Abstract
The purpose of this study is to investigate whether hedonic motives and browsing affect impulse buying and examine the role of browsing as a mediator between hedonic motives and impulse buying.In this context, a model was proposed and tested on a sample of customers who made an impulse purchase in Ankara. Confirmatory factor analysis supported the components of hedonic shopping motives such as adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. Moreover, the results of the regression analysis showed that hedonic motives and its dimensions such as adventure, gratification, and idea have a positive impact on impulse buying. Consumers’ browsing behaviorinfluenced impulse buying positively. The mediating role of browsing between hedonic motives and impulse buyingwas also identified.
Highlights
In addition to consumers’ planned shopping decisions, consumers make unplanned shopping such asmaking impulse buying, sudden decisions without prior intention to buy
In order to test the effect of hedonic motives on impulse buying the dimensions of hedonic motivesidentified by performing confirmatory factor analysis
The purpose of this study is to investigate whether (1) hedonic motives and factors of hedonic motives such as adventure, gratification, role, value, social, and idea motives have an influence on impulse buying, (2) hedonic motives influences browsing (3) browsing affects impulse buying (4)browsing has a mediating role between hedonic motives and impulse buying
Summary
In addition to consumers’ planned shopping decisions, consumers make unplanned shopping such asmaking impulse buying, sudden decisions without prior intention to buy. High percentages of consumers’ decision to buy in the stores may not mean that the decision to buy is just because of in-store factors (Bell et al, 2009). In this context, taking into account the in store and out of store factors (i.e. consumers’ hedonic motives, impulse buying tendency, pre-purchase mood, demographics etc.)affecting impulse buying is important for the managers. This study aims to investigate the influence ofin-store browsing behavior andout of store related factorssuch as consumers’ hedonic motives on impulse buying. As consumers go shopping with hedonic motives, they browse and purchase the product by impulse just because they like it without considering the results. As consumers go shopping with hedonic motives, they browse and purchase the product by impulse just because they like it without considering the results. (Jarboe and McDaniel, 1987).As the time consumers spend in a store increase, the amount money spent and the quantity of products bought increase (Iyer, 1989)
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