Abstract:

Nowadays, along with the competition of the people against time, the importance of online shopping behavior has increased. The increase in internet usage not only created a new competitive area for companies, but also provided a new purchasing behavior setting for consumers. The main reasons for consumers tend to use this medium are more practical compared to store shopping behavior, opportunity to compare multiple similar products, detailed information about the product, no waiting in line during the shopping behavior, no problems like parking. Consumers, in this (online) environment, do not shop only to fill their needs, but at the same time they enjoy the consumption experience. This study is based on Arnold And Reynols’ (2003) work that founded over motivations of emotional buying behaviors. The study obtained the data by survey from seventy-two female academics of Communications Faculties of public and non-profit universities in Istanbul. The assumption of the study is there are differences between reasons of the hedonic shopping behavior of academics who work in public universities and the ones who work in non-profit universities. Toward this assumption, motivations of hedonic buying behavior and variables were set. In the result of the accordingly conducted survey, it is seen that the attitudes of hedonism of public university woman academicians differ from the ones in non-profit universities

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