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- Title
ONLİNE İTKİSEL SATIN ALMA DAVRANIŞININ ÖNCÜLLERİ ÜZERİNE BİR ARAŞTIRMA.
- Authors
TAŞKIN, Çağatan; ÖZDEMİR, Özlem
- Abstract
There is severe competition in markets where online shopping is gaining more importance and offering consumers many different benefits. Although online shopping is composed of many sectors in Turkey, the leading is apparel sector. Various online apparel companies that target different market segments try to generate effective strategies in order to increase their market shares. That's why, it is important to explore the relationships among the antecedents of consumer buying behaviour especially impulsive buying behaviour which can be defined as buying without planning by online apparel companies. The aim of this study is to examine the relationships between impulsive buying behaviour and its antecedents and to propose strategies. Structural equation modeling is used for the analysis.According to the research findings, “variety of selection”, “price attribute” and “ease of use” have statistically significant influences on impulsive buying behaviour.
- Publication
Journal of Mehmet Akif Ersoy University Social Science Institute, 2017, Vol 9, Issue 18, p251
- ISSN
1309-1387
- Publication type
Article
- DOI
10.20875/makusobed.302955