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İTKİSEL (DÜRTÜSEL) SATIN ALMA DAVRANIŞININ NEDENLERİ VE SONUÇLARI: TURİZM VE KONAKLAMA SEKTÖRÜNDE BİR ÇALIŞMA

Year 2018, Volume: 11 Issue: 2, 17 - 45, 26.12.2018

Abstract

İtkisellik daha çok sosyoloji ve psikoloji alanında araştırılan bir konu iken son yıllarda pazarlama alanındaki çalışmaların da yapıldığı görülmektedir. İtkisellik ile ilgili çalışmalarla eşgüdümlü olarak itkiselliğin ve itkisel satın alma davranışının da toplum genelinde hızla arttığı görülmektedir. Çalışmalara bakıldığında itkisel satın alma davranışının toplam satın alma kararlarının %95’ine kadar ulaştığı görülmektedir. Bu nedenle çalışmada tüketicileri itkisel satın alma davranışına iten faktörler ve itkisel satın alma davranışının sonuçları incelenmiştir.

Araştırma kapsamında araştırmaya katılmayı kabul eden Uşak’ta 247, İzmir’de 76, İstanbul’da 105, Akhisar’da 50, Merzifon’da 21, Ankara’da 41 ve Balıkesir’de 18 kişi olmak üzere 558 kişiden veri toplanmıştır. Araştırma verilerine nicel araştırma deseninde anket ile kolayda örnekleme yöntemi kullanılarak ulaşılmıştır. Araştırma sonuçlarına bakıldığında para ve zaman müsaitliği tüketicileri itkisel olarak tatil paketi satın alma eğilimine sevk etmektedir. Buna karşın tüketicilerin duygudurum düzeyi, sebatsızlık, tatil ihtiyacının şiddeti, bilişsellik ihtiyacı, para ve miktar indiriminin itkisel satın alma eğilimine etkisi bulunmamaktadır. Son olarak saf ve planlı olarak satın alınan tatil paketinden sonra tüketiciler aldıkları hizmetten tatmin olurken öneri ve hatırlama yoluyla itkisel satın alma davranışında bulunan tüketiciler ise aldıkları mal veya hizmetlerden memnun olmamaktadırlar. İleride yapılacak araştırmalarda itkisel satın alınan mal veya hizmetlere karşı tüketicilerin farklı tutumları incelenmelidir.


References

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CAUSES AND CONSEQUENCES OF IMPULSIVE BUYING BEHAVIOUR: A STUDY IN THE TOURISM AND HOSPITALITY SECTOR

Year 2018, Volume: 11 Issue: 2, 17 - 45, 26.12.2018

Abstract

While impulsivity is a subject that has been explored more in sociology and psychology, it seems that in recent years there has been a considerable increase in the field of marketing. At the same time, it seems that the impulsivity/impulsive buying behavior are rapidly increasing in society as a whole. According to the literature, impulsive buying behavior can accounts up to 95% of all purchases. For this reason, the main purpose of the study were investigated the factors affecting the tendency to impulsive buying behavior and the results of impulsive buying behavior.

Data were collected from 558 participants who agreed to participate in the research, including 247 in Uşak, 76 in İzmir, 105 in Istanbul, 50 in Akhisar, 21 in Merzifon, 41 in Ankara and 18 in Balıkesir. The research data were collected by means of questionnaire. According to the study results, the availability of money and time leads consumers to tend to impulsive buy holiday packages. On the other hand, consumers' mood level, impatience, severity of holiday need, need for cognition, amount of money and quantity discount have no statistically effect on the tendency to impulsive buying. Consumers who have a tendency to impulsive buying are buying impulsive. Finally, after a holiday package purchased in a pure and planned impulsive buying, consumers are satisfied with the service they receive, while consumers who are in the behavior of purchasing by recommendation and reminder impulsive buying behavior are not satisfied with the service they receive. Future research should examine the attitudes of consumers towards goods or services that are purchased impulsive.


References

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  • Hausman, Angela (2000), “A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior”. Journal of Consumer Marketing, 17(15), 403-419.
  • Hendriks, Aa Jolijn; Willem, K. B. Hofstee; Boele, De Raad (1999). “The Five-Factor Personality Inventory (FFPI)”. Personality and Individual Differences, 27, 307-325.
  • Duncan, J. Herrington; Capella, Louis M. (1995). “Shoppers Reactions to Perceived Time Pressure”. International Journal of Retail & Distribution Management, 23(12), 13-20.
  • Hoch, J. Stephen; Loewenstein, George F. (1991). “Time-Inconsistent Preferences and Consumer Self-Control”. Journal of Consumer Research, 17(4), 492-508. Hubert, Marco; Hubert, Mirja; Riedl, Rene; Kenning, Peter (2014). “How Consumer Impulsiveness Moderates Online Trustworthiness Evaluations: Neurophysiological Insights,” Proceedings of the 35th International Conference on Information Systems, M. D. Myers, D. W. Straub (Eds.), Auckland, New Zealand. December 14-17.
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  • Iyer, S. Easwar (1989). “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure”. Journal of Retailing, 65(1), 40-57.
  • Jain, Sheetal; Mohammed, Naved Khan; Sita, Mishra (2015). “Factors Affecting Luxury Purchase Intention: A Conceptual Framework Based on an Extension of the Theory of Planned Behavior”. South Asian Journal of Management, 22(4), 136-163.
  • Jeon, J. O. (1990). “An Empirical Investigation of the Relationship between Affective States. In-Store Browsing, and Impulse Buying”, (Unpublished Doctoral Thesis), The University of Alabama, Tuscaloosa.
  • Johnson, Burke; Christensen, Larry (2004). Educational Research: Quantitative, Qualitative, and Mixed Approaches. Boston: Pearson.
  • Jones, A. Michael; Reynolds, E. Kristy; Weun, Seungong; Beatty, E. Sharon (2003). “The Product-Specific Nature of Impulse Buying Tendency”. Journal of Business Research, 56(7), 505-511.
  • Kacen, J. Jacqueline; Julie, Anne Lee (2002). “The Influence of Culture on Consumer Impulsive Buying Behavior”. Journal of Consumer Psychology, 12(2), 163–176.
  • Kahnemann, Daniel; Tversky, Amos (1979). “Prospect Theory: An Analysis of Decision under Risk”. Econometrica, 47(2), 263-291.
  • Karbasivar, Alireza; Hasti, Yarahmadi (2011). “Evaluating Effective Factors on Consumer Impulse Buying Behavior”. Asian Journal of Business Management Studies, 2(4), 174-81.
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There are 85 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Hakan Boz

Erdoğan Koç This is me

Publication Date December 26, 2018
Submission Date June 17, 2018
Published in Issue Year 2018 Volume: 11 Issue: 2

Cite

APA Boz, H., & Koç, E. (2018). İTKİSEL (DÜRTÜSEL) SATIN ALMA DAVRANIŞININ NEDENLERİ VE SONUÇLARI: TURİZM VE KONAKLAMA SEKTÖRÜNDE BİR ÇALIŞMA. International Journal of Social Inquiry, 11(2), 17-45.

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