Turistlerin Plansız Satın Alma Davranışında Sosyal Medyanın Etkisi (The Effect of Social Media On The Impulse Buying Behavior of Tourists)
DOI:
https://doi.org/10.21325/jotags.2024.1369Keywords:
Impulse buying, Social media, Hedonic browsing, Utilitarian browsing, Flow experienceAbstract
The development of information technologies has led to changes in the purchasing behavior of consumers. While some consumers make a planned purchase by deciding on the products they will buy in advance, some consumers are influenced by a product they see at that moment and make an unplanned purchase. The purpose of this research is to examine the effect of social media on impulse buying behavior of tourists. The effects of hedonic browsing, utilitarian browsing and flow experience, which are thought to have an impact, on impulsive buying were examined. In addition, the effect of hedonic and utilitarian browsing on flow experience was also examined. The research was conducted with the online survey method via social media channels. 422 social media users participating in the study were selected by convenience sampling method. As a result of the research, it has been revealed that utilitarian and hedonic browsing have an effect on the flow experience in the impulse buying of tourists from different generations. At the same time, the direct effect of utilitarian and hedonic browsing on consumers' impulsive buying behavior has been identified. However, it has been determined that the flow experience in social media does not have a direct effect on tourists' impulse buying behavior.
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