Why do consumers purchase impulsively in online shopping? The roles of virtual store stimulus and flow experience

Year 2022, Volume: 11 Issue: 2, 122 - 140, 31.12.2022

Eren Temel , Ece Armağan

https://doi.org/10.47934/tife.11.02.03

Cited By: 1

Abstract

This study mainly focuses on the flow experience in the online shopping environment. Based on quantitative research, it is aimed to statistically examine the relationships between virtual store atmosphere, sales promotions, the flow experience and impulsive buying within the framework of the S-O-R paradigm. In this respect, virtual store atmosphere and sales promotions are considered as external stimuli (S), flow experience as an organism (O), and impulsive buying as a consumer response (R). Another aim of the study is to examine the variables considered in terms of demographic characteristics and purchasing routines of consumers. The data of the quantitative research collected from 407 consumers accessed via an online survey within the scope of convenience sampling and the data were analyzed with SPSS 24 statistical software. The findings obtained as a result of the analyses showed that there were statistically significant relationships between all of the variables discussed. In addition, various demographic characteristics and purchasing habits of consumers showed significant intergroup differences.

Keywords

Flow Experience, Impulsive Buying, Online Store Atmosphere

Online alışverişte tüketiciler neden anlık satın alma dürtüsü gösterir? Sanal mağaza uyaranları ve akış deneyiminin rolleri

Abstract

Bu çalışmada temel olarak online (çevrimiçi) alışveriş ortamındaki akış deneyimine odaklanılmıştır. Bir nicel araştırmaya dayalı olarak sanal mağaza atmosferi, satış promosyonları, akış deneyimi ve anlık satın alma arasındaki ilişkilerin S-O-R paradigması çerçevesinde istatistiksel olarak incelenmesi amaçlamıştır. Bu doğrultuda sanal mağaza atmosferi ve satış promosyonları dışsal uyaranlar (S), akış deneyimi organizma (O), anlık satın alma ise bir tüketici tepkisi (R) olarak ele alınmıştır. Çalışmanın diğer bir amacını ise tüketicilerin demografik özellikleri ve satın alma alışkanlıkları bakımından ele alınan değişkenlerin incelenmesi oluşturmuştur. Nicel araştırmanın verilerini kolayda örnekleme kapsamında online anket yoluyla erişilen 407 tüketicinin yanıtları oluşturmuş ve veriler SPSS 24 istatistik yazılımında çözümlenmiştir. Analizler sonucunda erişilen bulgular, ele alınan değişkenlerin tümü arasında istatistiksel olarak anlamlı ilişkiler bulunduğunu göstermiştir. Ayrıca tüketicilerin çeşitli demografik özellikleri ve satın alma alışkanlıkları anlamlı gruplar arası farklılıklar sergilemiştir.

Keywords

Akış Deneyimi, Anlık Satın Alma, Sanal Mağaza Atmosferi

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