Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood

Melis Kaytaz Yiğit

doi:10.21511/im.16(4).2020.03

Abstract

Given the limited quantity of studies within the literature, this study investigates the moderator role of hedonic shopping value and mood in the relationship between consumer mindfulness and impulse buying behavior. The study is quantitative and descriptive and using a convenient sampling method, 223 online questionnaires were obtained in Samsun, Trabzon, and İstanbul. The responses collected from a close-ended questionnaire using a 5-point Likert scale was tested at Structural Equation Modeling (SEM) through AMOS.The findings of the study indicated that consumers with mindfulness exhibit negative impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mindfulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buying behavior is not proved. Besides, it is found that consumers’ positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study’s result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

Highlights

Mindfulness, a concept that has attracted attention both in daily life and in the academic field in recent years, focuses on the awareness of the “moment” that one experiences by adopting the “here and ” approach
This study aims to analyze consumer mindfulness effect on their impulse buying behavior
It aims to analyze the moderator role of hedonic shopping value and mood on the relationship between consumer mindfulness and impulse buying behavior

Summary

INTRODUCTION

Mindfulness, a concept that has attracted attention both in daily life and in the academic field in recent years, focuses on the awareness of the “moment” that one experiences by adopting the “here and ” approach. One of the fundamental components of mindfulness is to focus one’s attention merely on the existence of the present, without being caught in past experiences or worrying about future experiences It is the level of awareness developed without judging and questioning the present and being aware of the experience. Mindfulness, which derives from Buddhist meditation techniques, refers to the direction of a person’s attention to the present moment (Kumar, 2002) It involves observing the experiential impulses that occur together and accepting these sensations, feelings, and thoughts without judgment (Baer, 2003). To examine the relationship between mindfulness and impulse buying behavior and the moderator role of hedonic shopping value and mood on this relationship, the hypotheses were stated. The analysis results obtained by AMOS and provided discussion will allow practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness

The concept of mindfulness and impulse buying behavior

DATA AND METHODS

Exploratory factor analysis

Findings

CONCLUSION