- Cukurova Medical Journal
- Cilt: 48 Sayı: 3
- Effect of body satisfaction on online impulse purchase behavior of young people
Effect of body satisfaction on online impulse purchase behavior of young people
Authors : Mustafa Kale, Saadet Sağtaş, Yonca Bir, Ayşe Şenay Koç, Murat Koç
Pages : 1167-1176
Doi:10.17826/cumj.1336920
View : 35 | Download : 49
Publication Date : 2023-09-30
Article Type : Research
Abstract :Purpose: This research aims to determine the effect of body satisfaction on impulse purchase behaviour and to detect differences in body satisfaction and impulse buying behaviour according to demographic factors. Materials and Method: The data were collected from 346 students educating different departments at a foundation university in Mersin. The survey method was used and analyzed with path analysis, independent samples t-test, and one-way ANOVA. Results: The positive effect of body satisfaction was observed on impulse buying behaviour. And differences in body satisfaction and impulse buying behaviour were investigated according to gender and monthly budget. Body satisfaction differs by gender, while impulse buying behaviour to a monthly budget. Conclusion: Purchase behaviour tends to increase when body satisfaction increases. Body satisfaction is higher among male students, and the purchase behaviour of students with a high monthly budget is more.Keywords : Body satisfaction, impulse buying, young purchase