The Role of Brand Experience in the Effect of Individuals' Utilitarian Consumption Tendency on Impulse Buying Behavior

Zafer Sayan; Lütfi Sürücü

Makale detayları

The Role of Brand Experience in the Effect of Individuals' Utilitarian Consumption Tendency on Impulse Buying Behavior

Yazarlar:

Zafer Sayan | Lütfi Sürücü

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 1, pp.38-55

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310666

pISSN:

2564-7504

Anahtar kelimeler:

Özet:

 In this study, it is aimed to analyze the effect of utilitarian consumption on impulse buying behavior, through the mediating role of brand experience, specifically for university students. In the study, questionnaire data were obtained from 421 students selected by convenience sampling method from two private universities in Turkey. Descriptive statistical analyzes were carried out with these data and the validity and reliability of the scales used in the research were tested. Correlation analysis was performed to determine the relationship between the variables. Process macro was used to test the research hypotheses. According to the findings obtained in the study; it has been determined that utilitarian consumption has a significant and positive effect on impulse buying behavior, and brand experience has a mediating role in this relationship. It is considered that the findings obtained in the study will contribute to the literature on impulse buying and will attract the attention of customerconsumer-oriented firms.

 In this study, it is aimed to analyze the effect of utilitarian consumption on impulse buying behavior, through the mediating role of brand experience, specifically for university students. In the study, questionnaire data were obtained from 421 students selected by convenience sampling method from two private universities in Turkey. Descriptive statistical analyzes were carried out with these data and the validity and reliability of the scales used in the research were tested. Correlation analysis was performed to determine the relationship between the variables. Process macro was used to test the research hypotheses. According to the findings obtained in the study; it has been determined that utilitarian consumption has a significant and positive effect on impulse buying behavior, and brand experience has a mediating role in this relationship. It is considered that the findings obtained in the study will contribute to the literature on impulse buying and will attract the attention of customerconsumer-oriented firms.

 In this study, it is aimed to analyze the effect of utilitarian consumption on impulse buying behavior, through the mediating role of brand experience, specifically for university students. In the study, questionnaire data were obtained from 421 students selected by convenience sampling method from two private universities in Turkey. Descriptive statistical analyzes were carried out with these data and the validity and reliability of the scales used in the research were tested. Correlation analysis was performed to determine the relationship between the variables. Process macro was used to test the research hypotheses. According to the findings obtained in the study; it has been determined that utilitarian consumption has a significant and positive effect on impulse buying behavior, and brand experience has a mediating role in this relationship. It is considered that the findings obtained in the study will contribute to the literature on impulse buying and will attract the attention of customerconsumer-oriented firms.

 Bu çalışmada, faydacı tüketimin plansız satın alma davranışı üzerindeki etkisi ve bu etkide marka deneyiminin aracı rolünün tespit edilmesi amaçlanmıştır. Araştırmada, Türkiyedeki iki özel üniversiteden kolayda örneklem metoduyla seçilen 421 öğrenciden anket verisi elde edilmiştir. Bu verilerle tanımlayıcı istatistiksel analizler gerçekleştirilmiş ve araştırmada kullanılan ölçeklerin geçerlilik ve güvenirlikleri test edilmiştir. Değişkenler arasındaki ilişkinin tespitine yönelik korelasyon analizi yapılmıştır. Araştırma hipotezlerinin testi için process macro kullanılmıştır. Çalışmada elde edilen bulgulara göre; faydacı tüketimin plansız satın alma davranışını anlamlı ve pozitif yönde etkilediği ve marka deneyiminin bu ilişkide aracı rolü olduğu belirlenmiştir. Çalışmada elde edilen bulguların plansız satın almaya ilişkin literatüre katkı sağlayacağı, müşteritüketici odaklı faaliyet gösteren işletmelerin ilgisini çekeceği değerlendirilmektedir.

Makale detayları

The Role of Brand Experience in the Effect of Individuals' Utilitarian Consumption Tendency on Impulse Buying Behavior

Yazarlar:

Zafer Sayan | Lütfi Sürücü

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 1, pp.38-55

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310666

pISSN:

2564-7504

Utilitarian Consumption

Impulse Buying Behavior

Brand ExperienceFaydacı Tüketim

Plansız Satın Alma Davranışı

Marka Deneyimi

Sayı

Makale detayları

The Role of Brand Experience in the Effect of Individuals' Utilitarian Consumption Tendency on Impulse Buying Behavior

Yazarlar: Zafer Sayan | Lütfi Sürücü

Yayıncı: Ahmet Arif EREN

Ana Başlıklar: İşletme

Dergi: Fiscaoeconomia Vol.8 Issue 1, pp.38-55

Belge Tipi: Makale

Yayın Tarihi: 1/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001310666

pISSN: 2564-7504

Utilitarian Consumption

Impulse Buying Behavior

Brand ExperienceFaydacı Tüketim

Plansız Satın Alma Davranışı

Marka Deneyimi

Sayı

Yazarlar:

Zafer Sayan | Lütfi Sürücü

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 1, pp.38-55

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001310666

pISSN:

2564-7504