Özet:

According to the marketing text, consumption, by nature, is a binary behavior that, on the one hand, is beneficial and, on the other hand, has hedonical dimensions. The purpose of the study is to study the impact of hedonic and beneficial consumption on impulsive and compulsive purchasing behaviors. In order to this goal, a structural equality model (YEM) has been created in light of the information obtained from the field. As a sample method, the sample method is used according to the collections. In the framework of the research, 668 surveys were obtained from students studying at the vocational college, using the left-collective method, in the available state. According to the results of the model created, hedonic consumption has a meaningful and positive direct impact on impulsive and compulsive purchases. Beneficial consumption has a meaningful and negative direct impact on impulsive and compulsive purchases. Consumers make impulsive and compulsive purchasing decisions by searching for hedonic-based products. Furthermore, there is no mediation effect on the impact of profitable and hedonic consumption on compulsive purchases.

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