Hedonik tüketim eğiliminin plansız satın alma eğilimi üzerindeki etkisinin belirlenmesi

Bu çalışmanın amacı tüketicilerdeki hedonik tüketim eğiliminin plansız satın alma eğilimleri üzerindeki etkisini ortaya koymaktır. Hedonik tüketim, tüketimin duyular, algılamalar, fanteziler ve duygularla ilişkili olarak geliştiği davranışları kapsayan tüketimdir. Plansız satın alma davranışı ise, tüketicinin düşünmeden, ani, kuvvetli ve ısrarlı bir satın alma arzusu içinde olmasıdır. Bu bağlamda araştırmanın amacı ve literatür taraması doğrultusunda araştırma modeli geliştirilmiştir ve geliştirilen araştırma modeli Yapısal Eşitlik Modeli (Structural Equation Modeling-SEM) kullanılarak test edilmiştir. Araştırma kapsamında 284 tüketiciden anket yöntemiyle veri toplanmıştır. Analiz sonucunda hedonik tüketim eğiliminin plansız satın alma eğilimine ilişkin hem bilişsellik hem de duygusallık boyutu üzerinde pozitif etkisi olduğu bulunmuştur.

Identifying the effect of hedonic consumption tendency on impulsive buying tendency

The aim of this research is to determine the effect of hedonic consumption tendency on impulsive buying tendency. Hedonic consumption designates those facts of consumer behavior that relate to the multi-sensory, fantasy and emotive aspects of consumption. Impulsive buying is an unplanned purchase which evolves as an immediate, persistent and strong urge to buy something with no pre-shopping intention. Within that scope a research model was developed in relation with the research objectives and the literature review. Then the research model was tested by using Structural Equation Modeling (SEM). In the study, data was collected from 284 consumers by face-to-face interviews. As a result of the analysis, it was found that hedonic consumption tendency has positive effect on both dimensions of impulsive buying tendency- cognitive and affective.

Kaynakça

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Kaynak Göster

  • ISSN: 1300-0845
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 1994
  • Yayıncı: Marmara Üniversitesi

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