Factors Influencing E-impulse buying behaviour: The Mediating Role of Utilitarian and Hedonic Browsing

Öz

This study explores the effects of deal proneness, consumer mood, and social influence on e-impulse buying. It also investigates whether hedonic and utilitarian browsing mediate these relationships. Data from 377 participants were analyzed using structural equation modeling. The findings indicate that social influence significantly affects e-impulse buying and hedonic browsing, but not utilitarian browsing. Deal proneness has a significant impact on e-impulse buying and utilitarian browsing, while it does not significantly affect hedonic browsing. Consumer mood significantly influences e-impulse buying, utilitarian browsing, and hedonic browsing. Additionally, utilitarian browsing partially mediates the relationship between deal proneness and e-impulse buying, and hedonic browsing partially mediates the effect of social influence and consumer mood on e-impulse buying.

Anahtar Kelimeler

• E-Impulse Buying
• Consumer Mood
• Social Influence
• Deal Proneness
• Browsing

E-plansız Satın Alma Davranışına Etki Eden Faktörler: Faydacı ve Hazcı Taramanın Aracılık Rolü

Öz

Bu çalışma, fırsatlara eğilim, tüketici ruh hâli ve sosyal etkinin e-plansız satın alma üzerindeki etkilerini incelemektedir. Ayrıca, hedonik ve faydacı gezinmenin bu ilişkilerde aracılık rolüne sahip olup olmadığı araştırılmaktadır. 377 katılımcıdan elde edilen verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Bulgular, sosyal etkinin e-plansız satın alma ve hedonik gezinme üzerinde önemli bir etkisi olduğunu, ancak faydacı gezinme üzerinde etkili olmadığını göstermektedir. Fırsatlara eğilim, e-plansız satın alma ve faydacı gezinme üzerinde anlamlı bir etkiye sahipken, hedonik gezinme üzerinde anlamlı bir etkiye sahip değildir. Tüketici ruh hâli, e-plansız satın alma, faydacı gezinme ve hedonik gezinme üzerinde anlamlı bir etkiye sahiptir. Ayrıca, faydacı gezinme, fırsatlara eğilim ile e-plansız satın alma arasındaki ilişkide kısmi aracılık etkisine sahipken, hedonik gezinme ise sosyal etki ve tüketici ruh hâlinin e-plansız satın alma üzerindeki etkisinde kısmı aracılık rolüne sahiptir.

Anahtar Kelimeler

• E-plansız Satın Alma
• Tüketici Ruh Hâli
• Sosyal Etki
• Fırsatlara Eğilim
• Tarama

Kaynakça

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