MUTLULUK-DAVRANIŞ MODELİ: TÜKETİCİLERİN MENTAL İYİ OLUŞ HÂLİNİN ONLİNE FİİLİ SATIN ALMA DAVRANIŞINA ETKİSİ

Öz

Bu çalışmada, mental iyi oluş hâlinin online fiili satın alma davranışı üzerindeki etkisi ve online alışverişin algılanan faydası ve algılanan zevkinin aracı rolü incelenmiştir. Anket yöntemi ile veriler 239 katılımcıdan elde edilmiştir. Elde edilen verilerin istatistiksel analizi SPSS 18 ve LISREL 8.70 paket programları ile incelenmiştir. Çalışmanın sonuçları, mental iyi oluş hâlinin, online alışverişin algılanan faydası ve algılanan zevki üzerinde doğrudan olumlu bir etkiye sahip olduğunu göstermektedir. Buna ek olarak, çalışma sonucuna göre, online alışverişin algılanan faydası, mental iyi oluş hâlinin online fiili satın alma davranışı üzerindeki dolaylı olumlu etkisine aracılık etmektedir.

Anahtar Kelimeler

• Mental İyi Oluş,Online Alışveriş,Online Fiili Satın Alma Davranışı

Kaynakça

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