ERKAN ÖZDEMİR, SERKAN KILIÇ, MEHMET AKİF ÇAKIRER

Satış Promosyonları ve Kredi Kartı Kullanımının Tüketicilerin Plansız Satın Alma ve Satın Alma Sonrası Pişmanlık Davranışı Üzerindeki Etkileri

Amaç – Pazarlamanın amacı tüketicilerde talep yaratmak ve talebi yönetmektir. Talebin yaratılmasında satış promosyonları ve tüketicilerin kredi kartı kullanabilme imkânları bu noktada önemli bir role sahiptir. Bu çalışmanın amacı, satış promosyonları ve tüketicilerin nakitleri olmasa da kredi kartıyla alışveriş yapabilmelerinin tüketicilerin plansız satın alma davranışlarına ve satın alma sonrasında pişmanlık davranışlarına etkilerini ortaya koymaktır. Ayrıca plansız satın almanın aracı değişken olarak, cinsiyetin de düzenleyici değişken olarak etkileri oluşturulan model çerçevesinde araştırılmaktadır. Yöntem – Araştırma, 1 Nisan 2018 ve 21 Mayıs 2018 tarihleri arasında gerçekleştirilmiştir. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma modeli Smart PLS kullanılarak yapısal eşitlik modellemesiyle test edilmiştir. Bulgular – Araştırma sonucunda, satış promosyonlarının ve kredi kartıyla alışveriş yapabilmenin tüketicilerin plansız satın alma davranışında ve satın alma sonrası pişmanlık davranışında doğrudan etkilerinin olduğu bulunmuştur. Çalışmada plansız satın almanın aracılık etkisi araştırılmış, ancak plansız satın almanın aracılık etkisi bulunmamıştır. Ayrıca modelde cinsiyetin bir moderatör değişkeni olarak etkisi de araştırılmış ve satış promosyonlarının etkisinin kadınların planlanmamış satın alma davranışları üzerinde, satın alma sonrası pişmanlık davranışları üzerindeki etkisi de erkeklerde daha yüksek bulunmuştur. Tartışma – Tatmin ve sadakat düzeyi yüksek müşterilere sahip olmak isteyen işletme yöneticileri, müşterilerinin satın alma sonrası pişmanlık duymamaları için satış promosyonlarını ve kredi kartı seçeneklerini dikkatli kullanmalıdırlar.

(The Effects of Sales Promotion and Credit Card Usage on Consumers’ Unplanned Buying and Post-Purchase Regret Behavior)

Purpose – The purpose of marketing is to create and manage consumer demand. Sales promotions and the ability of consumers to use credit cards play an important role in the creation of demand. The purpose of this study is to put forward that the effects of sales promotions and the ability of consumers to make purchases by credit card, even if they do not have cash, on the consumers’ unplanned buying behavior and the post-purchase regret behavior. In addition, the effects of unplanned buying as a mediator variable and gender as a moderator variable are investigated within the framework of the model. Design/methodology/approach – The research was conducted between 1 April 2018 and 21 May 2018. The convenience sampling method was used in this study. The research model was tested with structural equation modeling by using Smart PLS. Results – As a result of the research, it was found that sales promotions and shopping by credit card had direct effects on the unplanned buying behavior and the consumers’ post-purchase regret. In the study, the mediation effect of unplanned buying behavior was investigated, but no mediation effect of unplanned buying was found. In the model, the effect of gender as a moderator variable was also investigated. The effect of sales promotions was found to be higher on unplanned buying behavior of females, and the higher on post-purchase regret behavior in males. Discussion – Business managers who want to have customers with high levels of satisfaction and loyalty should use sales promotions and credit card options carefully so that their customers do not regret their purchases.

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