THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Zübeyir Çelik; Bulut Dülek

Article Details

THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Authors:

Zübeyir Çelik | Bulut Dülek

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.19 Issue 4, pp.862-882

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001307488

pISSN:

2147-9208

Keywords:

Abstract:

 When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

 When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

 When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.

 İlgili literatür incelendiğinde, mutluluğun alışveriş öncesi tüketici davranışları üzerindeki etkisine ilişkin bir araştırma boşluğu olduğu görülecektir. Bu çalışma, bu araştırma boşluğunu doldurmak için yapılmıştır. Bu çalışmanın amacı, mutluluğun müşterilerin çevrim içi alışveriş yaptıklarında tekrar satın alma niyetlerini nasıl etkilediğini araştırmaktır. Ayrıca, bu çalışmada algılanan çevrim içi alışveriş zevki ve faydasına odaklanılarak mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisi araştırılmaktadır. Veriler, çevrim içi anket yoluyla 296 katılımcıdan toplanmıştır. Araştırma hipotezlerini test etmek için regresyon ve Process Macro analizi kullanılmıştır. Araştırmanın bulgularına göre, mutluluğun algılanan çevrim içi alışveriş zevki, algılanan çevrim içi alışveriş faydası ve çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkisi vardır. Buna ek olarak, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, çevrim içi tekrar satın alma niyeti üzerinde olumlu ve anlamlı bir doğrudan etkiye sahiptir. Dahası, algılanan çevrim içi alışveriş zevki ve algılanan çevrim içi alışveriş faydası, mutluluğun çevrim içi tekrar satın alma niyeti üzerindeki dolaylı etkisine aracılık etmektedir. Çalışmada öneriler sunulmuştur. Uygulayıcılar, alışveriş öncesi mutluluğun, algılanan çevrim içi alışveriş zevkinin ve algılanan çevrim içi alışveriş faydasının tüketicileri çevrim içi alışverişe yönlendirebileceğini dikkate almalıdır.

Article Details

THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING

Authors:

Zübeyir Çelik | Bulut Dülek

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.19 Issue 4, pp.862-882

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001307488

pISSN:

2147-9208

Happiness

Perceived Online Shopping Enjoyment

Perceived Online Shopping Usefulness

Online Repurchase Intention

Online ShoppingMutluluk

Algılanan Çevrim İçi Alışveriş Zevki

Algılanan Çevrim İçi Alışveriş Faydası

Çevrim İçi Tekrar Satın Alma Niyeti

Çevrim İçi Alışveriş

Issues

Article Details

Authors: Zübeyir Çelik | Bulut Dülek

Publisher: Zonguldak Bulent Ecevit University

Main Topics: İşletme

Journal: Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.19 Issue 4, pp.862-882

Document Type: Article

Publication Date: 12/2023

Document Language: English

Document ID (Org No.): 2001307488

pISSN: 2147-9208

Issues

Authors:

Zübeyir Çelik | Bulut Dülek

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.19 Issue 4, pp.862-882

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001307488

pISSN:

2147-9208