Determination of hedonic consumption behaviors in online shopping: An application in cosmetic industry

Globalization, increasing income level, varying forms of communication and needs, the emergence of virtual markets has led to a significant change in consumption with the advent of technological developments. Consumption has become a phenomenon where people express themselves using their emotions and give clues to their environment about their lifestyles rather than meeting their basic needs. Consumers have started to need to be well-groomed due to various reasons such as women taking a more active role in business life and healthy lifestyles. Therefore, the cosmetic sector has become a sector that does not lose blood even in crises. In this study, the difference of the demographic characteristics of consumers compared to their online cosmetic shopping for hedonic reasons was examined and the effect of these reasons on the consumers' hedonic emotions was investigated. 461 people were reached in the survey conducted on the internet by easy sampling method. At the end of the research, it was concluded that cosmetic purchases made for adventure over the internet differed according to gender and cosmetic purchases made for value differed according to age and marital status. However, it was found that there was a significant relationship between hedonic emotions of consumers and shopping for adventure and value. Keywords: Hedonism, Hedonic Consumption, Online Shopping, Cosmetic Sector.