Tüketicilerin Referans Gruplardan Etkilenme Biçimleri Duygusal Zeka ile Açıklanabilir mi?

Çalışmanın amacı, bilgilendirici ve normatif şeklinde belirlenen referans grup rollerinin satın alma sürecindeki etkisi üzerinde duygusal zekanın ne kadar açıklayıcı olduğunu araştırmaktır. Araştırmanın uygulama kısmı için veri anket yöntemiyle 353 katılımcıdan derlenmiştir. Uygulanan Doğrusal Regresyon analizi sonuçlarına göre, duygusal zekanın referans grupların bilgilendirici rolünü pozitif yönde etkilediği; ancak, normatif rolünü istatistiksel olarak anlamlı bir şekilde etkilemediği bulunmuştur.

Can It Be Explained with Emotional Intelligence That How Consumers Are Affected by Reference Groups?

The purpose of this study is to investigate the impact of emotional intelligence on informational and normative roles of reference groups during purchasing behavior of consumer. Data were collected from 353 respondents through a survey. According to the linear regression analysis results, emotional intelligence does have positively effects on informational role of reference groups in a purchase decision, however there is not any significant effect for normative role.

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