Effect of body satisfaction on online impulse purchase behavior of young people

Year 2023, Volume: 48 Issue: 3, 1167 - 1176, 30.09.2023

Mustafa Kale , Saadet Sağtaş , Yonca Bir , Ayşe Şenay Koç , Murat Koç

https://doi.org/10.17826/cumj.1336920

Abstract

Purpose: This research aims to determine the effect of body satisfaction on impulse purchase behaviour and to detect differences in body satisfaction and impulse buying behaviour according to demographic factors. Materials and Method: The data were collected from 346 students educating different departments at a foundation university in Mersin. The survey method was used and analyzed with path analysis, independent samples t-test, and one-way ANOVA. Results: The positive effect of body satisfaction was observed on impulse buying behaviour. And differences in body satisfaction and impulse buying behaviour were investigated according to gender and monthly budget. Body satisfaction differs by gender, while impulse buying behaviour to a monthly budget. Conclusion: Purchase behaviour tends to increase when body satisfaction increases. Body satisfaction is higher among male students, and the purchase behaviour of students with a high monthly budget is more.

Keywords

Body satisfaction, impulse buying, young purchase

Beden memnuniyetinin gençlerin çevrimiçi dürtüsel satın alma davranışları üzerindeki etkisi

Abstract

Amaç: Bu araştırmada beden memnuniyetinin online satın alma davranışı üzerindeki etkisinin belirlenmesi ve demografik faktörlere göre beden memnuniyeti ile online satın alma davranışında farklılıkların tespit edilmesi amaçlanmıştır.
Gereç ve Yöntem: Veriler Mersin ilindeki bir vakıf üniversitesinde farklı bölümlerde öğrenim gören 346 öğrenciden toplanmıştır. Araştırmada anket yöntemi kullanılmış ve veriler yol analizi, bağımsız örneklemler t testi, tek yönlü Anova testleri aracılığıyla analiz edilmiştir. Bulgular: Beden memnuniyetinin anlık satın alma davranışı üzerinde pozitif etkisi bulunmuş , beden memnuniyeti ve anlık satın alma davranışında cinsiyet ve aylık bütçeye göre farklılıklar gözlenmiştir. Dürtüsel satın alma davranışı bütçeye göre farklılık gösterirken, beden memnuniyeti cinsiyete göre farklılaşmaktadır.
Sonuç: Dürtüsel satın alma davranışı arttıkça, beden memnuniyeti artmaktadır. Beden memnuniyeti erkek öğrencilerde, dürtüsel satın alma davranışı ve aylık bütçesi yüksek olan öğrencilerde daha fazladır.

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