A reserach on effect of situational factors and self on compulsive buying behavior

One of the most important research issue for consumer behavior discipline ise determining the motivation under the consumer buying behavior. Decision, motivation, action, planned behavior, prospect and more other theories has been applied by the theoretical process of marketing science for revealing the consumer buying behavior. Those revealed findings can mostly be generalized by the literature. On the other hand, even though consumer behavior discipline can broadly explain the general consumer buying behavior; there are still some specific and niche consumer groups whose behavior pattern is quite different than the general population. On this study; "Compulsive Buying Behavior" is the dependent variable which has been examined by the independent variables of "situational factors of the shopping environment" which is widely under control of the marketing professionals, "demographic variables" and "self". Since the compulsive buying literature scanned hypercritically, there were no research papers found about the self or sitiuational factors for the compulsive buying behaviour. On the other hand it's believed that, the scale developed on this research for evaluating the effects of sitiuational factors for compulsive buying will have an important contribution for the literature. According to the analyze of the collected data; it can be said that; "situational factors" have a quite important role over "compulsive buying behavior" and women show more compulsive buying behavior tendency than men. Also it can be said that single individuals are more compulsive buyers than married ones. Different product types have mediator effect between sitiuational factors and compulsive buying behavior. On the contrary of the effect of the situational factors, the effect of percieved self is quite low for the compulsive buying behavior. It's expected that both theoreticians and practicians would obtain usefull knowledge from the results and suggestions given under the findings of this research.