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Consumer psychology has been studied; Shopping for pleasure gives happiness

The results of the survey conducted with consumers aged 18 and over who shop online were shared. Speaking about the results of the research focusing on consumer behavior and psychology, Asst. Prof. Dr. Hande Ayhan Gökcek said: "Consumers, who see shopping as an action that gives pleasure and happiness, feel better after shopping.For the mentally well consumer, shopping has nothing to do with happiness and pleasure."

Consumer psychology has been studied; Shopping for pleasure gives happiness

Asst. Prof. Dr. Sema Mercanoğlu Erin and Asst. Prof. Dr. Hande Ayhan Gökcek presented their papers titled "A Study on the Dual-Way Interaction of Mental Well-Being and Hedonic Consumption Behavior: Implementation of the Structural Equation Model" at the 6th International Management and Social Sciences Congress. Sharing the results of the research focusing on consumer behavior and psychology, Istanbul Gelişim University Management Information Systems Department Asst. Prof. Dr. Hande Ayhan Gökcek said: "Consumers, who see shopping as an act that gives pleasure and happiness, feel better after shopping. For the mentally well consumer, shopping has nothing to do with happiness and pleasure."

"SHARING IN SOCIAL MEDIA ABOUT THE PRODUCT MAKES HAPPY"

Gökcek said: "According to the results, the consumers who express that they find themselves in the stores or brands they make shopping, want to show their taste and preferences to the people around them, and enjoy sharing information such as products, services, stores, brands, prices, etc. mentally feel good.”

"CONSUMERS CAN TAKE PRODUCT PHOTOS IN THE STORE AND SHARE"

Stating that the results obtained will make a significant contribution to consumer behavior in marketing and psychology literature, Asst. Prof. Dr. Sema Mercanoğlu Erin from the  Department of International Trade and Logistics, Istanbul Gelisim University said: “Based on the results found we think that it will support the development of promotional activities of the online shopping sites selling more pleasure-oriented products about the situation in which consumers will shop. In this sense, we can recommend that consumers be photographed with products in stores and shared on the social media accounts of the business, using permission marketing.”

Edited date: 10.02.2021
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