Abstract
Consumer behaviours have great importance for marketers. Impulse buying, which is an appearance of consumer behaviour, arises with a sudden stimulus. Different aspects affect impulse buying. Life satisfaction, which is one of these aspects, brings consumers about impulse buying behaviour by influencing them. Moreover, the rapid development of online shopping and the fact that online interaction occurs in virtual environments at all hours of the day affects people's quality of life. This study aimed to investigate how consumers' life satisfaction shapes consumers' impulse buying behaviour and whether there is a difference between the descriptive and main variables in line with this relationship according to consumers' online or offline purchasing behaviour. The methodological base is the questionnaire form as a data collection method in Duzce province (Turkey) between March and May 2018. Participation in the study was conducted by convenience sampling method. In the research purpose line, a model is comprised. In turn, a path diagram was performed according to the confirmatory factor analysis with a Structural Equation Model. The obtained results showed the negative relationship between life satisfaction and sub-dimensions of impulse buying (positive emotions, emotion conflict, unplanned behaviour, and mood management). The authors noted only a positive relationship between life satisfaction and rational behaviour in the study. Thus, that is another sub-dimensions of impulse buying. Besides, comparing the mean, there was a significant difference between positive emotions, unplanned behaviour, type and shopping channels. These findings could help future studies aimed at researching the effect of different variables on impulsive behaviours. This study was carried out in a short period due to time and cost constraints. One of the study's limitations is that the study data were obtained only from the participants in Duzce province (Turkey).
Highlights
Carpe diem refers to «enjoy the day», «enjoy the time» or, in the most popular sense, «seize the day» in a verse of Horatius, one of the most important Roman poets of the Augustus period and one of the famous names of Latin literature
That is why it is referred to carpe diem and carpe noctem to identify life satisfaction effects on impulse buying behaviour
This study aimed to determine whether impulse buying behavior, which could be a source of inspiration for happiness and satisfaction in people's lives, really takes shape based on life satisfaction
Summary
Carpe diem refers to «enjoy the day», «enjoy the time» or, in the most popular sense, «seize the day» in a verse of Horatius, one of the most important Roman poets of the Augustus period and one of the famous names of Latin literature. The exact context of the word is Carpe diem, quam minimum credula postero. It could be literally translated as: gather today, trust tomorrow as little as possible. The most important message in this phrase is to enjoy and emphasize the present's value and the moment, rather than worrying about the future. It encourages people to postpone unnecessary things because every life eventually comes to an end (Bentley, 1995). Time is increasingly seen as a source of competitive advantage in business
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