THE EFFECT OF MINDFUL ATTENTION ON CONSUMERS` ONLINE IMPULSIVE BUYING BEHAVIOR AND THE MODERATING ROLE OF FAMILY TYPE

Authors : Murat Fatih Tuna

Pages : 39-66

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Publication Date : 2025-01-31

Article Type : Research Paper

Abstract :Intrinsic and extrinsic influences to which consumers are exposed can differentiate the reasonableness of their purchasing behavior. One of these intrinsic influences is impulse, which is also effective in online purchasing behavior. Although mindfulness is thought to influence consumption behavior, evidence of the effect of demographic characteristics is insufficient. This cross-sectional study examines the degree of influence of the MAAS (Mindfulness Awareness Scale) score on the IBBS (Impulsive Buying Behaviour Scale) score and the moderating role of family type on this effect. The study data were obtained from adults with monthly income through an online survey (n=459). In line with the study’s results, when the effect of any demographic factor is not considered, it is understood that the IBBS score will decrease as the MAAS score increases. The results explain the moderating role of family type. It was calculated in this context that the increase in MAAS score had a more significant effect on the decrease in IBBS score for participants living in nuclear families. However, the same effect was not observed for participants living in extended families.
Keywords : Anahtar Kelimeler: Tüketici davranışı, Bilinçli farkındalık (dikkat), Dürtüsel satın alma, Çevrimiçi satın alma, Dijital pazarlama, Aile tipi