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

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

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