Creating Impulse Buying Behavior in The Online Festival Atmosphere: A Gender-Based Evaluation

Yıl 2024, Cilt: 21 Sayı: 6, 435 - 448

Sefa Emre Yılmazel

https://doi.org/10.26466/opusjsr.1550799

Öz

Impulsive buying behavior during online shopping festivals is shown by many consumers and e-commerce businesses benefit from it. However, the reasons for this behavior have not been revealed. Therefore, this study will investigate the antecedents underlying this behavior. It was also investigated whether the effect of these antecedents on the festival atmosphere differed according to gender. A total of 590 participants (294 men and 296 women) participated in the study. The analysis was conducted with PLS-SEM 4.0. As a result of the analysis, it was seen that the elements that make up the festival atmosphere differed for men and women. For women, low price, perceived novelty, perceived perishability, perceived limitation, category richness, time constraint, and perceived entertainment affected the festival atmosphere, while for men, low price, perceived perishability, perceived limitation, time constraint, and social benefits affected the atmosphere. In addition, festival atmosphere positively influenced impulse buying for both genders. Therefore, e-commerce companies should create a festival atmosphere by considering gender differences and use different variables.

Anahtar Kelimeler

Festival atmosphere, impulse buying behavior, low price, time constraint, perceived entertainment

Etik Beyan

Bayburt Üniversitesi Etik Kurulundan rapor alınmıştır.

Çevrimiçi Festival Atmosferinde Dürtüsel Satın Alma Davranışı Oluşturmak: Cinsiyete Dayalı Bir Değerlendirme

Öz

Çevrimiçi alışveriş festivalleri sırasında dürtüsel satın alma davranışı birçok tüketici tarafından uygulanmakta ve e-ticaret işletmeleri bundan faydalanmaktadır. Ancak bu davranışın nedenleri ortaya konulmamıştır. Bu nedenle bu çalışmada bu davranışın altında yatan öncüller araştırılmıştır. Ayrıca bu öncüllerin festival atmosferine etkisinin cinsiyete göre farklılaşıp farklılaşmadığı araştırılmıştır. Çalışmaya toplam 590 katılımcı (294 erkek ve 296 kadın) katılmıştır. Analiz PLS-SEM 4.0 ile gerçekleştirilmiştir. Analiz sonucunda festival atmosferini oluşturan unsurların erkekler ve kadınlar için farklılaştığı görülmüştür. Kadınlar için düşük fiyat, algılanan yenilik, algılanan dayanıksızlık, algılanan sınırlama, kategori zenginliği, zaman kısıtlaması ve algılanan eğlence festival atmosferini etkilerken, erkekler için düşük fiyat, algılanan dayanıksızlık, algılanan sınırlama, zaman kısıtlaması ve sosyal faydalar atmosferi etkilemiştir. Ayrıca festival atmosferi her iki cinsiyet için de dürtüsel satın almayı olumlu yönde etkilemiştir. Bu nedenle e-ticaret şirketleri cinsiyet farklılıklarını göz önünde bulundurarak festival atmosferi oluşturmalı ve farklı değişkenler kullanmalıdır.

Anahtar Kelimeler

Festival atmosferi, dürtüsel satın alma davranışı, düşük fiyat, zaman kısıtlaması, algılanan eğlence

Kaynakça

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