Araştırma Makalesi
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Çevrimiçi Alışverişte Satın Alma Sonrası Bilişsel Uyumsuzluk ve Buna Etki Eden Faktörlerin İncelenmesi

Yıl 2020, Cilt: 15 , 307 - 315, 31.03.2020

Öz

Küreselleşen dünyamızda tüketicilerin çevrimiçi alışverişlerini
sıklıkla Referans Grupları ve Hedonik Tüketim Eğilimlerinin etkisiyle yapmakta
oldukları görülmektedir. Bu çalışmada, çevrimiçi alışveriş yapan tüketicilerin
yaptıkları alışveriş sonrasında zaman zaman yaşadıkları bilişsel uyumsuzluk ve
buna etki eden faktörlerin incelenmesi amacıyla 5-28 Haziran 2019 tarihleri
arasında, İstanbul ilinde yaşayan ve çevrimiçi alışveriş yapan 358 katılımcıya
yönelik yüz yüze anket uygulanmıştır. SPSS programı ile Frekans Analizi, Faktör
Analizi, Güvenilirlik Analizi ve Korelasyon Analizi yapılmıştır. Modelin
anlamlılık ve güvenilirliğini test etmek için ise LISREL yapısal eşitlik modeli
kullanılmış, analiz sonucunda uyum iyiliği indeksleri, t değerleri ve
standardize edilmiş çözüm değerleri incelenmiş ve Referans Grup Etkisi ve
Hedonik Tüketim Eğilimi bağımsız değişkenlerinin Dürtüsel Satın Alma ve
Bilişsel Uyumsuzluk bağımlı değişkenleri üzerinde anlamlı etkisi olduğu tespit
edilmiştir. Araştırmanın yalnızca İstanbul ilinde yaşayan kişiler ile
gerçekleştirilmiş olması kısıtını oluşturmaktadır. Bu çalışmanın e-ticaret
sitelerinden hizmet sunan işletmelere ve alışveriş yapan tüketicilere katkı
sağlayacağı değerlendirilmektedir.

Kaynakça

  • Altunışık, R. ve Çallı, L. (2004). Plansız Alışveriş (Impulse Buying) Ve Hazcı Tüketim Davranışları Üzerine Bir Araştırma: Satın Alma Karar Sürecinde Bilgi Kullanımı, Ö. Torlak (Ed.), 3. Ulusal ekonomi, bilgi ve yönetim kongresi bildiriler kitabı, pp. 231-240, Eskişehir: Osmangazi University.
  • Arnould, E.J. & L.L. Price (1993). River Magic: Extraordinary Experience and the Extended Service Encounter, Journal of Consumer Research, Volume 20(1), June, pp. 24-45.
  • Aydın, H. ve Ö. Yılmaz (2018). Online alışverişte bilişsel çelişki davranışlarının incelenmesi (the evaluation of cognitive dissonance in online shopping behaviour). Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi 6 (ICEESS’ 18). pp. 333-339.
  • Babacan, M., (2001). Hedonik tüketim ve özel günler alışverişlerine yansıması. 6.Ulusal Pazarlama Kongresi, pp. 97-106.
  • Baudrillard J. (2004). “Tüketim Toplumu”, (Çev) Hazal Deliçaylı-Ferda Keskin Sarmal Yayınları, İstanbul, s.94.
  • Bearden, W.O. & Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, Vol. 9(2), pp. 183-194.
  • Çokluk, Ö., G. Şekercioğlu ve Ş. Büyüköztürk, (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, 2.Baskı, Ankara, Pegem Akademi.
  • Dennis W. R. & Fisher R. J. (1995). Normative Influences on Impulsive Buying Behaviour. Journal of Consumer Research, 22, pp. 305-313.
  • Dennis W. R.& Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12, pp: 23-27.
  • Durmuş, Beril, E. S. Yurtkoru ve M. Çinko, (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, 4.Baskı, İstanbul, Beta Yayıncılık.
  • Escalas, J.E. & J.R. Bettman (2003). You are what you eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), pp. 339-348.
  • Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson.
  • Fornell Claes & D. F. Larcker (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol. XVIII (February), 39-50.
  • Gautam, O. (2015). Cognitive Dissonance: Dissonant Buying Behaviour of Consumers towards Cell Phones, Twelfth AIMS International Conference on Management, pp: 322-328.
  • Hair, J. F., W.C., Black, B.J., Babin, ve R.E. Anderson, (2010). Multivariate Data Analysis: A Global Perspective, Pearson, New York, NY.
  • Hirschman, E.C. & B.B. Stern (1999). The Roles of Emotion in Consumer Research. Advances in Consumer Research, Vol. 26, pp. 4-11.
  • Hirschman, E C & Holbrook, M B (1982a). Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, 46(3), pp: 92-101.
  • Hopkinson, G.C. & D. Pujari(1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3), pp: 273-294.
  • Koller, M. & T. Salzberger (2007). Cognitive dissonance as a relevant construct throughout the decision-making and consumption process-an empirical investigation related to a package tour. Journal of Consumer Behaviour, 6(3), pp: 217-227.
  • Mikalef, P., M. Giannakos & A. Pateli (2012). Shopping and Word-of-Mouth Intentions on Social Media, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 8, Issue 1, April 2013, 17-34.
  • Onurlubaş, E. (2015). Determining the Factors that Affect Hedonic Consumption. International Periodical for the Languages, Literature and History of Turkish or Turkic. Vol. 10/15, Fall, pp: 681-696.
  • Park, C.W. & Lessig, V.P. (1977). Students and housewives: differences in susceptibility to reference group influence. Journal of Consumer Research, Vol. 4, pp. 102-110.
  • Rasheed, A., R.M.S. Yaqub & F.J. Baig (2017). Factors affecting impulse buying behaviours in shopping malls: Evidence from Bahawalpur Region, Pakistan. Journal of Marketing and Consumer Research. An international peer-reviewed journal. Vol. 39, pp: 1-20.
  • Rook, D.W. (1987). The Buying Impulse. Journal of Consumer Research. Vol. 14(2), September,pp: 189-199.
  • Shaouf, A., K. Lü & X. Li (2016). The effect of web advertising visual design on online purchase intention: An examination across gender, Computers in Human Behaviour 60, 622-634.
  • Sharifi , S. S. & M. R. Esfidani (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive dissonance. International Journal of Retail and Distribution Management, 42(6), pp: 553-575.
  • Solomon, M., G. J. Bamossy, S. Askegaard & M.K. Hogg (2006). Consumer Behaviour: A European Perspective (3rd Ed.). London: Prentice Hall.
  • Tanford, S. & R. Montgomery (2014). The Effects of Social Influence and Cognitive Dissonance on Travel Purchase Decisions. Journal of Travel Research, 54(5), pp: 1-15.
  • Telci, E.E., C. Maden & D. Kantur (2011). The Theory of Cognitive Dissonance: A Marketing and Management Perspective. Procedia Social and Behavioural Sciences, 24, pp: 378-386.
  • Yang, J., X. He & H. Lee (2007). Social Reference Goup Influence on Mobile Phone Purchasing Behaviour: A Cross-Nation Comparative Study. International Journal of Mobile Communications, Vol. 5(3).
  • Wasaya, A., B. Khan, M. Shafee & M.S. Mahmood (2016). Impact of brand equity, advertisement and hedonic consumption tendencies on cognitive dissonance: A mediation study. International Journal of Marketing Studies, Vol. 8(3), pp: 154-162.

An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping

Yıl 2020, Cilt: 15 , 307 - 315, 31.03.2020

Öz

In our globalized world, it can be observed that consumers often do their online shopping due to reference group effects and/or their hedonic consumption tendencies. Cognitive dissonance experienced occasionally right after an online shopping experience and the factors leading to cognitive dissonance have been investigated in this study by means of a face to face survey applied to 358 online shopper participants in the city of İstanbul between 5-28 June 2019. Frequency, factor, reliability and correlation analyses have been carried out on SPSS program. LISREL structural equation modelling has been utilized in order to test the significance and reliability of the model. Goodness of Fit index, t-values and standardized solution values have been analysed and it has been revealed that the reference group effect and hedonic consumption tendencies variables actually have a significant effect upon the variables Impulse Buying and Cognitive Dissonance. The fact that the research participants consist only of İstanbul residents is a basic limitation of the research. It is assumed that this research will contribute to the e-commerce companies and their customers. 

Kaynakça

  • Altunışık, R. ve Çallı, L. (2004). Plansız Alışveriş (Impulse Buying) Ve Hazcı Tüketim Davranışları Üzerine Bir Araştırma: Satın Alma Karar Sürecinde Bilgi Kullanımı, Ö. Torlak (Ed.), 3. Ulusal ekonomi, bilgi ve yönetim kongresi bildiriler kitabı, pp. 231-240, Eskişehir: Osmangazi University.
  • Arnould, E.J. & L.L. Price (1993). River Magic: Extraordinary Experience and the Extended Service Encounter, Journal of Consumer Research, Volume 20(1), June, pp. 24-45.
  • Aydın, H. ve Ö. Yılmaz (2018). Online alışverişte bilişsel çelişki davranışlarının incelenmesi (the evaluation of cognitive dissonance in online shopping behaviour). Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi 6 (ICEESS’ 18). pp. 333-339.
  • Babacan, M., (2001). Hedonik tüketim ve özel günler alışverişlerine yansıması. 6.Ulusal Pazarlama Kongresi, pp. 97-106.
  • Baudrillard J. (2004). “Tüketim Toplumu”, (Çev) Hazal Deliçaylı-Ferda Keskin Sarmal Yayınları, İstanbul, s.94.
  • Bearden, W.O. & Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, Vol. 9(2), pp. 183-194.
  • Çokluk, Ö., G. Şekercioğlu ve Ş. Büyüköztürk, (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, 2.Baskı, Ankara, Pegem Akademi.
  • Dennis W. R. & Fisher R. J. (1995). Normative Influences on Impulsive Buying Behaviour. Journal of Consumer Research, 22, pp. 305-313.
  • Dennis W. R.& Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12, pp: 23-27.
  • Durmuş, Beril, E. S. Yurtkoru ve M. Çinko, (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, 4.Baskı, İstanbul, Beta Yayıncılık.
  • Escalas, J.E. & J.R. Bettman (2003). You are what you eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), pp. 339-348.
  • Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson.
  • Fornell Claes & D. F. Larcker (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, Vol. XVIII (February), 39-50.
  • Gautam, O. (2015). Cognitive Dissonance: Dissonant Buying Behaviour of Consumers towards Cell Phones, Twelfth AIMS International Conference on Management, pp: 322-328.
  • Hair, J. F., W.C., Black, B.J., Babin, ve R.E. Anderson, (2010). Multivariate Data Analysis: A Global Perspective, Pearson, New York, NY.
  • Hirschman, E.C. & B.B. Stern (1999). The Roles of Emotion in Consumer Research. Advances in Consumer Research, Vol. 26, pp. 4-11.
  • Hirschman, E C & Holbrook, M B (1982a). Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, 46(3), pp: 92-101.
  • Hopkinson, G.C. & D. Pujari(1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3), pp: 273-294.
  • Koller, M. & T. Salzberger (2007). Cognitive dissonance as a relevant construct throughout the decision-making and consumption process-an empirical investigation related to a package tour. Journal of Consumer Behaviour, 6(3), pp: 217-227.
  • Mikalef, P., M. Giannakos & A. Pateli (2012). Shopping and Word-of-Mouth Intentions on Social Media, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 8, Issue 1, April 2013, 17-34.
  • Onurlubaş, E. (2015). Determining the Factors that Affect Hedonic Consumption. International Periodical for the Languages, Literature and History of Turkish or Turkic. Vol. 10/15, Fall, pp: 681-696.
  • Park, C.W. & Lessig, V.P. (1977). Students and housewives: differences in susceptibility to reference group influence. Journal of Consumer Research, Vol. 4, pp. 102-110.
  • Rasheed, A., R.M.S. Yaqub & F.J. Baig (2017). Factors affecting impulse buying behaviours in shopping malls: Evidence from Bahawalpur Region, Pakistan. Journal of Marketing and Consumer Research. An international peer-reviewed journal. Vol. 39, pp: 1-20.
  • Rook, D.W. (1987). The Buying Impulse. Journal of Consumer Research. Vol. 14(2), September,pp: 189-199.
  • Shaouf, A., K. Lü & X. Li (2016). The effect of web advertising visual design on online purchase intention: An examination across gender, Computers in Human Behaviour 60, 622-634.
  • Sharifi , S. S. & M. R. Esfidani (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive dissonance. International Journal of Retail and Distribution Management, 42(6), pp: 553-575.
  • Solomon, M., G. J. Bamossy, S. Askegaard & M.K. Hogg (2006). Consumer Behaviour: A European Perspective (3rd Ed.). London: Prentice Hall.
  • Tanford, S. & R. Montgomery (2014). The Effects of Social Influence and Cognitive Dissonance on Travel Purchase Decisions. Journal of Travel Research, 54(5), pp: 1-15.
  • Telci, E.E., C. Maden & D. Kantur (2011). The Theory of Cognitive Dissonance: A Marketing and Management Perspective. Procedia Social and Behavioural Sciences, 24, pp: 378-386.
  • Yang, J., X. He & H. Lee (2007). Social Reference Goup Influence on Mobile Phone Purchasing Behaviour: A Cross-Nation Comparative Study. International Journal of Mobile Communications, Vol. 5(3).
  • Wasaya, A., B. Khan, M. Shafee & M.S. Mahmood (2016). Impact of brand equity, advertisement and hedonic consumption tendencies on cognitive dissonance: A mediation study. International Journal of Marketing Studies, Vol. 8(3), pp: 154-162.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

İlke Kocamaz

Mustafa Karadeniz

Yayımlanma Tarihi 31 Mart 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 15

Kaynak Göster

APA Kocamaz, İ., & Karadeniz, M. (2020). An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Yaşar Üniversitesi E-Dergisi, 15, 307-315.
AMA Kocamaz İ, Karadeniz M. An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Yaşar Üniversitesi E-Dergisi. Mart 2020;15:307-315.
Chicago Kocamaz, İlke, ve Mustafa Karadeniz. “An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping”. Yaşar Üniversitesi E-Dergisi 15, Mart (Mart 2020): 307-15.
EndNote Kocamaz İ, Karadeniz M (01 Mart 2020) An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Yaşar Üniversitesi E-Dergisi 15 307–315.
IEEE İ. Kocamaz ve M. Karadeniz, “An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping”, Yaşar Üniversitesi E-Dergisi, c. 15, ss. 307–315, 2020.
ISNAD Kocamaz, İlke - Karadeniz, Mustafa. “An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping”. Yaşar Üniversitesi E-Dergisi 15 (Mart 2020), 307-315.
JAMA Kocamaz İ, Karadeniz M. An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Yaşar Üniversitesi E-Dergisi. 2020;15:307–315.
MLA Kocamaz, İlke ve Mustafa Karadeniz. “An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping”. Yaşar Üniversitesi E-Dergisi, c. 15, 2020, ss. 307-15.
Vancouver Kocamaz İ, Karadeniz M. An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping. Yaşar Üniversitesi E-Dergisi. 2020;15:307-15.