Effect of body satisfaction on online impulse purchase behavior of young people

Purpose: This research aims to determine the effect of body satisfaction on impulse purchase behaviour and to detect differences in body satisfaction and impulse buying behaviour according to demographic factors. Materials and Method: The data were collected from 346 students educating different departments at a foundation university in Mersin. The survey method was used and analyzed with path analysis, independent samples t-test, and one-way ANOVA. Results: The positive effect of body satisfaction was observed on impulse buying behaviour. And differences in body satisfaction and impulse buying behaviour were investigated according to gender and monthly budget. Body satisfaction differs by gender, while impulse buying behaviour to a monthly budget. Conclusion: Purchase behaviour tends to increase when body satisfaction increases. Body satisfaction is higher among male students, and the purchase behaviour of students with a high monthly budget is more.