Satın alma eğilim ve davranışlarında rol modellerin etkisi
Bu çalışmanın amacı, atanmış veya seçilmiş rol modellerinin üniversite öğrencilerinin satın alma eğilimleri ve satın alma davranışları üzerindeki etkisini incelemektir. Veriler, Ankara’da iki ayrı üniversitede okuyan ve yaşları 18- 23 arasında değişen toplam 173 öğrenciden oluşan bir anket örnekleminden elde edilmiştir. Atanmış (assigned) rol modellerinin (aileler) genç tüketicilerin satın alma eğilimlerinde ve davranışlarında etkili olduğu belirlenirken, sporcuların ve ünlülerin sadece satın alma davranışı üzerinde etkili olduğu görülmüştür. Türk kültürü kolektivist bir kültür olduğundan, kişisel veya ünlülere odaklı sosyal ilişkilerin genç tüketicilerin satın alma eğilim ve davranışlarında önemli bir rol oynaması beklenmektedir.
Effect of role models for purchase trend and behavior
The purpose of this paper is to examine the influence of assigned and aspirational role models on the buying intentions and buying behavior of college students. Data were obtained from a survey sample of 173 students, aged 18-23 years, from two universities in Ankara, Turkey. Assigned role models (parents) were determined to be influential in the buying intentions and behavior of the students; whereas athletes and celebrities were influential only over the buying behavior. Since Turkish culture is a collectivist one, it is expected that personal and celebrity- oriented social relations play an important role in the buying intentions and behavior of young consumers.
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- ISSN: 2148-1237
- Yayın Aralığı: Yılda 4 Sayı
- Başlangıç: 1941
- Yayıncı: Türk Kooperatifçilik Kurumu
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