Zaman ve Ürün Miktarı Kısıtlılığı Koşullarındaki Tepkisel Satın Alma Davranışlarının Psikolojik Reaksiyon Kuramı Bağlamında İncelenmesi

Amaç – Günümüz tüketicileri alışveriş ortamlarında farklı satış tutundurma uygulamalarıyla karşılaşarak sıklıkla tepkisel satın alma yapabilmektedirler. Bu çalışmanın amacı da tüketicilerin ürün miktarı ve zamana dair kısıtlılıkta fiyat indirimi uygulamasıyla karşılaştıklarında psikolojik reaksiyon şeklinde tepkisel satın alma davranışı sergilemelerini saptayabilmektir. Böylesi tepkisel satın alma davranışlarının ortaya konmasında etkili olan kişisel özellikleri, ortam koşulları nedeniyle gelişen algıları, ürün markası ile satıcıya dair değişkenlerin etkileri ve bu etkilere göre deneye katılan tüketici grupların birbirleri arasındaki farkları belirlemek hedeflenmiştir. Yöntem – Araştırma, 2x2x2 unsurlar arası faktöryel deneysel tasarım ile bir markette alışveriş ortamında gerçekleştirilmiştir. Yüz yüze görüşme tekniği ve kolayda örnekleme yöntemi ile 960 katılımcı ile çalışılmıştır. Deney grupları arasındaki farklılıklar Faktöryel Anova ve değişkenlerin etkileri Yol Analizleri ile incelenmiştir. Bulgular – Deney değişkenleri ve model bütününde yer alan değişkenlerin kısıtlılık koşullarına göre psikolojik reaksiyon olarak yapılan tepkisel satın almaya etkileri ile deney grupları arasındaki etki farklılıkları ortaya konulmuştur. Tüketicilerin kısıtlılık koşullarındansa kısıtlılık olmayan koşullarda nispeten psikolojik reaksiyon şeklinde tepkisel satın alma yaptığı görülmüştür. Tartışma – Kısıtlılık koşullarına göre tüketicilerin psikolojik reaksiyon şeklinde tepkisel satın alma yaptıkları görülmüştür. Kısıtlılık koşullarının türü, uygulanması ve uygulanmaması durumlarında tüketicilerin psikolojik reaksiyon ilişkili tepkisel satın alma davranışlarındaki farklılıklar ortaya konmuştur. Markaya göre de etkiler görülmekte ve çalışılan koşullara göre de bu etkiler farklılaşmaktadır. Tüketicilerdeki marka imajının ve kısıtlılık türünün psikolojik reaksiyon ilişkili tepkisel satın alma davranışına olan etkisinin göz önünde bulunarak uygulanması önemlidir.

Experimental Research of Consumers Impulse Buying Behaviour at The Time and Product Quantity Scarcity Condition by the Psychological Reactance Theory

Purpose – Contemporary consumers can experience impulse buying by effects of the selling promotions at retailing environments. The purpose of the study is to determine the impulse buying behaviour which is experienced by quantity and time scarcity conditions as psychological reactance to the conditions. The effects of personal properties, purchasing environment and consumer attitudes on impulse buying and the consumers’ differences are the other subjects. Design/methodology/approach – This study is done as the 2x2x2 factorial design experimental research which is applied at the retailing environment by the consumers. Factorial Anova and Path Analysis are applied. The experiment and research model variables effects and the experimental group differences are analyzed. The face to face survey and convenience sampling methods are applied with 960 consumers. Findings – The effects of the experimental and model variables are found. The differences are revealed between the effects that are evaluated by the experimental group designs. The results of the study show that consumers exhibit impulse buying behaviour as a psychological reaction by non scarce - free goods rather than scarcity conditions. Impulse buying as psychological reaction can be applied, If the scarcity conditions exist at the market. Discussion – The consumers impulse buying can be determined as the psychological reactance. If they don’t experience scarcity, the reactance impact will be more effective. These effects and differences occur comparable according to brand. Brand image and scarcity conditions will be important for impulse buying If the behaviour has psychological reaction speciality. This is one of the serious issue of the findings.

PDF

___

Aaker, D. A. (1996). Building Strong Brands, The Free Press, New York.
Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B. and Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent, Journal of Information Technology, 18 (4), 247–266.
Aggarwal, P., Jun, S. Y. and Huh, J. H. (2011). Scarcity Message: A Consumer Competition Perspective, Journal of Advertising, 40 (3), 19-30.
Aggarwal, P. and Vaidyanathan, R. (2003). Use It or Lose It: Purchase Acceleration Effects of Time-Limited Promotions, Journal of Consumer Behavior, 2 (4), 393-403.
Akturan, U. (2009). Tüketicilerin Cinsiyetlerine İlişkin Olarak İçgüdüsel Alısveriş Eğilimlerindeki Farklılıkların Belirlenmesi: Üniversite Öğrencilerine Yönelik Pilot Bir Araştırma, Yönetim Dergisi, 20 (64), 62-77.
Baumeister, R. F. (2002). Yielding To Temptation: Self-Control Failure, Impulsive Purchasing and Consumer Behavior, Journal Of Consumer Research, 28 (4), 670-676.
Baun, D. and Klein G. A. (2003). Joy and Suprise as Guides to a Better Understanding of Impulse Buying Behavior, European Advances in Consumer Research (Eds.), Darach Turley, Stephen Brown, Provo UT: Association for Consumer Research in Europe, 6, 290-299.
Bayley, G. and Nancarrow, C. (1998). Impulse Purchasing: A Qualitative Explanation of The Phenomenon, Qualitative Market Research, An International Journal, 2 (1), 99-114.
Beatty, S. E. and Ferrell, E. M. (1998). Impulse Buying: Modeling It’s Precursors, Journal of Retailing, 74 (2), 169-191.
Bell, D. R., Corsten D. and Knox, G. (2011). From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying, Journal of Marketing, 75 (1), 31– 45.
Bellenger, D. N., Robertson, D. H. and Hirschman, E. C. (1978). Impulse Buying Varies by Product, Journal of Advertising Research, 18 (6), 15-18.
Berman, B. and Evans, J. R. (2012). Retail Management: A Strategic Approach, Twelveth Edition, Pearson Prentice Hall. USA.
Bessarabova, E., Fink, E. L. and Turner, M. (2013). Reactance, Restoration, and Cognitive Structure: Comparative Statics, Human Communication Research, 39 (3), 339–364.
Bolton, R. N. and Drew J. H. (1991). A Multistage Model of Customers’ Assessments of Service Quality and Value, Journal of Consumer Research, 17 (4), 375-384.
Bray, J. (2008). Consumer Behaviour Theory: Approaches and Models, e-Book, Bournemouth University.
Brehm, J. W. (1966). A Theory of Psychological Reactance, Academic Press Inc. . Massachusetts.
Brock, T. C. (1968). Implications of Commodity Theory for Value Change. In Grewald A. (Eds.) Timothy Brock, Thomas M., Ostrom, Psychological Foundations of Attitudes, New York: Academic Press, 243-275.
Byun, S.E. and Sternquist, B. (2012). Here Today, Gone Tomorrow: Consumer Reactions to Perceived Limited Availability, Journal of Marketing Theory and Practice, 20 (2), 223–234.
Byun, S.E. and Sternquist, B. (2011). Fast Fashion and In-Store Hoarding: The Drivers, Moderator, and Consequences, Clothing & Textiles Research Journal, 29 (3), 187-201.
Byun, S.E. (2006). Here Today, Gone Tomorrow: The Antecedents and Consequences of In-Store Hoarding At Fast Fashion Stores, A Dissertation Submitted to Michigan State University in Partial Fulfillment of The Requirements for The Degree of Doctor of Philosophy Department of Advertising, Public Relations and Retailing.
Cialdini, R. B. (1993). Influence: Science and Practice, Third Edition, New York: Harper Collins. New York.
Clee, M. A. and Wicklund, R. A. (1980). Consumer Behavior and Psychological Reactance, Journal of Consumer Research, 6 (4), 389-405.
Cohen, J. B., Pham, M. T. and Andrade, E. B. (2008). The Nature and Role of Affect in Consumer Behavior, Handbook of Consumer Psychology (Eds.) Curtis P. Haugtvedt, Paul Herr, Frank Kardes, 297-348, Erlbaum.
Devlin, J., Ennew, C., McKechnie, S. and Smith, Andrew (2007). A Study of Time Limited Price Promotions, Journal of Product & Brand Management, 16 (4), 280-285.
Dinçer, C. (2010). The Influence of Affect and Cognition on Impulse Buying Behavior, Öneri Dergisi, 9 (33), 153- 158.
Dodds, W. B. (1996). Perceived Value: A Dimension of the Consumer Risk Construct, Mid-American Journal of Business, 11 (1), 15-23.
Gardner, M. P. (1985). Mood States and Consumer Behavior: A Critical Review, Journal of Consumer Research, 12 (3), 281-300.
Gardner, M. P. and Rook D. W. (1988). Effects of Impulse Purchases on Consumers’ Affective States, Journal of Advances in Consumer Research, 15, 127-130.
Gardner, M. P., Wansink, B., Kim, J. and Park, S. B. (2014). Better Moods for Better Eating?: How Mood Infleunces Food Choice, Journal of Consumer Psychology, 24 (3), 320-335.
Gierl, H., Plantsch, M. and Schweidler, J. (2008). Scarcity Effects on Sales Volume in Retail, The International Review of Retail, Distribution and Consumer Research, 18 (1), 45-61.
Gierl, H. and Huettl, V. (2010). Are Scarce Products Always More Attractive? The Interaction of Different Types of Scarcity Signals with Products' Suitability for Conspicuous Consumption, International Journal of Research in Marketing, 27, 225–235.
Grewal, D., Monroe, K. B. and Krıshnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions, Journal of Marketing, 62, 46-59.
Grewal, D. and Sharma, A. (1991). The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework, Journal of Personal Selling & Sales Management, 11 (3), 13-23.
Grossman, H. I. and Mendoza, J. (2003). Scarcity and Appropriative Competition, European Journal of Political Economy, 19, 747–758.
Gupta, S. (2013). The Psychological Effects of Perceived Scarcity on Consumers’ Buying Behavior, A Dissertation Submitted to University of Nebraska in Partial Fulfillment of The Requirements for The Degree of
Interdepartmental Area of Business (Marketing) -Doctor of Philosophy. Hair, J. F. Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis, Pearson. London.
Hansen, F. (1969). Consumer Choice Behavior: An Experimental Approach, Journal of Marketing Research, 6, 436- 443.
Hausman, A. (2000). A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior, Journal of Consumer Marketing, 17 (5), 403 – 426.
Heath, C. B. (2006). Scarcity: Two Alternative Conceptions of The Self A Conceptual and Historical Analysis, Loyola University Chicago, A Dissertation Submitted to The Faculty of The Graduate School in Candidacy for The Degree of Doctor of Philosophy Program in Philosophy by Chicago.
Herabadi, A. G., Verplanken, B. and Van Knippenberg, A. (2009). Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and Hedonistic Considerations, Asian Journal of Social Psychology, 12, 20–31.
Kacen, J. J., Hess, J. D. and Walker, D. (2012). Spontaneous Selection: The Influence of Product and Retailing Factors on Consumers Impulse Purchases, Journal of Retailing and Consumer Services, 19 (6), 578-588.
Kacen, J. J. and Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior, Journal of Consumer Psychology, 12 (2), 163–176.
Kahneman, D. (2011). Thinking Fast and Slow, Macmillan. London.
Kapferer, J. N. (2008). The New Strategic Brand Management, Forth Edition, Kogan Page, London.
Khan, M. T., Humayun, A. A. and Sajjad, M. (2015). Factors Affecting Impulse Buying and Percentage of Impulse Buying in Total Purchasing, International Journal of Information, Business and Management, 7 (1), 254-268.
Kim, J. Y. (2014). Impulse Buying: The Effect of Decision Time and Product Scarcity on Buying Impulse, A Dissertation Submitted to Michigan State University in Partial Fulfillment of The Requirements for The Degree of Retailing-Doctor of Philosophy,
Kirby, K.N. and Hernstein, R. J. (1995). Preference Reversals Due to Myopic Discounting of Delayed Reward, Psychological Science, 6, 83-89.
Kline, R. B. (2011). Princibles and Practice of Structural Equation Modeling, Third Edition, The Guilford Press. New York.
Lee, J.A. and Kacen, J. J. (2008). Cultural Influences on Customer Satisfaction with Impulse and Planned Purchase Decisions, Journal of Business Research, 61 (3), 265-272.
Lee, S. Y. (2012). The Effect of Scarcity on Product Evaluation, A Dissertation Submitted to Desautels Faculty of Management, McGill University in Partial Fulfillment of The Requirements for The Degree of Doctor of Philosophy,
Li, H. (1995). The Influence of Scarcity Messages on Buying Impulse:An Experimental Study of Tv Home Shopping Programs, A Dissertation Submitted to Michigan State University in Partial Fulfillment of The Requirements for The Degree of Doctor of Philosophy Mass Media, Ph.D. Program College of Communication Arts and Sciences.
Liao, S. L., Shen, Y. C. and Chu, C. H. (2009). The Effects of Sales Promotion Strategy, Product Appeal and Consumer Traits on Reminder Impulse Buying Behaviour, International Journal of Consumer Studies, 33, 274–284.
Low, G. S. and Lamb, C. W. Jr. (2000). The measurement and dimensionality of brand associations, Journal of Product & Brand Management, 9 (6), 350–370.
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation, Sixth Edition, New Jersey, Pearson Education.
Mazis, M. B., Settle, R. B. and Leslie, D. C. (1973). Elimination of Phosphate Detergents and Psychological Reactance, Journal of Marketing Research, 10 (4), 390-395.
Mihić, M. and Kursan, I. (2010). Assessing The Situational Factors and Impulsive Buying Behavior: Market Segmentation Approach, Management, 15 (2), 47-66.
Mishra, A. and Mishra, H. (2010). We Are What We Consume: The Influence of Food Consumption on Impulsive Choice, Journal of Marketing Research, 11 (7), 1129 –1137.
Mittone, L. and Savadori, L. (2009). The scarcity bias, Applied Psychology: An International Review, 58 (3), 453-468.
Montgomery, D. (2009). Design and Analysis of Experiments, Seventh Edition, John Wiley&Sons Inc.. New York.
Öner, I. (2011). Traditional vs. Organized Retailers’ Affect Differences on Impulse Buying Behavior for Healthy vs. Unhealthy Products: A Study on Turkish Students, T.C. Yeditepe University Graduate Institute of Social Sciences, Ph.D. Thesis Submitted to The Graduate Institute of Social Sciences in Fulfillment of The Requirements for The Degree of Ph.D. in Marketing Istanbul.
Peter, J. P. and Olson, J. C. (2010). Consumer Behavior and Marketing Strategy, McGraw Hill. New York.
Peterson, R.L. (2007). Affect and Financial Decision-Making: How Neuroscience Can Inform Market Participants, Journal of Behavioral Finance, 8 (2), 70-78.
Richins, M. L. (1997). Measuring Emotions in the Consumption Experience, Journal of Consumer Research, 24 (2), 127-146.
Rook, D. W. and Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior, Journal of Consumer Research, 22 (3), 305-313.
Sasikarn, C. (2012). Exploring the Effects of Scarcity, Impulse Buying and Product Returning Behavior in the Fast Fashion Environment Among Female Fashion Conscious Consumers, M.S. Thesis, The University of North Carolina at Greensboro.
Segal, B. and Podoshen, J. S. (2013). An examination of materialism, conspicuous consumption and gender differences, International Journal of Consumer Studies, 37, 189–198.
Sirohi, N., Mclaughlın, E. D. and Wittink, D. R. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal of Retailing, 74 (2), 223-245.
Solomon, M. R., Bamossy, G., Askegaard, S. and Hogg, M. K. (2006). Consumer Behavior, European Perspective, Third Edition, Prentice Hall. New York.
Spears, N. (2001). Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis, Journal of Advertising, 30, (1), 67-76.
Stern, H. (1962). The Significance of Impulse Buying Today, Journal of Marketing, 26 (2), 59-62.
Strack, F., Werth, L. and Deutsch, R. (2006). Reflective and Impulsive Determinants of Consumer Behavior, Journal of Consumer Psychology, 16 (3), 205–216.
Tendai, M. and Crispen, C. (2009). In-store shopping environment and impulsive buying, African Journal of Marketing Management , 1 (4), 102-108.
Ünal, S. (2008). İç Güdüsel Alışveriş, Detay Yayıncılık. Ankara.
Verplanken, B. and Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and No Thinking, European Journal of Personality, 15, 71-83.
Wansink, B. (1994). The Dark Side of Consumer Behavior: Empirical Examinations of Impulsive and Compulsive Consumption, Advances in Consumer Research, Vol.21, Eds. C. Allen and D. Roedder, John, Provo: UT: Association for Consumer Research, 508.
Wingrove, J. and Bond, A. (1997). Impulsivity: A State as Well as Trait Variable. Does Mood Awareness Explain Low Correlations Between Trait and Behavioural Measures of Impulsivity?, Personality and Individual Differences, 22 (3), 333-339.
Wood, M. (1998). Socio-economic status, delay of gratification, and impulse buying, Journal of Economic Psychology, 19, 295-320.
Zhang, S. ve Fitzsimons, G. J. (1999). Choice Process Satisfaction: The Influence of Attribute Alignability and Option Limitation, Journal of Organizational Behavior and Human Process, 77 (3), 192-214.