“Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood”

Given the limited quantity of studies within the literature, this study investigates the moderator role of hedonic shopping value and mood in the relationship between consumer mindfulness and impulse buying behavior. The study is quantitative and de- scriptive and using a convenient sampling method, 223 online questionnaires were obtained in Samsun, Trabzon, and İstanbul. The responses collected from a close-ended questionnaire using a 5-point Likert scale was tested at Structural Equation Modeling (SEM) through AMOS. The findings of the study indicated that consumers with mindfulness exhibit nega- tive impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mind- fulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buy- ing behavior is not proved. Besides, it is found that consumers’ positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study’s result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness. itself in traditional and online shopping areas. Impulse buying behavior, which emerges from sudden and unplanned buying behavior in a person’s exposure to impulse, is a unique type of buying behavior, which is unfailing consumer behavior.

The findings of the study indicated that consumers with mindfulness exhibit negative impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mindfulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buying behavior is not proved. Besides, it is found that consumers' positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study's result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

Melis Kaytaz Yiğit (Turkey)
Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood INTRODUCTION Mindfulness, a concept that has attracted attention both in daily life and in the academic field in recent years, focuses on the awareness of the "moment" that one experiences by adopting the "here and now" approach. One of the fundamental components of mindfulness is to focus one's attention merely on the existence of the present, without being caught in past experiences or worrying about future experiences. It is the level of awareness developed without judging and questioning the present and being aware of the experience.
On the other hand, with the developing technological background, substructure, accessibility, and personalize applications, impulse buying behavior emerges as a buying behavior that frequently manifests itself in traditional and online shopping areas. Impulse buying behavior, which emerges from sudden and unplanned buying behavior in a person's exposure to impulse, is a unique type of buying behavior, which is unfailing consumer behavior.
The impulsivity concept, which shows up in many psychological and behavioral-based areas, reflects the emphasis (excessive emphasis) on living here now. On the other hand, mindfulness, which derives from Buddhist meditation techniques, refers to the direction of a person's attention to the present moment (Kumar, 2002). It also involves observing the experiential impulses that occur together and accepting these sensations, feelings, and thoughts without judgment (Baer, 2003).
While impulsivity and mindfulness both have a focus centered on the present, how the present is emphasized and why it is emphasized is distinctly different in each. The emphasis on the present moment in mindfulness arises from accepting the natural discontinuity of everything (Marlatt, 2002). Value is transformed into an awareness of actions experienced without judgment or reactivity. This stems from the assumption that everything is changing, that current impulses and desires will come and go. On the other hand, impulsivity reflects an emphasis on the present without thinking about the potential future consequences of the action performed. Both concepts measure how one objectively tends to experience an event resulting from impulsive behavior; however, the two concepts are opposite to each other in that impulsivity reflects more possibility of acting impulsively and mindfulness reduces performing this behavior (Murphy & MacKillop, 2012).
In this study, the relationship between mindfulness and consumers' impulse buying behavior is examined, and the moderator role of hedonic shopping value and mood between these relationships is investigated. The structure of this paper is as follows. First, in the literature review section, mindfulness and impulse buying behavior are mentioned, and the role of hedonic shopping value and mood on impulse buying behavior is addressed. Next, to examine the relationship between mindfulness and impulse buying behavior and the moderator role of hedonic shopping value and mood on this relationship, the hypotheses were stated. After that, the SEM analysis was performed to test the hypotheses, and the results of the analysis were given. The analysis results obtained by AMOS and provided discussion will allow practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

The concept of mindfulness and impulse buying behavior
The birth of mindfulness is rooted in the origins of many religions, including Hinduism, Christianity, and Buddhism (Bahl et al., 2016). Mindfulness is the English translation of the word sati (which means attention and remembering) in the Pari language of Buddhist psychology 2,500 years ago (Germer, 2004 In addition to these studies, Peters et al. (2011) examined the relationship between mindfulness and impulsivity in university studies and found that mindfulness negatively affected impulse buying behavior. Park and Dhandra (2016) discussed the latest study on mindfulness and impulsivity. The authors examined the relationship between mindfulness and impulse buying behavior and looked at the role of emotional intelligence in this relationship. As a result of the research, a negative relationship between two contracts was revealed, and emotional intelligence mediates the relationship between mindfulness and impulse buying behavior. behavior. These studies revealed that impulse buying behavior could be partially motivated by the desire to manage or change the mood. In general, positive mood has a greater effect on consumers' impulse buying behavior levels than negative moods. However, people in a negative mood tend to make impulse purchases to get rid of their depressions (Rook, 1987;Hausman, 2000).
The marketing literature lacks research investigating the role of hedonic shopping value and mood on the relationship between mindfulness and impulse buying behavior. Based on the mentioned literature review about these relationships, it is believed that consumers' hedonic shopping value and moods have a moderator effect on their mindfulness and impulse buying behavior relations.

RESEARCH OBJECTIVES AND HYPOTHESES DEVELOPMENT
According to the literature review, this research is envisaged to examine the effects of hedonic shopping value, moon, and consumers' mindfulness on impulse buying behavior. The research aims to present the moderator role of hedonic shopping value and mood in the relationship between consumers' mindfulness and impulse buying behavior. The importance of the research is that the findings guide both marketing literature and marketing professionals in revealing the reasons for consumers to make impulse purchases. The study's importance is that it is the first theoretical article in literature aiming to reveal the moderator role of hedonic shopping values and mood in the relationship between mindfulness and impulse buying behavior. The conceptual model of the study is given in Figure 1.
Based on the objective and literature review groups, the hypotheses are as follows:

DATA AND METHODS
In the research, which is considered a quantitative descriptive study, the convenience sampling method was used due to time and cost constraints. The data were collected from 232 online questionnaires in three cities, Samsun, Trabzon, and İstanbul, and 210 of them were used after screening. While calculating the sample size of the research, the calculation (N > 50+8m) suggested by Tabachnich and Fidell (2001)

The demographic characteristic of the sample
When demographic data of the study were examined, it was seen that 51 percent of the participants were female and 49 percent were male, while 63 percent of these participants were between 26 and 34 years and 61 percent were aged between 35 and 44 years. Of 220 respondents, 66 percent were single, 33 percent were married, 77 percent were undergraduate, and 91 percent were high school. While 97 percent of participants were private-sector employees, 67 percent of household income was between 3,501 TL and 5,000 TL. Table  1 shows the demographic characteristics of the respondents.

Assumption tests
In the research, skewness and kurtosis values were examined to test the normality assumption. To examine whether the data has a normal distribution, skewness and kurtosis values were first examined. As a result of the analysis, it was determined that the skewness value was between -0.932 and 1.046 and the kurtosis value was between -1.032 and 0.915, which showed a normal distribution. Besides, curve estimation was examined for all the model relationships and determined that all relationships sufficiently linear to test covariance-based Structural Equation Modeling. Then, the tolerance and VIF values of all independent variables were examined to test whether there are multiple correlation problems in the data, and the analysis showed that the tolerance value is below 0.1 and the VIF value below 10, which was determined that there is no multiple correlation problem in research (see Table 2).

Exploratory factor analysis
As a result of the exploratory factor analysis, the KMO value was 0.733, and the Bartletts test value was 0.000, but the analysis was repeated because of the factor loads of nine items of mindfulness and two items of hedonic shopping value variable below 0.50. As a result of the repeated analysis, the KMO value was 0.768, and the Bartletts test value was 0.000, and the scales were collected under a total of five factors by their original status. Cronbach's alpha (α) coefficient was used to calculate each factor's reliability in the questionnaire, and scales were found to be over 0.7 of Cronbach's alpha coefficients, and they were accepted as reliable. The factor and reliability analysis results of the scales are given in Table 3.

Confirmatory factor analysis
Confirmatory factor analysis was applied to determine the validity of the scales. Convergent validity was examined by calculating the average variance extracted (AVE) and the construct validity (CV) which AVE value needs to be over 0.50 and the CR value needs to be 0.70 (Fornell & Larcker, 1981, p. 46). As shown in Table 2, the scale's CR value was found to be 0.70, and AVE was found to be above 0.50, which means all variables' convergent validity was proved. On the other hand, in the discrimination validity analysis, made by the approach of Fornell and Larcker (1981, p. 46), the AVE square root of a factor should be greater than the correlation value of this factor to the value factors and the MSV value less than the AVE value. As a result of the analysis, the given circumstances were proved, and the relevant values are presented in Table 4.
During the confirmatory factor analysis conducted to see if the factor structure's validity was verified, the goodness of fit indices was examined. As shown in Table 5

Hypothesis tests
Research hypotheses were tested using IBM AMOS 24 program. According to the result of path analysis, it is seen that the model is statistically significant and the and the values of model fit indices are above the accepted threshold values. The fit index values results are shared in Table 6 (X 2 /sd (CMIN/sd) = 4.045; CFI = 0.866; RMR = 0.09; RMSEA = 0.09). As shown in Table 6 Figure 2 and Table 7.
According to results, it is indicated that mindfulness (β = -.635; p < .05) has a statistically nega-  To measure the moderator effect in the research model, a regulatory impact analysis was conducted in SEM. Before analyzing, all variables were standardized first (Z-score) to not experience multiple correlation problems. Interaction variables were created multiplying the standardized independent variables with the moderator, and the analysis was performed to test whether the interactive variable had a significant effect on the dependent variable (Gürbüz, 2019).
As seen in Table 8, all variables included in the path analysis were found to explain a 10% (R 2 = .104; p < .000) change in impulse buying behavior. It is found that the mindfulness (ß = -.104; p = 0.000) and hedonic shopping value (ß = -.205; p = 0.000) has a negative effect on impulse buy-   ing behavior. It is proved that the interactive effect of hedonic shopping value and mindfulness is statistically significant (ß = 0.322; p = 0.000).
As a result of slope analysis, the moderator effect of hedonic shopping value is presented in Table 9 and Figure 4. When the details of the moderator effect were examined, when the mindfulness is high, there is not a significant moderator effect of hedonic shopping value on impulse buying behavior (ß = 0.062; p = 0.271). Despite that, it is seen that when the mindfulness is low, there is a significant moderator effect of hedonic shopping value on impulse buying behavior (ß = -0.472; p = 0.00). According to these results, H 2 was supported. The same analysis was then done again to test the moderator role of positive mood on the relationship between mindfulness and impulse buying behavior. As seen in Figure 5 and Table 10, all variables included in the path analysis were found to explain a 2% (R 2 = .019, p < .000) change in impulse buying behavior. It is found that the interactive effect of positive mood and mindfulness is statistically not significant (ß = 0.113; p = 0.157). Thus, H 3 is not supported.   The analysis was done again to test the moderator role of negative mood on the relationship between mindfulness and impulse buying behavior. As seen in Figure 6 and Table 11, all variables included in the path analysis were found to explain a 1% (R 2 = .014, p < .000) change in impulse buying behavior. It is found that the interactive effect of negative mood and mindfulness is statistically not significant (ß = -.046; p = 0.051). Thus, H 4 is not supported.

DISCUSSION
Although the marketing literature has focused on mindfulness and impulse buying behavior sepa-rately, a limited number of studies examine the relationship between two concepts. The current study examines the relationship between consumer mindfulness and impulse buying behavior and aims to reveal the moderator role of hedonic shopping value and moon in this relationship.
As a result of the research, as shown in   On the other hand, the moderator role of hedonic shopping value on the relationship between mindfulness and impulse buying behavior has been proved in this research. This result adds originality to the study as it has not been studied in the literature before. As a result of the research, as seen in Table 9, it was determined that the hedonic shopping value of people with low mindfulness has a significant effect on their impulse buying behavior, but high mindfulness has not.
This study also examined the moderator role of people's moods (positive mood and negative mood) on the relationship between their mindfulness and impulse buying behavior, but no significant effect was detected (see Tables 10 and  11). This means that consumers' positive mood or negative mood have not a moderator effect between their mindfulness and impulse buying behavior.

CONCLUSION
This study aims to analyze consumer mindfulness effect on their impulse buying behavior. Additionally, it aims to analyze the moderator role of hedonic shopping value and mood (positive and negative) on the relationship between consumer mindfulness and impulse buying behavior. Although there are articles in the literature that previously examined the direct relationship between mindfulness and impulse buying behavior, the fact that this study is the first article to examine the moderator effect of consumers' hedonic shopping value and mood on the relationship between their mindfulness and impulse buying behavior is the most important factor that adds originality to the study.
The results obtained from 220 questionnaires indicated that people with mindfulness tend to be less directed toward impulse buying behavior that may arise as a result of any impulse since they can keep their current thoughts and experience under more control. Mindfulness people are aware of the impulses and actions they experience without judging them. For this reason, it can be said that mindful people can suppress stimuli that marketing and brand professionals create to direct them to impulse purchases. Being aware of what is happening at all moments enables people to develop an awareness of impulses and reduces impulses' effect on their consumptions. Secondly, it was determined that the hedonic shopping value of people with low mindfulness has a significant moderator effect on their impulse buying behavior. It can be said that the degree of mindfulness of people and how much they can apply this awareness in their daily lives is also vital in this relationship. By mindfulness, consumers learn to control their pleasure centers, and shopping behavior did not become a taking pleasure element for them. Thirdly, it is obtained that people with mindfulness are more aware of their positive and negative emotions and accept these emotions without judgment; so that their moods do not have a moderator effect between both behaviors. People with mindfulness learn how to realize their positive mood and enjoy the moment and do not need to promote their positive mood with impulse purchasing. Similarly, people with mindfulness can overcome their negative moods with mindfulness meditating techniques and do not need to change their negative moods by impulse purchases.
This study was limited in time and budget constraints. In future studies, a detailed examination of the relationship between mindfulness and impulse buying behavior within the framework of both in traditional shopping environment and the online shopping environment will make an important contribution to the marketing literature. Besides, investigating the moderator and mediator effect of factors such as personality, brand loyalty, brand awareness, time constraint, and materialism on this relationship should be important for both marketing and brand professionals. Lastly, researching the dimensions of changes between people's levels of impulse buying behavior before and after mindfulness meditation practices and factors that lead to this change may also make an important contribution to marketing literature.