Kadın Tüketicilerin Instagram Üzerindeki Plansız Satın Alma Davranışlarında Etkili Olan Hazcı Alışveriş Motivasyonlarının İncelenmesi

Teknolojik alanda yaşanan gelişmeler, tüketicilerin çevrimiçi alışveriş kararlarını teşvik etme veya önleme gibi etkileyici roller üstlenen sosyal medya araçlarının da önemini arttırmaktadır. Sosyal paylaşım siteleri, güçlü iletişim yönleri ve online alışverişe uygun ortamlar oluşturmaları açısından tercih edilen dijital platformalar olarak karşımıza çıkmaktadır. Bu sebeple çalışmanın amacı, kadın tüketicilerin Instagram üzerindeki plansız satın alma davranışlarında ve tüketici güveninde etkili olan hazcı alışveriş motivasyon boyutlarının incelenmesidir. Online anket yöntemiyle, Instagramı aktif bir şekilde kullanan ve Instagram üzerinden alışveriş deneyimi yaşamış 324 kadın tüketiciden veri toplanmış olup, araştırma modelindeki ilişkiler yapısal eşitlik modellemesi yoluyla incelenmiştir. Araştırma sonuçlarına göre; macera temelli, zevk temelli, değer temelli ve sosyal temelli hazcı alışveriş motivasyonlarının, plansız satın alma üzerinde anlamlı etkiye sahip olduğu görülürken, değer temelli, macera temelli ve zevk temelli motivasyonların ise tüketici güveni üzerinde anlamlı etkisi olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Hazcı alışveriş motivasyonu, Plansız satın alma, Tüketici güveni, Instagram

Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram

Developments in the technological field also increase the importance of social media tools that play an impressive role such as encouraging or preventing consumers' online shopping decisions. Social network sites appear as the preferred digital platforms in terms of their strong communication aspects and creating convenient environments for online shopping. For this reason, the aim of the study is to examine the hedonic shopping motivation dimensions that are effective in female consumers' impulse buying behavior on Instagram and consumer trust. Data were collected by using the online survey method from 324 female consumers who actively use Instagram and had a shopping experience on Instagram, and the relationships in the research model were examined through structural equation modeling. According to the results of the research; while adventure-based, gratification-based, value-based and social-based hedonic shopping motivations have a significant effect on impulse buying, value-based, adventure-based and gratification-based shopping motivations have a significant effect on consumer trust.

Keywords:

Hedonic shopping motivation, Impulse buying, Consumer trust, Instagram,

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