2016

İÇGÜDÜSEL ALIMLARDAN SONRA MEYDANA GELEN NEGATİF ÖZ BİLİNÇ DUYGULARI

Utanç ve suçluluk duyguları, içgüdüsel alımlardan sonra meydana gelen negatif öz bilinç duygularıdır. Bu duygular tüketicinin yeniden satın alma davranışlarını etkilemektedir. Bu çalışmanın amacı içgüdüsel alımların utanç ve suçluluk duygularına ve bu duyguların yeniden satın alma niyetine etkisini belirlemektir. Bu amaçla İstanbul ve Marmara Üniversitesi öğrencilerine anket çalışması yapılmıştır. Araştırma sonuçlarına göre içgüdüsel alımların utanç ve suçluluk duygularına; bu duyguların da yeniden satın alma niyetlerine etkisi istatistiksel olarak anlamlıdır. Ayrıca içgüdüsel alımlardan sonra tüketicilerin daha çok suçluluk duymalarına rağmen yeniden satın alma niyetleri üzerinde utanç duygusunun etkisinin daha fazla olduğu tespit edilmiştir

A STUDY ON CONSUMERS' GUILT AND SHAME AFTER IMPULSE BUYING

Guilt and shame are negative self-consciousness emotions which occur after impulse buying behavior. These emotions effect consumers' repurchase intentions. The aim of this study is to determine the effect of impulse buying on guilt and shame and emotions on repurchase intention. In this direction, a survey was carried out on the students at İstanbul and Marmara Universities. According to the survey results, the effect of the impulse buying on guilt and shame and the effect of these emotions on repurchase intention are statistically significant. Also ıt has been determined that although consumers feel guiltier after impulse buying, shame is more effective on repurchase intention than guilt

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