Düşük Fiyat Garantisi Politikasının Satın Alma Sonrası Fiyat Araştırmasına Etkisinde Fiyat Uzmanlığının Rolü

Bu çalışmanın amacı Düşük Fiyat Garantisinin (DFG) satın alma sonrası fiyat araştırmasına etkisini incelenirken fiyat uzmanlığının düzenleyici rolünü ortaya koymaktır. Başka bir deyişle, DFG kapsamında uygulanan geri ödeme oranı art- tığında fiyat uzmanlığı yüksek olan tüketicilerin satın alma sonrası fiyat araştır- ma eğilimlerinin artıp artmayacağı incelenmiştir. DFG’nin tüketicilerin algılarına ve davranışlarına etkilerini inceleyen çalışmalar fiyat bilinci ve değer bilinci gibi tüketici özelliklerini ele almışlardır. Fiyat araştırma davranışının piyasa uzmanlığı ile fayda maliyet modelinden daha iyi açıklanıyor olması, ayrıca DFG kapsamın- da yapılan araştırmalarda da bu tüketici özelliğinin incelenmemiş olması araştır- manın önemini ortaya koymaktadır. Çalışmada faktöriyel deney tertibi kullanıla- rak veriler toplanmış, SPSS programı aracılığıyla t-testi ve Anova analizleri yapıl- mış ve hipotezler yorumlanmıştır. Çalışmanın sonunda tüketicilerin DFG kapsa- mında satın alma yaptıklarında daha düşük fiyatı bulmak için satın alma sonrası fiyat araştırma eğilimlerinin arttığı, ayrıca geri ödeme oranı arttığında fiyat uzma- nı tüketicilerin araştırma eğilimlerinin arttığı tespit edilmiş ancak istatistiksel ola- rak anlamlı bulunmamıştır.

The Effects of Low Price Guarantee on Post- Purchase Search Intention and the Role of Price Mavenism

The aim of this research is to determine the effect of Low Price Guarantee (LPG) on the post purchase price search intention and the moderator role of price ma- venism. In other words, it research whether low price guarantee with progres- sively higher levels of penalty leads to more post purchase price search intenti- on for high level of price mavens. Studies that are investigating the effect of LPG on consumer perceptions and behavior are discussed consumer characteristics such as price consciousness and value consciousness. It assumes that market mavenism better explain of consumer post purchase search intentions than eco- nomic benefit-cost model. Because price mavenism previously not addressed within the scope of the LPG, it shows the importance of this research. In the sco- pe of the research factorial experimental method was used to collect data, t-test and Anova analysis were applied by SPSS to test hypothesis. Results of analy- sis indicate that consumers are more likely to engage in post-purchase search for lower prices when a purchase is made under an LPG. Furthermore, it is seen that an LPG that offers higher refund leads to higher post-purchase search in- tention for price mavens. But these results are not found statistically significant.

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