The Effect of Mothers' Utilitarian and Hedonic Purchase Motivations on Impulse Purchase Behavior in the Mother-Child Category

Öz

The study aims to determine the effect of mothers' utilitarian and hedonic purchase motivations on their impulse buying behaviors. The main population of the research consists of mothers using social media. The sample of the study consists of 321 mothers who are included in the groups where mothers come together on social media. The data obtained from the sample were subjected to descriptive statistical analysis, factor analysis, regression analysis, t-test and ANOVA test with the help of SPSS package program. The study concluded that the hedonic shopping motivations of mothers change only inversely proportional to their age, while there is no statistically significant difference in utilitarian shopping motivations in any mother group, and impulse buying behaviors show significant differences according to age and employment status. In addition, it is among the results that hedonic motivation of mothers in shopping for their children increases their impulse buying behavior while utilitarian motivation decreases it. The research provides businesses with the opportunity to better understand the shopping motivations and purchasing behaviors of mothers, to develop marketing strategies specific to them, and to create campaigns that better respond to their needs.

Anahtar Kelimeler

• Mother Shoppers
• Shopping Motivations
• Hedonic Purchase Motivation
• Utilitarian Purchase Motivation
• Impulse Buying Behavior

Annelerin Anne-Çocuk Kategorisinde Faydacı ve Hedonik Satın Alma Motivasyonlarının Anlık Satın Alma Davranışları Üzerine Etkisi

Öz

Araştırmada annelerin faydacı ve hedonik satın alma motivasyonlarının anlık satın alma davranışları üzerine etkisinin tespit edilmesi amaçlanmıştır. Araştırmanın ana kütlesi sosyal medya kullanan annelerden oluşturmaktadır. Sosyal medyada, annelerin bir araya geldiği gruplara dahil olan 321 anne araştırmanın örneklemini oluşturmaktadır. Örneklemden elde edilen veriler SPSS paket programı yardımıyla tanımlayıcı istatistiksel analizlere, faktör analizi, regresyon analizi, t-testi ve ANOVA testine tabi tutulmuştur. Araştırmada annelerin, hedonik alışveriş motivasyonlarının sadece yaşlarıyla ters orantılı değişirken, faydacı alışveriş motivasyonlarında hiç bir anne grubunda istatistiksel anlamlı bir farklılık olmadığını ve anlık satın alma davranışlarının yaşa ve çalışma durumuna göre anlamlı farklılık gösterdiği sonucuna ulaşılmıştır. Ayrıca annelerin, çocukları için yaptıkları alışverişlerdeki hedonik motivasyonlarının anlık satın alma davranışını artırırken, faydacı motivasyonunu azalttığı da ortaya çıkan sonuçlar arasındadır. Araştırma, işletmelere annelerin alışveriş motivasyonlarını ve satın alma davranışlarını daha iyi anlayarak, onlara özgü pazarlama stratejileri geliştirme fırsatı sunmakta ve annelerin ihtiyaçlarına daha iyi cevap veren kampanyaların oluşturulmasına olanak sağlamaktadır.

Anahtar Kelimeler

• Anne Tüketici
• Alışveriş Motivasyonları
• Hedonik Satın Alma Motivasyonu
• Faydacı Satın Alma Motivasyonu
• Anlık Satın Alma Davranışı

Kaynakça

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