International Hazar Scientific Researches Conference -III, Baku, Azerbaijan, 7 - 09 January 2022, pp.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.