Öz saygi ve olumsuz değerlendirilme korkusunun dürtüsel ve kompulsif satın almaki rolünün anlaşılması

Yıl 2023, Cilt: 12 Sayı: 2, 249 - 269, 30.12.2023

İsmail Gökhan Cintamür

https://doi.org/10.47934/tife.12.02.06

Öz

Dürtüsel satın alma ve kompulsif satın alma davranışları farklı toplumlarda değişik oranlarda görülmekte olup kısa ve uzun vadede hem bireysel hem de toplumsal bağlamda psikolojik, ekonomik ve sosyolojik açıdan çeşitli sorunlara neden olabilmektedir. Özellikle gelişen mobil teknolojiler, internet, iyileşen ekonomik ve finansal koşullar sayesinde tüketiciler, eskiye oranla hiç olmadığı kadar kolay bir şekilde satın alma yapabilmektedir. Böylesi bir ortamda hem dürtüsel hem de kompulsif satın alma davranışlarının incelenmesi ve bu davranışların altında yatan unsurlara ilişkin bilgi birikimimizin arttırılması önemlidir. Bu bağlamda mevcut araştırmada, öz saygı, olumsuz değerlendirilme korkusu, dürtüsel satın alma eğilimi ve kompulsif satın alma eğilimi arasındaki doğrudan ve dolaylı ilişkilerin incelenmesi amaçlanmıştır. Bu amacı gerçekleştirmek üzere, kartopu örneklemesi yöntemi ile çevrimiçi anket metodu ile 356 katılımcıdan veri toplanmıştır. Toplanılan veriler yapısal eşitlik modellemesinden yararlanılarak analiz edilmiştir. Analiz neticesinde; tüketicilerin öz saygısının olumsuz değerlendirilme korkusunu azalttığı, olumsuz değerlendirilme korkusunun dürtüsel satın alma eğilimini arttırdığı, dürtüsel satın alma eğiliminin kompulsif satın alma eğilimini arttırdığı ve öz saygının olumsuz değerlendirilme korkusu aracılığı ile dürtüsel satın alma eğilimini azalttığı bulgularına ulaşılmıştır.

Anahtar Kelimeler

Öz saygı, Olumsuz Değerlendirilme Korkusu, Dürtüsel ve Kompulsif Satın Alma

Understanding the role of self-esteem and fear of negative evaluation in impulsive and compulsive buying

Öz

Impulsive and compulsive buying behaviors have been seen at different rates in different societies and can cause psychological, economic, and sociological problems both individually and socially in the short and long term. Mainly thanks to developing mobile technologies, the internet, and improved economic and financial conditions, consumers can purchase more easily than ever. In such an environment, examining impulsive and compulsive buying behaviors and increasing our knowledge about the factors underlying these behaviors is crucial. In this context, the present study explores the direct and indirect relationships between self-esteem (SE), fear of negative evaluation (FNE), impulsive buying tendency (IBT), and compulsive buying tendency (CBT). With this purpose, data were collected from 356 participants by online survey method with snowball sampling. The data were evaluated via structural equation modeling. Results have shown that consumers' SE decreases FNE and CBT, FNE increases IBT, IBT increases CBT, and SE reduces IBT through FNE.

Anahtar Kelimeler

Self-esteem, Fear of Negative Evaluation, Impulsive and Compulsive Buying

Kaynakça

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