Abstract:

As the household population increases, the expenses of basic needs such as education, health, food and clothing also increase. With the increase in the number of households in the home economy, if there is no change in income or if the increase in income does not provide comfort within the home economy, the problems caused by the resulting needs begin to increase. Within the scope of the purpose of the study, the effects of purchasing behavior as independent variable and family structure, social media ads, product/service quality as mediation variables on home economy were analyzed. As a result of analysis, purchasing behavior, family structure, social media advertisements and product service quality seem to have an effect on the home economy. As a research method, 397 questionnaires (from married individuals) were collected and analyzed. Analyzes were performed using SPSS 25 Program. Correlation analysis was conducted in order to see the degree of relationship between variables. And, regression analysis was performed to test the established hypotheses, while the Sobel test was used for testing mediation variable analysis.

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