Does Emotional Eating Affect Online Food Purchasing Intention?

Abstract

Purpose: The aim of this study was to explore the mediating role of emotional eating between social media addiction and food product purchase intention. Design/Methodology/Approach: In this study, data were collected by convenience sampling method by considering economic and temporal conditions. A total of 601 questionnaires were included in the study by selecting the ones suitable for analysis from the data collected from 644 participants. Mediation model was applied to the created data set. At the same time, Mann-Whitney U and Kruskal-Wallis H tests were applied to reveal the difference in scale mean according to demographic variables. Results: The results of the analyses revealed that online purchase intention, emotional eating and social media addiction scales did not differ according to the demographic characteristics of the participants. In terms of mediation, it is seen that emotional eating has a supporting role between social media addiction and online purchase intention. Originality: Evaluating food and beverage ordering through P2P platforms together with consumption and psychological elements reveals the importance of the study. Keywords: Online Purchase Intention, Social Media Addiction, Emotional Eating, Food Products, Peer-to-Peer (P2P) Platforms

Keywords

• Keywords: Online Purchase Intention
• Social Media Addiction
• Emotional Eating
• Food Products
• Peer-to-Peer (P2P) Platforms

Duygusal Yeme Çevrim İçi Gıda Satın Alma Niyetini Etkiler Mi?

Öz

Amaç: Bu çalışmanın amacı sosyal medya bağımlığı ile gıda ürünü satın alma niyeti arasında duygusal yemenin aracılık yönünü ortaya koymaktır. Tasarım/Metodoloji/Yaklaşım: Bu araştırmada ekonomik ve zamansal koşullar değerlendirilerek kolayda örnekleme yöntemi ile veri toplanmıştır. Toplam 644 katılımcıdan toplanan verilerden analize uygun olanları seçilerek 601 anket çalışmaya dâhil edilmiştir. Oluşturulan veri setine aracılık modeli uygulanmıştır. Aynı zamanda demografik değişkenlere göre ölçek ortalaması farklılığını ortaya koyabilmek için Mann-Whitney U ve Kruskal-Wallis H testleri uygulanmıştır. Bulgular: Analiz sonuçlarında çevrim içi satın alma niyeti, duygusal yeme ve sosyal medya bağımlılığı ölçeklerinin katılımcıların demografik özelliklerine göre farklılık göstermediği anlaşılmıştır. Aracılık açısından değerlendirildiğinde, duygusal yemenin sosyal medya bağımlılığı ve çevrim içi satın alma niyeti arasında destekleyici rolünün bulunduğu görülmektedir. Özgünlük: P2P platformalar üzerinden yiyecek içecek sipariş edilmesinin tüketim ve psikoloji unsurlarıyla birlikte değerlendirilmesi çalışmanın önemini ortaya koymaktadır.

Anahtar Kelimeler

• Sosyal Medya Bağımlılığı
• Duygusal Yeme
• Satın Alma Niyeti
• Gıda Ürünleri
• Kişiler Arası (P2P) Platformlar

Kaynakça

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