“IS THERE NO MIDDLE WAY?”:A RESEARCH ON COUPLES’ INFLUENCE STRATEGIES

Year 2018, Volume: 13 Issue: 2, 1 - 19, 26.12.2018

Fikret Gürses Yavuz Selim Gülmez Tuğba Kılıçer

Abstract

The purpose of this study is to identify strategies that will influence what spouses use to persuade each other in the process of house renting or buying. In this context married couples living in Tokat were identified as population of the study and a questionnaire was applied to 300 married consumers that were selected by convenience sampling. Descriptive statistics and exploratory factor analysis were applied to data. The results shows that married couples are used six influence strategies including emotional reactions, persuasion, use of expertise and authority, impression management, suggesting information gathering, and consensus. The strategies most preferred by participants are to consensus and gather information. The least utilized strategy is the impression management. In light of these results some suggestions were developed for practitioners and researchers.

Keywords

Influence strategies, Purchase decision process, Married couple, House buying

“ORTA YOLU YOK MU BU İŞİN?”: EŞLERİN ETKİLEME STRATEJİLERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu araştırmanın amacı, eşlerin ev kiralama ya da satın alma sürecinde, birbirlerini ikna etmek için kullandıkları etkileme stratejilerini belirlemektir. Veriler kolayda örnekleme yoluyla Tokat il merkezinde yaşayan 300 evli çiftten anket tekniği ile toplanmıştır. Verilerin analizinde; açıklayıcı faktör analizinden ve tanımlayıcı istatistiklerden yararlanılmıştır. Sonuçlar, evli çiftlerin eşlerini etkilerken; duygusal tepkiler verme, ikna etmeye çalışma, uzmanlık ve yetki gücünü kullanma, izlenim yönetimi, bilgi toplamayı önerme ve uzlaşmaya varma stratejilerinden yararlandıklarını göstermektedir. Katılımcıların en çok tercih ettikleri stratejiler uzlaşmaya varma ve bilgi toplamayı önermedir. En az yararlanılan strateji ise izlenim yönetimidir. Araştırma sonuçları doğrultusunda ileride yapılacak araştırmalara ve uygulamacılara dönük önerilerde bulunulmuştur.

Keywords

Etkileme Stratejileri, Satın alma karar süreci, Evli çiftler, Konut satın alma

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