The effects of hedonic consumption on impulse buying purchase behavior: case of Libya

Consumers are the source of revenues and profits for the companies. It is imperative for marketers to understand consumer behavior. Impulse buying is an appealing aspect of consumer behavior for companies because consumers end up buying more than what they originally had planned for. Individuals who are highly involved in the impulse buying are the ones who usually get emotionally connected to the product very easily and get convinced to buy the product on the spot. Impulsive buying behavior can be seen as a problematic consumer behavior for Libyan consumers, considering hedonic consumption decisions made in retail stores and excluding purchasing activities, in connection with negative emotions and possible harmful consequences. Libya is a Muslim country, so the religious context guides a framework that shapes the behavior and morality of both society and the individual. However, the general problem is that little research has been done before. In this study it is aimed to explore the connections between behavior image, consumer satisfaction and implulse buying with an integrated point of view. In accordance with this purpose, the relevant literature was reviewed and a model was developed from the point of view of the studies in the literature. In order to test the developed model, a face-to-face questionnaire was applied to 400 visitors with the easy sampling method among the visitors who visited Bengahzı district of Libya between 15 January - 25 August 2019. The obtained data was analyzed in SPSS 22.0 program. When literature is analyzed, many studies have been identified in which hedonic purchase behavior and unplanned purchase behavior are combined. Key Words: Hedonic Consumption, Impulse Buying Purchase Behavior. 2020, 80