An Examination of Impulsive Buying, Utilitarian Consumption, Hedonic Consumption, and Conspicuous Consumption Habits in Consumers' Mobile Shopping Behavior: The Case of Temu

Nilgün Tuzcu

Makale detayları

An Examination of Impulsive Buying, Utilitarian Consumption, Hedonic Consumption, and Conspicuous Consumption Habits in Consumers' Mobile Shopping Behavior: The Case of Temu

Yazarlar:

Nilgün Tuzcu

Yayıncı:

Igdir University

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 40, pp.234-252

Belge Tipi:

Makale

Yayın Tarihi:

10/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001360131

pISSN:

2147-5717

Anahtar kelimeler:

Özet:

 This study aims to examine the impact of mobile shopping platforms on consumer behavior through a case study of Temu. Specifically, it investigates how impulsive buying behavior is associated with utilitarian, hedonic, and conspicuous consumption tendencies. With the increasing prevalence of mobile shopping, consumer purchasing processes have become faster and more emotionally driven, leading to deviations from rational decision-making. A mixed-methods research design was adopted in this study: quantitative data were collected via surveys, while qualitative insights were gathered through semi-structured interviews. Quantitative data were analyzed using SPSS, and qualitative data were examined using descriptive content analysis. The findings reveal that hedonic and conspicuous consumption tendencies significantly influence impulsive buying behavior, whereas utilitarian consumption is more closely linked to planned and need-oriented purchasing decisions. Moreover, the underlying motives behind these consumption patterns were corroborated through qualitative data. This research contributes to a deeper understanding of the multifaceted nature of consumer psychology in a digitalized marketplace and offers valuable insights for both marketing literature and digital commerce strategies.

 This study aims to examine the impact of mobile shopping platforms on consumer behavior through a case study of Temu. Specifically, it investigates how impulsive buying behavior is associated with utilitarian, hedonic, and conspicuous consumption tendencies. With the increasing prevalence of mobile shopping, consumer purchasing processes have become faster and more emotionally driven, leading to deviations from rational decision-making. A mixed-methods research design was adopted in this study: quantitative data were collected via surveys, while qualitative insights were gathered through semi-structured interviews. Quantitative data were analyzed using SPSS, and qualitative data were examined using descriptive content analysis. The findings reveal that hedonic and conspicuous consumption tendencies significantly influence impulsive buying behavior, whereas utilitarian consumption is more closely linked to planned and need-oriented purchasing decisions. Moreover, the underlying motives behind these consumption patterns were corroborated through qualitative data. This research contributes to a deeper understanding of the multifaceted nature of consumer psychology in a digitalized marketplace and offers valuable insights for both marketing literature and digital commerce strategies.

 This study aims to examine the impact of mobile shopping platforms on consumer behavior through a case study of Temu. Specifically, it investigates how impulsive buying behavior is associated with utilitarian, hedonic, and conspicuous consumption tendencies. With the increasing prevalence of mobile shopping, consumer purchasing processes have become faster and more emotionally driven, leading to deviations from rational decision-making. A mixed-methods research design was adopted in this study: quantitative data were collected via surveys, while qualitative insights were gathered through semi-structured interviews. Quantitative data were analyzed using SPSS, and qualitative data were examined using descriptive content analysis. The findings reveal that hedonic and conspicuous consumption tendencies significantly influence impulsive buying behavior, whereas utilitarian consumption is more closely linked to planned and need-oriented purchasing decisions. Moreover, the underlying motives behind these consumption patterns were corroborated through qualitative data. This research contributes to a deeper understanding of the multifaceted nature of consumer psychology in a digitalized marketplace and offers valuable insights for both marketing literature and digital commerce strategies.

 Bu makale, mobil alışveriş platformlarının tüketici davranışları üzerindeki etkilerini, Temu örneği üzerinden incelemeyi amaçlamaktadır. Özellikle plansız satın alma davranışının; faydacı, hedonik ve gösterişçi tüketim eğilimleriyle nasıl ilişkilendiği araştırılmıştır. Mobil alışverişin yaygınlaşmasıyla birlikte, tüketicilerin alışveriş süreçleri daha hızlı ve duygusal hale gelmiş; bu durum tüketim kararlarında rasyonellikten sapmalara neden olmuştur. Araştırmada karma yöntem yaklaşımı benimsenmiş; nicel veriler anket yoluyla elde edilirken, nitel veriler yarı yapılandırılmış görüşmeler aracılığıyla derinlemesine analiz edilmiştir. Nicel analizde SPSS, nitel analizde ise betimsel içerik analizi tekniği kullanılmıştır. Araştırma bulguları, hedonik ve gösterişçi tüketim eğilimlerinin plansız satın alma davranışını anlamlı biçimde etkilediğini; buna karşılık, faydacı tüketimin daha çok planlı ve ihtiyaç odaklı kararlarla ilişkili olduğunu ortaya koymuştur. Ayrıca, tüketim alışkanlıklarının altında yatan nedenler nitel verilerle desteklenerek doğrulanmıştır. Araştırma, dijitalleşen tüketim ortamında tüketici psikolojisinin çok boyutlu yapısını anlamaya katkı sağlamaktadır. Bu yönüyle hem pazarlama literatürüne hem de dijital ticaret stratejilerine yönelik önemli bulgular sunmaktadır.

Makale detayları

An Examination of Impulsive Buying, Utilitarian Consumption, Hedonic Consumption, and Conspicuous Consumption Habits in Consumers' Mobile Shopping Behavior: The Case of Temu

Yazarlar:

Nilgün Tuzcu

Yayıncı:

Igdir University

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 40, pp.234-252

Belge Tipi:

Makale

Yayın Tarihi:

10/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001360131

pISSN:

2147-5717

Mobile shopping behavior

impulsive buying

utilitarian consumption

hedonic consumption

conspicuous consumption.Mobil alışveriş davranışları

plansız satın alma

faydacı tüketim

hedonik tüketim

gösterişçi tüketim

Sayı

Makale detayları

Yazarlar: Nilgün Tuzcu

Yayıncı: Igdir University

Ana Başlıklar: Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi: Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 40, pp.234-252

Belge Tipi: Makale

Yayın Tarihi: 10/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001360131

pISSN: 2147-5717

Sayı

Yazarlar:

Nilgün Tuzcu

Yayıncı:

Igdir University

Ana Başlıklar:

Strateji | Yönetim ve Örgütsel Davranış (Diğer)

Dergi:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 40, pp.234-252

Belge Tipi:

Makale

Yayın Tarihi:

10/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001360131

pISSN:

2147-5717