Abstract:

Today, the emotional dimension of the consumption phenomenon is also addressed as functional. Hedonic consumption is a form of consumption in which shopping is seen as an action that gives pleasure and happiness. Research has found that instant purchase also moves emotions, that such a purchase makes consumers happy and exciting. The aim of this study is to reveal whether there is a meaningful relationship between hedonic consumption and instant purchase that experiences similar emotions. The achieved results showed that there was a weak but meaningful relationship between these two consumption forms in a positive direction. It has also been found that both hedonic consumption behavior and instant purchase behavior differ in terms of gender, age, profession and income groups.