MATERYALİST EĞİLİMLERİN TÜKETİCİLERİN SATIN ALMA KARAR TARZLARINA ETKİSİ: DÜZCE ÜNİVERSİTESİ ÖRNEĞİ

Bu çalıĢmanın amacı, tüketicilerin materyalist eğilim düzeylerinin satın alma karar tarzlarına etkisinin incelenmesidir. Bu amaçla materyalist eğilim ölçeği ve satın alma karar tarzları ölçeği kullanılarak, Düzce Üniversitesi ĠĢletme Fakültesi’nde kolayda örnekleme yöntemiyle 393 öğrenci ile anket yapılmıĢtır. AraĢtırmada nicel araĢtırma yöntemi kullanılmıĢ ve anket tekniği ile veriler toplanmıĢ olup, elde edilen veriler SPSS ve Amos paket programlarında analiz edilmiĢtir. ÇalıĢmada araĢtırma modelinin geçerliliği için açımlayıcı faktör analizi ve ölçüm modelinin geçerliliği için ise doğrulayıcı faktör analizi yapılmıĢ ve hipotezler yapısal eĢitlik modeli ile test edilmiĢtir. Yapılan açımlayıcı ve doğrulayıcı faktör analizi sonuçlarına göre tüketicilerin materyalist eğilimi tek boyutta, satın alma karar tarzlarını ise 7 boyut olarak algıladıkları görülmüĢtür. Yapı geçerliliği sağlanan değiĢkenler kullanılarak önerilen yapısal eĢitlik modelinin analizinde, materyalist eğilimin satın alma karar tarzlarının alt boyutlarından olan moda odaklılık, marka odaklılık, kalite odaklılık, alıĢkanlık ve kararsızlık boyutlarına yönelik anlamlı pozitif etkisinin; bilinçli alıĢveriĢ boyutuna ise anlamlı negatif etkisinin olduğu sonucuna varılmıĢtır.

THE EFFECT OF MATERIALIST TENDENCIES ON CONSUMERS' PURCHASING DECISION STYLES: SAMPLE OF DÜZCE UNIVERSITY

The aim of this study is to determine the effect of the materialist tendencies of the consumers on their purchasedecision styles. For this purpose, a questionnaire has been conducted with 393 students by convenience randomsampling method in the Duzce University - Faculty of Business Administration, using the materialist tendencyscale and the decision making styles scale. In this study, quantitative research method has been used and researchdata have been collected by questionnaire technique. The data have been analyzed using SPSS and Amosprograms. In this study, exploratory factor analysis for the validity of the research model and confirmatory factoranalysis for the validity of the measurement model was conducted and the hypotheses were tested with thestructural equation model. According to the exploratory and confirmatory factor analyses, it was seen thatconsumers perceived materialist tendency is in one and purchasing decision styles is in seven dimensions. In theanalysis of the structural equation model proposed by using the construct validity variables, it was concludedthat the materialist tendency had a significant positive effect on the dimensions of fashion consciousness, brandconsciousness, quality consciousness, habitual and confused by over-choice; negative effect on brandconsciousness which are the sub-dimensions of purchasing decision styles.

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