A Study Examining the Effects of Psychological Factors on Consumers’ Online Shopping Behaviors
Year 2024,
, 226 - 245, 04.04.2024
İrem Deniz Doğulu
Ayşe Şahin
Abstract
Consumers satisfy their wants and needs through in-store or online shopping. Consumers needs and wants change with the effect of the Internet, may have different and variable emotions depending on the environment in which they shop. While some consumers may feel happier when they shop at the store, some consumers may feel happier during online shopping. Happiness, which is one of the positive emotions, can be a determining factor in choosing the shopping environment of consumers. The main purpose of this study is to determine which of the online or in-store shopping makes the consumer happier. At the same time, it is aimed to determine to the effect of the life satisfaction of consumers' personalities; the effect of subjective well-being and happiness of their life satisfaction. Furthermore, it is aimed to determine the effect of shopping well-being on their life satisfaction and happiness. In order to achieve this aim, an online survey method used with 400 consumers living in Mersin. Independent sample t-test and regression analyzes were applied to the obtained data. It was concluded that positive personality traits positively affect the life satisfaction of consumers who shop online. It has been determined that the well-being of consumers who shop online affects their life satisfaction and happiness positively, and their life satisfaction positively affects their subjective well-being and happiness.
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Psikolojik Faktörlerin Tüketicilerin Çevrimiçi Alışveriş Davranışları Üzerindeki Etkilerini İnceleyen Bir Araştırma
Year 2024,
, 226 - 245, 04.04.2024
İrem Deniz Doğulu
Ayşe Şahin
Abstract
Tüketiciler, mağaza veya çevrimiçi alışveriş yoluyla ihtiyaçlarını ve isteklerini karşılamaktadır. İnternetin etkisiyle istek ve ihtiyaçları değişen tüketiciler, alışveriş yaptıkları ortama göre farklı ve değişken duygulara sahip olabilmektedir. Bazı tüketiciler mağazadan alışveriş yaptığında kendilerini daha mutlu hissedebileceği gibi, bazı tüketiciler ise çevrimiçi alışveriş esnasında kendilerini daha mutlu hissedebilmektedir. Pozitif duygulardan biri olan mutluluk, tüketicilerin alışveriş ortamını seçmesinde belirleyici bir unsur olabilmektedir. Çalışmanın temel amacı, çevrimiçi ve mağaza alışverişinden hangisinin tüketiciyi daha fazla mutlu ettiğini belirlemektir. Aynı zamanda, tüketicilerin kişiliklerinin yaşam memnuniyetine; yaşam memnuniyetlerinin öznel iyi oluşlarına ve mutluluklarına; alışverişten iyi oluşlarının yaşam memnuniyetlerine ve mutluluklarına etkisinin saptanması amaçlanmıştır. Bu amacı gerçekleştirmek amacıyla, Mersin ilinde yaşayan 400 tüketici ile çevrimiçi anket yöntemi kullanılmıştır. Elde edilen verilere bağımsız örneklem t-testi ve regresyon analizleri uygulanmıştır. Tüketicilerin pozitif kişilik özelliklerinin, çevrimiçi alışveriş yapan tüketicilerin yaşam memnuniyetlerini olumlu yönde etkilediği sonucuna ulaşılmıştır. Çevrimiçi alışveriş yapan tüketicilerin alışverişten iyi oluşlarının, yaşam memnuniyetlerini ve mutluluklarını pozitif yönde etkilediği, yaşam memnuniyetlerinin de öznel iyi oluşlarını ve mutluluklarını pozitif yönde etkilediği saptanmıştır.
Ethical Statement
Bu çalışma, Prof. Dr. Ayşe ŞAHİN danışmanlığında Mersin Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı’nda İrem Deniz DOĞULU tarafından hazırlanan “Tüketicilerin Mağazalı ve Çevrimiçi Alışveriş Davranışlarını Etkileyen Faktörleri Inceleyen Bir Araştırma” başlıklı yüksek lisans tezinden üretilmiştir.
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- Argan, M., Argan, M. T., & Dursun, M. T. (2018). Examining relationships among well-being, leisure satisfaction, life satisfaction, and happiness. International Journal of Medical Research & Health Sciences, 7(4), 49-59.
- Bhardwaj, V., Park, H., & Kim, Y. K. (2011). The effect of Indian consumers’ life satisfaction on brand behavior toward a US global brand. Journal of International Consumer Marketing, 23(2), 105-116.
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- Bulut, M. B., & Yıldız, M. (2020). Üniversite öğrencilerinin kişilik özelliklerinin yaşam doyumlarına etkisi. Türkiye Sosyal Araştırmalar Dergisi, 24(2), 397-412.
- Burger, J. M. (2011). Personality (8th edition). USA: Wadsworth.
- Castellacci, F., & Tveito, V. (2018). Internet use and well-being: A survey and a theoretical framework. Research policy, 47(1), 308-325.
- Centers for Disease Conrol and Prevention Well-being concepts. Retrieved October 28, 2020 from https://www.cdc.gov/hrqol/wellbeing.htm
- Chen, W., Zhang, D., Pan, Y., Hu, T., Liu, G., & Luo, S. (2017). Perceived social support and self-esteem as mediators of the relationship between parental attachment and life satisfaction among Chinese adolescents. Personality and Individual Differences, 108, 98-102.
- Coşkun, R., Altunışık, R., ve Yıldırım, E. (2017). Sosyal bilimlerde araştırma yöntemleri. Sakarya: Sakarya Yayıncılık.
- Demir, R., & Murat, M. (2017). Öğretmen adaylarının mutluluk, iyimserlik, yaşam anlamı ve yaşam doyumlarının incelenmesi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 7(13), 347-378.
- Demirbulat, Ö. G., & Avcıkurt, C. (2015). Turizm ve mutluluk arasındaki ilişki üzerine kavramsal bir değerlendirme. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(34), 79-97.
- Dennis, C., Alamanos, E., Papagiannidis, S., & Bourlakis, M. (2016). Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being. Journal of Business Research, 69(3), 1061-1070.
- Diener, E. (1984). Subjective well-being. Psychological Bulletin, 95(3), 542–575.
- Diener, E. (2000). Subjective well-being: The science of happiness and a proposal for a national index. American psychologist, 55(1), 34-43.
- Diener, E. D., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The satisfaction with life scale. Journal of personality assessment, 49(1), 71-75.
- Diener, E., & Scollon, C. (2003, October). Subjective well-being is desirable, but not the summum bonum. article présenté à la conférence University of Minnesota Interdisciplinary Workshop on Well-Being, Minneapolis.
- Diener, E., Lucas, R. E., Oishi, S., Hall, N. (2018). Advances and open questions in the science of subjective well-being. Collabra: Psychology, 4(1), 1-15.
- Diener, E., Suh, E. M., Lucas, R. E., & Smith, H. L. (1999). Subjective well-being: Three decades of progress. Psychological bulletin, 125(2), 276.
- Diener, E., Wirtz, D., Tov, W., Kim-Prieto, C., Choi, D. W., Oishi, S., & Biswas-Diener, R. (2010). New well-being measures: Short scales to assess flourishing and positive and negative feelings. Social indicators research, 97(2), 143-156.
- Doğan, T. (2013). Beş faktör kişilik özellikleri ve öznel iyi oluş. Doğuş Üniversitesi Dergisi, 14(1), 56-64.
- Donaldson, S. I., Dollwet, M., & Rao, M. A. (2015). Happiness, excellence, and optimal human functioning revisited: Examining the peer-reviewed literature linked to positive psychology. The Journal of Positive Psychology, 10(3), 185-195.
- Dunn, E. ve Norton, M. (2019). Mutlu para: Daha mutlu harcama yapma bilimi (T. Güngör, Çev.). Ankara: İmge Kitapevi.
- Ekici, A., Sirgy J., Lee, D. J., Yu, G. B., & Bosnjak, M. (2018). The effects of shopping well-being and shopping ill-being on consumer life satisfaction. Applied Research Quality Life, 13(2), 333-353.
- El Hedli K., Chebat J. C., & Sirgy, M. J. (2013). Shopping well-being at the mall: Construct, antecedents, and consequences. Journal of Business Research, 66(7), 856-863.
- El Hedli, K., Zourring, H., & Chebat, J. C. (2016). Shopping well-being:Is it just a matter of pleasure or doing the task? The role of shoppers’ gender and self-congruity. Journal of Retailing and Consumer Services, 31, 1-13.
- Ewen, R. B. (1993). An introduction to theories of personality (4th edition). New Jersey: Lawrence Erlbaum Associates.
- Fiore, F. (1997). Dr. Livingstone’s online shopping safari guidebook. Gulf Breeze: Maximum Press.
- Friedman, H. S., & Schustack, M. W. (1999). Personality: Classic theories and modern research. Boston: Ally & Bacon.
- Gilbert, D. (2003). Retail Marketing Management (2nd edition). Essex: Pearson Prentice Hall.
- Gosling, S. D., Rentfrow, P. J., & Swann Jr, W. B. (2003). A very brief measure of the Big-Five personality domains. Journal of Research in personality, 37(6), 504-528.
- Gültekin, Z., ve Turhan, M. (2021). Türkiye’de 1992-2020 tarihleri arasında “mutluluk” başlıklı lisansüstü tezlerin içerik analizi. Journal of Organizational Behavior Review, 3(2), 185-206.
- Harris, P. (2017). Multichannel shopping well-being: A narrative based examination. Qualitative Market Research: An International Journal, 20(3), 1-21.
- Hergenhahn, B. R., & Olson, M. H. (1999). An introduction to theories of personality. Prentice-Hall, Inc.
- Hiley, C. (2021, March 18). The online purchases making us happiest, according to science, Retrieved March 20, 2021, from https://www.money.co.uk/mobiles/online-shopping-joy
- Hills, P., & Argyle, M. (2002). The Oxford Happiness Questionnaire: a compact scale for the measurement of psychological well-being. Personality and individual differences, 33(7), 1073-1082.
- Ju, I., Jun, J. W., Dodoo, N. A., & Morris, J. (2017). The influence of life satisfaction on nostalgic advertising and attitude toward a brand. Journal of Marketing Communications, 23(4), 413-427.
- Kardaş, F., ve Yalçın, İ. (2019). Türkiye’de iyi oluş ile ilgili yapılmış araştırmaların sistematik olarak incelenmesi. Kastamonu Eğitim Dergisi, 27(4), 1423-1433.
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