MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR

Compulsive buying has been a widely researched medical phenomenon. In this study compulsive buying behavior is examined from a marketing perspective and in the online environment. When the relevant literature is reviewed it is revealed that little research has been done on online compulsive buying b...

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Autores principales:	Ceyda Aysuna TÜRKYILMAZ, İlke OCAMAZ, Aypar USLU
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	materialism brand resonance compulsive buying online compulsive buying behavior consumer behavio Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/2edebcb2248a407882799bc0adf147a8
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spelling	oai:doaj.org-article:2edebcb2248a407882799bc0adf147a82021-11-24T09:20:52ZMATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR2148-416310.9761/JASSS3303https://doaj.org/article/2edebcb2248a407882799bc0adf147a82019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=148906157_6-Yrd.%20Do%C3%A7.%20Dr.%20Ceyda%20Aysuna%20T%C3%9CRKYILMAZ.pdf&key=27769https://doaj.org/toc/2148-4163Compulsive buying has been a widely researched medical phenomenon. In this study compulsive buying behavior is examined from a marketing perspective and in the online environment. When the relevant literature is reviewed it is revealed that little research has been done on online compulsive buying behavior. This study aims to fill this gap by trying to explain online compulsive buying considering the influences of materialism and brand resonance on it. In order to achieve this aim data were collected from a sample of 439 online shoppers by a convenience sampling method. The results revealed that success, happiness, centrality (all of the dimensions of the material values scale), connection and community (2 of the 3 dimensions of brand resonance) have statistically positive effects on online compulsive buying and brand loyalty has a negative one contrary to expectations. These results may shed light on online shopping site owners to generate their strategies by better understanding compulsive buyers and their behaviors. In order to contribute to the gap in the relevant literature, further research needs to be done on the under researched areas of online compulsive buying. For instance, in this paper materialism is taken from a “values perspective”. Materialism may be taken into consideration in further studies from a personality trait perspective as well. Its effects on online compulsive buying behavior may be analyzed with the other personality traits together.Ceyda Aysuna TÜRKYILMAZİlke OCAMAZAypar USLUFırat Universityarticlematerialismbrand resonancecompulsive buyingonline compulsive buying behaviorconsumer behavioSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 9, Iss 43, Pp 91-107 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	materialism brand resonance compulsive buying online compulsive buying behavior consumer behavio Social Sciences H Social sciences (General) H1-99
spellingShingle	materialism brand resonance compulsive buying online compulsive buying behavior consumer behavio Social Sciences H Social sciences (General) H1-99 Ceyda Aysuna TÜRKYILMAZ İlke OCAMAZ Aypar USLU MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
description	Compulsive buying has been a widely researched medical phenomenon. In this study compulsive buying behavior is examined from a marketing perspective and in the online environment. When the relevant literature is reviewed it is revealed that little research has been done on online compulsive buying behavior. This study aims to fill this gap by trying to explain online compulsive buying considering the influences of materialism and brand resonance on it. In order to achieve this aim data were collected from a sample of 439 online shoppers by a convenience sampling method. The results revealed that success, happiness, centrality (all of the dimensions of the material values scale), connection and community (2 of the 3 dimensions of brand resonance) have statistically positive effects on online compulsive buying and brand loyalty has a negative one contrary to expectations. These results may shed light on online shopping site owners to generate their strategies by better understanding compulsive buyers and their behaviors. In order to contribute to the gap in the relevant literature, further research needs to be done on the under researched areas of online compulsive buying. For instance, in this paper materialism is taken from a “values perspective”. Materialism may be taken into consideration in further studies from a personality trait perspective as well. Its effects on online compulsive buying behavior may be analyzed with the other personality traits together.
format	article
author	Ceyda Aysuna TÜRKYILMAZ İlke OCAMAZ Aypar USLU
author_facet	Ceyda Aysuna TÜRKYILMAZ İlke OCAMAZ Aypar USLU
author_sort	Ceyda Aysuna TÜRKYILMAZ
title	MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
title_short	MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
title_full	MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
title_fullStr	MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
title_full_unstemmed	MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR
title_sort	materialism and brand resonance as drivers of online compulsive buying behavior
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/2edebcb2248a407882799bc0adf147a8
work_keys_str_mv	AT ceydaaysunaturkyilmaz materialismandbrandresonanceasdriversofonlinecompulsivebuyingbehavior AT ilkeocamaz materialismandbrandresonanceasdriversofonlinecompulsivebuyingbehavior AT ayparuslu materialismandbrandresonanceasdriversofonlinecompulsivebuyingbehavior
_version_	1718415409415192576

MATERIALISM AND BRAND RESONANCE AS DRIVERS OF ONLINE COMPULSIVE BUYING BEHAVIOR

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