Bireylerin Faydacı Tüketim Eğiliminin Plansız Satın Ama Davranışına Etkisinde Marka Deneyiminin Rolü
The Role of Brand Experience in the Effect of Individuals' Utilitarian Consumption Tendency on Impulse Buying Behavior

Summary/Abstract: In this study, it is aimed to analyze the effect of utilitarian consumption on impulse buying behavior, through the mediating role of brand experience, specifically for university students. In the study, questionnaire data were obtained from 421 students selected by convenience sampling method from two private universities in Turkey. Descriptive statistical analyzes were carried out with these data and the validity and reliability of the scales used in the research were tested. Correlation analysis was performed to determine the relationship between the variables. “Process macro” was used to test the research hypotheses. According to the findings obtained in the study; it has been determined that utilitarian consumption has a significant and positive effect on impulse buying behavior, and brand experience has a mediating role in this relationship. It is considered that the findings obtained in the study will contribute to the literature on impulse buying and will attract the attention of customer/consumer-oriented firms.

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