İÇGÜDÜSEL SATIN ALMAYA TÜKETİCİ YENİLİKÇİLİĞİ, ÜRÜN İLGİLENİMİ VE ALGILANAN RİSKİN ETKİSİ

Tüketiciler satın aldıkları ürünlerden sadece fonksiyonel fayda sağlamanın ötesinde haz ve keyif almayı, kendilerini ifade edebilmeyi, sosyal statülerini gösterebilmeyi de beklemektedirler. Değişen bu beklentiler nedeniyle içgüdüsel satın alma her geçen gün hem uygulayıcılar hem de araştırmacılar için daha önemli hale gelmektedir. İçgüdüsel satın almaya etki eden pek çok faktör bulunmasına rağmen, bu çalışmaya konu olan faktörlerin belirlenmesinde literatürde tartışmalı olan ya da kısıtlı çalışma ile araştırılmış faktörler dikkate alınmıştır. Bu çalışmanın temel amacı; içgüdüsel satın almaya tüketici yenilikçiliği, tüketicinin ürün ilgilenimi ve algılanan risk faktörlerinin etkisinin giyim ve teknoloji ürün kategorilerinde belirlenmesidir. Çalışmada veri, literatürden faydalanarak hazırlanan soru formu aracılığıyla ve yüz yüze anket yöntemi kullanılarak toplanmıştır. 870 adet kullanılabilir anket verisinin analizleri neticesinde; içgüdüsel satın almaya etki eden faktörler giyim ve teknoloji ürünlerinin her ikisinde benzer sonuçlar vermiştir. Yine, giyim ve teknoloji ürünlerinin her ikisi için de tüketici yenilikçiliği ile genel içgüdüsel satın alma eğilimi arasındaki ilişkide ürün ilgilenimi aracılık etkisi göstermektedir.

Anahtar Kelimeler:

İçgüdüsel Satın Alma, Tüketici Yenilikçiliği, Ürün İlgilenimi, Algılanan Risk

THE EFFECT OF PRODUCT INVOLVEMENT, CONSUMER INNOVATIVENESS AND PERCEIVED RISK ON IMPULSE BUYING

Consumers expect to get pleasure and enjoyment from the products, express themselves and to be able to show their social status beyond the purpose of providing functional benefits. Because of these changing expectations impulse buying has become more important day by day. Although there are a lot of factors that affect impulse buying, the factors that are controversial in literature and investigated with limited study are taken into consideration for determining the study factors. The main purpose of this study is to determine the effect of consumer innovativeness, consumer’s product involvement and perceived risk factors that affect impulse buying in clothing and technology product category. In the study, the data were obtained through a questionnaire form prepared using the literature and 870 usable questionnaires collected using face-to-face survey method. According to the research results, the factors that affect Impulse Buying yielded similar results for both in clothing and technology products. Consumers’ product involvement has the mediating effect between the relationship of consumer innovativeness and impulse buying tendency for both clothing and technology products.

Keywords:

Impulse Buying, Product Involvement, Consumer Innovativeness, Perceived Risk,

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