A field study on investigation of consumers' impulsive purchasing intentions online within behavioral economy approaches

While traditional economics approaches argue that individuals are rational, behavioral economics approaches argue that individuals' decision makers are irrational in uncertain and risky situations. Researchers have proven this with their empirical studies. At this point, in this study, the relationship between behavioral economics approaches and personality structures, which are among the factors affecting consumers' decisions, and online impulsive purchase intention is examined. Irrationality, on the other hand, formed the common denominator of the concepts examined in the study. In this research, framing effect, mental accounting and sunk cost fallacy, which are the most preferred behavioral economics approaches in marketing strategies, were used. In the scenario used to explain the behavioral economics approaches, it was adapted with the Covid-19 pandemic, which is still going on today, and instead of imaginary fiction, interrogation was made under real conditions, so it was aimed to evaluate consumers' online impulse buying intentions at real risk. The aim of the study is to explain consumers' online impulse buying intentions within the scope of behavioral economics approaches. Afterwards, it was examined whether consumers' online impulse buying intentions differ according to their personality types. The next part is to examine whether consumers' online impulse purchase intentions differs according to personality types. In the perspective of purpose, behavioral approaches, personality types, and their online impulse buying intention and difference measurements were made in the conceptual model of the study, which was created by using the experimental and control groups in the study. In the analysis of the data, percentage and frequency of descriptive statistics, Chi-Square Test, Independent Sample T-Test, ANOVA analyzes were used. In the light of the aim of the research, the related concepts are explained and the relevant literature review is included. Research data were obtained by face-to-face and online survey technique. The analysis of the data was carried out using the SPSS statistical package program. Findings from the research; In the case of gain and loss, the decisions of consumers differ, there is a difference between the option framing of add/subtract options and the sunk cost illusion in the online impulse buying intention, there is a difference in the mental accounting and sunk cost illusion when it comes to personality types, personality types and online impulse buying Finally, it has been determined that online impulse buying intention differs according to the marital status variable, which is one of the demographic characteristics. As a result, it can be stated that Covid-19 has a macro effect in the answers given.