Examining factors affecting online impulsive holiday buying behavior

When we look at the studies examining purchasing behavior, it is seen that consumers exhibit purchasing behavior not only out of need but also through other external stimuli. With the rapid development of technology and the spread of social media and other online channels, consumers can purchase products or services with a sudden decision. The online buying experience has changed the way consumers purchase products or services. The aim of the research is to reveal the effect of word of mouth (e-wom), website quality and perceived sales promotions on online booking channels in online holiday purchasing processes, on impulsive purchasing behavior through utilitarian and hedonic motives. Consumers who have had at least one purchasing experience through online reservation channels will be included in the research sample, and a survey will be used as a data collection technique. The data collected by convenience sampling method will be tested with structural equation modeling and interpreted in accordance with the purpose of the study. Research results; shows that electronic word of mouth does not have a significant effect on online impulsive buying behavior. It is concluded that website quality, perceived sales promotions, utilitarian and hedonic motives have a significant effect on online impulsive purchasing behavior. Additionally, it is observed that utilitarian and hedonic motives, electronic word of mouth communication, website quality and perceived sales promotions act as mediators in the effect of online impulsive purchasing behavior.