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Nesnel ve Öznel Bilginin Tüketicilerin Satın Alma Davranışlarına Etkisine Yönelik Bir Araştırma

Tüketicilerin satın alma niyetine tüketici bilgisinin etkisi üzerine artan pazarlamayazınında, öznel ve nesnel bilgi arasındaki ayrım açıkça yapılmıştır. Öznel ve nesnel bilgiarasındaki farklılık, hem tanımından hem de ölçüm yöntemlerinden kaynaklanabilmektedir . Buaraştırmanın amacı, öznel ve nesnel bilginin enerjisi azaltılmış (light) süt ve süt ürünlerine yöneliktutum ve satın alma niyetine olan etkisini incelemek tir. Araştırmanın verileri Mersinin Erdemliilçesinde yaşayan 330 tüketiciyle gerçekleştirilen yüz yüze anketler yoluyla toplanmıştır.Hipotezlerin test edilmesinde Melez Yol Analizi kullanılmıştır. Yapısal Eşitlik Modellemesi sonuçlarıöznel bilgi ve sağlık bilincinin enerjisi azaltılmış süt ve süt ürünlerine yönelik tutumu pozitif yöndeetkilediğini ve nesnel bilginin ise enerjisi azaltılmış süt ve süt ürünlerine yönelik tutumu negatifyönde etkilediğini göstermektedir. Ayrıca, enerjisi azaltılmış süt ve süt ürünlerine yönelik tutum, buürünleri satın almaya yönelik niyeti pozitif yönde etkilemektedir. Yapısal modele dayalı olarakgelecekte gerçekleştirilecek araştırmalar için öneriler ve çıkarımlarda bulunulmuştur.

An Investigation of The Effect of Objective and Subjective Knowledge on Consumers Buying Behaviour

In the growing body of marketing literature on the impact of consumer knowledge o nintention to buy, distinction between subjective and objective knowledge has clearly been made. Thedifference between subjective and objective knowledge may be due to both the definition andmeasurement process. The goal of this research is to examine the impact of both subjective andobjective knowledge related to attitude to and intention to buy light milk and dairy products. Datawere gathered via face -to - face survey from 330 consumers living in Erdemli district of Mersin,Turkey. A Hybrid Path Analys is was performed to test the hypothesis. The results of StructuralEquations Modelling clearly indicate that subjective knowledge and health consciousness arepositively associated with attitude towards light milk and dairy products and objective knowledge isnegatively associated with attitude towards light milk and dairy products. Also, attitude towardslight milk and dairy products is positively associated with intention to buy these products.Implications and suggestions are developed based on the struc tural model for future researches.

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