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 based on demographic factors.Materials and Methods: The data were collected from 346 university students in different departments at a foundation university in Mersin. The survey method was used and obtained data was analyzed with path analysis, independent samples t-test, and one-way ANOVA.Results: The positive effect of body satisfaction on impulse buying behaviour was found significant. Significant differences in body satisfaction and impulse buying behaviour were investigated by gender and monthly budget. Body satisfaction differs by gender, while impulse buying behaviour by monthly budget. Body satisfaction differs by gender, while impulse buying behaviour to a monthly budget.Conclusion: Online impulse purchase behaviour increases body satisfaction. Body satisfaction is higher among male students, and the purchase behaviour of students with a high monthly budget is also higher than their counterparts.