ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

Kalender Özcan Atılgan; Muharrem Küçüktalaslıo

doi:10.24889/ifede.628972

ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

Abstract

Bu çalışma, ürün satışlarında uygulanan kıtlık mesajı türlerinin ve referans fiyatın tüketici rekabeti, algılanan işlem değeri, algılanan kalite, fiyat bilinci ve satın alma istekliliği bağlamlarındaki etkilerini Türkiye ve Polonya’daki katılımcılar üzerinde ampirik olarak incelemektedir. Bu amaçla, dışsal referans fiyatın ve kıtlık mesajı türlerinin toplam 848 üniversite öğrencisi üzerinde 2X4 MANCOVA tasarımında manipüle edildiği deneysel tasarım uygulanmıştır. Araştırma sonuçlarına göre, örneklem grupları arasında tüketiciler arası rekabet, algılanan işlem değeri ve satın alma istekliliği bağlamlarında anlamlı farklılıklar olduğu tespit edilmiştir.

Keywords

Kıtlık mesajları,Kıtlık türleri,referans fiyat,satın alma istekliliği

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Kalender Özcan Atılgan ^*
0000-0003-1482-4505
Türkiye

Muharrem Küçüktalaslıo ^*
0000-0003-2827-6554
Türkiye

Publication Date

December 15, 2019

Submission Date

October 3, 2019

Acceptance Date

December 28, 2019

Published in Issue

Year 2019 Volume: 20 Number: 2

DOI

https://doi.org/10.24889/ifede.628972

IZ

https://izlik.org/JA46DS93KB

Cite

RIS / Bibtex

APA

Atılgan, K. Ö., & Küçüktalaslıo, M. (2019). ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 20(2), 375-401. https://doi.org/10.24889/ifede.628972

AMA

1.Atılgan KÖ, Küçüktalaslıo M. ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2019;20(2):375-401. doi:10.24889/ifede.628972

Chicago

Atılgan, Kalender Özcan, and Muharrem Küçüktalaslıo. 2019. “ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 20 (2): 375-401. https://doi.org/10.24889/ifede.628972.

EndNote

Atılgan KÖ, Küçüktalaslıo M (December 1, 2019) ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 20 2 375–401.

IEEE

[1]K. Ö. Atılgan and M. Küçüktalaslıo, “ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ”, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 20, no. 2, pp. 375–401, Dec. 2019, doi: 10.24889/ifede.628972.

ISNAD

Atılgan, Kalender Özcan - Küçüktalaslıo, Muharrem. “ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 20/2 (December 1, 2019): 375-401. https://doi.org/10.24889/ifede.628972.

JAMA

1.Atılgan KÖ, Küçüktalaslıo M. ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2019;20:375–401.

MLA

Atılgan, Kalender Özcan, and Muharrem Küçüktalaslıo. “ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ”. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 20, no. 2, Dec. 2019, pp. 375-01, doi:10.24889/ifede.628972.

Vancouver

1.Kalender Özcan Atılgan, Muharrem Küçüktalaslıo. ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2019 Dec. 1;20(2):375-401. doi:10.24889/ifede.628972

The Impact of Scarcity Messages on Impulse Buying: The Mediating Role of Product Involvement and The Moderating Role of Gender

Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

https://doi.org/10.31592/aeusbed.1770503

ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

ÜRÜN SATIŞLARINDA UYGULANAN KITLIK MESAJLARININ VE FİYAT İNDİRİMLERİNİN SATIN ALMA İSTEKLİLİĞİNE ETKİSİNİN İNCELENMESİ

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The Impact of Scarcity Messages on Impulse Buying: The Mediating Role of Product Involvement and The Moderating Role of Gender