The influence of affect and cognition on impulse buying behavior

Bu çalışmanın amacı, yazını zenginleştirmek ve yönetimsel kullanım için yeni bakış açıları sağlamak üzere, tüketicilerin kendilerini algılayışlarını göz önüne alarak plansız satın alma davranışı eğilimlerini incelemektir. Çalışmanın araştırma tasarımı, diğer çalışmalarda kullanılan ölçekleri Türk tüketicisine uyarlayan, toplamda 284 üniversite öğrencisi üzerinde gerçekleştirilmiş bir anket çalışmasından meydana gelmektedir. Duygusal ve bilişsel eğilim ölçekleri yüksek iç tutarlılık, güvenilirlik göstermiş ve analizlerde kullanılmışlardır. Bulgular, plansız satın alma davranışının tamamen duygusal olduğunu ve demografik özelliklerle bir ilişkisi olmadığını göstermiştir. Bu sonuçlar, firmalar için duygusal alışveriş ortamı yaratmanın ve pazarlama kampanyalarında duygusal unsurların kullanımının önemini vurgularken, araştırmacılar için de bu duygusal unsurların saptanmasının önemini vurgular.

Duygusallık ve bilişselliğin plansız satın alma davranışına etkisi

The purpose of the study is to investigate the impulse buying tendency of the consumers while taking into consideration their self-perception in order to enrich the literature and provide new points of view for managerial use. The design of the study consists of a questionnaire administered to a total of 284 university students, adapting existing scales to Turkish context. The scales of affective and cognitive tendency showed high internal reliability and are used in the analysis. The findings revealed that impulse buying is purely affective and does not have any significant correlation with the used demographic variables. These results emphasize the importance of emotional shopping environment and the use of affective components in marketing campaigns for firms as well as the determination of these affective components for the researchers.

Kaynakça

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Kaynak Göster

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

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