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

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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 descriptive 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 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.

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    • Figure 1. Conceptual model of the study
    • Figure 2. The standardized path diagram of the research model
    • Figure 3. The standardized path diagram of the moderator effect of hedonic shopping value on the relationship between mindfulness and impulse buying behavior
    • Figure 4. Interaction graph of hedonic shopping value with mindfulness
    • Figure 5. The standardized path diagram of the moderator effect of positive mood on the relationship between mindfulness and impulse buying behavior
    • Figure 6. The standardized path diagram of the moderator effect of negative mood on the relationship between mindfulness and impulse buying behavior
    • Table 1. Demographic characteristics of the sample
    • Table 2. Multicollinearity results of variables
    • Table 3. Result of exploratory factor analysis and reliability analysis
    • Table 4. Result of validity analysis
    • Table 5. Confirmatory factor analysis goodness of fit statistics
    • Table 6. Model fit the results of the SEM model
    • Table 7. The regression analysis results of the research model
    • Table 8. The regression weight results of the moderator role of hedonic shopping value
    • Table 9. Hedonic shopping motivation slope test results and graphical representation
    • Table 10. The regression weight results of the moderator role of positive mood
    • Table 11. The regression weight results of the moderator role of negative mood
    • Conceptualization
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    • Data curation
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    • Formal Analysis
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    • Funding acquisition
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    • Investigation
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    • Methodology
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    • Resources
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    • Software
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    • Validation
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    • Writing – original draft
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