Author(s): Aysel ERC??, Kadir DEL?GÖZ, Bü?ra Selin ÖZKAN
Along with the globalization, the competition and the battle for making profit among enterprises has increased. In this environment, enterprises need detailed information about the buying behaviors of consumers in order to develop effective marketing strategies. Today, there are different buying behaviors that vary from person to person, according to conditions, emotions and needs. In these types of behaviors, exploratory buying can be defined as consumers are interested in brands and products that they have not tried before; and, they get information and experiences from other consumers about the product or brand. Another type of behavior, impulse buying can be defined as the consumer's sudden desire to have the product that appears when the consumer’s sudden and persistent desire about the product has transformed into an impulse. On the other hand hedonic consumption is the satisfaction of getting something that is delighted. In this study, the effect of consumers’ exploratory buying behaviors on hedonic consumption; and also the effects of hedonic consumption on impulse buying behavior is examined. In addition, the effect of exploratory buying behavior on impulse buying behavior was included in the study. According to the study results in which regression analysis is applied; exploratory buying behaviors of consumers have a positive effect on hedonic consumption. In addition, it is determined that hedonic consumption has a mediator role between exploratory buying and impulse buying behavior.