Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram

Abstract

Developments in the technological field also increase the importance of social media tools that play an impressive role such as encouraging or preventing consumers' online shopping decisions. Social network sites appear as the preferred digital platforms in terms of their strong communication aspects and creating convenient environments for online shopping. For this reason, the aim of the study is to examine the hedonic shopping motivation dimensions that are effective in female consumers' impulse buying behavior on Instagram and consumer trust. Data were collected by using the online survey method from 324 female consumers who actively use Instagram and had a shopping experience on Instagram, and the relationships in the research model were examined through structural equation modeling. According to the results of the research; while adventure-based, gratification-based, value-based and social-based hedonic shopping motivations have a significant effect on impulse buying, value-based, adventure-based and gratification-based shopping motivations have a significant effect on consumer trust.