Purpose – This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT. Design/methodology/approach – An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. Findings – Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT. Originality/value – Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this study provides useful insights into impulse buying behavior in an online setting. In developing markets like Turkey what is the role of hedonic shopping motivations in online IBT? This study is unique in addressing this question for Turkish online consumers.

Purpose The paper aims to focus on the relationships among corporate social responsibility (CSR), overall service quality (OSQ), company reputation and affective commitment. It investigates whether service quality or CSR is the primer driver of affective commitment. Also, the mediating role of company reputation was examined. Design/methodology/approach Structural equation modelling analysis provided support for the hypotheses from a sample of 522 retail banking consumers in Turkey. Findings Findings show that both CSR and OSQ influence affective commitment through the mediator role of company reputation. Originality/value This study tests and confirms that corporate reputation plays a mediator role along the paths from CSR and OSQ to affective commitment. Also, this study expands the traditional view of CSR’s and OSQ effect on customers and suggests that CSR and OSQ do affect not only company reputation but also affective commitment.

This study examines whether or not a consumer will support a firm due to its CSR activities depending on what perceived motivation (egoistic, strategic, stakeholder and value driven attributions) the consumer has towards those activities and also analyzes how the relationship between consumers’ attributions and the change in their supportive behaviour according to their perceived service quality. The survey was conducted with customers of mobile telecommunication services in Turkey. In order to collect data to test the hypotheses, in accordance with the theory of stated preferences versus theory of revealed preferences, a face-to-face survey was carried out by adopting a quota sampling technique based on the market share of each mobile service provider. The sample consisted of 400 respondents who were drawn from the Istanbul metropolitan area. The results show that value driven, strategic and stakeholder driven motives have a direct and positive effect. Egoistic motive was found to be significant and had a negative effect. Service quality moderated only the relationship between strategy driven motives and supportive behaviour, and value driven motives and supportive behaviour, but in an unexpected direction.

Son yıllarda taklit ürünlerin varlığı hızla artmakta ve özellikle lüks markaların ürünleri taklitçilerin hedefi konumuna gelmektedir. Birçok tüketici de bilinçli olarak bu ürünlerin taklitlerini tercih etmektedir. Tüketicilerin tercihlerinin arkasında yatan tek etkenin fiyat olmadığının anlaşılmasından itibaren de konu araştırmacıların ilgi odağı haline gelmiştir. Bu çalışmada, bilinçli olarak bu ürünleri tercih eden tüketicilerin tercihlerinin arkasında yatan, fiyat dışındaki, muhtemel motivasyon kaynakları tespit edilmiş ve bu değişkenlerin satın alma niyeti yüksek ve düşük olan tüketicileri birbirlerinden anlamlı derecede ayırt edip etmediği incelenmiştir. Bu değişkenler; kişisel özellikler (materyalizm, değer bilinci, marka hassasiyeti ve moda bilinci), sosyal motivasyonlar (kendini izleme eğilimi, referans grup etkisi ve statü arayışı) ve ürün ile ilgili faktörler (algılanan değer ve risk) başlığı altında toplanmıştır.

Abstract