TÜKETİCİLERİN KİŞİSEL DUYGU DURUMU İLE TEPKİSEL SATIN ALMA İLİŞKİSİ

Translated title of the contribution: THE RELATIONSHIP BETWEEN CONSUMER'S PERSONAL EMOTIONAL STATE AND IMPULSIVE BUYING

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Abstract

The purpose of this study is to examine the relationship between the consumer's emotional states and their perception of impulse buying. The research was designed as descriptive in order to determine the effect of the personal emotion of the consumers on impulsive buying. Cosmetic sector consumers constitute the universe of the research. 462 people participated in the study. Survey forms consist of questions about demographic characteristics of consumers, mood scale and impulsive buying scale. The questionnaire was used as a data collection tool. The questionnaire forms consist of emotion status scale and impulsive buying scale. SPSS 22 package program was used for data analysis. As a result of the study, it was found that there was a statistically significant, positive weak relationship between the state of satisfaction and the state of arousal and impulsive buying. In addition, the results of the research revealed that women's mood and impulsive buying behaviors were higher than males.
Translated title of the contributionTHE RELATIONSHIP BETWEEN CONSUMER'S PERSONAL EMOTIONAL STATE AND IMPULSIVE BUYING
Original languageOther
Title of host publication18. ULUSLARARASI İŞLETMECİLİK KONGRESİ
Pages1304
Number of pages1313
ISBN (Electronic)978-605-69187-0-4
Publication statusPublished - 2019

Keywords

  • Consumer, Personal Emotion, Impulsive Buying

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