The effect of store image on hedonic consumption and consumer administration: A research on electronic stores in Mersin

The research was carried out for the effect of the store image of consumers who prefer electronic stores in Mersin Province to hedonic consumption and consumer loyalty. The research sample consists of 500 people. In the first and second parts of this study, the literature review about the concepts that are the subject of the research, the findings of the research in the third part and the result evaluation part in the last part are included.In the first part; There are definitions and discussions about store image and loyalty concepts. The definition of store image and loyalty concept and elements of store image (atmosphere, staff, price, product, value, quality, satisfaction, point of purchase), store image and previous studies for loyalty are given general information about some works. In the second part; definition of consumer, classical factors affecting consumer behavior (social, psychological and personal), types of purchasing decision, and the definition of hedonic concept that affects today's consumer behavior, causes of consumer behavior and dimensions of hedonic consumption behavior (social shopping, adventure shopping, relaxation) purpose shopping, shopping to make others happy, shopping to get ideas, and shopping to capture opportunities), information on reasons, and some previous studies. In the third part of the research, information related to the definition of electronic stores (Vatan Bilgisayar, MedıaMarkt, Teknosa) will be given. The study was conducted in Mersin province, the purpose, importance, scope, limitations, method, type, sample, model and research analysis of the research were evaluated and as a result, it was seen that the image of the store affects the hedonic consumption behavior and consumer loyalty in electronic stores.In the fourth part, the findings are evaluated. Keywords: Store Image, Hedonic Consumption, Consumer Behavior, Loyalty, Electronic Store