Facebook ticaretinde tüketici dürtüsü satın alma davranışının belirleyicileri

The projected revenue for electronic commerce on Facebook was 27.6 billion in 2016 as stated by Market Business News, 2015. Despite these figures, not many studies have been done specifically pertaining to Facebook commerce whilst scrutinizing materialism and its relationship with impulse buying using credit cards. In addition, self-esteem and its impact on impulse buying and credit card use, gender and its effect on impulse buying using credit cards and the impact of using credit cards on impulse purchase behavior. Structural equation modelling was used to develop hypotheses about the factors that influence impulse buying. The research made use of the flow theory to test such prepositions were self-esteem and materialism stood as independent variables, the usage of credit cards took a mediating role while gender played a moderating role and impulse buying was represented as a dependent variable. A survey was done collecting data from 325 university students using a questionnaire created on Survey Monkey and distributed through the author's various social platforms, namely WhatsApp, Instagram, Twitter and Facebook. The questionnaire comprised of five socio demographics, the self-esteem scale by Rosenberg, the scale of materialism by Richins and Dawson, the mis usage of credit cards: a scale by Roberts and Jones. Lastly, the Verplanken and Herabadi impulse buying tendency scale. The results showed that self-esteem insignificantly affects neither credit card usage nor impulse buying. Secondly, that materialism has no significant impact on credit card use and impulse buying. Thirdly, credit card use significantly affects impulse buying but is neither a significant mediator in the association between self-esteem and impulse purchase behavior nor materialism and impulse purchase behavior. Lastly, addressing gender as being an insignificant moderator to neither the relationship between materialism and impulse buying nor the association between self-esteem and impulse buying. The implications of the study proved significant by adding on to theory and instigating the need for further research whilst allowing managers to use these results to form better marketing strategies through exploitation of such character traits as materialism and self-esteem leading to better business revenue and profits.