Online Purchase Behaviors and Consumer Styles According to Astrological Indicators

Abstract

Purpose – The subject of the research is whether online purchasing behaviors and consumer styles differ according to astrological indicators.

Design/Methodology/Approach –  This research is a descriptive study and the relational screening method was used.The universe of this research is the province of Ankara, and the data were collected by online survey method due to the pandemic. As a result of the questionnaire sent to 600 people, the questionnaires of 511 participants were found suitable for analysis.

Findings – According to the results of the applied analysis, it was concluded that the Zodiac signs and the elements of the Zodiac signs affect the online purchasing style of the consumers.

Discussion – As a result of this research, the effects of individuals' astrological indicators on their online purchasing behaviors and consumer styles were examined. More use of astrological indicators in the field of marketing will help businesses in the correct determination of consumer behavior.