English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Tools annual

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Presents the access of premium content as premium feature

Premium Content

Global: Zendy Plus annual

Global: Zendy Free Plan

The purpose of this study is to investigate whether hedonic motives and browsing affect impulse buying and examine the role of browsing as a mediator between hedonic motives and impulse buying.In this context, a model was proposed and tested on a sample of customers who made an impulse purchase in Ankara. Confirmatory factor analysis supported the components of hedonic shopping motives such as adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. Moreover, the results of the regression analysis showed that hedonic motives and its dimensions such as adventure, gratification, and idea have a positive impact on impulse buying. Consumers' browsing behaviorinfluenced impulse buying positively. The mediating role of browsing between hedonic motives and impulse buyingwas also identified.

The Influence of Hedonic Motives and Browsing On Impulse Buying