Durumsal Benlik Saygısının Reklam İzleme ile Kompulsif Satın Alma İlişkisindeki Düzenleyici Etkisi
The Moderating Effect of State Self-Esteem on the Relationship between Advertising Viewing and Compulsive Buying

Summary/Abstract: The aim of this study is to determine the relationship between advertising viewing and compulsive buying in young consumers. The study will also examine the moderating effect of state self-esteem on the advertising viewing and compulsive buying relationship. The study was conducted on 266 valid questionnaires applied to 18-30 year-old young consumer sample in Ankara, Turkey. According to the results of the regression analysis, compulsive buying increases as the level of advertising viewing increases. While performance self-esteem has no moderating effect on the advertising viewing and compulsive buying relationship, social self-esteem and appearance self-esteem moderate the relationship between advertising viewing and compulsive buying.

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