Plansız Satın Alma Davranışı: Akış Deneyiminin ve Satış Geliştirme Çabalarının Aracılık Rolleri

Öz

Bu çalışmada, plansız satın alma davranışında tüketicilerin boş zamanlarda sıkılma algılarının, mobil alışveriş uygulamalarının kişiselleştirilmiş ve teşvik edici reklam bildirimlerinin, satış geliştirme çabalarının, akış deneyimin ve tutumluluğun rolünün incelenmesi amaçlanmıştır. Araştırmanın örneklemini Türkiye'de yaşayan, akıllı telefonlarında mobil alışveriş uygulaması bulunan ve mobil alışveriş uygulamasını kullanarak internetten alışveriş yapan tüketiciler oluşturmaktadır. Kolayda örnekleme yöntemi ve çevrimiçi anket yöntemi ile 407 katılımcıya ulaşılmıştır. Kısmi en küçük kareler yapısal eşitlik modellemesi sonucunda, boş zamanlarında sıkılan tüketiciler isimlerinin yer aldığı mobil alışveriş uygulamalarından gelen bildirimleri daha fazla okumaktadır. Boş zamanlarında sıkılan tüketiciler akıllı telefon kullanımına yönelerek akış deneyimi yaşamakta, bu durum da tüketicileri plansız satın alma davranışına yönlendirmektedir. Tüketiciler mobil alışveriş uygulamalarındaki satış geliştirme çabalarıyla karşılaştıklarında uygulama üzerinde indirimlere ve fırsatlara kendilerini kaptırarak akış deneyimi yaşamakta ve akış deneyimi de onları plansız satın alma davranışına yönlendirmektedir. Ayrıca, mobil alışveriş uygulamalarının teşvik edici reklam bildirimleri tüketicileri plansız satın alma davranışına yönlendirmektedir. Ancak, tutumlu tüketicilerin plansız satın alma davranışlarının azaldığı söylenebilmektedir.

Anahtar Kelimeler

• Boş Zamanlarda Sıkılma Algısı
• Akış Deneyimi
• Mobil Alışveriş Uygulamaları
• Tutumluluk
• Plansız Satın Alma

Impulsive Buying: The Mediating Roles of Flow Experience and Sales Promotions

Abstract

This study aimed to examine the role of consumers' perception of leisure boredom, personalised and incentivised advertising notifications of mobile shopping applications, sales promotions, flow experience, and frugality in impulsive buying. The sample of the study is consumers living in Türkiye who have a mobile shopping application on their smartphones and who shop online using a mobile shopping application. 407 participants were reached with the convenience sampling method and an online survey method. As a result of partial least squares structural equation modelling, consumers who are bored in their leisure read notifications from mobile shopping applications that include their names more. Consumers who are bored in their leisure tend to use smartphones and experience flow, which leads consumers to impulsive buying. When consumers encounter sales promotions in mobile shopping applications, they experience a flow experience by getting carried away by discounts and opportunities on the application, and the flow experience leads them to impulsive buying. In addition, incentivised advertising notifications of mobile shopping applications lead consumers to impulsive buying. However, it can be said that impulsive buying decreases frugal consumers.

Keywords

• Leisure Boredom
• Flow Experience
• Mobile Shopping Applications
• Frugality
• Impulsive Buying

Kaynakça

1. Akram, U., Hui, P., Khan, M. K., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235-256. https://doi.org/10.1108/APJML-04-2017-0073
2. Armağan, C. (2022). Mobil alışveriş uygulamalarının dürtüsel alışveriş davranışına etkisi: bir model önerisi. Doktora tezi, İzmir Kâtip Çelebi Üniversitesi.
3. Aslam, H., Rashid, M., & Chaudhary, N. (2021). Impact of personalized social media advertising on online impulse buying behavior. SEISENSE Business Review, 1(3), 12-25. https://doi.org/10.33215/sbr.v1i3.660
4. Avkiran, N. K. (2018). Rise of the partial least squares structural equation modeling: An application in banking. N. K. Avkiran & C. M. Ringle (Ed.), Partial least squares structural equation modeling: Recent advances in banking and finance (1-29). Springer.
5. Aydin, G. (2018). Role of personalization in shaping attitudes towards social media ads. International Journal of E-Business Research (IJEBR), 14(3), 54-76. https://doi.org/10.4018/IJEBR.2018070104
6. Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145-157. http://dx.doi.org/10.1016/j.jretconser.2014.10.002
7. Bao, Z., & Yang, J. (2022). Why online consumers have the urge to buy impulsively: Roles of serendipity, trust and flow experience. Management Decision, 60(12), 3350-3365.
8. Barbalet, J. M. (1999). Boredom and social meaning. The British Journal of Sociology, 50(4), 631-646. https://doi.org/10.1111/j.1468-4446.1999.00631.x

9. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
10. Berk, Ö, Altunışık, R., & Sarıkaya, N. (2024). Akıllı telefon bağımlılığı ve ruh hali düzenlemenin akış deneyimi aracılığı ile çevrimiçi anlık satın alma davranışındaki rolü. Abant Sosyal Bilimler Dergisi, 24(2), 780-797. https://doi.org/10.11616/asbi.1453680
11. Boon, L. K., Fern, Y. S, & Lee, C. L. (2019). Mobile advertising: an insight of consumers’ attitude. MAG Conference in Business Marketing and Tourism at Citadines Uplands Kuching, 372-398.
12. Bozaci, I. (2020). The effect of boredom proneness on smartphone addiction and impulse purchasing: A field study with young consumers in Turkey. The Journal of Asian Finance, Economics and Business, 7(7), 509-517.
13. Camerini, A. L., Morlino, S., & Marciano, L. (2023). Boredom and digital media use: A systematic review and meta-analysis. Computers in Human Behavior Reports, 11, 100313. https://doi.org/10.1016/j.chbr.2023.100313
14. Cañete, M. J., Cuartero, A. N., Montenegro, N. P., Pasilan, A. J., Pitogo, C. L., Pueblas, S. M. …& Yrog-Irog, R. C. (2022). The relationship between loneliness and boredom in the purchasing behavior among college students during COVID-19 pandemic. Psychology and Education: A Multidisciplinary Journal, 5(2), 104-112. https://doi.org/10.5281/zenodo.7206700, ISSN 2822-4353
15. Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81. https://doi.org/10.1509/jmkg.64.4.65.18071
16. Conrad, P. (1997). It’s boring: Notes on the meanings of boredom in everyday life. Qualitative Sociology, 20(4), 465-475. https:// doi.org/10.1023/A:1024747820595.
17. Costello, A. B., & Osborne, J. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical Assessment, Research, and Evaluation, 10. https://doi.org/10.7275/jyj1-4868
18. Csikszentmihalyi, M., & Asakawa, K. (2016). Universal and cultural dimensions of optimal experiences. Japanese Psychological Research, 58(1), 4-13. https://doi.org/10.1111/jpr.12104
19. Czikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper & Row.
20. Çelik S., Eru, O., & Cop, R. (2024). Mobil uygulamalardan gelen reklam bildirimlerine yönelik tutumlarının çevrimiçi anlık satın alma eğilimine etkisi. Politik Ekonomik Kuram, 8(1), 226-242. https://doi.org/10.30586/1438206
21. De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134. https://doi.org/10.1080/15252019.2015.1082450
22. Demerouti, E., Bakker, A. B., & Fried, Y. (2012). Work orientations in the job demands‐resources model. Journal of Managerial Psychology, 27(6), 557-575. https://doi.org/10.1108/02683941211252428
23. Durgun, S., & Davras, Ö. (2024). Determining the antecedents influences on travel intention and willingness to pay during the pandemic. International Journal of Hospitality & Tourism Administration, 25(1), 1-29. https://doi.org/10.1080/15256480.2022.2073494
24. Elhai, J. D., Vasquez, J. K., Lustgarten, S. D., Levine, J. C., & Hall, B. J. (2018). Proneness to boredom mediates relationships between problematic smartphone use with depression and anxiety severity. Social Science Computer Review, 36(6), 707-720. https://doi.org/10.1177/0894439317741087
25. Ettis, S. A. (2017). Examining the relationships between online store atmospheric color, flow experience and consumer behavior. Journal of Retailing and Consumer Services, 37, 43-55. https://doi.org/10.1016/j.jretconser.2017.03.007
26. Gegez, A. E. (2019). Pazarlama araştırmaları (6. Baskı). İstanbul: Beta Basım Yayım Dağıtım A.Ş.
27. Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human-computer interaction. The Journal of Psychology, 128(4), 381-391. https://doi.org/10.1080/00223980.1994.9712742
28. Gürbüz, S., & Şahin, F. (2016). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem-analiz. Seçkin Kitabevi.
29. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). Primer on partial least squares structural equation modeling (PLS-SEM) (2. Baskı). Sage Publications.
30. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
31. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3. Baskı). Sage Publications.
32. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
33. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
34. Heo, J., Lee, Y., Pedersen, P. M., & McCormick, B. P. (2010). Flow experience in the daily lives of older adults: An analysis of the interaction between flow, individual differences, serious leisure, location, and social context. Canadian Journal on Aging/La Revue canadienne du vieillissement, 29(3), 411-423. https://doi.org/10.1017/S0714980810000395
35. Hoang, C. C., & Khoa, B. T. (2022). Impulse buying behavior of generation Z customers in social commerce: flow theory approach. Journal of Logistics, Informatics and Service Science, 9(4), 197-208. https://doi.org/10.33168/LISS.2022.0413
36. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317-332. https://doi.org/10.1002/sres.1101
37. Huq, S. M., Alam, S. S., Nekmahmud, M., Aktar, M. S., & Alam, S. S. (2015). Customer’s attitude towards mobile advertising in Bangladesh. International Journal of Business and Economics Research, 4(6), 281-292. https://doi.org/10.11648/j.ijber.20150406.13
38. Iso-Ahola, S. E., & Weissinger, E. (1990). Perceptions of boredom in leisure: Conceptualization, reliability and validity of the leisure boredom scale. Journal of Leisure Research, 22(1), 1-17. https://doi.org/10.1080/00222216.1990.11969811
39. Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.
40. Jensen, M. P., Keefe, F. J., Lefebvre, J. C., Romano, J. M., & Turner, J. A. (2003). One- and two-item measures of pain beliefs and coping strategies. Pain, 104(3), 453-69. https://doi.org/10.1016/S0304-3959(03)00076-9
41. Jiahui, C., Mengxiao, D., Xinwei, L., Jianyu, L., & Wenjing, L. (2022). The effect of boredom proneness on ımpulsive buying: The mediating roles of materialistic value and ımpulsivity. Psychology of China, 4(3), 315-322. https://doi.org/10.35534/pc.0403039
42. Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases. Journal of Retailing and Consumer Services, 19(6), 578-588. https://doi.org/10.1016/j.jretconser.2012.07.003
43. Kara, F., Gurbuz, B., & Oncu, E. (2014). Leisure boredom scale: The factor structure and the demographic differences. Turkish Journal of Sport and Exercise, 16(2), 28-35. https://doi.org/10.15314/TJSE.201428102
44. Karaca, Ş., & Gülmez, M. (2010). Mobil pazarlama: Kavramsal bir değerlendirme. Akademik Yaklaşımlar Dergisi, 1(1), 69-81.
45. Karbasivar, A., & Yarahmadi, H. (2011). Evaluating effective factors on consumer impulse buying behavior. Asian Journal of Business Management Studies, 2(4), 174-181.
46. Kasser, T. (2005). Frugality, generosity, and materialism in children and adolescents. What do children need to flourish? Conceptualizing and measuring indicators of positive development (357-373). Boston, MA: Springer US.
47. Kayıkçı, P., Armağan, K., & Dal, N. E. (2019). Mobil alışveriş uygulamaları bildirimlerine karşı tüketici tutumları hakkında bir araştırma. İşletme Araştırmaları Dergisi, 11(3), 2040-2058. https://doi.org/10.20491/isarder.2019.723
48. Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269. https://doi.org/10.1016/j.chb.2014.01.015
49. Krishna, S., & Joseph, S. (2024). Problematic internet use, leisure boredom, and sensation seeking of college students using YouTube. Social Vision, 11(1), 36-44.
50. Kumar, S., Kaur, A., & Omrane, A. (2023). Does online shopping allure frugal buyers?. International Journal of Internet Marketing and Advertising, 19(1-2), 63-85. https://doi.org/10.1504/IJIMA.2023.132716
51. Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the tight and frugal: Theory and measurement. Journal of Consumer Research, 26(1), 85-98. https://doi.org/10.1086/209552
52. Lee, Y. J., Ha, S., & Johnson, Z. (2019). Antecedents and consequences of flow state in e-commerce. Journal of Consumer Marketing, 36(2), 264-275. https://doi.org/10.1108/JCM-10-2015-1579
53. Legate, A. E., Hair, J. F. Jr, Chretien, J. L., & Risher, J. J. (2021). PLS-SEM: prediction-oriented solutions for HRD researchers. Human Resource Development Quarterly, 1-19. https://doi.org/10.1002/hrdq.21466.
54. Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006). A review of mobile marketing research. International Journal of Mobile Marketing, 1(1), 30-40.
55. Leung, L. (2020). Exploring the relationship between smartphone activities, flow experience, and boredom in free time. Computers in Human Behavior, 103, 130-139. https://doi.org/10.1016/j.chb.2019.09.030
56. Levick, J., Broome, K., Gray, M., Theodoros, T., Morrison, T., & Kar Ray, M. (2024). Investigation of the consumer perspective on leisure in mental health inpatient units. OTJR: Occupational Therapy Journal of Research, 44(1), 67-77. https://doi.org/10.1177/1539449223117506
57. Malhotra, N. (2023). Pazarlama araştırmaları-bir uygulamalı yönelim. (M. Nakip & A. B. Hamşıoğlu, Çev. Eds.), Ankara: Palme Yayınevi.
58. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387. https://doi.org/10.1016/j.jbusres.2017.12.047
59. Moynihan, A. B., Igou, E. R., & van Tilburg, W. A. (2017). Boredom increases impulsiveness. Social Psychology, 48, 1-56. https://doi.org/10.1027/1864-9335/a000317
60. Pan, L. S., Pezzuti, T., Lu, W., & Pechmann, C. C. (2019). Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending. Journal of Business Research, 95, 347-356. https://doi.org/10.1016/j.jbusres.2018.08.011
61. Pepper, M., Jackson, T., & Uzzell, D. (2009). An examination of the values that motivate socially conscious and frugal consumer behaviours. International Journal of Consumer Studies, 33(2), 126-136. https://doi.org/10.1111/j.1470-6431.2009.00753.x
62. Pielot, M., Dingler, T., Pedro, J. S., & Oliver, N. (2015). When attention is not scarce-detecting boredom from mobile phone usage. 2015 ACM international joint conference on pervasive and ubiquitous computing.
63. Ranki, K. (2016). Escaping boredom-understanding the experiences of the ever increasing contemporary boredom among generation Y consumers. Yüksek lisans tezi, Aalto University.
64. Ringle, C. M., Wende, S., & Becker, J-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. https://www.smartpls.com
65. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. https://doi.org/10.1086/209105
66. Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313. https://doi.org/10.1086/209452
67. Sağtaş, S. (2023). Effects of flow experience on impulse buying intent: An application in e-retailing. The Journal of International Scientific Researches, 8(3), 478-489. https://doi.org/10.23834/isrjournal.1349827
68. Sayın, M. E. (2023). Kişilik özellikleri, tutumluluk, gösterişçi tüketim ve ihtiyaç algısı arasındaki ilişkilerin incelenmesi. Doktora tezi, Karabük Üniversitesi.
69. Sayın, M. E., & Terzi, H. (2024). İhtiyaç algısı, kişilik özellikleri, tutumluluk ve gösteriş tüketim arasındaki ilişkilerin incelenmesi. Karabük Üniversitesi İktisadi ve İdari Bilimler Dergisi, 4(1), 1-21.
70. Shahpasandi, F., Zarei, A., & Nikabadi, M. S. (2020). Consumers’ impulse buying behavior on Instagram: Examining the influence of flow experiences and hedonic browsing on impulse buying. Journal of Internet Commerce, 19(4), 437-465. https://doi.org/10.1080/15332861.2020.1816324
71. Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129. https://doi.org/10.1016/j.intmar.2009.02.0
72. Sherry, J. L. (2004). Flow and media enjoyment. Communication Theory, 14(4), 328-347. https://doi.org/10.1111/j.1468-2885.2004.tb00318.x
73. Shoham, A., Gavish, Y., & Akron, S. (2017). Hoarding and frugality tendencies and their impact on consumer behaviors. Journal of International Consumer Marketing, 29(4), 208-222. https://doi.org/10.1080/08961530.2017.1310646
74. Smutkupt, P., Krairit, D., & Esichaikul, V. (2010). Mobile marketing: Implications for marketing strategies. International Journal of Mobile Marketing, 5(2).
75. Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59-62. https://doi.org/10.1177/00222429620260021
76. Struk, A. A., Carriere, J. S., Cheyne, J. A., & Danckert, J. (2017). A short boredom proneness scale: Development and psychometric properties. Assessment, 24(3), 346-359. https://doi.org/10.1177/1073191115609996
77. Sundström, M., Hjelm-Lidholm, S., & Radon, A. (2019). Clicking the boredom away-exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47, 150-156. https://doi.org/10.1016/j.jretconser.2018.11.006
78. Temel, E., & Armağan, E. (2022). Teleporting to the world of online shopping! online flow experience and its mediating role between virtual store atmosphere, sales promotions and impulsive buying. International Journal of Management and Administration, 6(12), 238-262. http://dx.doi.org/10.29064/ijma.1121520
79. Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. J. of the Acad. Mark. Sci., 48, 64-78. https://doi.org/10.1007/s11747-019-00693-3
80. Turan, N. (2019). Akış deneyimi üzerine genel bir literatür taraması. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 37, 181-199. https://doi.org/10.30794/pausbed.562564
81. Wingdes, I., & Luwuk, Y. M. (2023). Short video application usage and flow effect on impulse buy. Klabat Journal of Management, 4(2), 163-172. https://doi.org/10.60090/kjm.v4i2.1027.163-172
82. Wu, Y. L., & Ye, Y. S. (2013). Understanding impulsive buying behavior in mobile commerce. PACIS 2013 Proceedings, 142. ttps://aisel.aisnet.org/pacis2013/142
83. Xue, Y., Feng, T., & Wu, C. (2024). How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers. Front. Psychol., 15(1405189). https://doi.org/10.3389/fpsyg.2024.1405189
84. Yener, D. (2020). Tüketicilerin borca karşı tutumları ve tutumluluk eğilimleri üzerinde kişilik özelliklerinin etkisi. Turkish Studies-Social Sciences, 15(8), 3765-3780. https://dx.doi.org/10.47356/TurkishStudies.46205
85. Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar. Seçkin Yayıncılık.
86. Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
87. Zheng, X., Liu, N., & Zhao, L. (2013). A study of the effectiveness of online scarce promotion-based on the comparison of planned buying and unplanned buying. WHICEB 2013 Proceedings, 51. http://aisel.aisnet.org/whiceb2013/51