İŞLEVSEL TÜKETİCİ KARAR VERME TARZLARININ ONLİNE ALIŞVERİŞ TEREDDÜDÜNE ETKİSİ: DAHA FAZLA BİLGİ İHTİYACININ ARACILIK ROLÜ

Öz

Dijital ortamda alışveriş yaparken tüketiciler, çeşitli faktörlerden dolayı karar verme sürecinde tereddüt yaşayabilmektedirler. Online satın alma sürecinde tereddüde neden olabilecek önemli faktörlerden biride bireylerin bilgi işleme süreçleri ve satın alma kararları üzerinde belirleyici bir rol oynayan tüketici karar verme tarzlarıdır. Tüketici karar verme tarzları işlevsel ve hedonik olarak sınıflandırılabilmektedir. Özellikle işlevsel tüketici karar verme tarzlarına sahip tüketicilerin bilişsel pişmanlık yaşama korkusuna daha yatkın olabilecekleri beklenmektedir. Bu korku bireyleri satın almadan önce daha fazla bilgi toplamaya teşvik etmektedir. Bu çalışmada işlevsel tüketici karar verme tarzlarından mükemmeliyetçilik, fiyat bilinci ve çeşit odaklı kafa karışıklığının online alışveriş tereddüdüne etkisi incelemektedir. Ayrıca çalışmada, bu etkiler üzerinde daha fazla bilgi ihtiyacının aracılık rolü de incelenmiştir. Veri toplama aracı olarak oluşturulan anketler, online ve yüz yüze olarak 373 kişiye uygulanmıştır. Araştırma kapsamındaki hipotezler, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) analizi ile test edilmiştir. Analiz sonuçlarına göre, mükemmeliyetçilik, fiyat bilinci ve çeşit odaklı kafa karışıklığının, daha fazla bilgi ihtiyacını anlamlı ve pozitif yönde etkilediği belirlenmiştir. Daha fazla bilgi ihtiyacı, fiyat bilinci ve mükemmeliyetçiliğin online alışveriş tereddüdünü pozitif yönde etkilediği saptanmıştır. Bu tereddütlerin, tüketicilerin satın alma kararlarını ertelemelerini pozitif yönde etkilediği belirlenmiştir. Ayrıca, fiyat bilinci ve mükemmeliyetçiliğin alışveriş tereddüdü üzerindeki etkisinde daha fazla bilgi ihtiyacının aracılık rolü olduğu tespit edilmiştir. Bu bulgular dikkate alındığında, bu çalışma satın alma karar tarzları, alışveriş tereddüdü ve daha fazla bilgi ihtiyacı arasındaki önemli ilişkileri ortaya koymaktadır. Özellikle daha fazla bilgi ihtiyacının, satın alma karar verme tarzları ve alışveriş tereddüdü arasındaki ilişkide aracılık rolünü ortaya koyan bu çalışma literatürde önemli bir boşluğu doldurmaktadır.

Anahtar Kelimeler

• Mükemmelliyetçilik
• Fiyat Bilinci
• Çeşit Odaklı Kafa Karışıklığı
• Daha Fazla Bilgi İhtiyacı
• Online Alışveriş Tereddüdü

THE EFFECT OF UTILITARIAN CONSUMER DECISION-MAKING STYLES ON ONLINE SHOPPING HESITATION: THE MEDIATING ROLE OF THE NEED FOR MORE INFORMATION

Öz

Consumers may hesitate in the decision-making process when shopping on-line due to various factors. One of the crucial factors that may cause hesitation in the online purchasing process is consumer decision-making styles, which play a decisive role in individuals' information processing processes and purchasing decisions. Consumer decision-making styles can be categorized as utilitarian and hedonic. In particular, consumers with utilitarian consumer decision-making styles are expected to be more prone to the fear of experiencing cognitive regret. This fear encourages individuals to gather more information before making a purchase. This study examines the effects of perfectionism, price consciousness, and variety-oriented confusion on online shopping hesitancy among utilitarian consumer decision-making styles. The study also examines the mediating role of the need for more information on these effects. The questionnaires created as a data collection tool were applied to 373 people online and face-to-face. The hypotheses within the scope of the study were tested with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. According to the analysis results, perfectionism, price consciousness, and variety-oriented confusion have a significant and positive effect on the need for more information. The need for more information, price consciousness, and perfectionism positively affect consumers' hesitation during shopping. These hesitations were found to positively affect consumers' postponement of purchase decisions positively. Moreover, the need for more information was found to mediate the effect of price consciousness and perfectionism on shopping hesitancy. Considering these findings, this study reveals essential relationships between purchase decision styles, shopping hesitancy, and the need for more information. In particular, this study, which reveals the mediating role of the need for more information in the relationship between purchase decision-making styles and shopping hesitancy, fills an important gap in the literature.

Anahtar Kelimeler

• Perfectionism
• Price Consciousness
• Confused by Over Choice
• Need For More Information
• Online Shopping Hesitation

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