Özet:

Purpose: This study aims to examine the moderator role of store stimuli in the effect of discount sensitivity on impulsive buying behaviour. Design/Methodology: Data obtained from 472 participants determined by convenience sampling method were used in the study. The data were analyzed with SPSS 20.0 statistical package program and LISREL 8.7 data analysis program and Structural Equation Modeling. Findings: As a result of the analyzes made; It has been found that consumers' discount sensitivity has a positive effect on impulsive buying, which is defined as impulsive buying behaviour. Based on this result, the moderator role of the store atmosphere, which is the aim of the research, was examined and it was found that the effect increases gradually in the presence of stimulants. Limitations: The sample used in the study consists only of participants over the age of 18 living in Çankırı. At the same time, it is required that these participants have made purchases from ready-made clothing stores with a widespread store network. The limitations of the research are that the sample consists of only participants at a certain focal point and that certain sub-dimensions are used as the store atmosphere. Originality/Value: Studies on discount sensitivity and impulsive buying behaviour are frequently found in the literature. Examination of the regulatory role of the store atmosphere in the impulsive buying behaviour of consumers with discount sensitivity in the research can shed light on future research and adds originality to the research.

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