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

Yıl 2025, Cilt: 9 Sayı: 4, 2229 - 2251, 27.11.2025

İlknur Saral

https://doi.org/10.25295/fsecon.1674564

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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