The Influence of Hedonic Motives and Browsing On Impulse Buying
By Beyza Gültekin, L. Özer. 2012
112 citations recorded by the source corpus.
The purpose of this study is to investigate whether hedonic motives and browsing affect impulse buying and examine the role of browsing as a mediator between hedonic motives and impulse buying.In this context, a model was proposed and tested on a sample of customers who made an impulse purchase in Ankara. Confirmatory factor analysis supported the components of hedonic shopping motives such as adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. Moreover, the results of the regression analysis showed that hedonic motives and its dimensions such as adventure, gratification, and idea have a positive impact on impulse buying. Consumers' browsing behaviorinfluenced impulse buying positively. The mediating role of browsing between hedonic motives and impulse buyingwas also identified.
Subfields: Economics and Econometrics, Marketing
View Paper: https://www.semanticscholar.org/paper/8f811ae00effed06364928b919dafe92323a27fc
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In Economics and Econometrics
In Marketing
Citations in the corpus
- Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction (2021, background): “One form of hedonic motivational interactive process in online shopping is browsing, which leads to impulse buying, simply implying indulging in unplanned purchases without even considering the benefits of the goods procured (Gültekin & Hacettepe, 2012).”