THE IMPACT OF CONSUMERS' PERCEPTIONS OF ONLINE ADVERTISING ON ONLINE UNPLANNED BUYING BEHAVIOR
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2023, Vol 4, Issue 1
Abstract
Purpose: The main purpose of this research is to examine the impact of consumers' perceptions of internet advertisements on their online unplanned buying behavior. Material and Method: In the study, the research population consists of consumers living in the center of Düzce and shopping only on the internet. In the context of this research, 252 consumers were reached by the online survey method and the data obtained were analyzed. Findings: According to the results of the regression analysis, the impacts of information, hedonic/pleasure, consumer benefit and consumer manipulation dimensions of consumers' perceptions of internet advertisements on online unplanned buying behavior were found to be statistically significant. Result: According to the results of the study, owing to online advertisements, consumers can buy products and services online unplanned, that they do not really need or do not have a planned shopping thought at that time.
Authors and Affiliations
Nisa KAPLAN, Remzi BAŞAR
Keywords
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- EP ID EP719305
- DOI https://doi.org/10.54439/gupayad.1238371
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