SavedAdd your journal

Journals / Business and Economics Research Journal / 2019 / Cilt: 10 - Sayı: 5

The Effect of Gender Identity on Consumers’ Impulse Buying Behavior and The Moderating Role of Biological Sex

ERKAN ÖZDEMİR
Gamze AKCAY
Pages
1109–1125
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

As a result of the analysis, it was found that feminine gender identity positively affected impulse buying behavior, whereas masculine gender identity did not affect impulse buying behavior.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Biological sex is a demographic variable whose effect has been examined in consumer researches for many years.
📊
Key Findings & Data:However, the effect of gender identity, defined as the existential femininity or masculinity of individuals, has started to be examined in consumer researches since the 1960s.
💡
Conclusion & Impact:As a result of the analysis, it was found that feminine gender identity positively affected impulse buying behavior, whereas masculine gender identity did not affect impulse buying behavior.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Özet

Biological sex is a demographic variable whose effect has been examined in consumer researches for many years. However, the effect of gender identity, defined as the existential femininity or masculinity of individuals, has started to be examined in consumer researches since the 1960s. In the literature, there are studies investigating the effect of biological sex on consumers’ impulse buying behavior. However, studies investigating the effect of gender identity on consumers’ impulse buying behavior and whether this effect differs in terms of biological sex are quite limited. The aim of this study is to investigate the effect of gender identity on the consumers’ impulse buying behavior and whether the effect of gender identity on the consumers’ impulse buying behavior differs in terms of biological sex as a moderator variable. Research data were collected from consumers in Bursa via face to face survey method. The data obtained were evaluated by structural equation modeling to determine the effect of gender identity on impulse buying behavior. As a result of the analysis, it was found that feminine gender identity positively affected impulse buying behavior, whereas masculine gender identity did not affect impulse buying behavior. In the research, biological sex was also analyzed. As a result of the analysis, it was found that according to females, the feminine and masculine gender identity were not effective on impulse buying behavior. In addition, it was found that according to males, feminine gender identity was effective on the impulse buying behavior and masculine gender identity was not effective on impulse buying behavior.

🔖

Cite This Article

ÖZDEMİR, E., AKCAY, G. (2019). The Effect of Gender Identity on Consumers’ Impulse Buying Behavior and The Moderating Role of Biological Sex. Business and Economics Research Journal, Cilt: 10 - Sayı: 5, 1109–1125. https://ajindex.com/articles/148201

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (13)

  1. Aiken, L. R. (1963). The relationship of dress to selected measures of personality in undergraduate women. The Journal of Social Psychology, 59(1), 119-128.
  2. Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: An empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
  3. Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  4. Allison, N. K., Golden, L. L., Mullet, G. M., & Coogan, D. (1980). Sex-typed product images: The effects of sex, sex role self-concept, and measurement implications. Advances in Consumer Research, 7(1), 604-609.
  5. Akagün Ergin, E., & Özdemir Akbay, H. (2011). Giyim ve gıda ürünleri kategorilerinde tüketicilerin plansız satın alma davranışları üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(2), 275-292.
  6. Awan, A. G., & Abbas, N. (2015), Impact of demographic factors on impulse buying behavior of consumers in MultanPakistan. European Journal of Business and Management, 7(22), 96-105.
  7. Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
  8. Bem, S. L. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), 155-162
  9. Bem, S. L. (1977). On the utility of alternative procedures for assessing psychological androgyny. Journal of Consulting and Clinical Psychology, 45(2), 196-205.
  10. Bem, S. L. (1981). Bem sex-role inventory: Professional manual. Palo Alto: Consulting Psychologists Press.
  11. Clover, V. T. (1950). Relative importance of impulse buying in retail stores. Journal of Marketing, 25(July),66-70.
  12. Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd Edition). USA: Lawrence Erlbaum Associates. Çabuk, S., & Köksal Araç, S. (2013). Psikografik bir pazar bölümlendirme değişkeni olarak cinsiyet kimliği: Tüketim araştırmalarında cinsiyet kimliği kavramının incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22(2), 27-40.
  13. Ekeng, A. B., Lifu, F. L., & Asinya, F. A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of Calabar Municipality, Cross River state. Academic