The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing

The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing

Purpose – This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing. Design/Methodology/Approach – The study utilized a quantitative method approach, employi...

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Bibliographic Details
Main Authors: Mehmet Ozan Karahan, Fatih Şahin
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2025-01-01
Series:Tržište
Subjects:
atmospheric cues
hedonic browsing
utilitarian browsing
online impulsive buying behavior
mediation effect
Online Access:https://hrcak.srce.hr/file/481852
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