PARAYI ANLAMAK: TÜKETİCİ DAVRANIŞI ALANINDA PARA KAVRAMI ÜZERİNE YAPILAN ARAŞTIRMALARI ANLAMAYA YÖNELİK BİR ÇERÇEVE

Para kavramının farklı boyutları, iktisat, sosyoloji, felsefe, psikoloji gibi çeşitli disiplinler tarafından farklı bakış açılarıyla incelenmiştir. Bu araştırmada ise amacımız, para kavramı üzerine tüketici davranışı bakış açısını kullanarak yapılmış geçmiş araştırmaları incelemek, özetlemek ve kategorize etmektir. Bu amaç doğrultusunda, tanınan dört pazarlama dergisinde (Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, and Journal of Marketing Research) bulduğumuz 213 makaleyi inceledik. Bulunan makaleleri ise, incelememiz sonucu altı perspektif altında topladık: 1) parayı algılamak, 2) parayı yönetmek ve ayırmak, 3) parayı harcamak, 4) parayı vermek/bağışlamak, 5) paraya sahip olmak, 6) parayı biriktirmek. Her perspektif altındaki araştırmalar detaylıca incelenmiş ve gelecek çalışma önerileri sunulmuştur. Bu araştırma, alandaki boşlukların görülmesi ve gelecek çalışmaların bu noktalara yönlendirilmesi konusunda araştırmacılara yardımcı olabilecektir.

Anahtar Kelimeler:

Para, Tüketici Davranışı, Parayı Algılamak, Parayı Yönetmek, Parayı Harcamak, Parayı Vermek/Bağışlamak, Para Sahipliği, Para Biriktirmek

UNDERSTANDING MONEY: A FRAMEWORK FOR UNDERSTANDING RESEARCH ON MONEY CONSTRUCT IN CONSUMER BEHAVIOR

Different disciplines such as economics, sociology, philosophy, and psychology have examined the different dimensions of money construct from different perspectives. In this paper, our aim is to review, summarize and categorize the previous literature on money that has used a consumer behavior point of view. By this aim, we reviewed 213 articles found in four recognized marketing journals (Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, and Journal of Marketing Research) and categorized the research found in these journals under six perspectives. These six perspectives on money research include 1) perceiving money, 2) managing and allocating money 3) spending money 4) giving money, 5) having money, 6) saving money. We investigated the related research under each perspective in detail and mentioned future research areas. This review could help researchers to see the gaps in the literature and direct their future research into these areas.

Keywords:

Money, Consumer Behavior, Perceiving Money, Managing Money, Spending Money, Giving Money, Having Money, Saving Money,

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