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Journals / Fiscaoeconomia / 2026 / Volume: 10 Issue: 2

The Effect of Emotional Intelligence on Consumers' Hedonic Purchasing Behavior

Duygusal Zekânın Tüketicilerin Hedonik Satın Alma Davranışları Üzerindeki Etkisi: Mersin Örnekleminde Yapısal Eşitlik Modellemesi

Onur Köprülü(MERSİN ÜNİVERSİTESİ)0000-0003-1220-4468
Mithat Turhan(MERSİN ÜNİVERSİTESİ, SİLİFKE UYGULAMALI TEKNOLOJİ VE İŞLETMECİLİK YÜKSEKOKULU)0000-0003-3495-4729
İlter Helvacı(MERSİN ÜNİVERSİTESİ, SİLİFKE UYGULAMALI TEKNOLOJİ VE İŞLETMECİLİK YÜKSEKOKULU)0000-0002-6214-112X
Pages
—
Publication Date
2026-04-28
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

SEM indicates that Others’ Emotion Appraisal (β=0.370, p=0.007) positively predicts hedonic purchasing behavior, whereas Regulation of Emotion (β=0.176, p=0.148), Self–Emotion Appraisal (β=-0.006, p=0.0959), and Use of Emotion (β=0.037, p=0.751) are non-significant.

📌 3 Key Takeaways

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Objective & Hypothesis:In recent years, it has been observed that the phenomenon of consumption has rapidly changed not only in the dimension of purchasing goods and services but also in terms of emotional and psychological satisfaction elements.
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Key Findings & Data:While hedonic purchasing behaviors contain significant information regarding how an individual meets their emotional needs during the shopping process, emotional intelligence is closely related to the individual's ability to manage this process.
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Conclusion & Impact:SEM indicates that Others’ Emotion Appraisal (β=0.370, p=0.007) positively predicts hedonic purchasing behavior, whereas Regulation of Emotion (β=0.176, p=0.148), Self–Emotion Appraisal (β=-0.006, p=0.0959), and Use of Emotion (β=0.037, p=0.751) are non-significant.
🔬Design:Survey & Empirical Study
📍Scope:2002 Verileri
⚙️Variables:Emotional Intelligence · Hedonic Consumption · Purchasing Behavior

Abstract

In recent years, it has been observed that the phenomenon of consumption has rapidly changed not only in the dimension of purchasing goods and services but also in terms of emotional and psychological satisfaction elements. Particularly, hedonic consumption behaviors are related to the level of enjoyment and happiness individuals gain from shopping. Emotional intelligence is the ability of individuals to understand and regulate their own emotional states and to understand the emotions of others. While hedonic purchasing behaviors contain significant information regarding how an individual meets their emotional needs during the shopping process, emotional intelligence is closely related to the individual's ability to manage this process. At this point, emotional intelligence can directly affect whether an individual derives genuine satisfaction from the shopping process or experiences regret. The main objective of this research is to examine how individuals' emotional intelligence guides their hedonic purchasing behaviors. In the study, data obtained from a survey conducted with consumers residing in Mersin province, using the “Emotional Intelligence” developed by Wong & Law (2002) and the “Hedonic Purchase Scale” developed by Babin et al. (1994), were analyzed with Structural Equation. Modeling to reveal the relationship between emotional intelligence and hedonic purchasing behaviors. SEM indicates that Others’ Emotion Appraisal (β=0.370, p=0.007) positively predicts hedonic purchasing behavior, whereas Regulation of Emotion (β=0.176, p=0.148), Self–Emotion Appraisal (β=-0.006, p=0.0959), and Use of Emotion (β=0.037, p=0.751) are non-significant.

Özet

Son yıllarda tüketim olgusunun sadece mal ve hizmet satın alma boyutunda değil, duygusal ve psikolojik tatmin unsurları ekseninde de hızla değiştiği gözlemlenmektedir. Özellikle hedonik tüketim davranışları, bireylerin alışverişten aldıkları keyif ve mutluluk düzeyiyle ilişkilidir. Duygusal zekâ ise, insanların kendi duygusal hallerini anlamaları, düzenlemeleri ve başkalarının duygularını anlamada gösterdikleri beceridir. Hedonik satın alma davranışları, bireyin alışveriş sürecindeki duygusal ihtiyaçlarını nasıl karşıladığına dair önemli bir bilgiyi içerirken; duygusal zekâ, bireyin bu süreci yönetme becerisi ile yakından ilişkilidir. Bu noktada duygusal zekâ, bireyin alışveriş sürecinden gerçek bir tatmin elde etmesini ya da pişmanlık yaşamasını doğrudan etkileyebilir. Bu araştırmanın temel amacı, bireylerin duygusal zekâlarının hedonik satın alma davranışlarını nasıl yönlendirdiğini incelemektir. Araştırmada Wong & Law (2002) tarafından geliştirilen “Duygusal Zekâ Ölçeği” ile Babin vd. (1994) tarafından geliştirilen “Hedonik Satın Alma Ölçeği” kullanılarak Mersin ilinde ikâmet eden tüketicilere uygulanan anket neticesinde elde edilen verilerin Yapısal Eşitlik Modeli uygulanması ile duygusal zekâ ile hedonik satın alma davranışları arasındaki ilişki ortaya konulmuştur. Buna göre, duygusal zekânın bireylerin hedonik motivasyonlarını anlamada ve yönlendirmede etkili ve önemli bir rol oynadığı görülmüştür. SEM sonuçlarına göre duygusal zekânın Başkalarının Duygularını Değerlendirme (β=0,370, p=0,007) boyutu HSAD’yi anlamlı ve olumlu yönde yordarken, Kendi Duygularını Değerlendirme (β=-0,006, p=0,0959), Duyguları Kullanma (β=0,037, p=0,751) ve Duyguları Düzenleme (β=0,176, p=0,148) boyutları anlamlı bulunmamıştır.

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Cite This Article

Köprülü, O., Turhan, M., Helvacı, İ. (2026). The Effect of Emotional Intelligence on Consumers' Hedonic Purchasing Behavior. Fiscaoeconomia, Volume: 10 Issue: 2. https://doi.org/10.25295/fsecon.1737372

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