Tüketicilerin Tüketim Tarzlarının Kompulsif Satın Alma Üzerindeki Etkisini Ölçmeye Yönelik Bir Araştırma

Amaç – Bu araştırmanın amacı kompulsif satın almanın tüketim kültürü ile oluşmuş materyalist tüketim, hedonik tüketim ve gösterişçi tüketimden etkilenip etkilenmediğinin tespit edilmesidir. Bununla beraber kompulsif satın almanın tüketici açısından ciddi ekonomik ve psikolojik problemlere neden olabileceği görüşünden hareketle kompulsif satın almanın satın alma sonrası pişmanlık üzerinde bir etkisi olup olmadığını incelemek de araştırmanın bir diğer amacıdır. Yöntem – Araştırmanın evrenini Bursa Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi lisans öğrencileri oluşturmaktadır. Veri toplama aracı olarak anket yöntemi kullanılmıştır. Verilerin analizi SPSS 25.0 programı ve Smart PLS 3.0 programı ile gerçekleştirilmiştir. Araştırmaya katılan katılımcıların demografik özelliklerinin analizi için frekans ve yüzde analizi gerçekleştirilmiştir. Araştırma modelinin test edilmesi için PLS-Sem yöntemi kullanılmıştır. Bulgular – Araştırma sonucunda hedonik tüketim ve gösterişçi tüketimin kompulsif satın alma üzerinde anlamlı bir etkisi olduğu ve materyalist tüketimin kompulsif satın alma üzerinde istatistiksel olarak anlamlı bir etkisi olmadığı tespit edilmiştir. Ayrıca kompulsif satın almanın satın alma sonrası pişmanlık üzerinde anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Tartışma – Araştırma sonucunda hedonik tüketim ve gösterişçi tüketimin kompulsif satın alma üzerindeki etkisi ile kompulsif satın almanın satın alma sonrası pişmanlık üzerindeki etkisi dikkate alınarak, tüketicilere kompulsif satın alma konusunda bilinçlenmelerine, pazarlama uygulayıcılarına ise kompulsif satın almayı stratejik açıdan yönetmelerine ilişkin öneriler sunulmuştur.

A Study to Measure the Effect of Consumers' Consumption Styles on Compulsive Buying

Purpose – The purpose of this research is to determine whether compulsive buying is affected by materialist consumption, hedonic consumption and conspicuous consumption formed by the consumption culture. In addition, based on the view that compulsive buying can cause serious economic and psychological problems for the consumer, another purpose of the research is to examine whether compulsive buying has an effect on post-purchase regret. Design/methodology/approach – The population of the research consists of undergraduate students of Bursa Uludağ University Faculty of Economics and Administrative Sciences. The survey method was used as data collection tool in the research. The analysis of the data was carried out with the SPSS 25.0 Program and the Smart PLS 3.0 program. Frequency and percentage analysis were performed to analyze the demographic characteristics of the participants in the research. PLS-Sem method was used to test the research model. Results – As a result of the research, it was determined that hedonic consumption and conspicuous consumption had a significant effect on compulsive buying, and materialist consumption did not have a statistically significant effect on compulsive buying. In addition, it was concluded that compulsive buying has a significant effect on post-purchase regret. Discussion – As a result of the research, considering the effect of hedonic consumption and conspicuous consumption on compulsive buying and the effect of compulsive buying on postpurchase regret, suggestions were made for consumers to become conscious about compulsive buying and for marketing practitioners to strategically manage compulsive buying.

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