA43AW55CM

APA

Açan, B., Özhan, Ş., & Talih Akkaya, D. (2021). The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey. OPUS International Journal of Society Researches, 17(36), 2518-2545. https://doi.org/10.26466/opus.778848

The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey

Abstract

Keywords

Materyalizm ve Hedonik Alışveriş Değerinin Anlık Satın Alma Davranışı Üzerine Etkileri: Türkiye’deki Üniversite Öğrencileri Üzerine Bir Araştırma

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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