TÜKETİCİLERİN İKİNCİ EL (KULLANILMIŞ) ÜRÜNLERE YÖNELİK ALIŞVERİŞ GÜDÜLERİ VE SATIN ALMA NİYETLERİ

Günümüzde ikinci el pazarlar, birçok alanda birinci el pazarlar için de bir rakip durumundadır. Çünkü ikinci el ürünler de tıpkı birinci el ürünler gibi tüketici istek ve ihtiyaçlarını yeterince karşılamaktadır. Tüketiciler, özellikle otomobil, daire, cep telefonu gibi birçok ürünün ikinci elini (kullanılmışını) çeşitli nedenlerle tercih etmektedirler. Bu çalışma ile tüketicilerin ikinci el ürünleri tercih etmelerindeki alışveriş güdülerinin ortaya konulması ve satın alma niyetlerinin araştırılması amaçlanmıştır. Bu doğrultuda 388 genç tüketici ile yüzyüze anket çalışması gerçekleştirilmiştir. SPSS ve Smart PLS paket programıyla yapılan analizden elde edilen sonuçlara göre, tüketicilerin ikinci el ürün alışverişlerinde kritik, hazcı, moda ve ekonomik güdülere sahip oldukları bulunmuştur. Smart PLS programı ile gerçekleştirilen yapısal eşitlik modellemesiyle kritik güdülerden etik ve ekolojik unsurlar ikinci el ürün satın alma niyeti üzerinde anlamlı bir etkiye sahipken; sistemden uzaklaşma unsuru ikinci el ürün satın alma niyeti üzerinde anlamlı bir etkiye sahip değildir. Ekonomik güdüler ve moda güdüleri de ikinci el ürün satın alma niyeti üzerinde anlamlı etkilere sahiptir. Hazcı güdülerden hazine avcılığı ve nostalji unsurları ikinci el ürün satın alma niyeti üzerinde anlamlı etkilere sahipken; orijinallik ve sosyal ilişki unsurları satın alma niyeti üzerinde anlamlı bir etkilere sahip değildir. Elde edilen sonuçlar, geleneksel satıcıların yanı sıra ikinci el piyasadaki aracılar için perakende satış işlemlerini farklı alışveriş güdülerine uyarlamaları konusunda yardımcı olacaktır.

CONSUMERS' SHOPPING MOTIVES FOR SECOND HAND (USED) PRODUCTS AND PURCHASE INTENTIONS

Today, second-hand markets are also a competitor for first-hand markets in many areas. Because second hand products, just like first hand products, meet the needs and needs of consumers sufficiently. Consumers prefer especially automobiles, apartments, mobile phones, such as the second hand (used) for many reasons. In this study, it is aimed to reveal the shopping motives of consumers prefering second hand products and to investigate their purchase intentions. In this respect, face-to-face surveys were conducted with 388 young consumers. According to the results obtained from SPSS and Smart PLS software, consumers have critical, hedonistic, fashion and economic motives in second-hand product shopping. Ethical and ecological elements from critical motives have a significant effect on the purchase intention of second hand products with structural equation modeling performed with Smart PLS program; The element of withdrawal from the system has not a significant effect on the purchase intention of second hand products. Economic motives and fashion motives also have significant effects on the purchase intention of second hand products. Treasure hunting and nostalgia elements from hedonistic motives have significant effects; while elements of originality and social relationship do not have significant effects on the purchase intention of second hand products. The results will help retailers to tailor their retail transactions to different shopping motives, as well as for traditional sellers in the second-hand market.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ