Özet:

The relationship between the quantity demanded of any good and the price of that good is explained by the demand function. While deciding to buy a product, the consumer is also affected by the demands of others and can make the purchase decision accordingly. This situation, which is expressed as demand dependent on others or functional demand, occurs as a result of the Bandwagon effect, the Veblen effect, and the Snop effect. At the same time, factors such as scarcity perception and discount messages and shopping addiction also affect purchase intention. Inflation and inflation expectations, which mean a continuous increase in the general level of prices, also affect the purchasing decision of consumers. The aim of this study is to analyze the purchasing decision of the consumer according to the effects mentioned in online shopping. In the study, the data applied to 384 university students were analyzed with the SPSS package program, factor analysis and regression analysis. According to the results obtained, online shopping increased during the Covid-19 pandemic period, and the most purchased product was in the clothing/shoes group. Six factor dimensions were determined by factor analysis. There is a positive and significant relationship between the economy dependent variable and addiction, bandwagon and social media independent variables.

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