Shopping online without thinking: being emotional or rational?

Hilal Özen · Nil Engizek

162 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Purpose – This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT. Design/methodology/approach – An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. Findings – Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT. Originality/value – Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this study provides useful insights into impulse buying behavior in an online setting. In developing markets like Turkey what is the role of hedonic shopping motivations in online IBT? This study is unique in addressing this question for Turkish online consumers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1998Principles and Practice of Structural Equation Modeling 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2001Hedonic and utilitarian motivations for online retail shopping behavior 2002Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior

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