MATERYALİST DEĞERLERİN BİLİŞSEL SATIN ALMA VE SATIN ALMA SONRASI DAVRANIŞA ETKİSİ

Bu çalışmanın amacı, materyalist değerlerin bilişsel satın alma ve satın alma sonrası davranışa etkisini incelemektir. Araştırma kapsamında materyalist değerler, bilişsel satın alma ve satın alma sonrası davranış ölçekleri kullanılmıştır. Araştırma Türkiye’nin Edirne, Tekirdağ ve Kırklareli illerindeki 1034 tüketiciyi kapsamaktadır. Katılımcılara, tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi kullanılarak ulaşılmış ve yüz yüze anket yöntemi uygulanmıştır. Elde edilen veriler SPSS 22.0 ve Yapısal eşitlik modeli kapsamında AMOS 24 istatistik programında analiz edilmiştir. Araştırmada kullanılan ölçekler meçin açımlayıcı faktör analizi uygulanmış ve Cronbach’s alpha güvenilirlik katsayıları hesaplanmıştır. Daha sonra doğrulayıcı faktör analizi uygulanmıştır. Son olarak, araştırma modeli yol analizi kullanılarak test edilmiş, model dahilinde var olan dolaylı etkilerin anlamlılık testi, bootstrap yöntemi ile araştırılmıştır. Bulgular incelendiğinde, materyalist değerler ölçeğinin alt boyutlarını oluşturan başarı, merkeziyet ve mutluluk değmeşkenlerinin, bilişsel satın alma ölçeğme alt boyutlarından rasyonellik değmeşkenine doğrudan etkisi bulunmuştur. Materyalist değerler ölçeğinin alt boyutlarından başarı ve merkeziyet değmeşkenlerinin, satın alma sonrası bilişsel uyumsuzluk ölçeğme alt boyutlarından olan satın alma bilgeliğme ve anlaşma üzerinde endişe değmeşkenlerine doğrudan etkisi ortaya çıkmıştır. Bilişsel satın alma davranışının alt boyutu olan rasyonel satın almanın, materyalist değerler ile bilişsel satın alma sonrası davranış arasında aracılık rolüne sahip olduğu bulunmuştur.

Anahtar Kelimeler:

Materyalist Değerler, Bilişsel Satın Alma, Satın Alma Sonrası Davranış, Bilişsel Uyumsuzluk

THE EFFECT OF MATERIALIST VALUES ON COGNITIVE BUYING AND POST-PURCHASE BEHAVIOR

This study aims to explore the effect of materialist values on cognitive buying and post-purchase behavior. Materialist values, cognitive buying and post-purchase behavior scales were used in the research. The research covers 1034 consumers from Edirne, Tekirdağ and Kırklareli, Turkey. The participants were reached through non-random convenience sampling method and face-to-face survey was performed. The obtained data were analyzed using SPSS 22.0 and AMOS 24 statistic software in Structure Equation Model. Exploratory factor analysis was conducted for the scales, the Cronbach’s alpha reliability coefficients were calculated, the confirmatory factor analysis was conducted, the research model was tested with path analysis and the significance test of the indirect effects was explored with bootstrap method. As a result, the success, centrality and happiness variables, the materialist values scale sub-dimensions, have a direct effect on the rationality variable, a cognitive buying sub-dimension. The success and centrality variables, the materialist values scale sub-dimensions have a direct effect on the wisdom of buying and agreement, the cognitive post-purchase dissonance scale sub-dimensions. The rational buying, a cognitive buying sub-dimension served as a bridge in between the materialist values and the cognitive post-purchase behavior.

Keywords:

Materialistic values, Cognitive buying, Post-Purchase behavior, Cognitive dissonance,

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