Hedonik Alışveriş Yapan Bireylerde Satın Alma Unsurlarının Etkileşimi

Year 2022, , 1690 - 1711, 30.09.2022

Selçuk Yasin Yıldız , Selim Çam

https://doi.org/10.15869/itobiad.1128277

Abstract

Geçmişte yapılan çalışmalar, bireylerin alışveriş süreçlerine dair bilinmeyenleri açıklamaya başlamış olsa da hala tüketici zihnini anlamak tam anlamıyla mümkün olamamaktadır. Tüketici davranışlarına dair yapılan her çalışma, bu bilinmezliği ortadan kaldırmak adına, literatüre katkı sunmaktadır. “Tüketicilerin satın alma davranışlarına etki eden hangi gösterge, hangi hedonik alışveriş motivasyonu içerisinde daha etkilidir?” sorusuna yanıt aramak için yapılan bu çalışma, tüketicilerin satın alma kararlarını verirken yaşadıkları karmaşanın çözümü adına, karar verme yöntemlerinden DEMATEL tekniği kullanılarak hazırlanmıştır. Tüketicilerin satın alma davranışlarına etki eden göstergelerin, hedonik alışveriş motivasyonlarına göre nasıl konumlandıklarını anlamak amacıyla hedonik ürün listesinde yer alan ürünleri yakın zamanda tercih etmiş bireylerden veri toplanmıştır. Katılımcıların hem hedonik alışveriş motivasyonlarını hem de satın alma davranışlarına etki eden göstergelerini bölümlendirerek analize devam edilmiştir. Herhangi bir hedonik alışveriş motivasyonun 3’ün üzerinde hesaplanması (5’li likert için) katılımcının ilgili motivasyona sahip olduğuna yorumlanmıştır. Benzer şekilde, tüketicilerin satın alma davranışlarına etki eden göstergelerde de katılımcıların verdikleri cevaplara göre bir hiyerarşi elde edilmiştir. Hedonik alışveriş motivasyonuna sahip olduğu belirlenen katılımcılar için, DEMATEL analizi yardımıyla tüketicilerin satın alma davranışlarına etki eden göstergeler arasındaki etki ve önemleri hesaplanmıştır. Bu yöntem ile satın alma davranışına etki eden göstergeler arasındaki nedenselliğin yönü de ortaya çıkartılmıştır. Araştırma sonuçlarına göre, bireylerin sosyalleşmek için alışveriş yapma ve fikir edinmek için alışveriş yapma motivasyonlarında göstergelerin önem istatistikleri diğer motivasyonlara göre yüksek hesaplanmıştır. Prestij algısı, fırsatları yakalamak için alışveriş yapma motivasyonunda en yüksek etki değerine sahipken; benlik algısı diğer tüm hedonik alışveriş motivasyonlarında en yüksek etki değerine sahip gösterge olarak hesaplanmıştır. Doğrudan gözlem yoluyla anlaşılması mümkün olmayan örüntülerin ortaya çıkarılmasında kullanılabilecek bu yöntem, çalışmada hedonik alışveriş motivasyonları çerçevesinde kullanılmıştır. Bu çalışmada kullanılan DEMATEL araştırma yönteminin, tüketici psikolojisine etki eden farklı unsurların ortaya çıkarılmasında kullanılabileceği gelecek araştırmalarda kullanılması önerilmektedir.

Keywords

Hedonik Alışveriş Motivasyonları, Satın Alma Karar Süreci, DEMATEL, Benlik, Hazcılık, İdeal Benlik

The Interaction of Purchasing Factors in Hedonic Shoppers

Abstract

Although past studies have begun to explain the unknowns about the shopping processes of individuals, it is still not possible to fully understand the consumer's mind. Every study on consumer behavior contributes to the literature in order to eliminate this unknown. This study, which was conducted to seek an answer to the question "Which indicator affecting the purchasing behavior of consumers is more effective in which hedonic shopping motivation?", was prepared by using DEMATEL technique, one of the decision-making methods, in order to solve the confusion that consumers experience while making their purchasing decisions. In order to understand how the indicators affecting the purchasing behavior of consumers are positioned according to their hedonic shopping motivations, data were collected from individuals who have recently preferred the products on the hedonic product list. The analysis continued by segmenting both the hedonic shopping motivations and the indicators affecting the purchasing behaviors of the participants. Calculating any hedonic shopping motivation above 3 (for likert of 5) was interpreted to mean that the participant had the relevant motivation. Similarly, a hierarchy was obtained in the indicators affecting the purchasing behavior of consumers according to the answers given by the participants. For the participants who were determined to have hedonic shopping motivation, the effects and importance of the indicators affecting the purchasing behavior of consumers were calculated with the help of DEMATEL analysis. With this method, the direction of causality between the indicators affecting purchasing behavior was also revealed. According to the results of the research, the importance statistics of the indicators in the motivation of individuals to shop to socialize and to shop to get ideas were calculated high compared to other motivations. While the perception of prestige has the highest impact value in the motivation to shop to seize opportunities; self-perception was calculated as the indicator with the highest impact value in all other hedonic shopping motivations. This method, which can be used to reveal patterns that cannot be understood through direct observation, was used within the framework of hedonic shopping motivations in the study. It is suggested that the DEMATEL research method used in this study can be used in future research where it can be used to reveal different elements affecting consumer psychology.

Keywords

Hedonic Shopping Motivation, Purchasing Decision Process, DEMATEL, Self, Hedonism, Ideal-Self

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