Çınar, Dilaysu2024-03-132024-03-1320201308-81731308-8505https://doi.org/10.24988/ije.202035305https://search.trdizin.gov.tr/yayin/detay/1109993https://hdl.handle.net/20.500.12662/2322The main purpose of this study is to reveal the motivational tendency of generation Y towards Black Friday shopping event in the digital environment. According to the first result obtained as a result of the study, it was observed that hedonic shopping motivations were correlated with more positive than rational motivations in participating in the online Black Friday shopping event. According to the other result in the study, the motivation to participate in the online Black Friday shopping event varies in compliance with the age, marital statu,s education level and monthly individual spending level.eninfo:eu-repo/semantics/openAccessArticle10.24988/ije.2020353055093495110999335