This Gorgeous Bag is Just a Click Away! The Influence of Impulse and Hedonic Buying Tendencies on Online Compulsive Buying

Yıl 2022, Cilt: 9 Sayı: 2, 377 - 405, 19.08.2022

Ebru Bilgen Kocatürk Filiz Eroğlu

https://doi.org/10.30626/tesamakademi.1164103

Cited By: 1

Öz

With the widespread use of the Internet, consumers began to shop online instead of traditional channels. Hence, compulsive buying becomes a more problematic behavior in this online milieu because online shopping offered compulsive consumers a very convenient environment in which whenever and whatever they want to buy. Although it is becoming an increasingly important issue, there is gap in the literature on compulsive buying online. The main purpose of this research is to determine whether impulse buying and hedonistic buying are among the explanatory factors of online compulsive buying under the thumb of the new age technologic, economic and social trends. This is causal research which employed a multiple regression model. A research company performed an online survey over two weeks and 601 surveys were accepted. The results of the research revealed that impulse and hedonic buying have explanatory power for online compulsive buying behavior. However, the role of impulse buying dimensions is more powerful than the role of hedonic buying dimensions on online compulsive buying. Managerial and other implications of the results are presented.

Anahtar Kelimeler

Online Compulsive Buying, Impulse Buying, Hedonic Buying.

Bu Göz Kamaştırıcı Çanta Sadece Bir Tık Uzaklıkta! Sanal Kompulsif Satın Alma Üzerinde Anlık ve Hazcı Satın Alma Eğilimlerinin Etkisi

Öz

E-ticaretin yaygınlaşmasıyla tüketiciler artan bir şekilde geleneksel alışverişten sanal alışverişe kaymaya başladı. Böylece kompulsif satın alma bu sanal ortamda daha da sorunlu bir davranış haline geldi çünkü sanal alışveriş kompulsif tüketicilere istedikleri zaman istedikleri ürünü satın alabilecekleri çok uygun bir ortam sundu. Gittikçe daha da önemli bir konu haline gelmesine rağmen sanal kompulsif satın alma ile ilgili literatürde boşluklar mevcuttur. Bu çalışmanın temel amacı anlık/plansız ve hazcı satın alma eğilimlerinin sanal kompulsif satın alma için açıklayıcı güçlerinin olup olmadığını ortaya koymak, yeni çağın teknolojik, ekonomik ve sosyal trendleri bağlamında bu rollerin önemini tartışmaktır. Nedensel yapıya sahip çalışmada çoklu regresyon modeli oluşturulmuştur. Bir araştırma firması iki hafta süresince çevrimiçi anket çalışması yürütmüş, 601 tamamlanmış ve uygun anket analizler için kabul edilmiştir. Analiz sonuçları hem anlık hem de hazcı satın alma boyutlarının sanal kompulsif satın alma davranışı için açıklayıcı gücü olduğunu ortaya koyarken anlık satın alma boyutlarının daha güçlü etkisi olduğu bulunmuştur. Araştırma sonuçlarının yönetimle ilgili ve diğer uygulamaları sunulmuştur.

Anahtar Kelimeler

Sanal Kompulsif Satın Alma, Anlık/Plansız Satın Alma, Hazcı/Hedonik Satın Alma

Kaynakça

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