Bora AÇAN, Şeniz ÖZHAN, Duygu TALİH AKKAYA

Materyalizm ve Hedonik Alışveriş Değerinin Anlık Satın Alma Davranışı Üzerine Etkileri: Türkiye’deki Üniversite Öğrencileri Üzerine Bir Araştırma

Bu araştırmanın amacı, materyalizm ile hedonik alışveriş değerinin anlık satın alma davranışı üzerindeki etkilerini ve materyalizmin hedonik alışveriş değeri üzerindeki etkisini belirlemektir. Çalışmanın örneklemi, Türkiye’nin Marmara Bölgesi'ndeki bir devlet üniversitesinde kolayda örnekleme yöntemi ile seçilen öğrencilerden oluşmuştur. Toplam 464 üniversite öğrencisinden yüz yüze anket yöntemi ile edinilen verilerin analizi faktör analizi ile yapılmıştır. Materyalizmin ve hedonik alışveriş değerinin anlık satın alma davranışı üzerindeki etkilerini ve materyalizmin hedonik alışveriş değeri üzerindeki etkisini değerlendirmek için yapısal eşitlik modellemesi kullanılmıştır. Bulgular, materyalizmin başarı boyutunun hedonik alışveriş değerinin tüm boyutları üzerinde olumlu bir etkisinin olduğunu ve materyalizmin başarı ve merkeziyetçilik boyutlarının anlık satın alma davranışı üzerinde olumlu bir etkisinin olduğunu göstermiştir. Ayrıca, materyalizmin mutluluk boyutunun, anlık satın alma davranışı ve hedonik alışveriş değerinin tüm boyutları üzerinde negatif bir etkisinin olduğu görülmüştür. Ayrıca, hedonik alışveriş değerinin sosyal etkileşim ve başkalarından övgü boyutlarının anlık satın alma davranışı üzerinde negatif bir etkisinin olduğu görülmüştür. Bu bulgular, teorisyenler ve pazarlamacıların, gençlerin anlık satın alma davranışlarını daha iyi anlamasına yardımcı olabilir.

The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey

The purpose of this research is to determine the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The study sample was comprised of students selected via convenience sampling method at one state university in the Marmara Region of Turkey. The analysis of the data acquired by face-to-face questionnaire method from a total of 464 university students was performed by factor analysis. Structural equation modeling was used to assess the effects of materialism and hedonic shopping value on impulse buying behavior and the effect of materialism on hedonic shopping value. The findings showed that the success dimension of materialism has a positive effect on all dimensions of hedonic shopping value and that the success and centrality dimensions of materialism have a positive effect on impulse buying behavior. Also, it was observed that the happiness dimension of materialism has a negative effect on impulse buying behavior and all dimensions of hedonic shopping value. Furthermore, it was seen that the social interaction and praise from others dimensions of hedonic shopping value have a negative effect on impulse buying behavior. These findings can help theorist and marketers better understand young people’s impulse buying behaviors.

Keywords:

Turkey, Impulse buying behavior, materialism hedonic shopping value, university students, Turkey,

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