Online Alışverişte Bilişsel Çelişki Davranışlarının İncelenmesi

Öz

Bilişsel çelişki, tüketicinin satın alma davranışı ile ilgili yaşadığı kaygı ya da belirsizlik durumunu ifade etmektedir. Bu belirsizlik, geleneksel alışveriş alışkanlıklarıyla büyüyen Y kuşağı üzerinde daha da yüksek olabilmektedir. Bu çalışmada hedonik tüketim eğilimi, içgüdüsel alım, algılanan risk, değer ve güven faktörlerinin bilişsel çelişkiye ve bilişsel çelişkinin yeniden satın alma niyetine etkisini tespit etmek amaçlanmıştır. Bu amaçla internetten alışveriş yapan tüketicilere online anket yöntemi uygulanmıştır. Araştırma modelinin verileri kolayda örnekleme yöntemiyle elde edilmiş ve Kısmi En Küçük Kısmi Kareler (PLS) yöntemine dayanan yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırmadan elde edilen sonuçlara göre, hedonik tüketimi eğilimi, içgüdüsel alımlar, algılanan risk ve algılanan değer bilişsel çelişki üzerinde etkilidir. Ayrıca bilişsel çelişki yeniden satın alma niyetine etki etmektedir. Çalışmanın sonuçları itibari ile literatüre ve gelecek çalışmalara yol gösterici olması beklenmektedir.

Anahtar Kelimeler

• Algılana Güven,Algılanan Fiyat Değeri,Hedonik Eğilim ve İçgüdüsel Alım,Bilişsel Çelişki

The Evaluation of Cognitive Dissonance in Online Shopping Behaviour

Abstract

Cognitive dissonance in the context of consumption refers to the state of anxiety or uncertainty about the consumer's buying behaviour. This uncertainty can be even higher on the Generation-Y. In this study, it was aimed to determine the effect of hedonic consumption tendency, impulsive purchases, perceived risk, value and trust factors on the cognitive dissonance and cognitive dissonance on repurchase intention. For this purpose, an online survey method was applied to consumers who shop online. The data of the research model were collected by convenience sampling method with face to face interview, and analysed with Partial Least Squares (PLS) based structural equation modelling. The probable outcomes of the study are that hedonic consumption tendency, impulsive purchases and perceived risk increase cognitive dissonance, and perceived value and trust factors reduce cognitive dissonance. It is expected that the results of the research will guide the literature and future studies.

Keywords

• Perceived Trust,Peceived Value,Hedonic Consumption,Impulsive Buying,Cognitive Dissonance

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