WOMEN'S E-COMPULSIVE BUYING BEHAVIORS IN TURKEY DURING THE PANDEMIC

Abstract

With the development of globalization and technology, it is seen that consumption is increasing rapidly. With the increasing online consumption and the effect of the COVID-19 epidemic, there are some differences in consumer behavior. One of these behaviors is compulsive buying behavior that individuals have difficulty in controlling and perform as a result of an impulse. Compulsive buying behavior is becoming a threat to individuals and families in today's societies. Considering all of these together with the relevant literature review, the aim of this study is to determine the differences in e-compulsive buying behaviors of women living in Turkey during the pandemic process in the context of demographic factors. In the research, convenience sampling method, which is one of the non-random sampling methods, was used and the online survey method was applied. In the study; there is a 7-item e-compulsive buying scale adapted by Türkyılmaz, Kocamaz, and Uslu (2016). As a result of the analysis, it was concluded that working women do more e-compulsive shopping than non-working women in terms of e-compulsive buying behaviors. On the other hand, it is observed that e-compulsive buying behaviors of female consumers differ in terms of monthly income. It has been determined that there is no difference in e-compulsive buying behaviors in terms of women's marital status, whether they have children, their age, education level and residential areas.