EXPLAINING ONLINE IMPULSE BUYING BY HEDONIC SHOPPING MOTIVATIONS: A RESEARCH ON APPAREL INDUSTRY

Year 2015, Volume: 3 Issue: 2, 55 - 74, 01.12.2015

Şakir Erdem Ceyda Aysuna Türkyılmaz Ayça Can Kırgız

https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74

Cited By: 2

Abstract

Consumption based hedonism which is one of the addictions in our modern age spreads quicly. There may be several reasons of this growth such as: Globalization, glocalization, culture, formation of legal and politic and changes, economics and technology. Hedonic shopping motivations trigger consumers’ online impulse buying tendencies through the benefits of the Internet such as convenience, product assortment, ease of buying. In the literature, the concept of hedonic motivation describes “how customers perceive products as subjective signs rather than objective matters”. In other words, the important thing is what products represent rather than what they are”. Some researches argue that online impulse buying is affected by hedonic motivations. In addition, impulse buying satisfies many hedonic impulses This study is based on Arnold and Reynold’s 2003 idea of motivation of hedonic buying. Also the study searches consumption behavior on internet and motivation of hedonic buyingwhich hasstrong influencesonconsumers. Inthepaper, anonline survey conducted on 395 respondents was employed. The results of the study prove that motivation of hedonic buying affects consumers’ online impulse buying tendencies. The findings of this study may shed light on online marketing and brand managers’ plans and strategies in order to trigger customer’s hedonic motivations to increase online purchases in apparel industry

Keywords

Hedonism, impulse buying, apparel industry, online impulse buying tendency

ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Çağımızın tüketim kaynaklı bağımlılığı hazcılık hedonizm , hızla yayılmaktadır. Küreselleşme, küre-yerelleşme, kültürel, hukuki, politik yapılanmalar, değişimler, ekonomi ve elbette teknoloji bu yayılıma adeta çanak tutmaktadır. Bu çalışmanın anahtar kavramlarından olan tüketicilerin hazcı motivasyonları online ortamın sunduğu uygunluk, bol çeşit ve kolay satın alım gibi özelliklerle online anlık satın alımı harekete geçirmektedir. Literatürde, hazcı motivasyon kavramı tüketicilerin ürünleri nesnel varlıklar olarak değil, öznel semboller olarak görmeleri üzerine kurulmuştur. Diğer bir ifadeyle, ürünün ne olduğundan çok, neyi temsil ettiği önem taşımaktadır. Araştırmalar özellikle anlık alışverişlerde hazcı motivasyonların etkisi olduğunu belirtmektedir. Ayrıca, anlık alışverişin birçok hazcı arzuyu tatmin ettiği de ileri sürülmektedir. Bu çalışmada, Arnold ve Reynold’ın 2003 hazcı alışveriş motivasyonları esas alınmakta ve bu motivasyonların internet ortamında gerçekleşen bir alışverişteki geçerliliği test edilerek, anlık satın alma eğilimini nasıl etkilediği ortaya konulmaktadır. Online olarak 395 kişiden toplanan anket sonuçlarının analizi hazcı alışveriş motivasyonlarının online anlık satın alma üzerindeki etkisini ortaya koymaktadır. Araştırma sonuçları, tüketicilerin online anlık satın alma eğilimlerini güdülemek isteyen pazarlama yöneticilerinin online marka ve iletişim stratejilerine yol gösterecek niteliktedir.

Keywords

Hazcılık, Anlık satın alma, Hazır giyim, Online anlık satın alma eğilimi

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