Kompulsif Satın Alma Eğiliminde Materyalizm ve Hedonik Tüketimin Rolü: Aktüel Ürünler Satın Alan Kadın Tüketiciler Üzerinde Bir Araştırma
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Tarih
2020
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info:eu-repo/semantics/openAccess
Özet
Günümüz tüketicileri, farklı amaçlar dolayısıyla farklı motivasyonlar aracılığıyla tüketime yönelmektedir. Duyguları doğrultusunda hareket eden tüketicilerin gün geçtikçe arttığının gözlemlenmesi ise çalışma kapsamında incelenen faktörlerin önemini artırmaktadır. Bu çalışmayla aktüel ürünler satın alan kadın tüketiciler üzerinde araştırma yapılmıştır. “Aktüel ürünler” haftada belirlenen bir ya da iki gün olmak üzere periyodik olarak, sınırlı sayıda satışa sunulan, farklı kategori ve markalardaki ürün gruplarıdır. Söz konusu ürün grubuna ilişkin pazarlama perspektifi açısından sınırlı sayıda çalışma yapılmıştır. Oysa oldukça yüksek talep edeni bulunan ve pazar payının oldukça yüksek olduğu bilinen bir alandır. Çalışmanın amacı, aktüel ürün satın alan kadın tüketicilerin materyalizm ve hedonik tüketim eğilimlerinin kompulsif satın alma eğilimi üzerindeki etkisini incelemektir. Araştırma kapsamında, kolayda örnekleme yöntemiyle ulaşılan 395 kadın tüketiciden anket tekniği kullanılarak veri toplanmıştır. Verilerin analizinde SPSS ve SmartPLS paket programlarının kullanıldığı çalışmanın sonucunda, aktüel ürün satın alan kadın tüketicilerin materyalizm ve hedonik tüketim eğiliminin kompulsif satın alma eğilimi üzerinde olumlu etkisinin olduğu bulgusuna ulaşılmıştır.
Today’s consumers tend towards consumption through different motivations for different purposes. Observing that the consumers acting in line with their emotions are increasing day by day, increases the importance of the factors examined within the scope of the study. With this study, research was conducted on female consumers who purchase actual products. "Actual products" are product groups in different categories and brands that are periodically offered for sale in a limited number of days, determined for one or two days a week. Researches were done from a very limited number of marketing perspectives regarding the product group in question. However, it is an area with a very high demand and known to have a high market share. The aim of this study is to examine the effect of materialism and hedonic consumption tendency of female consumers buying actual products on compulsive buying tendency. Within the scope of the research, data were collected from 395 female consumers who were reached by convenience sampling method, using the survey technique. As a result of the study in which SPSS and SmartPLS package programs were used in the analysis of the data, it was found that the materialism and hedonic consumption tendency of female consumers who purchased actual products had a positive effect on the compulsive buying tendency.
Today’s consumers tend towards consumption through different motivations for different purposes. Observing that the consumers acting in line with their emotions are increasing day by day, increases the importance of the factors examined within the scope of the study. With this study, research was conducted on female consumers who purchase actual products. "Actual products" are product groups in different categories and brands that are periodically offered for sale in a limited number of days, determined for one or two days a week. Researches were done from a very limited number of marketing perspectives regarding the product group in question. However, it is an area with a very high demand and known to have a high market share. The aim of this study is to examine the effect of materialism and hedonic consumption tendency of female consumers buying actual products on compulsive buying tendency. Within the scope of the research, data were collected from 395 female consumers who were reached by convenience sampling method, using the survey technique. As a result of the study in which SPSS and SmartPLS package programs were used in the analysis of the data, it was found that the materialism and hedonic consumption tendency of female consumers who purchased actual products had a positive effect on the compulsive buying tendency.
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Kaynak
Business and Economics Research Journal
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Scopus Q Değeri
Cilt
11
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4
