Hedonik Tüketim Davranışlarının Müşteri Memnuniyetine Etkisinde Yaşın Düzenleyici Rolü

Bu çalışmanın amacı hedonik satın alma davranışlarının tüketici memnuniyetine etkisinde yaşın düzenleyici rolünün olup olmadığının tespit edilmesidir. Konya ilindeki tüketiciler üzerinde basit tesadüfi örnekleme yöntemi ile anket uygulaması yapılmıştır. Anketten elde edilen veriler SPSS 23.0 paket programı aracılığı ile analiz edilmiş ayrıca düzenleyici etkiyi belirlemek için Process Makro kullanılmıştır. Araştırmada sonucunda tüketicilerin hedonik satın alma davranışları ile memnuniyet düzeyleri arasında pozitif yönlü ve istatistiksel bakımdan anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca tüketicilerin hedonik satın alma davranışlarının memnuniyet düzeyleri üzerindeki etkisinde yaşın düzenleyici rolü olduğu sonucuna ulaşılmıştır.

The Moderator Role of Age in the Effect of Hedonic Consumption Behaviors on Customer Satisfaction

The aim of this study is to determine whether age has a moderator role in the effect of hedonic buying behaviors on consumer satisfaction. A questionnaire was applied to the consumers in Konya with simple random sampling method. The data obtained from the survey were analyzed through the SPSS 23.0 package program and Process Macro was used to determine the moderator effect. As a result of the research, it has been determined that there is a positive and statistically significant relationship between consumers' hedonic buying behaviors and satisfaction levels. In addition, it was concluded that age has a moderator role in the effect of consumers' hedonic buying behaviors on satisfaction levels.

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