Purpose – This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT. Design/methodology/approach – An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling. Findings – Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT. Originality/value – Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this study provides useful insights into impulse buying behavior in an online setting. In developing markets like Turkey what is the role of hedonic shopping motivations in online IBT? This study is unique in addressing this question for Turkish online consumers.

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Demand for health related information is expanding. People seeking health information have many options today. Internet is becoming an important source of information for health related activities in recent years because of its convenience and large capacity. Once consumers enter the domain of electronic health care information, the issue becomes determining the quality of the available information. How do consumers perceive the quality of online health information? This study addresses gender differences in Turkish consumer's perceptions regarding the quality of electronic health information on web sites. Research results showed that males and females differ by their e-health information quality perceptions. Main discriminating issues of males and females are related to helpfulness and safety of the online health information. Females are found to have higher e-health information quality perception than males.

People in the world became more eager to use digital health services and search health information online more often with the effect of COVID-19. Even before the pandemic, Turkish people started to use the Internet as a source for getting health related information according to Turkish Statistical Institute data. There is always some difference between men and women in various attitudes, perceptions, or behaviors. It is believed that gender also matters while searching health related information. This study examined the difference between men and women according to eHealth literacy. Gender differences were analyzed based on an online survey obtained from 520 Turkish Internet users. There was a significant difference between men and women according to their eHealth Literacy. Results showed that women felt more confident and skilled for searching health-related information online, so they found to be more highly eHealth literated than men.

This study tries to understand how Turkish online consumers perceive value for their purchase intentions. It develops a model in order to test the effect of value perception on buying intentions of those consumers. Besides, the model covers the effects of risk perception, quality perception, perceived sacrifice and perceived relative price on value perception. The model was applied to 1361 online consumers who bought technology products from online retailers in the last six months. Results confirmed that perceived relative price, perceived sacrifice and risk perception had a negative effect on value perception, but quality perception had a positive effect on value perception in online retailing. In addition, willingness to buy is positively influenced by value perception. Besides these, relative price perception and quality perception appear to have a stronger effect than risk perception and perceived sacrifice on consumers' value perceptions. Keywords: Online marketing, value perception, Turkish consumers, Structural equation modeling. Değer Algılaması Online Tüketicilerin Satın Alma Niyetlerini Nasıl Etkiliyor? ÖzetBu çalışmada, online tüketicilerin satın alma niyetlerinde değer algılamasının nasıl bir rolü olduğu geliştirilen model doğrultusunda incelenmiştir. Ayrıca, algılanan risk, algılanan kalite, algılanan fedakârlık ve göreceli fiyat algılaması olarak belirlenen öncül değişkenlerin değer algılaması üzerindeki etkilerinin incelenmesi de çalışma kapsamında ele alınmıştır. Çalışma çerçevesinde geliştirilen araştırma modeli, son altı ay içerisinde online perakendecilerden teknolojik ürün satın almış olan 1361 tüketici üzerinde test edilmiştir. Elde edilen sonuçlar, göreceli fiyat algılaması, algılanan fedakârlık ve algılanan riskin değer algılamasını negatif yönde etkilerken, kalite algılamasının değer algılaması üzerinde pozitif yönlü bir etkisi olduğunu göstermiştir. Ancak, göreceli fiyat algılaması