TÜKETİCİLERİN ALGILADIĞI KITLIĞIN PLANSIZ SATIN ALIMLARINA ETKİSİ: ÇOKLU GRUP ANALİZİYLE BİR İNCELEME

Tüketicileri anlamak ve satın alımlarını yönlendirebilmek her işletmenin temelamaçlarındandır. Ancak yönlendirme yapabilmek için öncelikle bu davranışları tahmin edebilmekgerekmektedir. Tüketicileri gruplayabilmek, pazar bölümlendirme ve hedef pazar seçimlerindeişletmelere avantaj sağlamaktadır. Tüketicilerin planlı şekilde yaptığı satın alımların yanı sıraplansız şekilde yaptığı satın alımlar da vardır. Plansız şekilde satın alım yapılmasının sebeplerindenbirinin de tüketicilerin satın alacakları üründe algıladıkları kıtlık olduğu düşünülmektedir. Yapılanbu araştırmada algılanan kıtlık içsel ve dışsal olarak ele alınmıştır. Kadın tüketicilerin, erkektüketicilerin, Y kuşağı ve Z kuşağı tüketicilerinin algıladıkları içsel kıtlığın ve dışsal kıtlığın plansızsatın alımlarına etkisini anlamak amacıyla, AMOS programından çoklu grup analizinebaşvurulmuştur. Bu çalışmaya 7-24 Nisan 2019 tarihleri arasında, çevrimiçi anket yolu ile 303tüketici katılmıştır. Her örneklem grubu için ayrı ayrı kurulan yapısal eşitlik modelleri iledemografik değişkenlere göre önemli farklılıklar tespit edilmiştir. Elde edilen bulgular yorumlanmışve birtakım sektörel ve akademik öneriler geliştirilmiştir.

EFFECT OF CONSUMER’S PERCEIVED SCARCITY ON IMPULSIVE PURCHASE BEHAVIOUR: EXAMINATION WITH MULTI-GROUP ANALYSIS

Understanding consumers and being able to direct their purchases is one of the main goals of all businesses. However, in order to be able to direct, it is necessary to predict these behaviors. It provides advantages to businesses in grouping consumers, market segmentation and target market selection. In addition to the planned purchases of the consumers, there are also unplanned purchases. One of the reasons for unplanned purchases is thought to be the perceived shortage of products that consumers will buy. In this research, the perceived scarcity was handled internally and externally. In order to understand the effect of internal scarcity and external scarcity perceived by female consumers, male consumers, generation Y and generation Z consumers, multiple group analysis was applied from the AMOS program. 303 consumers participated in this study via 7-24 April 2019 by online survey. Significant differences were determined according to demographic variables with structural equation models established separately for each sample group. The findings obtained were interpreted and some sectoral and academic suggestions were developed.

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