Ulun AKTURAN, Tülay YENİÇERİ

Kredi Kartını Bilinçli Kullanan ve Kullanmayan Tüketicileri Ayırmada Kullanılabilecek Temel Belirleyiciler Üzerine Bir Pilot Araştırma

Kredi kartı kullanımı 1960'larda başlamış ve günümüze kadar giderek artan bir trend göstermiştir. Ancak kredi kartı kullanımının hızla gelişmesi ve "borç tüketimi"nin her geçen yıl katlanarak artması kredi kartı borçlanmasının, hem bireysel hem de toplumsal bir sorun olmasına yol açmıştır. Bu açıdan bakıldığında kredi kartı kullanım alışkanlıklarının belirlenmesi ve kredi kartını bilinçsiz kullanan tüketicilerin profillerinin çıkarılması oldukça önemlidir. Bu çalışmada, kredi kartını kullanmada rasyonel ve rasyonel olmayan bir biçimde hareket eden tüketicilerin kredi kartı kullanım alışkanlıklarının belirlenmesi ve bu bağlamda ayırdedici değişkenlerin tespit edilmesi amaçlanmaktadır. Buradan hareketle çalışmada öncelikli olarak kredi kartı kullanım segmentlerinin belirlenmesi için kümeleme analizi yapılmış ve bu doğrultuda kredi kartını bilinçli ve bilinçsiz kullanan tüketici grupları saptanmıştır. Daha sonra araştırma hipotezlerini test edebilmek ve temel ayirıcı değişkenleri belirleyebilmek için diskriminant analizi kullanılmıştır. Diskriminant analizi sonuçlarına göre kred.i kartını bilinçli ve bilinçsiz kullanan tüketicilerin kompulsif satmalma davranışı, moda yönlülük, alışverişten zevk alma ve fiyata karşı duyarlı olma hususları temelinde toplam 19 değişken doğrultusunda farklılaştığı tespit edilmiştir.

A Pilot Study on Basic Determiners to be Used Distinguishing Between the Consumers Who Use Credit Cards Judiciously and Who Don't

Credit Card usage has started in 1960s and showed a tremendous growing trend. That accelerating increase in the credit card usage as an alternative payment medium and the rise in the "debt consumption" caused credit card debts to be a crucial personal and also social problem. In that scope, identifying the credit card usage patterns and profiling the irrational users is an important issue. This research is aimed to identify the credit card usage patterns and through that determine the discriminating variables between rational and irrational credit card users. First, in order to specify the user segments, cluster analysis was used and according to that rational and irrational credit card users were described. Then in order to test the research hypothesis and to determine the discriminating variables, discriminant analysis was used. As a result of the discriminant analysis, it was found that the rational and irrational credit card users were discriminating on the basis of compulsive buying behavior, fashion orientation, shopping enjoyment and price sensitivity through 19 variables.

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