Kompulsif Satın Alma Davranışının Demografik Özelliklere Göre Değerlendirilmesi: Görgül Bir Araştırma

Tüketicilerin satın alma kararlarını etkileyen faktörler arasında en önemlilerinden bir tanesi de psikolojik faktörlerdir. Bu çalışmada, tüketicileri rasyonel olmayan satın alma davranışına iten kompulsif satın alma eğilimleri incelenmektedir. Kompulsif satın alma eğiliminin demografik özelliklere göre farklılık gösterip göstermediği araştırmanın ana konusudur. Bu amaçla, alan araştırması gerçekleştirilmiş ve 383 katılımcıya anket uygulanmıştır. Anket uygulamasında elde edilen veriler Mann Whitney U testi ve Kruskal Wallis analizi ile test edilmiştir. Araştırma sonucunda, kompulsif satın alma eğiliminin demografik özelliklere göre farklılık gösterdiği tespit edilmiştir. Demografik özelliklerden medeni durum dışında, cinsiyet, yaş, eğitim düzeyi, meslek grubu, gelir düzeyi gibi özelliklerde kompulsif satın alma eğiliminin farklılaştığı sonucuna ulaşılmıştır.

Evaluation of Compulsive Buying Behavior According to Demographic Characteristics: An Empirical Study

One of the most significant factors affecting the buying decisions of consumers is psychological factors. In this study, compulsive buying tendencies that push consumers into non-rational buying behavior is examined. The compulsive buying tendency differs demographically is main topic of the study. In this direction, a field study was conducted and a questionnaire was applied to 383 participants. The data obtained from the questionnaire were tested by Mann Whitney U test and Kruskal Wallis analysis. The study showed that the compulsive buying tendency had shown difference on the demographic features. According to demographic characteristics except marital status, gender, age education level occupation and income level, compulsive buying tendency is different.

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İşletme Araştırmaları Dergisi-Cover
  • ISSN: 1309-0712
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2009
  • Yayıncı: Melih Topaloğlu