Tüketicilerin Kompulsif Satın Alma Davranışını Etkileyen Faktörler: Bir Uygulama

Amaç – Bu çalışmanın temel amacı, tüketicilerin kompulsif satın alma davranışları üzerinde etkili olan değişkenlerin belirlenmesidir. Bu kapsamda materyalizm, özsaygı ve akran değişkenlerinin tüketicilerin kompulsif satın alma davranışı üzerindeki etkisi araştırılmıştır. Ayrıca tüketicilerin sergilemiş oldukları bu davranışın satın alma sonrası pişmanlık üzerindeki etkiside ortaya konulmaya çalışılmıştır. Yöntem – Araştırmada ilişkisel araştırma modelinden yararlanılmıştır. Veriler online ve yüzyüze anketle kolayda örnekleme yöntemi kullanılarak toplanmıştır. Araştırmanın evrenini Türkiye’deki 18 yaşından büyük tüketiciler oluşturmaktadır. Toplam 341 geçerli veri ile analizler gerçekleştirilmiştir. Verilerin analizi ve öne sürülen araştırma hipotezlerinin testi için yapısal eşitlik modellemesi kullanılmıştır. Bulgular – Araştırma sonucunda tüketicilerin kompulsif satın alma davranışı üzerinde materyalizm ve akran’ın anlamlı, özsaygının ise anlamsız etkisinin olduğu bulunmuştur. Yine kompulsif satın alma davranışının da tüketicilerin satın alma sonrası ortaya çıkan pişmanlık duygusu üzerinde etkisinin olduğu ulaşılan bulgular arasındadır. Tartışma – Tüketicilerin satın alma davranışları her geçen gün değişmektedir. Bu kapsamda tüketicinin etrafında yer uyaranlar değişimin önemli unsurlarını oluşturmaktadır. Tüketim alışkanlıklarındaki bu değişim hem bireyden hem de yakın çevredeki bireylerden kaynaklanmaktadır. Bu nedenle tüketicilerin davranışlarını etkileyen bu unsurların neler olduğu ve/veya neler olabileceği pazarlama uygulayıcılarının üzerinde durması gereken konular biridir.

The Factors Effecting Consumers’ Compulsive Purchasing Behavior: An Application

Purpose – The main purpose of this study is to determine the variables that affect consumers' compulsive buying behaviors. In this context, the effects of materialism, self-esteem and peer variables on the compulsive buying behavior of consumers were investigated. In addition, the effect of compulsive buying behavior has been tried to be revealed on post purchase regret. Design/methodology/approach – Relational research model was used in the study. The data were collected by online and face-to-face questionnaire using easy sampling method. The population of the this research is the largest consumer from 18 years in Turkey. A total of 341 valid data were analyzed. Structural equation modeling was used to analyze the data and test the hypotheses proposed. Findings – As a result of the research, it was found that materialism and peer had a significant and self-esteem had a meaningless effect on the compulsive buying behavior of consumers. However, compulsive buying behavior has an effect on post-purchase regret. Discussion – Consumer buying behavior is changing with each passing day. In this context, stimuli around the consumer are important elements of the change. This change in consumption habits stems from both individuals and individuals in the immediate environment. Therefore, what is and / or what these factors affect the behavior of consumers is one of the issues that marketing practitioners should focus on.

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