Abstract:

Compulsive purchasing behavior, which is seen as a behavior disorder, has become a common behavior disorder in the consumer society today. The consumer who is experiencing psychically negative emotions performs the purchase action to feel better. This behavior over time, along with the constant buying impulse, turns into a habit or addiction. The regrets, anxiety and material losses that individuals experience after the purchase cause their social relationships to be deteriorated. The spread of the use of the internet and the fact that the online purchase action is easier and more convenient than the physical purchase, it is assumed that it will increase the purchase tendency. The purpose of this research will be to study the impact of online purchasing behavior on compulsive purchases. The average time spent on the internet, the frequency of shopping on the internet and the impact of demographic factors on compulsive purchasing behavior have also been studied. In this study, which adopted the Nicel research method, the analysis of correlation, regression analysis, Anova and T tests were applied to measure the relationship between the variables through the 316 survey data collected from the Istanbul sample with the survey technique. According to the results of the analysis, there is a meaningful relationship between the behavior of purchasing on the internet and the compulsive behavior of purchasing. There is also a meaningful relationship between consumers’ monthly income, working status, the average time spent on the internet, the frequency of shopping on the internet and compulsive purchasing behavior.

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