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

Year 2015, Volume: 3 Issue: 2, 55 - 74, 01.12.2015
https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74

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

References

  • Altınışık, Remzi ve Levent Çallı (2004) “Plansız Alışveriş(Impulse Buying) ve Hazcı Tüketim Davranışları Üzerine Bir Araştırma: Satın Alma Karar Sürecinde Bilgi Kullanımı”, 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi içinde, s.231-241, Eskişehir: Osmangazi Üniversitesi.
  • Arnold, Mark J. ve Kristy E. Reynolds (2003) “Hedonic Shopping Motivations”, Journal of Retailing, s.77-95.
  • Babin, Barry J., William R. Darden ve Mitch Griffin (1994) “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20(4),s.644-656.
  • Childers, Terry, Cristopher L. Carr, Joann Peck, ve Stephen Carson (2001) “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior”, Journal of Retailing, 77(4), s.511-535.
  • Cinjarevic, Merima, Kasim Tatic, ve Srđan Petric (2011) “See It, Like It, Buy It! Hedonic Shopping Motivations and Impulse Buying”, Journal of Economics and Business, s.3-15. Clover, Vernon T. (1950) “Relative Importance of Impulse-buying In Retail Stores”, Journal of Marketing, 15(1), s.66-70.
  • Cobb, Cathy J. ve Wayne D. Hoyer (1986) “Planned Versus Impulse Purchase Behavior”, Journal of Retailing, 62(4), s.384-408.
  • Dichter, Ernest (1960) The Strategy of Desire, New York: Doubleday. Durmuş, Beril, E. Serra Yurtkoru ve Murat Çinko (2011) Sosyal Bilimlerde SPSS’le Veri Analizi, İstanbul: Beta.
  • Etzioni, Amitai (1986) “Rationality Is Anti-Entropic”, Journal of Economic Psycology, 7, s.17-36.
  • Gardner, Meryl Paula ve Dennis W. Rook (1988) “Effects of Impulse Purchases on Consumers’ Affective States”, Advances in Consumer Research, 15, s.127-130.
  • Hanzaee, Kambiz Heidarzadeh, Asadollah Norouzi ve K. Ghalandari (2011) “The Effect of Involvement on Utilitarian and Hedonic Products Knowledge”, World Applied Science Journal, 13(7), s.1635-1642.
  • Hausman, Angela (2000) “A Multi-method Investigation of Consumer Motivations in Impulse Buying Behavior”, Journal of Consumer Marketing, 17(5), s.403-426.
  • Herabadi, Astrid G., Bas Verplanken ve Ad Van Knippenberg (2009) “Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and HJedonistic Considerations”, Asian Journal of Social Psychology, 12, s.20-31.
  • Hirschman, Elizabeth C. ve Morris B. Holbrook (1982) “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, 46(3), s.92-101.
  • Jones, Michael A., Kristy E. Reynolds ve Mark J. Arnold (2006) “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes”, Journal of Business Research, 59(9), s.974-981.
  • Kurtuluş, Kemal (2004) Pazarlama Araştırmaları, 7.Basım. İstanbul: Literatür. Levy, Sidney J. (1959) “Symbols for Sale”, Harvard Business Review, 37, s.117-119.
  • Macinnis, Deborah J. ve Linda L. Price (1987) “The Role of Imagery in Information Processing”, Journal of Consumer Research, 13(4), s.473-491.
  • Madhavaram, Sreedhar Rao ve Debra A. Laverie (2004) “Exploring Impulse Purchasing on the Internet”, Advances in Consumer Research, 31(1), s.59-66.
  • Muruganantham, G. ve Ravi Shankar Bhakat (2013) “A Review of Impulse Buying Behavior”, International Journal of Marketting Studies, 5(3), s.149-160.
  • Odabaşı, Yavuz (2006) Postmodern Pazarlama: Tüketim ve Tüketici. İstanbul: Mediacat. Özdemir, Şuayip ve Fikret Yaman (2007) “Hedonik Alışverişin Cinsiyete Göre Farklılaşması Üzerine Bir Araştırma”, Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 2(2), s.81-91.
  • Park, Eun Joo, Eun Young Kim, Vanessa Martin Funches ve William Foxx (2012) “Apparel Product Attributes, Web Browsing, and e-impulse Buying on Shopping Websites”, Journal of Business Research, 65, s.1583-1589.
  • Park, Eun Joo, Eun Young Kim ve Judith Cadorna Forney (2006) “A Structural Model of Fashion Oriented Impulse Buying Behavior”, Journal of Fashion Marketing and Management, 10(4), s.433-446.
  • Peck, Joann ve Terry L. Childers (2006) “If I Touch It I Have to Have It: Individual and Environmental Influences on Impulse Purchasing”, Journal of Business Research, 59(6), s.765-769.
  • Piron, Francis (1991) “Defining Impulse Purchasing”, Advances in Consumer Research, 18(1), s.509-514.
  • Ramanathan, Suresh ve Geeta Menom (2006) “Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior”, Journal of Marketing Research, s.628-641.
  • Rook, Dennis W. (1987) “The Buying Impulse”, Journal of Marketing Research, 14(2), s.189-199.
  • Rook, Dennis W. ve Robert J. Fisher (1995) “Normative Influences on Impulsive Buying Behavior”, Journal of Consumer Research, 22(3), s.305-313.
  • Stem, Hawkins (1962) “The Significance of Impulse Buying Today”, Journal of Marketing, 26(2), s.59-62.
  • Stone, Gregory P. (1954) “City Shoppers and Urban Indentification: Observations on the Social Psychology of City Life”, The American Journal of Sociology, 60, s.30-45.
  • Tauber, Edward M. (1972) “Why Do People Shop?”, Journal of Marketing, 36, s.46-49.
  • Thompson, Craig J., William B. Locander, Howard R. Pollio (1990) “The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women”, Journal of Consumer Research, 17, s.346-341.
  • Verplanken, Bas ve Astrid Herabadi (2001) “Individual Differences in Impulse Buying Tendency: Feeling and No Thinking”, European Journal of Personality, 15, s.71-83.
  • Wakefield, Kirk L. ve Julie Baker (1998) “Excitement at the Mall: Determinants and Effects on Shopping Response”, Journal of Retailing, 74(4), s.515-539.
  • Westbrook, Robert A. ve William C. Black (1985) “A Motivation-Based Shopper Typology”, Journal of Retailing, 61(1), s.78-103.

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

Year 2015, Volume: 3 Issue: 2, 55 - 74, 01.12.2015
https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74

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.

References

  • Altınışık, Remzi ve Levent Çallı (2004) “Plansız Alışveriş(Impulse Buying) ve Hazcı Tüketim Davranışları Üzerine Bir Araştırma: Satın Alma Karar Sürecinde Bilgi Kullanımı”, 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi içinde, s.231-241, Eskişehir: Osmangazi Üniversitesi.
  • Arnold, Mark J. ve Kristy E. Reynolds (2003) “Hedonic Shopping Motivations”, Journal of Retailing, s.77-95.
  • Babin, Barry J., William R. Darden ve Mitch Griffin (1994) “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20(4),s.644-656.
  • Childers, Terry, Cristopher L. Carr, Joann Peck, ve Stephen Carson (2001) “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior”, Journal of Retailing, 77(4), s.511-535.
  • Cinjarevic, Merima, Kasim Tatic, ve Srđan Petric (2011) “See It, Like It, Buy It! Hedonic Shopping Motivations and Impulse Buying”, Journal of Economics and Business, s.3-15. Clover, Vernon T. (1950) “Relative Importance of Impulse-buying In Retail Stores”, Journal of Marketing, 15(1), s.66-70.
  • Cobb, Cathy J. ve Wayne D. Hoyer (1986) “Planned Versus Impulse Purchase Behavior”, Journal of Retailing, 62(4), s.384-408.
  • Dichter, Ernest (1960) The Strategy of Desire, New York: Doubleday. Durmuş, Beril, E. Serra Yurtkoru ve Murat Çinko (2011) Sosyal Bilimlerde SPSS’le Veri Analizi, İstanbul: Beta.
  • Etzioni, Amitai (1986) “Rationality Is Anti-Entropic”, Journal of Economic Psycology, 7, s.17-36.
  • Gardner, Meryl Paula ve Dennis W. Rook (1988) “Effects of Impulse Purchases on Consumers’ Affective States”, Advances in Consumer Research, 15, s.127-130.
  • Hanzaee, Kambiz Heidarzadeh, Asadollah Norouzi ve K. Ghalandari (2011) “The Effect of Involvement on Utilitarian and Hedonic Products Knowledge”, World Applied Science Journal, 13(7), s.1635-1642.
  • Hausman, Angela (2000) “A Multi-method Investigation of Consumer Motivations in Impulse Buying Behavior”, Journal of Consumer Marketing, 17(5), s.403-426.
  • Herabadi, Astrid G., Bas Verplanken ve Ad Van Knippenberg (2009) “Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and HJedonistic Considerations”, Asian Journal of Social Psychology, 12, s.20-31.
  • Hirschman, Elizabeth C. ve Morris B. Holbrook (1982) “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, 46(3), s.92-101.
  • Jones, Michael A., Kristy E. Reynolds ve Mark J. Arnold (2006) “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes”, Journal of Business Research, 59(9), s.974-981.
  • Kurtuluş, Kemal (2004) Pazarlama Araştırmaları, 7.Basım. İstanbul: Literatür. Levy, Sidney J. (1959) “Symbols for Sale”, Harvard Business Review, 37, s.117-119.
  • Macinnis, Deborah J. ve Linda L. Price (1987) “The Role of Imagery in Information Processing”, Journal of Consumer Research, 13(4), s.473-491.
  • Madhavaram, Sreedhar Rao ve Debra A. Laverie (2004) “Exploring Impulse Purchasing on the Internet”, Advances in Consumer Research, 31(1), s.59-66.
  • Muruganantham, G. ve Ravi Shankar Bhakat (2013) “A Review of Impulse Buying Behavior”, International Journal of Marketting Studies, 5(3), s.149-160.
  • Odabaşı, Yavuz (2006) Postmodern Pazarlama: Tüketim ve Tüketici. İstanbul: Mediacat. Özdemir, Şuayip ve Fikret Yaman (2007) “Hedonik Alışverişin Cinsiyete Göre Farklılaşması Üzerine Bir Araştırma”, Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 2(2), s.81-91.
  • Park, Eun Joo, Eun Young Kim, Vanessa Martin Funches ve William Foxx (2012) “Apparel Product Attributes, Web Browsing, and e-impulse Buying on Shopping Websites”, Journal of Business Research, 65, s.1583-1589.
  • Park, Eun Joo, Eun Young Kim ve Judith Cadorna Forney (2006) “A Structural Model of Fashion Oriented Impulse Buying Behavior”, Journal of Fashion Marketing and Management, 10(4), s.433-446.
  • Peck, Joann ve Terry L. Childers (2006) “If I Touch It I Have to Have It: Individual and Environmental Influences on Impulse Purchasing”, Journal of Business Research, 59(6), s.765-769.
  • Piron, Francis (1991) “Defining Impulse Purchasing”, Advances in Consumer Research, 18(1), s.509-514.
  • Ramanathan, Suresh ve Geeta Menom (2006) “Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior”, Journal of Marketing Research, s.628-641.
  • Rook, Dennis W. (1987) “The Buying Impulse”, Journal of Marketing Research, 14(2), s.189-199.
  • Rook, Dennis W. ve Robert J. Fisher (1995) “Normative Influences on Impulsive Buying Behavior”, Journal of Consumer Research, 22(3), s.305-313.
  • Stem, Hawkins (1962) “The Significance of Impulse Buying Today”, Journal of Marketing, 26(2), s.59-62.
  • Stone, Gregory P. (1954) “City Shoppers and Urban Indentification: Observations on the Social Psychology of City Life”, The American Journal of Sociology, 60, s.30-45.
  • Tauber, Edward M. (1972) “Why Do People Shop?”, Journal of Marketing, 36, s.46-49.
  • Thompson, Craig J., William B. Locander, Howard R. Pollio (1990) “The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women”, Journal of Consumer Research, 17, s.346-341.
  • Verplanken, Bas ve Astrid Herabadi (2001) “Individual Differences in Impulse Buying Tendency: Feeling and No Thinking”, European Journal of Personality, 15, s.71-83.
  • Wakefield, Kirk L. ve Julie Baker (1998) “Excitement at the Mall: Determinants and Effects on Shopping Response”, Journal of Retailing, 74(4), s.515-539.
  • Westbrook, Robert A. ve William C. Black (1985) “A Motivation-Based Shopper Typology”, Journal of Retailing, 61(1), s.78-103.
There are 33 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Şakir Erdem This is me

Ceyda Aysuna Türkyılmaz This is me

Ayça Can Kırgız This is me

Publication Date December 1, 2015
Published in Issue Year 2015 Volume: 3 Issue: 2

Cite

APA Erdem, Ş., Türkyılmaz, C. A., & Kırgız, A. C. (2015). ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi, 3(2), 55-74. https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74
AMA Erdem Ş, Türkyılmaz CA, Kırgız AC. ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. December 2015;3(2):55-74. doi:10.14514/BYK.m.21478082.2015.3/2.55-74
Chicago Erdem, Şakir, Ceyda Aysuna Türkyılmaz, and Ayça Can Kırgız. “ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 3, no. 2 (December 2015): 55-74. https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74.
EndNote Erdem Ş, Türkyılmaz CA, Kırgız AC (December 1, 2015) ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi 3 2 55–74.
IEEE Ş. Erdem, C. A. Türkyılmaz, and A. C. Kırgız, “ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA”, Beykoz Akademi Dergisi, vol. 3, no. 2, pp. 55–74, 2015, doi: 10.14514/BYK.m.21478082.2015.3/2.55-74.
ISNAD Erdem, Şakir et al. “ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi 3/2 (December 2015), 55-74. https://doi.org/10.14514/BYK.m.21478082.2015.3/2.55-74.
JAMA Erdem Ş, Türkyılmaz CA, Kırgız AC. ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2015;3:55–74.
MLA Erdem, Şakir et al. “ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA”. Beykoz Akademi Dergisi, vol. 3, no. 2, 2015, pp. 55-74, doi:10.14514/BYK.m.21478082.2015.3/2.55-74.
Vancouver Erdem Ş, Türkyılmaz CA, Kırgız AC. ONLINE ANLIK SATIN ALMA DAVRANIŞLARININ HAZCI ALIŞVERİŞ MOTİVASYONLARI İLE AÇIKLAMASI: HAZIR GİYİM ÜRÜNLERİ ÜZERİNE BİR ARAŞTIRMA. Beykoz Akademi Dergisi. 2015;3(2):55-74.