TÜKETİCİ ETİĞİNİN YENİDEN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİNİN SUÇLULUK DUYGUSU BAĞLAMINDA İNCELENMESİ

Yeniden satın alma davranışını etkileyen birçok faktör bulunmaktadır. Tüketicinin sahip olduğu etik anlayış ve suçluluk duygusu da bu faktörler arasında önemli yer tutmaktadır. Bu bağlamda çalışmanın amacı, suçluluk duygusunun tüketici etiği, tüketici etiğinin de yeniden satın alma davranışları üzerindeki etkilerinin incelenmesi olarak belirlenmiştir. Çalışma kapsamında Ardahan ve Kars'ta öğrenim gören 330 öğrencinden yüz yüze anket yöntemiyle veri toplanmıştır. Araştırma modeli yapısal eşitlik analiziyle test edilmiş; suçluluk duygusunun tüketici etiği üzerinde etkili olduğu, ancak tüketici etiğinin yeniden satın alma davranışı üzerinde anlamlı bir etkiyi sahip olmadığı tespit edilmiştir

INVESTIGATION THE EFFECT OF CONSUMER ETHICS ON REPURCHASE BEHAVIOUR IN THE CONTEXT OF GUILT EMOTION

There are many factors that affect repurchase behavior. The consumer ethics and guilt emotion are important variables among these factors. In this context, the purpose of the study was to examine the effect of guilt emotion on consumer ethics and repurchase behavior of consumer ethics. Within the scope of the study, data were gathered from 330 students in Ardahan and Kars by face to face survey method. The research model was tested by structural equation model; it was found that the guilt emotion was effective on consumer ethics but the consumer ethics did not any significant effect on the repurchase behavior

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