Anlık Duygu Durumu ve Mutluluğun Plansız Satın Almaya Etkisi

Duygu, genel olarak bireyin nasıl hissettiği ve hissettiği şeyin bireyde ne tür bir etki yarattığına odaklanmaktadır. Mutluluk ise, bireyin yaşamına dair olumlu düşünce ve duygularının miktarca üstünlüğü yani bireylerin yaşamlarından aldıkları doyum ve olumlu duyguların toplamıdır. Bu bağlamda bu çalışmanın amacını anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışı üzerindeki etkisini incelemek oluşturmaktadır.  Bu amaçla Sivas ilinde kolayda örnekleme metoduyla belirlenen 399 kişi ile yüz yüze anket tekniği ile veriler toplanmıştır. “Anlık Duygu Durumu”, “Mutluluk” ve “Plansız Satın Alma” değişkenlerinin katılımcıların yaş, cinsiyet, medeni durum, eğitim seviyesi ve meslek türlerine göre karşılaştırılmasında Bağımsız Örneklemler T Testi, Tek Yönlü Varyans Analizi kullanılmıştır. Daha sonra anlık duygu durumu ve mutluluğun plansız satın alma davranışı üzerinde etkisinin olup olmadığı ise Pearson korelasyon katsayısı ve çoklu doğrusal regresyon analizi ile incelenmiştir. Analiz sonuçlarına göre anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışıyla orta/pozitif düzeyde ve anlamlı bir ilişki içinde oldukları tespit edilmiştir. Ayrıca anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışını %17 oranında açıklamaktadır. 

Instant Emotion Status and the Effect of Happiness on Unplanned Purchase

Emotion focuses on how the individual feels and what he / she feels in general. Happiness is the sum total of positive thoughts and emotions of an individual's life, that is, the sum of satisfaction and positive emotions that individuals receive from their lives. In this context, the purpose of this study is to examine the effect of momentary mood and happiness variables on unplanned purchasing behavior. For this purpose, data were collected by face-to-face survey technique with 399 people who were determined by convenience sampling method in Sivas. Independent samples T-test, one-way analysis of variance in comparison of “Instant Emotion Status”, "Happiness" and "Unplanned Purchase" variables according to age, gender, marital status, education level and occupation types of participants used. The Pearson correlation coefficient and multiple linear regression analysis were then investigated for the effect of instant emotion status and happiness on unplanned purchasing behavior. According to the results of the analysis, instant emotion status and happiness variables had a moderate / positive relationship with unplanned buying behavior. It also explains the unplanned buying behavior of instant emotion status and happiness variables by 17%.

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OPUS Uluslararası Toplum Araştırmaları Dergisi-Cover
  • ISSN: 2528-9527
  • Yayın Aralığı: Aylık
  • Yayıncı: ADAMOR Toplum Araştırmaları Merkezi