The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey

Abstract

The purpose of this research is to determine the effects of materialism and hedonic shopping value onimpulse buying behavior and the effect of materialism on hedonic shopping value. The study sample wascomprised of students selected via convenience sampling method at one state university in the MarmaraRegion of Turkey. The analysis of the data acquired by face-to-face questionnaire method from a total of464 university students was performed by factor analysis. Structural equation modeling was used toassess the effects of materialism and hedonic shopping value on impulse buying behavior and the effectof materialism on hedonic shopping value. The findings showed that the success dimension of materialismhas a positive effect on all dimensions of hedonic shopping value and that the success and centralitydimensions of materialism have a positive effect on impulse buying behavior. Also, it was observed thatthe happiness dimension of materialism has a negative effect on impulse buying behavior and all dimensionsof hedonic shopping value. Furthermore, it was seen that the social interaction and praise fromothers dimensions of hedonic shopping value have a negative effect on impulse buying behavior. Thesefindings can help theorist and marketers better understand young people’s impulse buying behaviors.