Kompulsif Satın Alma Davranışı Üzerinde Bedavanın Gücü
The Power of Free Over Compulsive Purchasing Behavior

Summary/Abstract: Under the rational individual assumption, consumer behavior models argue that individuals buy the products needed to reduce or eliminate physiological or psychological strains. However, individuals cannot always be calculated correctly and cannot make rational decisions due to the exposure of individuals to more than one stimulus during the decision phase and the presence of emotional and impulsive variables. In addition, changes in consumption culture bring along abnormal consumption behaviors. Compulsive buying, one of these behaviors, forms the basis of the study. The aim of this study is to investigate whether the relationship between compulsive buying level and purchasing intention changes against shipping options during online shopping. For this purpose, the sample of the study consists of individuals from generation Z. The questionnaires prepared by using the Compulsive Buying Scale and Purchase Intention were applied to 128 people. According to the results of the Difference and Correlation Tests, there is a positive low correlation between compulsive buying tendency and purchase intention in the free shipping option; there is a statistically insignificant negative correlation in the paid cargo option.

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