Regulatory Role of Age and Income in The Effect of Unplanned Purchasing Behavior on Financial-Wellbeing Through Pandemic Concerns
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2022, Vol 3, Issue 1
Abstract
Purpose: The moderating role of age and income in the impact of impulsive buying behavior on financial well-being through pandemic anxiety is discussed. The study also examines how impulsive buying behavior, pandemic anxiety and financial well-being changes according to different demographic characteristics. Finally, it aims to examine the direct and indirect effects of each variable separately. Materials and Methods: The study targets health personnel in the province of Istanbul. In the research, a quantitative study was carried out using the SPSS Package program. In the study, Hayes's 59th model of t-test, ANOVA and mediator moderator analysis was tested. Findings: According to the results of the analysis, while the mediating role of pandemic anxiety in the effect of impulsive purchasing on financial well-being is insignificant in the low and middle age groups, this role is significant in the high age group. In addition, while the mediating role of pandemic anxiety in the financial well-being effect of impulsive purchasing is not significant at low income levels, this role is significant at middle and high income levels. That is, it has been observed that mediation is moderated by age and income. Conclusion: The study provides important outputs to the theoretical structure and the practitioners in practice by associating the unplanned purchasing behaviors of health workers with their financial well-being during the pandemic period. In addition, in the bilateral relations in the model, income did not have a regulatory role when age was fixed, and age did not play a regulatory role when income was fixed. On the other hand, when the model is evaluated as a whole, the most critical result is that the mediating role of pandemic anxiety in decreasing financial well-being of the increase in impulsive buying behavior is meaningless at the low level of age and income, while it becomes significant as age and income increase. Age and income moderate the mediating role of pandemic anxiety.
Authors and Affiliations
Kayhan AHMETOĞULLARI
Keywords
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- EP ID EP707548
- DOI 10.54439/gupayad.1119943
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