THE EFFECT OF MINDFUL ATTENTION ON CONSUMERS' ONLINE IMPULSIVE BUYING BEHAVIOR AND THE MODERATING ROLE OF FAMILY TYPE

Öz

Intrinsic and extrinsic influences to which consumers are exposed can differentiate the reasonableness of their purchasing behavior. One of these intrinsic influences is impulse, which is also effective in online purchasing behavior. Although mindfulness is thought to influence consumption behavior, evidence of the effect of demographic characteristics is insufficient. This cross-sectional study examines the degree of influence of the MAAS (Mindfulness Awareness Scale) score on the IBBS (Impulsive Buying Behaviour Scale) score and the moderating role of family type on this effect. The study data were obtained from adults with monthly income through an online survey (n=459). In line with the study’s results, when the effect of any demographic factor is not considered, it is understood that the IBBS score will decrease as the MAAS score increases. The results explain the moderating role of family type. It was calculated in this context that the increase in MAAS score had a more significant effect on the decrease in IBBS score for participants living in nuclear families. However, the same effect was not observed for participants living in extended families.

Anahtar Kelimeler

• Consumer behavior
• Mindful awareness (attention)
• Impulsive buying
• Online purchases
• Digital marketing
• Family type

BİLİNÇLİ FARKINDALIĞIN DİKKAT BOYUTUNUN TÜKETİCİLERİN ÇEVRİMİÇİ DÜRTÜSEL SATIN ALMA DAVRANIŞLARI ÜZERİNDEKİ ETKİSİ VE AİLE TÜRÜNÜN DÜZENLEYİCİLİK ROLÜ

Öz

Tüketicilerin maruz kaldığı içsel ve dışsal etkiler, satın alma davranışlarının makullüğünü farklılaştırabilir. Bu içsel etkilerden biri de dürtüdür ve online satın alma davranışlarında da etkilidir. Bilinçli farkındalığın tüketim davranışını etkilediği düşünülse de, demografik özelliklerin etkisine ilişkin kanıtlar yetersiz kalmaktadır. Bu kesitsel çalışma, MAAS (Dikkatli Farkındalık Ölçeği) puanının IBBS (Dürtüsel Satın Alma Davranışı Ölçeği) puanı üzerindeki etki derecesini ve aile tipinin bu etki üzerindeki düzenleyicilik rolünü incelemektedir. Çalışma verileri aylık geliri olan yetişkinlerden çevrimiçi anket aracılığıyla elde edilmiştir (n=459). Çalışmanın sonuçları doğrultusunda, herhangi bir demografik faktörün etkisi dikkate alınmadığında, MAAS puanı arttıkça IBBS puanının düşeceği anlaşılmaktadır. Sonuçlar aile tipinin düzenleyici rolünü açıklamaktadır. Bu bağlamda, çekirdek ailelerde yaşayan katılımcılar için MAAS skorundaki artışın IBBS skorundaki düşüş üzerinde daha anlamlı bir etkiye sahip olduğu hesaplanmıştır. Buna karşın aynı etki geniş ailelerde yaşayan katılımcılar için gözlenmemiştir.

Anahtar Kelimeler

• Anahtar Kelimeler: Tüketici davranışı
• Bilinçli farkındalık (dikkat)
• Dürtüsel satın alma
• Çevrimiçi satın alma
• Dijital pazarlama
• Aile tipi

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