Satın Alma Niyetinin Öngörüsünde Planlı Davranış Modeli’nin Farklı Ürün Sınıfları İçin Denenmesi

Öz Satın alma davranışını etkileyen öncül değişkenlerinfarklı ürün sınıfları için incelenmesinin, pazarlamauygulamacıları ve araştırmacılar için önemli faydalarsağlayacağı düşünülmektedir. Yapılan yazın taramasında,belirli bir ürün sınıfı için Planlı DavranışKuramı’nı (PDK) satın alma davranışının öngörüsündetest eden bir çalışmaya rastlanmamıştır. Dolayısıylaçalışmanın amacı, satın alma niyetinin öngörüsündefarklı ürün sınıfları için PDK’nın kullanılıp kullanılamayacağınıaçıklamaya çalışmaktır. Bu amaçlaPDK’de yer alan tutum, öznel norm ve algılanandavranışsal kontrol değişkenlerinin satın alma niyetiüzerindeki etkisi Copeland’in ürün sınıflandırmasındayer alan kolayda, beğenmeli ve özellikli mallar içinaraştırılmıştır. Satın alma niyetinin, uygun koşullardasatın alma davranışına dönüşeceği varsayılmıştır. Ankarave Gaziantep il merkezlerinde yaşayan 570 hanehalkı çalışmanın örneklemini oluşturmaktadır. Verileryüzyüze görüşme yöntemi ile toplanmış ve çoklu doğrusalregresyon analizi kullanılarak analiz edilmiştir.Araştırma bulguları tutum, öznel norm ve algılanandavranışsal kontrol değişkenlerinin satın alma niyetini;kolayda, beğenmeli ve özellikli mallar için olumlubir şekilde etkilediğini göstermektedir. Bu etkinin farklıürün sınıfları için değişen oranlarda gerçekleştiği tespitedilmiştir. Çalışmanın son kısmında, yöneticiler ve gelecekteyapılacak çalışmalar için öneriler sunulmuştur.
Anahtar Kelimeler:

Planlı Davranış Kuramı

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Anadolu Üniversitesi Sosyal Bilimler Dergisi-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2001
  • Yayıncı: Anadolu Üniversitesi Sosyal Bilimler Dergisi
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