ijsi International Journal of Social Inquiry 1307-8364 1307-9999 Bursa Uludağ University TÜKETİCİLERİN DUYGUDURUM DÜZEYİNİN İTKİSEL (DÜRTÜSEL), YENİLİKÇİ, HAZCI VE TAKINTILI SATIN ALMA DAVRANIŞINA ETKİSİ THE INFLUENCE OF CONSUMERS’ EMOTIONAL STATES ON IMPULSIVE, COMPULSIVE, INNOVATIVE AND HEDONIC BUYING BEHAVIOR Boz Hakan 06 26 2019 12 1 41 64 01 25 2019 04 05 2019 Copyright © 2008, International Journal of Social Inquiry 2008 International Journal of Social Inquiry

Bu çalışmanın temel amacı, tüketicilerin hazcı, takıntılı, itkisel ve yenilikçisatın alma davranışlarında duyguların etkisini araştırmaktır. Ayrıcaçalışmada, dört irrasyonel tüketim alışkanlıklarından sonra tüketicilerinsatın alma sonrası pişmalık duyup duymadıkları da araştırılmaktadır.Araştırma kapsamında 205 kişiden anket aracılığıyla veri toplanmıştır.Araştırma sonuçlarına bakıldığında tüketicilerin duygudurum düzeyiolumlu olarak arttıkça hazcı ve yenilikçi satın alma eğilimi artmaktadır.Buna karşın tüketicilerin içinde bulunduğu duygudurum düzeyi ile itkisel vetakıntılı satın alma davranışı arasında istatistiksel olarak anlamlı bir ilişkiyoktur. Ayrıca takıntılı satın alma davranışından sonra tüketiciler daha çoksatın alma sonrası pişmanlık yaşarken, takıntılı, itkisel ve hazcı satın almadavranışlarından sonra tüketiciler satın alma sonrası pişmanlıkyaşamamaktadırlar. İleride yapılacak çalışmalarda dört satın alma tarzınınöncülleri ve ardılları daha kapsamlı araştırılması uygulamacılar için dahaetkin pazarlama iletişimi unsurları tasarlamalarına katkıda bulunabilir.

The main purpose of this study is to investigate the influence of emotions onconsumers' hedonistic, obsessive, iterative and innovative buying behavior.In a ddition, T he s tudy a lso i nvestigated c onsumer g uilt i n l ine with fourtypes of irrational behaviour such as hedonistic, obsessive, iterative andinnovative buying behavior. Data were collected from the survey by 205people.Considering the results of the research, the positive emotions of theconsumers affect the hedonic and innovative buying behavior. On the otherhand, it does not affect the behavioral and obsessive buying behavior. Inaddition, after consumers' obsessive buying behavior, consumers feel regretand after other buying behaviors, consumers do not feel regret. In futurestudies, more extensive research of the precursors and consequences of thefour buying styles may contribute to the design of more effective marketingcommunication elements for practitioners.

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