Geri Anasayfa

Detay


The Effect of The Emotional Intelligence of Consumers on The Impulsive and Compulsive Buying Behavior: The Case of Aksaray Province

Abstract
Consumers buy many goods and services to meet their needs and demands throughout their lives. Consumers acting in order to meet their needs and demands are at the center of all the markets and businesses operating in the markets. However, in recent years, consumption has been seen as a communication tool that is intensively developed with psychological satisfaction, environment and external world rather than the process of satisfying physiological needs. For these reasons, demographic characteristics of consumers, differences in perception and preferences are important for the businesses. Because consumers now act with emotions instead of acting rationally and listen to their instincts. As a result, a shopping spree emerges. Based on this assumption, the aim of the study is to determine whether emotional intelligence has an effect on consumers' impulsive and compulsive buying behavior. For this purpose, the effect of emotional intelligence levels on impulsive and compulsive buying tendencies of consumers aged 18-65, which are thought to be more frequent are investigated. The survey, which was developed using Wong ve Law (2002)'s emotional intelligence scale, Dursun and Yener (2014)'s impulsive buying behavior scale and the compulsive buying scale of Edwards (1993), is applied to 554 participants living in the province of Aksaray and with the possibility of visiting the shopping places such as shopping center and shopping store. In the study, it was concluded that emotional intelligence partially affected the compulsive buying behavior, but did not affect the impulsive buying behavior.

Keywords
Compulsive Buying, Impulsive Buying, Emotional Intelligence