THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Authors : Zübeyir Çelik, Bulut Dülek

Pages : 862-882

Doi:10.17130/ijmeb.1191299

View : 143 | Download : 98

Publication Date : 2023-12-29

Article Type : Research Paper

Abstract :When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.
Keywords : Mutluluk, Algılanan Çevrim İçi Alışveriş Zevki, Algılanan Çevrim İçi Alışveriş Faydası, Çevrim İçi Tekrar Satın Alma Niyeti, Çevrim İçi Alışveriş

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