The Moderating Role of Hedonic Consumption Tendency in the Effect of Religiosity on Digital TV Platform Purchase Intention

This study aims to investigate the effect of religiosity on the intention to purchase digital TV platforms and the moderating role of hedonic consumption tendency in this relationship. Surveys and statistical analyses were conducted with participants from different demographic groups to examine the impact of religiosity on the intention to purchase digital TV platforms. Data were collected through surveys from 474 individuals residing in Sakarya, selected using a convenience sampling method. The analyses concluded that religiosity has a negative effect on the intention to purchase digital TV platforms and that hedonic consumption tendency plays a moderating role in this relationship. As participants' hedonic consumption tendencies increase, the negative effect of religiosity on digital TV platforms decreases. This study offers significant implications for companies developing marketing strategies. Managers of digital TV platforms who want to reach religious consumers can attract the attention of this audience with content and campaigns that meet the expectations of these consumers. Furthermore, this study emphasizes the importance of understanding consumer behaviors within broader social and psychological contexts.