Factors Influencing E-impulse buying behaviour: The Mediating Role of Utilitarian and Hedonic Browsing

Authors : Aytaç Erdem

Pages : 466-477

View : 63 | Download : 98

Publication Date : 2025-06-30

Article Type : Research Paper

Abstract :This study explores the effects of deal proneness, consumer mood, and social influence on e-impulse buying. It also investigates whether hedonic and utilitarian browsing mediate these relationships. Data from 377 participants were analyzed using structural equation modeling. The findings indicate that social influence significantly affects e-impulse buying and hedonic browsing, but not utilitarian browsing. Deal proneness has a significant impact on e-impulse buying and utilitarian browsing, while it does not significantly affect hedonic browsing. Consumer mood significantly influences e-impulse buying, utilitarian browsing, and hedonic browsing. Additionally, utilitarian browsing partially mediates the relationship between deal proneness and e-impulse buying, and hedonic browsing partially mediates the effect of social influence and consumer mood on e-impulse buying.
Keywords : E-plansız Satın Alma, Tüketici Ruh Hâli, Sosyal Etki, Fırsatlara Eğilim, Tarama

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