This paper aims to determine the effects of hedonic shopping value on discounted product purchasing intention.
Design Methodology Approach
The population of the research consists of consumers who have wanted to benefit from “Magnificent Friday” campaigns or similar campaigns of big shopping malls in Gaziantep between the November 15, 2019 and the December 31, 2019. Out of non-probability sampling methods, convenience sampling method was used in this research. Sample number was determined as 425. To test the hypotheses, Smart partial least squares 3 statistics program was used, and the evaluation of the hypotheses was conducted by using the bootstrapping technique.
Analyses show that innovation (β = 0.150, p < 0.001), entertainment (β = 0.192, p < 0.001), praise from others (β = 0.234, p < 0.001), escaping reality (β = 0.274, p < 0.001) and social interaction (β = 0.183, p < 0.001) dimensions of hedonic shopping value positively affect discounted product purchasing intention. Accordingly, H1, H2, H3, H4 and H5 were accepted.
Research Limitations Implications
Because the research has time, cost, accessibility and control limitations, the whole population was not reached. The research was only carried out on the data collected from 425 consumers in Gaziantep who benefited from or want to benefit from Magnificent Friday campaign or similar campaigns.
During discount season when shopping activities are more intense, consumers tend to focus more on the entertainment value and suitability. Because consumers see these seasons as seasons to buy gifts, their interests in and purchasing intention toward products and shops increase. During discount seasons such as Magnificent Friday or New Year’s, businesses may take advantage of consumers who have a tendency for hedonic shopping.
This research studied the effect of hedonic shopping value on purchasing intention and contributed to the literature in this aspect. There have been no studies in national literature hat studied hedonic shopping with such an extent, and there have also been no studies focusing on Magnificent Friday campaigns. For this reason, this research is original in these aspects and thought to contribute to the literature.
What are the causes and consequences of Turkey’s intervention in Syria? The purpose of this paper is to explore this question by focusing on the time frame from 2011 to…
What are the causes and consequences of Turkey’s intervention in Syria? The purpose of this paper is to explore this question by focusing on the time frame from 2011 to 2016, i.e. prior to Turkey’s strategic U-turn from uncompromising enmity toward Russia and Iran.
Process tracing is used as the main methodological guideline.
Turkey’s intervention in Syria has been driven by a mutually reinforcing interaction of geopolitical, geo-economic and geo-cultural factors. Turkey’s neo-Ottomanist geo-strategy has been militarized in the context of the Arab Spring, perceived decline of US hegemony, increasing Kurdish autonomy and Adalet ve Kalkınma Partisi’s (AKP) electoral setbacks. Second, Turkey’s intervention has been triggered by the converging motivations for energy security, easily gained profits from the black energy market and economic integration with Arab-Gulf countries in the face of a stagnating Western capitalism. A third set of factors speaks to the AKP’s instrumental use of Sunni sectarianism and Kurdish ethnopolitics.
The research aim is to provide a systematic and multi-causal explanation of Turkey’s involvement in Syria.
The 17 December 2004 was a turning point in both Turkish and European history: The European Council followed the European Commission's recommendation and approved the…
The 17 December 2004 was a turning point in both Turkish and European history: The European Council followed the European Commission's recommendation and approved the opening of accession negotiations with Turkey, which commenced on 3 October 2005. The goal of accession to the European Union (EU) has become one of the main driving forces for broadly defined legal, political, economic, and financial reforms in Turkey.2