Yusuf Kaderli, Ece Aksu Armağan, Selçuk Efe Küçükkambak

Y Kuşağının Kompulsif Satın Alma Davranışına Etki Eden Faktörler Üzerine Bir Araştırma

Bu çalışmanın amacı, bugün Türkiye nüfusunun büyük bir bölümünü oluşturan Y kuşağındaki bireylerin kompulsif satın alma davranışları üzerinde etkili olan faktörleri belirlemektir. Çalışmada yüzyüze anket yöntemiyle 390 kişiden toplanan veriler SPSS paket programında çeşitli analizlere tabi tutulmuş, Y kuşağındaki bireylerin paraya yönelik tutumu, kredi kartına yönelik tutumu ve materyalizm tutumunun çeşitli sosyo-demografik değişkenler ve kredi kartı kullanım durumlarına göre farklılık gösterdiği ve bu tutumlarının da kompulsif satın alma davranışı üzerinde etkili olduğu sonucuna ulaşılmıştır. Kompulsif satın alma gibi pazarlama, eğitim ve finansal okuryazarlık açısından son derece önemli olan bir konuda kuşaklar bazında ele alınması açısından öncü bir çalışmadır.

Anahtar Kelimeler:

Kompulsif Satın Alma, Kredi Kartı, Paraya Yönelik Tutum, Materyalizm, Bütçe Kısıtı, Y Kuşağı

A Study on the Factors Affecting Compulsive Purchasing Behavior of Y Generation

The aim of this study is to determine the factors that affect the compulsive buying behaviors of the Y generations, which today constitute a large part of Turkey’s population. The data collected by 390 people in the study were subjected to various analyzes in the SPSS package program and it was found that the attitudes of the individuals in the Y direction to the money, the attitude towards the credit card and the attitude of materialism differ according to the socio-demographic variables and the usage of credit cards and these attitudes are also affected by compulsive buying has been achieved. Compulsive buying is a pioneering work in terms of generational consideration in a matter that is of utmost importance in terms of marketing, education and financial literacy.

Keywords:

Credit Card, Compulsive Buying, Generations, YGeneration,

PDF

___

Anderson, D.R., Sweeney, D.J. & Williams, T.A., (2011), Statistics for Business and Economics, Eleventh Edition, South-Western Cengage Learning, Usa.
Apak, S. & Yılmaz, G., (2009), Finansal Kriz Döneminde Türkiye’de Kredi Kartları, Muhasebe ve Finansman Dergisi, 44, 38-45.
Armağan, E. A. & Küçükkambak, S. E., (2015), Y Kuşağı Tüketicilerinin Moda Bloglarına Yönelik Tutumunun Satın Alma Niyeti Etkisi Üzerine Bir Araştırma, İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Yönetim Dergisi, 79, 83-111.
Arslan B., (2015), Kredi Kartı Kullanımının Kompulsif Satın Almaya Etkisi, Online Academic Journal of Information Technology, 5, 20, 27-40.
Aruna S. & Santhi, P., (2015), Impulse Purchase Behavior Among Generation Y, Journal of Marketing Management, 14, 1, 2015.
Aslanoğlu S. & Korga, S. (2017), Kredi Kartı Kullanımı ve Kompulsif Satın Alma: Kırıkkale Ilinde Bir Uygulama, Journal of Business Research Turk, 9, 1, 148-165.
Belk, R.W. (1985), Materialism: Trait Aspects of Living in The Material World. Journal of Consumer Research, 12, 265–280. Bernard, H. R. (2000), Social Research Methods. London: Sage Publications.
Brown, E.A., Thomas, N.J. & Bosselman R.H., (2015), Are They Leaving or Staying: A Qualitive Analysis of Turnover Issues For Generation Y Hospitality Employees With A Hospitality Education, International Journal of Hospitality Management, 46, 130-137.
Bush, A.J., Martin, C.A., & Bush, V.D., (2004), Sports Celebrity in Uence on the Behavioral Intentions Of Generation Y, Journal Of Advertising Research, 44, 108-118.
Çakmak, A.Ç. & Yurtsever, S., (2012), Kredi Kartının, Plansız Satın Alma Davranışına Etkisi: Karabük Üniversitesi Akademik Personeline Yönelik Bir Uygulama, Tarih Kültür ve Sanat Araştırmaları Dergisi, 1, 4, 45-72.
Chang, L. & Arkin, R.M., (2002), Materialism As An Attempt to Cope with Uncertainty, Psychology & Marketing, 19, 5, 389-406.
Chuah W.H., Marimuthu M. & Ramayah T., (2014), The Effect of Perceived Value on The Loyality Of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework, Social and Behavioral Sciences, 130, 532-541.
Cortes, R. (2004), Generation Wars! Caribbean Business, 32, 4, 18-22.
D’Astous, A., (1990), An Enquiry into Compulsive Side Of ‘Normal’ Consumers. Journal of Consumer Policy, 13, 15–31.
Santos, D.B., Mendes-Da-Silva, W., Flores, E. & Norvilitis, J. M., (2016), Predictors of credit card use and perceived financial well-being in female college students: a Brazil-United States comparative study, International Journal of Consumer Studies 40, 133-142.
Dean, L. R., Carroll, J. S., & Yang, C., (2007), Materialism, Perceived Financial Problems, and Marital Satisfaction, Family And Consumer Sciences Research Journal, 35, 260–281.
Der Hovanesian, M. (1999), Spending It, Investing It-Coming on Strong: The Children of the Baby Boomers are Affecting Spending and Investing as Their Parents Did; The Similarity Ends Here, Wall Street Journal, Eastern Edition.
DeSarbo, W.S., & Edwards, E.A., (1996), Typologies of Compulsive Buying Behavior: a Constrained Clusterwise, Journal of Consumer Psychology, 5, 231–262.
Dittmar, H., (2004), Understanding and Diagnosing Compulsive Buying In R. H. Coombs (Ed.), Handbook of Addictive Disorders: A Practical Guide to Diagnosis and Treatment (411–451). New Jersey: John Wiley & Sons.
Dugar A., Shreshtha M. & Jain R., (2014), Cognitive Dissonance As An Effect Of On Credit, Paradigm, 18, 2, 156-166
Duroy vd., D., Gorse, P. & Lejoyeux, M. , (2014), Characteristics of Online Compulsive Buying In Parisian Studens, Addictive Behaviors, 37, 1827-1830.
Faber, R. J., (2010), Diagnosis and epidemiology of compulsive buying in a. Müller & J. E. Mitchell (Eds.), Compulsive Buying: Clinical Foundations and Treatment (pp. 3–19). New York: Routledge.
Faber, R.J. & O’Guinn, T.C., (1992), A Clinical Screener For Compulsive Buying, Journal of Consumer Research,19, 459-69.
Faber, R.J., & Christenson, A.G., (1996), In The Mood To Buy: Differences in the Mood States Experienced by Compulsive Buyers And Other Consumers, Psychology and Marketing, 13, 803–820.
Furnham, A., (1984), Many Sides of The Coin: The Psychology Of Money Usage, Personality And Individual Differences, 5, 501-509.
Garson, D.G., (2008), Testing Statistical Assumptions, North Carolina State University, Statistical Associates Publishing, Blue Book Series
GfK Social Research, (2007), Reflections on Childhood—Lifestyle, (Erişim tarihi: Şubat-2016).
Girginer, N., Çelik, E.A. & Uçkun, N., (2008), Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Öğrencilerinin Kredi Kartı Kullanımlarına Yönelik Bir Araştırma, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 8, 1, 193-208
Goldberg, M. E., Gorn, G. J., Peracchio, L. A., & Bamossy, G., (2003), Understanding Materialism Among Youth, Journal of Consumer Psychology, 13, 3, 278–288.
Hanley, A., & Wilhelm, M. S., (1992), Compulsive Buying: An Exploration Into Self-Esteem And Money Attitudes, Journal of Economic Psychology, 13, 5–18.
Hsiao, C. & Chang, W., (2007), The Relationship Between Money Attitude and Compulsive Buying Among Taiwan’s Generation X and Y, Journal of Accounting, Finance & Management Strategy, 3, 2, 95-114 95.
İslamoğlu, A.H. & Altunışık, R., (2013), Tüketici Davranışları, Beta Basım A.Ş., 3. Baskı, İstanbul.
Kaynak, E. & Harcar, T., (2001), Consumers’ Attitudes and Intentions Towards Credit Card Usage In An Advanced Developing Country, Journal Of Financial Services Marketing, 6, 1, 24-39.
Khare A. (2013). Credit Card Use and Compulsive Buying Behavior, Journal Of Global Marketing, 26, 1, 28-40
Khare A., (2014). Money Attitudes, Materialism And Compulsiveness:Scale Development And Validation, Journal Of Global Marketing, 27, 30-45
Kırçova, İ. (2007). Kredi Kartı Kullanımının Tüketici Alışkanlıklarına ve Alışverişlerin Yer Zaman ve Marka Tercihlerine Etkisi, İstanbul Ticaret Odası, 9, 1-106
Koç, E. (2015). Tüketici Davranışı ve Pazarlama Stratejileri, Global ve Yerel Yaklaşım, Seçkin, İstanbul.
Korur, M. G. & Kimzan, H. S., (2016), Kompulsif Satın Alma Eğilimi ve Alışveriş Sonrası Pişmanlık İlişkisinde Kontrolsüz Kredi Kartı Kullanımının Rolü: AVM Müşterileri Üzerine Bir Araştırma, Tüketici ve Tüketim Araştırmaları Dergisi, 8, 1, 43-71.
Li, D., Jiang, Y., An, S., Shen, Z. & Jin, W. (2009) The Influence of Money Attitudes on Young Chinese Consumers Compulsive Buying, Young Consumers, 10, 2, 98–109.
Lim, W.M., Ng W.M., Chin J. H., Boo & W.-X., A., (2014), Understanding Young Consumer Perceptions On Credit Card Usage Implications For Responsible Consumption, Contemporary Management Research, vol.10, no.4, S.287-302
Lo, H.Y. & Harvey, N. (2011), Shopping Without Pain: Compulsive Buying and The Effects of Credit Card Availibility in Europe and Far East, Journal of Economic Psychology, 32, 79-92
Malhotra, N. K. (1996), Marketing Research: An Applied Orientation. New Jersey: Prentice-Hall Inc.
Manolis C. & Roberts A.J. (2008), Compulsive Buying: Does It Matter How It’s Measured?, Journal of Economic Psychology, 29, 555-576
Marlatt, A. (1999), Yen for e-tail, Internet World, 5, 26, 49-40.
Merdin, E., (2010). Bir Dürtüsel Satın Alma Yatkınlığı Ölçeği Geliştirme Denemesi, 15. Ulusal Pazarlama Kongresi, 26-29 Ekim 2010, 244-250, İzmir.
Miltenberger, R.G., Redlin, J., Crosby, R., Stickney, M., Mitchell, J., Wonderlich, S., Faber, R., Smyth, J. (2003). Direct And Retrospective Assessment Of Factors Contributing To Compulsive Buying. Journal of Behavior Therapy and Experimental Psychiatry, 34, 1–9.
Mowen, J. C., & Spears, N. (1999), Understanding Compulsive Buying Among College Students: A Hierarchical Approach, Journal Of Consumer Psychology, 8, 407–430.
Muradoğlu, C., (2012), Sahne Y Kuşağının, TurkishTime, 118, 44.
Norum P. (2008), The Role Of Time Preference and Credit Card Usage In Compulsive Buying Behaviour, International Journal Of Consumer Studies, 32, 269-275
O’Guinn T. & Faber R.J. (1989), Compulsive Buying: A Phonemenological Exploration, Journal of Consumer Research, 16, 2, 147-157
Okutan S., Bora B. & Altunışık R. (2013). Keşifsel Satın Alma Eğilimleri ve Bu Eğilimlerin Plansız, Kompulsif ve Hedonik Satın Alma Tarzlarıyla Olan İlişkisinin İncelenmesi, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8, 3, 117-136.
Oliveira, T.M.V., Falciano, A.M., Perito, R.V.B., (2014), Effects of Credit Card Usage on Young Brazilians’ Compulsive Buying, Young Consumers 15, 2, 111-124.
Özdemir Ş. & Yaman F., (2007), Hedonik Alışverişin Cinsiyete Göre Farklılaşması Üzerine Bir Araştırma, Eskişehir Osmangazi Üniveristesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2, 2, 81-91
Özkul, F.U. & Tapşın, G. (2010), Kredi Kartı Kullanımı İle Kullanılabilir Gelirin Tüketim Üzerindeki Etkisi ve Türkiye Ekonomisi Üzerine Bir Ampirik Çalışma, Muhasebe Ve Finansman Dergisi, 47, 138-153.
Öztürk, Abdülkadir, Nart, S., (2016). Materyalizm, Moda Giyim İlgilenimi, Plansız Satına Alma İlişkisi: Üniversite Öğrencileri Üzerine Bir Araştırma, Uluslararası Ekonomik Araştırmalar Dergisi, Eylül 2016, Cilt 2, Sayı 3, 45-55.
Park, H.J. & Burns, L.D. (2005), Fashion Orientation, Credit Card Use and Compulsive Buying, The Journal of Consumer Marketing, 22 2/3, 135-155
Pham, T. H., Yap, Keong Y. & Dowling, N.A., (2012), The Impact of Financial Management Practices and Financial Attitudes on The Relationship Between Materialism and Compulsive Buying, Journal Of Economic Psychology, 33, 461-470.
Phau, I., & Woo, C. (2008), Understanding Compulsive Buying Tendencies Among Young Australians: The Roles of Money Attitude and Credit Card Usage, Journal of Marketing Intelligence and Planning, 26, 5, 441–460.
Pirog, S. F., & Roberts, J. A. (2007), Personality And Credit Card Misuse Among College Students: The Mediating Role of Impulsiveness, Journal of Marketing Theory and Practice, 15, 1, 65–77.
Richins, M. L. (1994), Special Possessions and The Expression of Material Values, Journal of Consumer Research, 21, 522–533.
Richins, M. L. (2004), The Material Values Scale: Measurement Properties And Development Of A Short Form, Journal of Consumer Research, 31, 1, 209–218.
Richins, M. L., & Dawson, S. (1992), A Consumer Values Orientation For Materialism and Its Measurement: Scale Development and Validation, Journal of Consumer Research, 19, 305–316.
Ridgeway, N. M., Kukar-Kinney, M., & Monroe, K. B. (2006). New Perspectives on Compulsive Buying: Its Roots, Measurement and Physiology, Advances In Consumer Research, 33, 131–133.
Roberts, J. A. (1998). Compulsive Buying Among College Students: an Investigation of Its Antecedents, Consequences, and Implications for Public Policy, Journal Of Consumer Affairs, 32, 2, 295-319
Roberts, J., & Martinez, C. (1997), The Emerging Consumer Culture in Mexico: an Exploratory Investigation of Compulsive Buying In Mexican Young Adults, Journal Of International Consumer Marketing, 10, 1–2), 7–31.
Roberts, J.A. & Jones, E. (2001), Money Attitudes, Credit Card Use and Compulsive Buying Among American College Students, Journal or Consumer Affairs, 35, 21, 213-40.
Robson, C. (2002), Real World Research. Oxford: Blackwell.
Rook, D. W. (1987), “The buying impulse”, Journal of Consumer Research, 14 September, pp. 189-99.
Schiffman, L.G. & Kanuk, L. L. (1987), Consumer Behavior. Third edition, Prentice-Hall, Englewood Cliffs, New Jersey.
Solomon M.R., (2003), Tüketici Krallığının Fethi: Markalar Diyarında Pazarlama Stratejileri, Mediacat, İstanbul
Tabachnick, B.G., Fidell, L.S., (2006), Using Multivariate Statistics, Fifth Edition, Pearson.
Tamam L., Diler R.S., & Özpoyraz N., (1998), Kompulsif Satın Alma: Bir Gözden Geçirme, Türk Psikiyatri Dergisi, 9, 3, 224-230
Torlak, Ö. (2002), Kredi Kartı Kullanımının Satınalma Alışkanlıklarına Etkileri Üzerine Eskişehir’de Bir Araştırma, İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Yönetim Dergisi, 13, 41, 67-78.
Tuğay, O., & Başgül, N. (2007), Önemli Bir Finansman Kaynağı Olarak Kredi Kartları: Kredi Kartlarının Kart Sahiplerinin Harcamaları Üzerindeki Etkisini Belirlemeye Yönelik Burdur İlinde Bir Araştırma, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 12, 3, 215-226.
Tuttle, B. (2012), Millennials Are Biggest Suckers for Selfish Impulse Buys, http://business.time.com/2012/04/27/millennials-are-biggest-suckers-for-sel fish-impulse-buys/, Erişim Tarihi, Mayıs-2016, Aydın
Urbany, J. E., Dickson, P.R. & Kalapurakal, R. (1996), Price Search in The Retail Grocery Market. The Journal of Marketing, 60, 2, 91-104.
Valence, G., D’Astous, A. & Fortier, L. (1988), Compulsive Buying: Concept and Measurement, Journal Of Consumer Policy, 11, 419-433. Wang, C.L., (2009), Little Emperors The Future of China’s Consumer Market, Young Consumers, 10, 2, 95–97.
Wang, L., Lu, W. & Malhotra K.N, (2011), Demographics Attitude Personality and Credit Card Features Correlate With Credit Card Debt: A View From China, Journal Of Economic Psychology, 32, 179-193
Weaver, T. S., Moschis, G.P. & Davis, T. (2011), Antecedents Of Materialism and Compulsive Buying: A Life Course Study In Australia, Australasian Marketing Journal, 19, 247-256
www.bkm.com.tr/wp-content/uploads/2015/06/kart_monitor_2014.pdf, Erişim Tarihi: Şubat-2016.
www.resmigazete.gov.tr/eskiler/2006/03/20060301-1.htm, Erişim Tarihi: Şubat-2016.
www.tdk.gov.tr/index.php?option=com_gts&arama=gts&kelime=kredi%20kartı&guid=TDK.GTS.532de09c69bfa4.30668438, Erişim Tarihi: Mayıs-2016.
Xu, Y., (2007), Impact of Store Environment on Adult Generation Y Consumers’ Impulse Buying, Journal of Shopping Center Research, 14, 1, 39-56.
Yamauchi, K. & Templer, D. (1982), The Development of a Money Attitude Scale, Journal of Personality Assessment, 46, 522-528.
Yıldırım, F. (2013), Bireysel Kredi Kartları ve Tüketici Davranışı, Türkmen Kitabevi, 2. Baskı, İstanbul.
Yılmaz, E., (2000), Türkiye’de Kredi Kartı Uygulaması ve Ekonomik Etkileri, Türkmen Kitabevi, İstanbul.

Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2013
Yayıncı: İstanbul Üniversitesi Yayınevi

Arşiv