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

Satın alma davranışını etkileyen öncül değişkenlerin farklı ürün sınıfları için incelenmesinin, pazarlama uygulamacıları ve araştırmacılar için önemli fayda- lar sağlayacağı düşünülmektedir. Yapılan yazın tara- masında, belirli bir ürün sınıfı için Planlı Davranış Kuramını (PDK) satın alma davranışının öngörüsün- de test eden bir çalışmaya rastlanmamıştır. Dolayısıyla çalışmanın amacı, satın alma niyetinin öngörüsün- de farklı ürün sınıfları için PDKnın kullanılıp kul- lanılamayacağını açıklamaya çalışmaktır. Bu amaç- la PDKde yer alan tutum, öznel norm ve algılanan davranışsal kontrol değişkenlerinin satın alma niyeti üzerindeki etkisi Copelandin ürün sınıflandırmasın- da yer alan kolayda, beğenmeli ve özellikli mallar için araştırılmıştır. Satın alma niyetinin, uygun koşullarda satın alma davranışına dönüşeceği varsayılmıştır. An- kara ve Gaziantep il merkezlerinde yaşayan 570 hane halkı çalışmanın örneklemini oluşturmaktadır. Veriler yüzyüze görüşme yöntemi ile toplanmış ve çoklu doğ- rusal regresyon analizi kullanılarak analiz edilmiştir. Araştırma bulguları tutum, öznel norm ve algılanan davranışsal kontrol değişkenlerinin satın alma niyeti- ni; kolayda, beğenmeli ve özellikli mallar için olumlu bir şekilde etkilediğini göstermektedir. Bu etkinin farklı ürün sınıfları için değişen oranlarda gerçekleştiği tespit edilmiştir. Çalışmanın son kısmında, yöneticiler ve ge- lecekte yapılacak çalışmalar için öneriler sunulmuştur.

Testing the Theory of Planned Behavior Model on Predicting Purchase Intention for Different Product Categories

Examining the antecedents of purchase behavior for different product categories might generate substantial benefits to marketing researchers and decision makers. However, according to our litrerature review, no rese- arch has tested the Theory of Planned Behavior (TPB) on purchase behavior for any product class specifically. Hence, this study aims to understand whether TPB can be applied or not in order to predict purchase intention for different product categories. In this respect, TPB was tested on predicting purchase intention for Copeland s product categories namely convenience, shopping and specialty goods. Purchase intention was expected to be turned into the purchase behavior under proper con- ditions. The sample was 570 households residing in Gaziantep and Ankara, Turkey. The data were collec- ted via face to face questionnaires and analyzed by the linear multiple reggression. Findings show that attitu- de, subjective norm and perceived behavioral control variables have positive affect on purchase intention for all types of product categories besides these three vari- ables affect are varied for each category. Suggestions for further research and managers are presented finally.

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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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