The purpose of this study is to investigate the effects of customer involvement on impulsive buying behavior and product knowledge levels in terms of shoe products. The population of the study was consumers of age 18 or older living in the center of the province of Diyarbakır, Turkey. The study was limited to shoe products. A survey was used to collect the data in the study and the study was carried out with 393 participants. Arithmetic mean, frequency distribution, exploratory and confirmatory factor analysis, reliability analysis and regression analysis were used in the analysis of the data. Analyzes were performed using Lisrel 8.51 and SPSS 20.0 packet statistical programs. As a result of the regression analyses in the study, it was found that customer involvement had a positive and significant effect on the impulsive buying behavior and product knowledge levels. In addition to this, regarding the sub-dimensions of customer involvement, significant and positive effects were found in all sub-dimensions except the interest-pleasure sub-dimension on the impulsive buying behavior, while all sub-dimensions except the probability of error dimension had significant and positive effects on product knowledge levels. The study also found that product knowledge levels had a significant and positive effect on impulsive buying behavior.
Consumer Involvement, Impulsive Buying Behavior, Product Knowledge Levels
|Author :||Ercan KESER - ; Murat AVCI & Mukhammadbabur DZHALALOV|
|Number of pages:||465-474|