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TÜKETİCİ DAVRANIŞINDA ZAMAN KAVRAMI

İlk olarak filozofların tanımlamaya çalıştığı zaman kavramı, Sanayi Devrimi ile modern insanın yaşamında en önemli kaynaklardan biri haline gelmiştir. Ekonomistlerin ve sosyologların öncülüğünde zaman kavramı akademik bir çalışma alanı olmuştur. Pazarlama akademisyenleri ise öncü çalışmalarda zaman kavramını teorik olarak ele almış ve pazarlama ve tüketici davranışları için önemini açıklamaya çalışmıştır. Daha sonraları, özellikle Kuzey Amerika merkezli pazarlama akademisi merkezli çalışmalarla tüketici davranışında ve pazarlama yönetiminde zamanın önemli bir faktör olduğu tespit edilmiştir. Bu çalışmada, bibliyometrik analiz ile Kuzey Amerika merkezli olan ve temelde zamanı inceleyen tüketici davranışı çalışmalarının genel bir çerçevesi çizilmiştir. Uluslararası çalışmaların büyük bir kısmında nesnel zaman deneysel tasarım kullanılarak ürün yaşam döngüsü, ürün benimseme, karar verme, bekleme süresi, tüketici memnuniyeti, zaman kısıtı ve bağış davranışı gibi çeşitli konu başlıkları altında incelenmiştir. Ulusal pazarlama literatüründe ise zamanın oldukça sınırlı bir şekilde ele alındığı tespit edilmiştir. Ayrıca, çalışmada ulusal pazarlama literatüründeki zaman konulu çalışmaların içerikleri incelenerek gelecekte bu konuda araştırmacıların inceleyebileceği araştırma soru önerilerinde bulunulmuştur.

Anahtar Kelimeler:

Pazarlama, Tüketici Davranışı, Zaman, Bibliyometrik Analiz

THE CONCEPT OF TIME IN CONSUMER BEHAVIOR

The concept of time, which philosophers first tried to define, became one of the essential resources in the life of modern people with the Industrial Revolution. The concept of time has become an academic field of study under the leadership of economists and sociologists. On the other hand, marketing academics theoretically dealt with the concept of time in pioneering studies and tried to explain its importance for marketing and consumer behavior. Later, it was determined that time is an essential factor in consumer behavior and marketing management, especially in North America-based marketing academia-centered studies. This study used bibliometric analysis and drew a general framework of North America-based consumer behavior studies which examine basically time. In most international studies, using experimental design, objective time has been examined under various topics such as product life cycle, product adoption, decision making, waiting time, consumer satisfaction, time constraint, and donation behavior. In the national marketing literature, it has been determined that time is examined very limitedly. In addition, in the study, the contents of the studies on time in the national marketing literature were examined, and research questions that researchers could examine in the future were proposed.

Keywords:

Marketing, Time, Consumer Behavior, Bibliometric Analysis,

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