Tüketicilerin Borca Karşı Tutumları ve Tutumluluk Eğilimleri Üzerinde Kişilik Özelliklerinin Etkisi

Her tüketicinin sahip olduğu kişilik özellikleri mevcuttur. Bu özellikler insanların davranışlarını ve tüketici olarak alacakları kararlar üzerinde önemli etkilere sahiptir. Tutumluluk, elde bulunan kaynakların kullanımında tüketicilerin kendilerini ne ölçüde kısıtladıklarını ifade eden bir kavramdır. Tüketicilerin ellerinde imkan olduğu halde kendilerini tüketim konusunda kısıtlamalarının altında çeşitli motivasyonlar yatmaktadır. Bunlardan en önemlisi çevresel konularda hissedilen duyarlılıktır. Tutumluluk ayrıca gelecek için tasarrufta bulunma anlamını da içermektedir. Günümüzde materyalizm eğiliminin tam tersine, tüketicilerin sadece ihtiyaç duydukları ürün ve hizmetleri satın almasını önermektedir. Materyalizm ise bugünü yaşamayı, gelecek için bugünden kaygılanmamayı önermektedir. Bu düşünceye sahip tüketiciler de kendi kaynaklarının yetmediği noktada borç alma davranışı göstermektedirler. Bu çalışmada tüketicilerin kişilik özelliklerinin tutumluluk ve borca karşı tutum üzerindeki etkileri belirlenmeye çalışılmıştır. Araştırmada ana kütle olarak üniversite öğrencileri seçilmiştir. Kolayda örnekleme yöntemi ile toplam 56 farklı şehirden 698 kişiye ulaşılarak veriler yüz yüze toplanmıştır.Çalışma verilerinin toplanması 1 Ocak 2020 tarihinden önce gerçekleştiği için (Eylül-Kasım 2019), etik kurul izin belgesi gerekmemektedir.Elde edilen sonuçlara göre tutumluluk ve borca karşı tutum arasındaanlamlıbir ilişki bulunmaktadır. Kişilik özellikleri ise kendi içinde beş alt boyuta ayrılmaktadır. Bu boyutlardan sorumluluk,tutumluluğu pozitif yönde etkilemektedir. Yumuşak başlılık borca karşı olumsuz tutumu, sorumluluk ise borca karşı olumlu tutumu negatif yönde etkilemektedir. Diğer kişilik özellikleri ise tutumluluk ve borca karşı tutuma ait alt boyutlar arasında istatistiksel olarak anlamlı ilişkiler tespit edilememiştir.

The Effect of Personality Traits on Consumers’ Attitudes towards Debt and their Frugality Tendency

Each consumer has personality traits. These traits have important effects on people's behavior and the decisions they make as consumers. Frugality is a concept that expresses the extent to which consumers constrain the use of resources. Various motivations underlie the constraints of consumers on consumption, although they have the means. The most important of these is the sensitivity felt in environmental issues. Frugality also includes the meaning of saving for the future. Contrary to the trend of materialism today, it suggests that consumers buy only the products and services they need. Materialism, on the other hand, suggests living in the present and not worrying about the future now. Consumers with this idea also show borrowing behavior when their own resources are not sufficient. In this study, it was tried to determine the effects of consumer personality traits on frugality and attitude to debt. University students were chosen as the main population in the research. With the convenience sampling method, face-to-face data were collected from 698 people from 56 different cities.Since the collection of study data takes place before January 1, 2020 (September-November 2019), an ethics committee authorization is not required.According to the results, there is a significant relationship between frugality and attitude towards debt.Personality traits are divided into five sub-dimensions. Responsibility from these dimensions affects frugality positively. Agreeableness affects the negative attitude towards debt, and conscientiousness affects the positive attitude towards debt negatively.Other personality traits, on the other hand, were not found to be statistically significant between the sub-dimensions of frugality and attitude towards debt.

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ