Vol. 6 No. 3 (2021): Turkish Journal of Marketing

Online retail therapy: Examination of retail therapy levels according to consumers' moods

Seval Taşer Polat
Erciyes University, Kayseri, Türkiye
Kumru Uyar
Assoc. Prof. Dr., Erciyes University, Kayseri, Türkiye

Published 12/24/2021

How to Cite

Taşer Polat, S., & Uyar, K. (2021). Online retail therapy: Examination of retail therapy levels according to consumers’ moods. Turkish Journal of Marketing, 6(3), 206–222. https://doi.org/10.30685/tujom.v6i3.137


The purpose of this study is to examine the effects of consumers' positive and negative moods on online retail therapy. Research data were collected from online shopping consumers between April 7-21, 2021. Four hundred sixty-six usable data were obtained. In the study, it was concluded that positive emotions affect online retail therapy. When the dimensions of the online retail therapy scale were examined, it was seen that positive mood had a positive effect on therapeutic shopping motivations, positive emotion reinforcement and therapeutic shopping outcome variables. However, it was concluded that positive emotions did not significantly affect the decreased negative mood. Therefore, it was supposed that negative attitudes also impact online retail therapy. When the sub-dimensions of the therapy scale in retail were examined, it was seen that negative emotional states had no impact on therapeutic shopping motivations and positive emotion reinforcement. On the other hand, it was concluded that it affected harmful mood reduction and therapeutic shopping motivations. According to the findings obtained from the analysis, comments on the effect of consumers' emotional states on the retail therapy level were presented, and the research limitations were stated.


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