(The Effects of Sales Promotion and Credit Card Usage on Consumers’ Unplanned Buying and Post-Purchase Regret Behavior)

Abstract

Purpose – The purpose of marketing is to create and manage consumer demand. Sales promotions and the ability of consumers to use credit cards play an important role in the creation of demand. The purpose of this study is to put forward that the effects of sales promotions and the ability of consumers to make purchases by credit card, even if they do not have cash, on the consumers’ unplanned buying behavior and the post-purchase regret behavior. In addition, the effects of unplanned buying as a mediator variable and gender as a moderator variable are investigated within the framework of the model. Design/methodology/approach – The research was conducted between 1 April 2018 and 21 May 2018. The convenience sampling method was used in this study. The research model was tested with structural equation modeling by using Smart PLS. Results – As a result of the research, it was found that sales promotions and shopping by credit card had direct effects on the unplanned buying behavior and the consumers’ post-purchase regret. In the study, the mediation effect of unplanned buying behavior was investigated, but no mediation effect of unplanned buying was found. In the model, the effect of gender as a moderator variable was also investigated. The effect of sales promotions was found to be higher on unplanned buying behavior of females, and the higher on post-purchase regret behavior in males. Discussion – Business managers who want to have customers with high levels of satisfaction and loyalty should use sales promotions and credit card options carefully so that their customers do not regret their purchases.