Effect of hedonic motivation, sales promotions, website quality and situational factors on impulse buying behavior in online shopping

Due to technological advances and the development of the e-commerce sector, online impulse buying has become a common phenomenon. Online shopping, which has taken over the consumer societies of the United States and Europe, has influenced the whole world. Online marketing has emerged as a new shopping area for millions of consumers, taking advantage of unlimited product options, accelerated purchasing and product delivery processes. The shopping experience offered by online stores has removed some limitations in traditional retail, such as social pressure from sales assistants or other shoppers, limited hours of service, inconvenient store locations and the need to transport products. Online retailers try to take advantage of the instant shopping trend by using promotions and offers, developing a vibrant and attractive website design, offering next-day delivery, and giving consumers pleasure from shopping. In this study, a total of 818 questionnaires obtained from students of Muğla Sıtkı Koçman University and Missouri Science and Technology University were analyzed. In this context, with data obtained from students studying in Turkey and the United States, impact of sales promotions, website quality, hedonic motivations and situational factors on the online impulse buying behavior have been identified. For this purpose, in order to examine the relationship between the variables of the study, correlation and regression analyzes were done and recommendations were given to online retailers regarding to the findings. In addition, the difference analysis was done according to the demographic characteristics of the collected data. In the analysis of the data, t-test and ANOVA were used to test the difference between groups in samples with normal distribution, and Kruskal-Wallis test was used in samples without normal distribution.