Sosyal Yargı Kuramı Perspektifinde Genç Tüketicilerin Davranışsal Niyetlerinin Oluşumunda İlgilenim Düzeylerinin Etkisi

Bu çalışmanın amacı, Nedenli Eylem Teorisi (TRA) ve Teknoloji Kabul Modeli (TAM) kapsamında ele alınan tutum-niyet ve davranış modelinden de hareket edilerek satın alma davranışının öncüsü olan niyet üzerinde ilgilenimin etkisini ortaya koymaktır. Bu çalışma Sosyal Yargı Teorisine temellendirilmektedir. Çalışma kapsamında ilgilenim; ilgi, hedonik değer, sembolik değer, algılanan risk ve hata olasılığı olmak üzere beş boyutlu bir şekilde ele alınmaktadır. Çalışmada, ilgilenim ölçeğinde yer alan boyutların ayrı ayrı davranışsal niyete olan etkileri ölçülmektedir. Yapısal Eşitlik Modellemesi ile AMOS ve SPSS paket programları kullanılarak araştırma modeli analiz edilmiştir. Bu çalışmanın temel bulgusu, genç tüketicilerin ilgilenim düzeylerinin davranışsal niyet oluşumları üzerinde etkili olmasıdır.

Anahtar Kelimeler:

Sosyal Yargı Kuramı, Nedenli Eylem Teorisi, Teknoloji Kabul Modeli, İlgilenim

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