Akademik Veri Yönetim Sistemi
International Hazar Scientific Researches Conference -III, Baku, Azerbaycan, 7 - 09 Ocak 2022, ss.125-133
This
study investigates the mediating role of shopping experience in the effect of
consumers' mental well-being on shopping enjoyment. Data were collected from
163 individuals using a self-administered online survey method. The collected
data were subjected to statistical analysis. As a result of simple linear
regression analysis, it was seen that the positive effect of mental well-being
on shopping experience and enjoyment was significant. The positive effect of
shopping experience on shopping enjoyment was also found to be significant. At
the same time, according to the result of the process macro analysis, the
shopping experience has a mediating role in the indirect effect of mental
well-being on shopping enjoyment. Finally, according to the results of the difference
analysis: there are significant differences in the shopping tastes of consumers
in terms of age, household income, and shopping frequency. There are
discussions at the end of the study regarding the results obtained with this
study.