Kompulsif Satın Alma Davranışı Üzerinde Bedavanın Gücü

Rasyonel birey varsayımı altında tüketici davranış modelleri, bireylerin, fizyolojik veya psikolojik gerginliklerin azaltılması veya ortadan kaldırılması için ihtiyaç duyulan ürünleri satın aldığını savunmaktadır. Ancak bireylerin karar aşamasında birden fazla uyarıcıya maruz kalması, duygusal ve dürtüsel değişkenlerin varlığı ile bireyler her zaman doğru hesaplanabilir ve rasyonel kararlar alamamaktadrır. Ayrıca tüketim kültüründe meydana gelen değişmeler beraberinde anormal tüketim davranışlarını da getirmektedir. Bu davranışlardan biri olan kompulsif satın alma davranışı çalışmanın temelini oluşturmaktadır. Bu çalışmada amaç, çevrimiçi alışveriş esnasında kompulsif satın alma düzeyi ile satın alma niyeti arasındaki ilişkinin kargo seçenekleri karşısında değişip değişmediği araştırılmasıdır. Bu amaçla, çalışmanın örneklemi, Z kuşağına mensup bireylerden oluşmaktadır. Kompulsif Satın Alma ve Satın Alma Niyeti Ölçeklerinden faydalanılarak hazırlanan anketler 128 kişiye uygulanmıştır. Yapılan Fark ve Korelasyon Testleri sonucuna göre bedava kargo seçeneğinde kompulsif satın alma eğilimi ile satın alma niyeti arasında pozitif yönlü düşük bir ilişki; ücretli kargo seçneğinde ise istatistiksel olarak anlamlı olmayan negatif yönlü bir ilişki bulunmaktadır.

Anahtar Kelimeler:

Kompulsif Satın Alma, Bedava Kargo, Satın Alma Niyeti, Tüketim Teorisi

The Power of Free Over Compulsive Purchasing Behavior

Under the rational individual assumption, consumer behavior models argue that individuals buy the products needed to reduce or eliminate physiological or psychological strains. However, individuals cannot always be calculated correctly and cannot make rational decisions due to the exposure of individuals to more than one stimulus during the decision phase and the presence of emotional and impulsive variables. In addition, changes in consumption culture bring along abnormal consumption behaviors. Compulsive buying, one of these behaviors, forms the basis of the study. The aim of this study is to investigate whether the relationship between compulsive buying level and purchasing intention changes against shipping options during online shopping. For this purpose, the sample of the study consists of individuals from generation Z. The questionnaires prepared by using the Compulsive Buying Scale and Purchase Intention were applied to 128 people. According to the results of the Difference and Correlation Tests, there is a positive low correlation between compulsive buying tendency and purchase intention in the free shipping option; there is a statistically insignificant negative correlation in the paid cargo option.

Keywords:

Compulsive Buying, Free Shipping, Purchase Intention, Consumption Theory,

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