The effect of hedonism perception on the intention to consume street delicacies: The mediating role of flow experience

The subject of this study is to reveal the effect of hedonism on the intention to consume street delicacies and to determine the mediating role of the flow experience because of the pleasure and happiness arising from the realization of the action. When pleasure is considered, the first action that comes to mind is sexuality. Because sex is universally the most rewarding experience that comes to mind. Food consumption is one of the basic pleasures like sex. So much so that food has been transformed into an art that gives pleasure as well as pleasure in every culture and has been developed throughout history with its preparation rituals. Street tastes are also met with consumers with an attitude that can't be separated from the social experience and where it exists within food culture, and where there is a coexistence of old and new tastes. The intention of consumption is inherently highly complex but can often be defined as instinct, need, or desire. Despite both growing consumer interest and academic interest in street flavors as well, there are still a very limited number of studies focusing on consumer intent, the chief actor of consumption. Although behavioral analysis is very important in social sciences, it is a relatively difficult analysis. It is seen that his current studies on the subject focus more on the utilitarian aspects of consumer behavior, which is characterized as rational and it can be stated that the potential importance of different aspects of consumer behavior still remains unclear. Therefore, it is necessary to focus more on studies that pursue a more complete understanding of consumer behavior. In this study, aimed at discovering the consumers' intention to consume street flavors; focuses on the perception of hedonism and expands the flow theory in the context of food consumption. It is inevitable for those who use the potential pleasure inherent in food to turn this experience into flow. The study includes the relationship between consumer and street tastes; Apart from developing it within the framework of a different perspective, it aimed to create an area to investigate the consumption of enjoyable and enjoyable food in the relevant literature. Based on the idea that street food consumption is related to enjoying food, intrinsic motivation, and happiness after a rewarding experience, and therefore an opportunity for flow, the relationship between them has been tried to be revealed. Keywords: Hedonism, Street Flavors, Flow experience