TÜKETİCİ RUH HALİ- HEDONİK TÜKETİM VE ÜRÜNE İLİŞKİN ÖDEME İSTEKLİLİĞİ ARASINDAKİ İLİŞKİLERDE HİSLERE/ DENEYİME AÇIKLIĞIN ROLÜ

Çalışmanın amacı, tüketici ruh haliyle tüketilen üründen alınan haz ve ürüne ödenmek istenen bedel (fiyat) arasındaki ilişkileri açıklamak ve kişilik boyutlarından biri olarak hislere/ deneyime açıklığın bu süreçte nasıl bir etki yarattığını ortaya koymaktır. Bu kapsamda veriler, kolayda örnekleme yöntemi kullanılarak 400 kişilik örneklem üzerinden yüz yüze anket yardımıyla toplanmıştır. Kişilerin ruh halini olumlu yönde etkileyen, kişiyi iyi hissettiren hedonik ürün olarak çikolata tercih edilmiştir. Bulguların analizinde parametrik ve parametrik olmayan analiz yöntemlerinden faydalanılmıştır. Sonuçlara göre, araştırmada çikolatanın tüketiminden alınan haz kişinin ruh haline göre farklılaşmaktadır. Bireyin/ katılımcının olumsuz ruh hali durumunda çikolata ürününe yönelik ödenmek istenen bedel (fiyat), olumlu ruh haline göre daha yüksek olduğu tespit edilmiştir. Ruh halinin üründen alınan haz ve ürüne yönelik ödenmek istenen bedel (fiyat) üzerindeki etkisi, kişinin hislere/ deneyime açıklığına göre değişmemektedir. Ancak, hislere/deneyime açıklık kişinin olumlu ruh halinde ürüne yönelik ödenmek istenen fiyat üzerindeki etkisinde istatiksel açıdan anlamı değişime neden olmaktadır.

THE ROLE OF OPENNESS TO FEELINGS/EXPERIENCES IN THE RELATIONSHIP OF CONSUMERS’ MOOD - HEDONIC CONSUMPTION AND WILLINGNESS TO PAY

The purpose of this study is to examine the relationship between consumers’ mood and willingness to pay and to determine how openness to feelings, which is one of the personality dimensions affect this process. In this context, the data were collected by a face-to-face questionnaire from a sample of 400 participants using the convenience sampling method. Chocolate is preferred as a hedonic product which positively affects people’s mood by making them feel good (Rose et al., 2010; Conah, 2006). Parametric and non-parametric analysis methods were used in the analysis of the findings. The results demonstrate that the pleasure from the consumption of chocolate differs according to the mood of the person. At the same time, in the case of a negative mood, the willingness to pay for chocolate is higher than in a positive mood. The impact of mood on the pleasure from the consumption of chocolate and willingness to pay for the product does not change according to the openness to feelings of the person. However, openness to feelings leads to a statistically significant change in the effect of one’s positive mood on willingness to pay.

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Kaynak Göster