Hilal Özen

Shopping online without thinking: being emotional or rational?

Purpose – This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT. Design/methodology/approach – An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. Findings – Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT. Originality/value – Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this...

Utilitarian Or Hedonic? A Cross Cultural Study In Online Shopping

With the inconvertible effect of globalization, a growing number of websites today sell their products to more than one country. The effects of cross cultural differences on buying behaviors are widely acknowledged. Therefore, a consideration about attracting and retaining online consumers from different countries and cultures is gaining importance. What are the basic motives that make consumers buy from online retailers? Does being hedonic or utilitarian matter? This paper examines the roles of hedonic and utilitarian values on online shopping by comparing cross culturally the Turkish and US consumers. A total of 264 students participated to the survey from Turkey and USA. Findings showed that Turkish and US consumers differ according to their hedonic and utilitarian values in online shopping. While Turkish consumers use online retailers to socialize with others, the US people use it to relax.

E-Health Information Search Intentions of Turkish Internet Users

This study examines how perceived benefits, perceived quality and reliability of electronic health (e-health) information affect intention to repeat e-health information search behavior. Through announcing one of the well-known health website in Turkey, 376 out of 386 valid and complete responses were received via an online survey. Results of the study indicate that personal health issues component of perceived benefit has received the most consistent support as factor that influences future health information search intention on internet.