Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi

Bu çalışma, dinin potansiyel lüks marka müşterilerinin satın alma kararlarını etkileyip etkilemediğini incelemeyi amaçlamaktadır. Genel olarakİslam dininin, hayatın her yönünde takipçilerine kılavuzluk ettiğine inanılmaktadır. Bu yüzden, İslam'ın tüketicinin satın alma davranışını nasıl etkilediğini bilmek çalışmanın ana amaçlarından olacaktır. Elde edilen bulgular, pazarlamacıların, Türk tüketicilerinin dini inançlara dayalı olarak satın alma lüks niyetini daha iyi anlamalarına yardımcı olmak için faydalıdır. Veriler SPSS ve AMOS 20 programı kullanılarak analiz edilmiştir. Çalışmaya 400 katılımcı olmuştur, veriler temizlendikten sonra, 232 kişi % 58’lik bir cevaplama oranıyla anketleri tamamlanmıştır. Çalışmanın bulguları, dini inancın davranışa yönelik inanç, normatif inançlar ve lüks ürünlere yönelik satın alma niyetlerini etkilemediğini ortaya koymaktadır. Ayrıca, bulgular sadece öznel normlar ile lüks ürünlere yönelik satın alma niyetleri arasında pozitif ve anlamlı bir ilişki olduğunu göstermektedir. Bu makale, lüks marka yöneticilerine, dinin tüketicilerin satın alma kararları üzerindeki etkisi konusunda bilgi sahibi olmaları açısından faydalı katkılar sağlayacaktır. Bu sayede, pazarlamacılar etkili pazarlama stratejileri oluşturabilir ve tüketicilerin dini inançları, tutumları ve öznel normlarıyla uyumlu ürünler ve hizmetler sunabilirler.

Anahtar Kelimeler:

Lüks ürün satın alma niyeti, Dini inanış, Sebepli eylem Teorisi

Analyzing the Role of Religion on Luxury Product Purchase Behavior of Turkish Consumers

This study intends to analyze whether religion affects the intention to purchase luxury goods of the customers. It is considered that Islam is a religion that canalizes to its believers respecting all directions of life. Therefore, it will be the main purpose to understand how Islam influences consumers’ buyer behavior. These findings are beneficial for the marketers toward a better understanding of Turkish consumers' luxury intention to purchase based on religious beliefs. Data were analyzed by using SPSS and AMOS 20 program. Of the more than 400 respondents filled in the questionnaires, after cleaning the data; 232 of them completed the survey in full, with a response rate of % 58. Findings of the research point out that religiosity may not affect attitude towards beliefs, normative beliefs, purchase intention towards luxury products. Further, the findings indicate that there is a positive and significant relationship only between intention to purchasing luxury goods and subjective norms. The study could maintain beneficial inclusions for managers of luxury brands as they would obtain informed respecting the influence of religion on consumers’ decision-making process; therefore, marketers may build effective competitive marketing strategies and offer products which are harmonious with consumers’, attitudes, religious beliefs and subjective norms.

Keywords:

Intention to purchase luxury goods, Religious beliefs, Theory of reasoned action,

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