Düşük Fiyat Garantisi Politikasının Satın Alma Sonrası Fiyat Araştırmasına Etkisinde Fiyat Uzmanlığının Rolü

Year 2015, Issue: 610, 47 - 61, 01.12.2015

Mehmet Zahid Ecevit , Ulun Akturan

Abstract

Bu çalışmanın amacı Düşük Fiyat Garantisinin (DFG) satın alma sonrası fiyat araştırmasına etkisini incelenirken fiyat uzmanlığının düzenleyici rolünü ortaya koymaktır. Başka bir deyişle, DFG kapsamında uygulanan geri ödeme oranı arttığında fiyat uzmanlığı yüksek olan tüketicilerin satın alma sonrası fiyat araştırma eğilimlerinin artıp artmayacağı incelenmiştir. DFG’nin tüketicilerin algılarına ve davranışlarına etkilerini inceleyen çalışmalar fiyat bilinci ve değer bilinci gibi tüketici özelliklerini ele almışlardır. Fiyat araştırma davranışının piyasa uzmanlığı ile fayda maliyet modelinden daha iyi açıklanıyor olması, ayrıca DFG kapsamında yapılan araştırmalarda da bu tüketici özelliğinin incelenmemiş olması araştırmanın önemini ortaya koymaktadır. Çalışmada faktöriyel deney tertibi kullanılarak veriler toplanmış, SPSS programı aracılığıyla t-testi ve Anova analizleri yapılmış ve hipotezler yorumlanmıştır. Çalışmanın sonunda tüketicilerin DFG kapsamında satın alma yaptıklarında daha düşük fiyatı bulmak için satın alma sonrası fiyat araştırma eğilimlerinin arttığı, ayrıca geri ödeme oranı arttığında fiyat uzmanı tüketicilerin araştırma eğilimlerinin arttığı tespit edilmiş ancak istatistiksel olarak anlamlı bulunmamıştır

Keywords

Düşük Fiyat Garantisi, Fiyat Uzmanlığı, Satın Alma Sonrası

The Effects of Low Price Guarantee on Post- Purchase Search Intention and the Role of Price Mavenism

Abstract

The aim of this research is to determine the effect of Low Price Guarantee (LPG) on the post purchase price search intention and the moderator role of price mavenism. In other words, it research whether low price guarantee with progressively higher levels of penalty leads to more post purchase price search intention for high level of price mavens. Studies that are investigating the effect of LPG on consumer perceptions and behavior are discussed consumer characteristics such as price consciousness and value consciousness. It assumes that market mavenism better explain of consumer post purchase search intentions than economic benefit-cost model. Because price mavenism previously not addressed within the scope of the LPG, it shows the importance of this research. In the scope of the research factorial experimental method was used to collect data, t-test and Anova analysis were applied by SPSS to test hypothesis. Results of analysis indicate that consumers are more likely to engage in post-purchase search for lower prices when a purchase is made under an LPG. Furthermore, it is seen that an LPG that offers higher refund leads to higher post-purchase search intention for price mavens. But these results are not found statistically significant

Keywords

Low Price Guarantee, Price Mavenism, Postpurchase Price Search

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