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Impulsive Buying: The Mediating Roles of Flow Experience and Sales Promotions

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  • Ä°lknur SARAL

Abstract

This study aimed to examine the role of consumers' perception of leisure boredom, personalised and incentivised advertising notifications of mobile shopping applications, sales promotions, flow experience, and frugality in impulsive buying. The sample of the study is consumers living in Türkiye who have a mobile shopping application on their smartphones and who shop online using a mobile shopping application. 407 participants were reached with the convenience sampling method and an online survey method. As a result of partial least squares structural equation modelling, consumers who are bored in their leisure read notifications from mobile shopping applications that include their names more. Consumers who are bored in their leisure tend to use smartphones and experience flow, which leads consumers to impulsive buying. When consumers encounter sales promotions in mobile shopping applications, they experience a flow experience by getting carried away by discounts and opportunities on the application, and the flow experience leads them to impulsive buying. In addition, incentivised advertising notifications of mobile shopping applications lead consumers to impulsive buying. However, it can be said that impulsive buying decreases frugal consumers.

Suggested Citation

  • Ä°lknur SARAL, 2025. "Impulsive Buying: The Mediating Roles of Flow Experience and Sales Promotions," Fiscaoeconomia, Tubitak Ulakbim JournalPark (Dergipark), issue 4.
    • Handle: RePEc:fis:journl:250423
    DOI: 10.25295/fsecon.1674564
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    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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