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    The effect of electronic service quality dimensions and hedonic browsing on online impulsive buying behavior of consumers
    (Alanya Alaaddin Keykubat Üniversitesi, 2020) Karahan, Mehmet Ozan
    The main purpose of the study is to evaluate the effects of electronic service quality dimensions, urge to buy impulsively and hedonic browsing variables on online impulse buying behavior. The data were collected using a structured questionnaire from 18 years and older consumers. A total of 338 valid data obtained. As a result of the analysis, it is seen that design and security / privacy of electronic service quality dimensions have a positive effect on urge to buy impulsively. Likewise, hedonic browsing on the internet positively affects both the urge to buy impulsively and online impulsive buying behavior. Finally, urge to buy impulsively positively affects the online impulse buying behavior.