(The Effect of the Online Search and Buy-in-Store Method on Consumer Impulse Buying Behaviour: An Investigation of Insurance Brokerage Employees in Turkey)

Abstract

Purpose – The aim of this study is to examine based on situational factors the effect of ÇAMSA ( Research Online Purchase from Store) method on consumers`impulse buying behavior. ÇAMSA is one of the omnichannel methods which has recently become popular in the world Design/methodology/approach – In this research descriptive method and rational method which are quantitative research methods were used. Primarily descriptive statistical analysis were made on the collected data and frequency, percantage, means, standard deviation of data, skewness, kurtosis of the data are presented. Then, statistical analysis methods which is suitable for the hypotheses were selected. The relationships and differences between dependent variables and independent variables were revealed. Findings – After the analysis, it was seen that the effect of ÇAMSA scale on impulse buying behavior was not statistically significant. However, the effect of the situational factors variable as a mediator role on the impulse buying behavior was found to be statistically significant. Therefore, the situational factors variable has a full mediator role on the ÇAMSA scale and impulse buying behavior. Discussion – The effect of ÇAMSA, one of the omnikanal methods, on impulse buying behavior was considered, but it was seen that situational factors seriously affected impulse buying behavior. When the studies on consumer impulse buying behavior are examined, it is seen that the effect of ÇAMSA on purchasing behavior has been studied for the first time. On the other hand, the effect of virtual store atmosphere or physical store atmosphere on impulse buying behavior has been studied. The research of based on situational factors the effect of ÇAMSA ( Research Online Purchase from Store) method on consumers`impulse buying behavior is made specific and detailed in line with the analyzes.