The Impact of Hedonic Consumption and Impulsive Buying on Purchase Intention in E-Commerce: The Mediating Role of Cybersecurity – A Study on Kütahya Dumlupınar University Students

Yıl 2025, Cilt: 15 Sayı: 3, 747 - 768, 30.09.2025

İsmail Yoşumaz , Ali Gülbaşı

Öz

This research investigates the effects of unplanned purchase intention, hedonic consumption, and cybersecurity on purchase intention. Additionally, it evaluates how consumers’ impulsive buying behaviors and hedonic consumption attitudes influence purchase intentions in an e-commerce context, under the mediating effect of cybersecurity. Structural equation modeling was employed in the research. The research sample comprises 400 individuals aged 16 and above, residing in the Kütahya city center, who shop on e-commerce platforms. The findings indicate that hedonic consumption and cybersecurity positively influence purchase intention, while unplanned purchase tendency has no effect.

Anahtar Kelimeler

e-commerce , hedonic consumption , impulsive buying , cyber security , digital transformation

E-Ticarette Hedonik Tüketim ve Plansız Satın Almanın Satın Alma Niyetine Etkisi: Siber Güvenliğin Aracılık Rolü

Öz

Bu araştırma, plansız satın alma niyeti, hedonik tüketim ve siber güvenliğin tüketicilerin satın alma niyeti üzerindeki etkilerini araştırmaktadır. Ayrıca, tüketicilerin plansız satın alma davranışlarının ve hedonik tüketim tutumlarının e-ticaret bağlamında satın alma niyetlerini nasıl etkilediğini, siber güvenlik aracı değişkeni etkisi altında değerlendirmektedir. Araştırmada yapısal eşitlik modellemesi kullanılmıştır. Örneklem, Kütahya il merkezinde ikamet eden ve e-ticaret platformlarından alışveriş yapan 16 yaş ve üzeri 400 kişi oluşturmaktadır. Araştırma neticesinde, hedonik tüketim ve siber güvenliğin satın alma niyetini olumlu yönde etkilediği, plansız satın alma eğiliminin ise herhangi bir etkisinin olmadığı ortaya çıkmıştır.

Anahtar Kelimeler

e-ticaret , hedonik tüketim , plansız satın alma , siber güvenlik , dijital dönüşüm

Kaynakça

• Abhishek Kumar, Sumana Chaudhuri, Aparna Bhardwaj and Pallavi Mishra (2020), Emotional Intelligence and its Impact on Team Building through Mediation of Leadership Effectiveness, International Journal of Management, 11(12), 614- 624.
• Aburbeian, A. H. M., & Fernández-Veiga, M. (2024). Secure Internet Financial Transactions: A Framework Integrating Multi-Factor Authentication and Machine Learning. AI (Switzerland), 5(1), 177-194. https://doi.org/10.3390/ai5010010
• Admass, W. S., Munaye, Y. Y., & Diro, A. A. (2023). Cyber security: State of the art, challenges and future directions. Cyber Security and Applications, 2, 100031. https://doi.org/10.1016/j.csa.2023.100031
• Aggarwal, A., & Rahul, M. (2018). The effect of perceived security on consumer purchase intensions in electronic commerce. International Journal of Public Sector Performance Management, 4(1). https://doi.org/10.1504/IJPSPM.2018.088691
• Akbıyık, A., & Çoşkun, E. (2013). Eğitsel sosyal yazılımların kabul ve kullanımına yönelik bir model. AJIT-e: Online Academic Journal of Information Technology, 4(13), 39-62. https://doi.org/10.5824/1309-1581.2013.4.003.x
• Akpunar, E. N. (2017). Türkiye’de elektronik dış ticaretin gelişimi ve istihdam ilişkisi. Harran Maarif Dergisi, 2(2), 18-32. https://doi.org/10.22596/2017.0202.18.32
• Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology 23(1). https://doi.org/10.1016/j.jcps.2012.07.003
• Amaral, M. A. L., & Djuang, G. (2023). Relationship Between Social Influence, Shopping Lifestyle, and Impulsive Buying on Purchase Intention of Preloved Products. KINERJA, 27(1), 91-106. https://doi.org/10.24002/kinerja.v27i1.6635
• Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP, 3(1), 36-51. https://doi.org/10.24167/jemap.v3i1.2633
• Apau, R., & Koranteng, F. N. (2019). Impact of cybercrime and trust on the use of e-commerce technologies: An application of the theory of planned behavior. International Journal of Cyber Criminology, 13(2), 228-254. https://doi.org/10.5281/zenodo.3697886
• Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
• Bai, Y., Yao, Z., & Dou, Y. F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com. International Journal of Information Management, 35(5), 538-550. https://doi.org/10.1016/j.ijinfomgt.2015.04.011
• Balleyer, A. H., & Fennis, B. M. (2022). Hedonic Consumption in Times of Stress: Reaping the Emotional Benefits Without the Self-Regulatory Cost. Frontiers in Psychology, 13, 685552. https://doi.org/10.3389/fpsyg.2022.685552
• Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research. Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
• Browne, M. W. ve Cudeck, R. (1993). Alternative ways of assessing model fit. Bollen, K. A. ve Long, J. S. (Ed.), Testing structural equation models, 136-162. Newbury Park, CA: Sage.
• Britannica. (2020). e-commerce summary. https://www.britannica.com/summary/e-commerce (Accessed Date: November 15 2024)
• Büyüköztürk, Ş., Kılıç Çakmak, E., Erkan Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2013). Bilimsel araştırma yöntemleri. Bilimsel Araştırma Yöntemleri. Pegem Akademi Yayıncılık. https://doi.org/10.14527/9789944919289
• Çelik, F. (2022). Davranışsal iletişim araştırmalarında aracılık testine genel bir bakış. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 49, 392-410. https://doi.org/10.52642/susbed.1158738
• Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2). https://doi.org/10.1108/IJCHM-10-2015-0608
• D’adamo, I., González-Sánchez, R., Medina-Salgado, M. S., & Settembre-Blundo, D. (2021). E-commerce calls for cyber-security and sustainability: How european citizens look for a trusted online environment. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126752
• Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620. https://doi.org/10.1016/j.jbusres.2020.10.016
• Deloitte. (2018). Industry 4.0: Are you ready? Deloitte Review. https://www2.deloitte.com/content/dam/insights/us/collections/issue-22/DI_Deloitte-Review-22.pdf (Accessed Date: November 15, 2024).
• Ellström, D., Holtström, J., Berg, E., & Josefsson, C. (2022). Dynamic capabilities for digital transformation. Journal of Strategy and Management, 15(2), 272-286. https://doi.org/10.1108/JSMA-04-2021-0089
• George Washington University. (2024). History of E-Commerce: Facts, Stats & Tips on What’s Next. https://healthcaremba-gwu-edu.translate.goog/history-of-ecommerce?_x_tr_sl=en&_x_tr_tl=tr&_x_tr_hl=tr&_x_tr_pto=tc (Accessed Date: November 15, 2024).
• Golalizadeh, F., & Ranjbarian, B. (2023). Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality. Journal of Global Fashion Marketing, 14(4), 468-488. https://doi.org/10.1080/20932685.2023.2205869
• Gülbaşı, A. (2022). E-ticaret kulanıcılarına ait e-hizmet kalitesinin müşteri memnuniyeti üzerine etkisi. Toplum, Ekonomi ve Yönetim Dergisi, 3(1), 22–39.
• Gülbaşı, A., & Karahan, F. (2023). Finansal sistemde bilgi teknolojileri ve kullanımı. Uluslararası Sosyal ve Ekonomik Çalışmalar Dergisi, 4(2), 296-319. https://doi.org/10.62001/gsijses.1393072
• Gündüzalp, C. (2021). Üniversite çalışanlarının dijital veri ve kişisel siber güvenlik farkındalıkları (Bilgi İşlem Daire Başkanlıkları örneği). Journal of Computer and Education Research, 9(18), 598-625. https://doi.org/10.18009/jcer.907022
• Gürbüz, S. (2021). Amos ile yapısal eşitlik modellemesi: temel ilkeler ve uygulamalı analizler (2. Baskı). Ankara: Seçkin Yayınları
• Hasan, M. K., Habib, A. A., Shukur, Z., Ibrahim, F., Islam, S., & Razzaque, M. A. (2023). Review on cyber-physical and cyber-security system in smart grid: Standards, protocols, constraints, and recommendations. Journal of Network and Computer Applications, 209, 103540. https://doi.org/10.1016/j.jnca.2022.103540
• Kapan, K., & Üncel, R. (2020). Gelişen web teknolojilerinin (Web 1.0-Web 2.0-Web 3.0) türkiye turizmine etkisi. Safran Kültür ve Turizm Araştırmaları Dergisi, 3(3), 276–289.
• Kılıç, F., & Koyuncu, İ. (2017). Ölçek uyarlama çalışmalarının yapı geçerliği açısından incelenmesi. In Küreselleşen Dünyada Eğitim, 415-438. Ankara: Pegem Akademi.
• Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
• Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2). https://doi.org/10.1057/s41270-021-00132-9
• Liu, F., Lim, E. T. K., Li, H., Tan, C. W., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. Information and Management, 57(3). https://doi.org/10.1016/j.im.2019.103199
• Mashalah, H. al, Hassini, E., Gunasekaran, A., & Bhatt (Mishra), D. (2022). The impact of digital transformation on supply chains through e-commerce: Literature review and a conceptual framework. Transportation Research Part E: Logistics and Transportation Review, 165, 102837. https://doi.org/10.1016/j.tre.2022.102837
• Moustafa, A. A., Bello, A., & Maurushat, A. (2021). The Role of User Behaviour in Improving Cyber Security Management. In Frontiers in Psychology. 12 https://doi.org/10.3389/fpsyg.2021.561011
• Ortiz, J. H., Marroquin, W. G., & Cifuentes, L. Z. (2020). Industry 4.0: Current Status and Future Trends. In J. H. Ortiz (Ed.), Industry 4.0: Current Status and Future Trends (1st ed.). Intechopen.
• Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies 47(1), 3-41. https://doi.org/10.1111/ijcs.12862
• Sadli, T., Hartono, V. C., & Proboyo, A. (2022). Mediation Role of Purchase Intention on The Relationship Between Social Media Marketing, Brand Image, and Brand Loyalty: A Case Study of J&T Express Indonesia. Petra International Journal of Business Studies, 5(2), 206-216. https://doi.org/10.9744/ijbs.5.2.206-216
• Tran, V. D. (2022). Consumer impulse buying behavior: the role of confidence as moderating effect. Heliyon, 8(6). https://doi.org/10.1016/j.heliyon.2022.e09672
• TrueCommerce. (2024). The History of EDI | TrueCommerce. https://www.truecommerce.com/history-of-edi/ (Accessed Date: November 15 2024)
• Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091262
• Weun, S., Jones, M. A., & Beatty, S. E. (1997). A Parsimonious Scale to Measure Impulse Buying Tendency. In American Marketing Association: Enhancing knowledge development in marketing, 306-307.
• Yang, Y., Chen, N., & Chen, H. (2023). The Digital Platform, Enterprise Digital Transformation, and Enterprise Performance of Cross-Border E-Commerce—From the Perspective of Digital Transformation and Data Elements. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 777-794. https://doi.org/10.3390/jtaer18020040
• Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yılmaz, M., & Kaplan, B. (2022). Endüstriyel pazarda ilişki kalitesi ve müşterinin algıladığı değer ilişkisinde tedarikçi değiştirme maliyetinin aracı etkisi. Journal of Business Research – Turk 14(1), 33-53. https://doi.org/10.20491/isarder.2022.1365
• Yoşumaz, İ. (2024a). An Examination of Cyber Security Solutions in Public and Private IaaS Infrastructures. International Journal of Information Security Science, 13(3), 1–29. https://doi.org/10.55859/IJISS.1475423
• Yoşumaz, İ. (2024b). Virtual technology development zone model proposal for technology development zones in the industry 5.0 process. Akademik Yaklaşımlar Dergisi, 15(2), 822-843. https://doi.org/10.54688/ayd.1385039
• Yunitarini, R., Pratikto, Santoso, P. B., & Sugiono. (2018). A literature review of electronic data interchange as electronic business communication for manufacturing. In Management and Production Engineering Review 9(4). https://doi.org/10.24425/119552