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- Title
İÇGÜDÜSEL SATIN ALMAYA TÜKETİCİ YENİLİKÇİLİĞİ, ÜRÜN İLGİLENİMİ VE ALGILANAN RİSKİN ETKİSİ.
- Authors
ÖZOĞLU, Buket; BÜLBÜL, Hasan
- Abstract
Consumers expect to get pleasure and enjoyment from the products, express themselves and to be able to show their social status beyond the purpose of providing functional benefits. Because of these changing expectations impulse buying has become more important day by day. Although there are a lot of factors that affect impulse buying, the factors that are controversial in literature and investigated with limited study are taken into consideration for determining the study factors. The main purpose of this study is to determine the effect of consumer innovativeness, consumer's product involvement and perceived risk factors that affect impulse buying in clothing and technology product category. In the study, the data were obtained through a questionnaire form prepared using the literature and 870 usable questionnaires collected using face-to-face survey method. According to the research results, the factors that affect Impulse Buying yielded similar results for both in clothing and technology products. Consumers' product involvement has the mediating effect between the relationship of consumer innovativeness and impulse buying tendency for both clothing and technology products.
- Publication
Beykoz Akademi Dergisi, 2021, Vol 9, Issue 1, p34
- ISSN
2147-8082
- Publication type
Article
- DOI
10.14514/BYK.m.26515393.2021.9/1.34-56