The Role of Smartphone Addiction and Mood Regulation in Online Impulse Buying Behavior via Flow Experience

Abstract

This study aims to determine the effects of smartphone addiction and mood regulation variables on online impulse buying behavior through flow experience. The model developed in the study utilizes SOR (Stimulus-Organism-Response) and flow theories. In the context of the research, the data obtained from the online survey method on 609 participants selected by convenience sampling method were used. SPSS 27 and AMOS 26 programs were used to analyze the data. According to the findings of the research; smartphone addiction and mood regulation have positive effects on flow experience, while they do not have direct effects on online purchase behavior. However, it was found that flow experience has a positive effect on online impulse buying behavior. In addition, the effects of smartphone addiction and mood regulation on online impulse buying behavior were found to be significant through flow experience.

Keywords

• Smart phone addiction
• mood regulation
• flow experience
• online impulse purchase behavior

Akıllı Telefon Bağımlılığı ve Ruh Hali Düzenlemenin Akış Deneyimi Aracılığı ile Çevrimiçi Anlık Satın Alma Davranışındaki Rolü

Öz

Bu çalışma; akıllı telefon bağımlılığı ve ruh hali düzenleme değişkenlerinin, akış deneyimi aracılığı ile çevrimiçi anlık satın alma davranışı üzerindeki etkilerini belirlemeyi amaçlamaktadır. Çalışmada geliştirilen model SOR (Uyaran-Organizma-Tepki) ve akış teorilerinden yararlanmaktadır. Araştırma bağlamında kolayda örnekleme yöntemi ile seçilmiş 609 katılımcı üzerinde yapılan çevrimiçi anket yönteminden elde edilen veriler kullanılmıştır. Verilerin analizinde SPSS 27 ve AMOS 26 programları kullanılmıştır. Araştırma bulgularına göre; akıllı telefon bağımlılığı ve ruh hali düzenlemenin akış deneyimi üzerinde pozitif yönlü etkilerinin olduğu, çevrimiçi satın alma davranışı üzerinde ise doğrudan etkilerinin olmadığı sonucu ortaya çıkmıştır. Bununla birlikte akış deneyiminin, çevrimiçi anlık satın alma davranışı üzerinde pozitif yönlü etkisinin olduğu tespit edilmiştir. Ayrıca akıllı telefon bağımlılığı ve ruh hali düzenlemenin çevrimiçi anlık satın alma davranışı üzerinde etkilerinin akış deneyimi aracılığı ile anlamlı olduğu saptanmıştır.

Anahtar Kelimeler

• Akıllı telefon bağımlılığı
• ruh hali düzenleme
• akış deneyimi
• çevrimiçi anlık(dürtüsel) satın alma davranışı

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