Revisiting Impulsive Buying: The Role of Transformation Expectations and Status Consumption

Yıl 2026, Cilt: 40 Sayı: 2 , 272 - 289 , 31.03.2026

İsmail Gökhan Cintamür

https://doi.org/10.16951/trendbusecon.1628927

https://izlik.org/JA35UC89SH

Öz

Using the Expectation States Theory (EST), this study investigates the direct and indirect effects of consumers' transformation expectations about future purchases and status consumption (SC) on impulsive buying tendencies (IBT). For this purpose, the research hypotheses were tested through Structural Equation Modelling (SEM) on a valid sample of 387 consumers. The study's findings show that while consumers' transformation expectations positively affect SC, transformation expectations do not affect IBT. However, it was revealed that transformation expectations indirectly increase consumers' IBT through SC. In addition, it has also been proven that SC increases consumers' IBT. Therefore, when marketers elevate consumer expectations for transformation, it may provoke IB, motivated by SC. Due to the potential negative impact of IB on consumers' financial well-being, marketers should adopt a balanced strategy concerning transformation expectations and status-oriented consumption.

Anahtar Kelimeler

Impulsive Buying , Transformation Expectations , Status Consumption , Expectation States Theory , Structural Equation Modelling

Etik Beyan

Decision No. E-89026508-050.04-42645 of the Istanbul Bilgi University Ethics Committee dated 31.12.2024. (Project No: 2024-40305-210)

Dürtüsel Satın Almaya Yeniden Bakış: Dönüşüm Beklentileri ve Statü Tüketiminin Rolü

https://izlik.org/JA35UC89SH

Öz

Bu çalışma, Beklenti Durumları Teorisi'ni kullanarak, tüketicilerin gelecekteki satın almalarına ilişkin dönüşüm beklentilerinin ve statü tüketimlerinin dürtüsel satın alma eğilimi üzerindeki doğrudan ve dolaylı etkilerini araştırmaktadır. Bu amaçla, araştırma hipotezleri 387 tüketiciden oluşan geçerli bir örneklem üzerinde yapısal eşitlik modellemesi yoluyla test edilmiştir. Çalışmanın bulguları, tüketicilerin dönüşüm beklentilerinin statü tüketimini olumlu yönde etkilerken, dönüşüm beklentilerinin dürtüsel satın alma eğilimlerini etkilemediğini göstermektedir. Bununla birlikte, dönüşüm beklentilerinin statü tüketimi yoluyla tüketicilerin dürtüsel satın alma eğilimini dolaylı olarak artırdığı bulunmuştur. Ayrıca statü tüketiminin, tüketicilerin dürtüsel satın alma eğilimini artırdığı da diğer bulgular arasındadır. Bu nedenle pazarlamacılar, tüketicilerin dönüşüm beklentilerini yükselttiğinde, statü tüketiminden kaynaklanan dürtüsel satın alımları tetikleyebilir. Dürtüsel satın alımların tüketicilerin finansal refahı üzerinde potansiyel olumsuz etkisi nedeniyle, pazarlamacılar dönüşüm beklentileri ve statü odaklı tüketim konusunda dengeli bir strateji benimsemelidir.

Anahtar Kelimeler

Dürtüsel Satın Alma , Dönüşüm Beklentileri , Statü Tüketimi , Beklenti Durumları Teorisi , Yapısal Eşitlik Modellemesi

Etik Beyan

İstanbul Bilgi Üniversitesi Etik Komitesi’nin 31.12.2024 tarihli, E-89026508-050.04-42645 sayılı kararı. (Proje No: 2024-40305-210)

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