Bahar AKYILDIZ, Çetin KALBURAN, Duygu KOÇOĞLU

Para Tutumu, Sosyal Paylaşım Sitelerinin Kullanımı ve Online Kompulsif Satın Alma Davranışı

İnternetin sosyal ve ticari hayatta yaygınlaşması tüketici davranışlarında değişime neden olmuş, alışveriş ihtiyaç karşılamanın ötesine geçmiş, para ve statü gösterme aracı haline gelmiştir. Bu çalışmada tüketicilerin demografik değişkenlere göre para tutumu ve online kompulsif satın alma davranışı arasındaki farklılıkları tespit etmek ve sosyal medya kullanım sürelerine göre bu değişkenleri irdelemek amaçlanmıştır. Araştırmada anket tekniği kullanılmış, 414 üniversite öğrencisinden elde edilen veriler analiz edilmiştir. Araştırmanın temel sonucu para tutumunda güç-prestij izlenimine önem verenlerin online kompulsif satın alma davranışının daha yüksek düzeyde olduğudur. Ayrıca kadınların daha fazla online kompulsif satın alma davranışı gerçekleştirdiği ve sosyal medya kullanım süresi arttıkça online kompulsif satın alma davranışının da arttığı bulgularına ulaşılmıştır.

Anahtar Kelimeler:

Online Kompulsif Satın Alma, Para Tutumu, Sosyal Paylaşım Sitelerinin Kullanımı

Money Attitude, Use of Social Networking Sites and Online Compulsive Buying Behavior

The widespread use of the Internet in social and commercial life has led to changes in consumer behavior. Shopping has gone beyond meeting needs and has become a means of showing money and status. In this study, it is aimed to determine the differences between consumers' money attitude and online compulsive buying behavior according to demographic variables and to examine these variables according to the duration of social media use. Questionnaire technique was used in the research, and the data obtained from 414 university students were analyzed. The main result of the research is that those who give importance to the impression of power-prestige in their money attitude have a higher level of online compulsive buying behavior. In addition, it has been found that women perform more compulsive buying behavior online and as the duration of social media use increases, online compulsive buying behavior also increases.

Keywords:

Online Compulsive Buying, Money Attitude, Use of Social Networking Sites.,

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