TY  - JOUR
TI  - THE EFFECT OF HAPPINESS ON CUSTOMERS' REPURCHASE INTENTIONS IN ONLINE SHOPPING
AB  - When the relevant literature is reviewed, it will be seen that there is a research gap regarding the effect of happiness on consumer behavior before shopping. This study was conducted to fill this research gap. The aim of this study is to explore how happiness affects customers’ repurchase intentions when they shop online. In addition, the indirect effect of happiness on online repurchase intention is explored in this study, focusing on the mediating role of perceived online shopping enjoyment and perceived online shopping usefulness. The data were collected from 296 participants through an online survey. Regression and process macro analysis was used to test the research hypotheses. According to the findings of the study, happiness has a positive and significant direct effect on perceived online shopping enjoyment, perceived online shopping usefulness, and online repurchase intention. Moreover, perceived online shopping enjoyment and perceived online shopping usefulness have a positive and significant direct effect on online repurchase intention. In addition, perceived online shopping enjoyment and perceived online shopping usefulness mediate the indirect effect of happiness on online repurchase intention. Suggestions are provided in the study. Practitioners should consider that pre-shopping happiness, perceived online shopping enjoyment, and perceived online shopping usefulness may drive consumers to shop online.
AU  - ÇELİK, ZÜBEYİR
AU  - dülek, bulut
DO  - 10.17130/ijmeb.1191299
PY  - 2023
JO  - Uluslararası Yönetim İktisat ve İşletme Dergisi
VL  - 19
IS  - 4
SN  - 2147-9208
SP  - 862
EP  - 882
DB  - TRDizin
UR  - http://search/yayin/detay/1220235
ER  -