SATIN ALMA MOTİVASYONLARI: TÜKETİCİLERİN SANAL KOMPÜLSİF DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu çalışmanın amacı tüketicilerin sanal ortamda kompülsif satın alma davranışlarında alışveriş motivasyonlarının ve demografik faktörlerin etkisini ortaya koyarak ilgili alanda daha derin bir anlayış oluşturmaktır.Bu amaçla Adana il merkezinde 420 tüketiciyle yüzyüze anket tekniğiyle veriler toplanmıştır.Araştırma modelindeki ilişkilerin test edilmesinde t testi ve basit doğrusal regresyon analizinden yararlanılmıştır. Elde edilen bulgular cinsiyet ve yaş demografik faktörlerinin sanal kompülsif satın almayı etkilemediğini, sosyal normatif ve karşılaştırma alışveriş motivasyonunun sanal kompülsif satın alma eğilimini etkilerken, diğer alışveriş motivasyonlarının etkilemediğiniortaya koymuştur.

Keywords

• Kompülsif Satın Alma,Sanal Alışveriş,Alışveriş Motivasyonları,Tüketici Davranışları

SHOPPING MOTIVATIONS: A RESEARCH ON ONLINE COMPULSIVE BUYING BEHAVIOROF CONSUMERS

Abstract

This study’s purpose is to constitute deep understanding by revealing effect of shopping motivations and demographic factors on online compulsive buying behavior of consumers. For this purpose, the data is collected from 420 consumers in Adana convince by face to face survey technique. T-test and simple linear regression analyses is used to test the relationships in the research model. The findings obtained are which gender and age of demographic factors don’t influence online compulsive buying.  Furthermore, while online compulsive buying is influenced by social normative and comparison shopping motivation, not influenced by the other shopping motivations.

Keywords

• Compulsive Buying,Online Buying,Shopping Motivations,Consumer Behavior

References

1. Aaker, D. A., Kumar, V., Day, G. S. (1998). Marketing Research (6th ed.). New York: Wiley.
2. Bearden, W.O., Netemeyer, R.G., & Teel, J.E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4), 473-481.
3. Black, D. (2007). A Review of Compulsive Buying Behavior. World Psychiatry. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1805733/ (Erişim Tarihi: Aralık, 2016)
4. Dittmar, H. (2005). Compulsive Buying- A Growing Concern? An Examination of Gender, Age and Endorcement of Materialistic Values As Predictors. British Journal of Psychology, 96(4), 467-491.
5. Duroy, D., Gorse, P., & Lejoyeux, M. (2014). Characteristics of Online Compulsive Buying in Parisian Students. Addictive Behaviors, 39, 1827-1830.
6. Eren S. S., Eroğlu, F., & Hacıoğlu, G. (2012). Compulsive Buying Tendencies Through Materialistic and Hedonic Values Among College Students In Turkey. Procedia – Social and Behavioral Sciences, 58, 1370-1377.
7. Faber, R. J.,& O’Guinn, T. C. (1989b). Classifying Compulsive Consumers: Advances in the Development of a Diagnostic Tool. Advances in Consumer Research, 16, 738-744.
8. Faber, R. J.,& O’Guinn, T. C. (1992). A Clinical Screener for Compulsive Buying. Journal of Consumer Research, 19(3), 459-469.

9. Gohary, A.,& Hanzaee, K.H. (2014). Personality Traits as Predictors of Shopping Motivations and Behaviors: A Canonical Correlation Analysis. Arab Economic and Business Journal, 9(2), 166-174.
10. Ignacio, G.E.,& Martin, M.V. (2012). Big Five Personality Traits and Compulsive Buying Behavior: A Correlational Study. An Undergraduate Thesis, Mapua Institute of Technology, Manila, Philippines.
11. Koran, L.M., Faber, R.J., Aboujaoude, E., Large, M.D., & Serpe, R.T. (2006). Estimated Prevalence of Compulsive Buying Behavior in The United States. The American Journal of Psychiatry, 163, 1806-1812.
12. Korur, M. G.,& Kimzan, H. S. (2016). Kompülsif Satın Alma Eğilimi ve Alışveriş Sonrası Pişmanlık İlişkisinde Kontrolsüz Kredi Kartı Kullanımının Rolü: AVM Müşterileri Üzerine Bir Araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 8(1), 43-71.
13. Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. B. (2009). The Relationship Between Consumers’ Tendecies to Buy Compulsively and Their Motivations to Shop and Buy on The Internet. Journal of Retailing, 85(3), 298-307.
14. Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. B. (2012). The Role of Price in The Behavior and Purchase Decisions of Compulsive Buyers. Journal of Retailing, 88(1), 63-71.
15. Kukar-Kinney, M., Scheinbaum, A. C., & Schaefers, T. (2016). Compulsive Buying in Online Daily Deal Settings: An Investigation of Motivations and Contextual Elements. Journal of Business Research, 69, 691-699.
16. Kurtuluş, K. (2004). Pazarlama Araştırmaları (7. Basım).İstanbul: Literatür Yayınları.
17. Lai, E. R. (2011). Motivation: A Literature Review. Pearson’s Research Report. http://images.pearsonassessments.com/images/tmrs/Motivation_Review_final.pdf (Erişim Tarihi: Temmuz, 2016)
18. Lee, Y. J.,& Park, J. K. (2008). The Mediating Role of Consumer Conformity in E-Compulsive Buying. Advances in Consumer Research, 35, 387-392.
19. Lennox, R.D., & Wolfe, R.N. (1984). Revision of The Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349-1369.
20. Mattos, C.N., Kim H.S., Requiao, M.G., Marasaldi, R.F., Filomensky, T.Z., Hodgins, D.C. & Tavares, H. (2016). Gender Differences in Compulsive Buying Disorder: Assessment of Demographic and Psychiatric Co-Morbidities. Journal of Plos One, 11(12).
21. McElroy S., Keck P.E., & Pope H.G. (1994). CompulsiveBuying: AReport of 20 Cases. J Clin Psychiatry, 55, 242-8.
22. Mowen, J. C.,& Spears, N. (1999). Understanding Compulsive Buying Among College Students: A Hierarchical Approach. Journal of Consumer Psychology, 8(4), 407-430.
23. Mueller, A., Claes, L., Mitchell, J. E., Faber, R. J., Fischer, J., &Zwaan, M. (2011). Does Compulsive Buying Differ Between Male and Female Students. Personality and Individual Differences, 50, 1309–1312.
24. Neuner, M., Raab, G., & Reisch, L. A. (2005). Compulsive Buying in Maturing Consumer Societies: An Empirical Re-Inquiry. Journal of Economic Psychology, 26, 509-522.
25. O’Guinn, T. C.,& Faber, R. J. (1989a). Compulsive Buying: A Phenomenological Exploration. Journal of Consumer Research, 16(2), 147-157.
26. Okutan, S., Bora, B., & Altunışık, R. (2013). Keşifsel Satın Alma Eğilimleri ve Bu Eğilimlerin Plansız, Kompülsif ve Hedonik Satın Alma Tarzlarıyla Olan İlişkisinin İncelenmesi. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 8(3), 117-136.
27. Pandey, S. & Devasagayam, R. (2015). The Effect of Deals and Moods on Compulsive Buying in Young Adults: A Comparison of An Indulgence Culture and A Restraint Culture, Journal of Customer Behaviour, 14(3), 257-270.
28. Ridgway, N. M., Kukar-Kinney, M., & Monroe, K.B. (2008). An Expanded Conceptualization and New Measure of Compulsive Buying. Journal of Consumer Research, 35(4), 622-639.
29. Roberts, J. A. (1998). Compulsive Buying Among College Students: An Investigation of Its Antecedents, Consequences and Implications for Public Policy. Journal of Consumer Affairs, 32(2), 295-319.
30. Shoham, A.,& Brencic, M.M. (2003). Compulsive Buying Behavior. Journal of Consumer Marketing, 20(2), 127-138.
31. Türkiye İstatistik Kurumu (TÜİK). http://www.tuik.gov.tr/PreHaberBultenleri.do?id=18660 (Erişim Tarihi: Mayıs 2016).
32. Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring The Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), 310-320.