İndirim Duyarlılığının İmpulsif Satın Alma Davranışına Etkisinde Mağazaya Ait Uyarıcıların Düzenleyici Rolü

Year 2021, Volume: 13 Issue: 25, 398 - 412, 28.11.2021

Nur Çağlar Çetinkaya

https://doi.org/10.20990/kilisiibfakademik.972264

Abstract

Amaç: Bu araştırmanın amacı, indirim duyarlılığının impulsif satın alma davranışına etkisinde mağazaya ait uyarıcıların düzenleyici rolünün incelenmesidir.
Tasarım/Yöntem: Araştırmada kolayda örneklem yöntemiyle belirlenmiş 472 katılımcıdan elde edilen veriler kullanılmıştır. Veriler SPSS 20.0 istatistik paket programı ve LISREL 8.7 veri analizi programı ile Yapısal Eşitlik Modellemesi ile analiz edilmiştir.
Bulgular: Yapılan analizler sonucunda; tüketicilerin indirim duyarlılığının impulsif satın alma davranışı olarak tanımlanan plansız satın alma üzerinde olumlu etkiye sahip olduğu bulgusuna ulaşılmıştır. Bu sonuçtan hareket ile araştırmanın amacını oluşturan mağaza atmosferinin söz konusu etkide düzenleyici rolü incelenmiş ve uyarıcıların varlığı halinde etkinin giderek arttığı bulgusuna ulaşılmıştır.
Sınırlılıklar: Araştırmada kullanılan örneklem yalnızca Çankırı ilinde yaşamakta olan 18 yaş üzeri katılımcılardan oluşmaktadır. Aynı zamanda bu katılımcıların yaygın mağaza ağına sahip hazır giyim mağazalarından alışveriş yapmış olmaları şartı aranmaktadır. Örneklemin yalnızca belirli bir odak noktada yer alan katılımcılardan oluşması ve mağaza atmosferi olarak belirli alt boyutların kullanılmış olması araştırmanın sınırlılıklarındandır.
Özgünlük/Değer: İndirim duyarlılığı ve impulsif satın alma davranışı üzerine yapılmış çalışmalar literatürde sıklıkla yer almaktadır. Araştırmada indirim duyarlılığına sahip tüketicilerin impulsif satın alma davranışlarında mağaza atmosferinin düzenleyici rölünün incelenmesi ileriki araştırmalara ışık tutabilecek nitelikte olup, araştırmaya özgünlük katmaktadır.

Keywords

İmpulsif Satın Alma, İndirim Duyarlılığı, Mağaza Atmosferi

The Regulatory Role of Stimulants Against Store in the Effect of Discount Sensitivity on the Impulse Purchase Behavior

Abstract

Purpose: This study aims to examine the moderator role of store stimuli in the effect of discount sensitivity on impulsive buying behaviour.
Design/Methodology: Data obtained from 472 participants determined by convenience sampling method were used in the study. The data were analyzed with SPSS 20.0 statistical package program and LISREL 8.7 data analysis program and Structural Equation Modeling.
Findings: As a result of the analyzes made; It has been found that consumers' discount sensitivity has a positive effect on impulsive buying, which is defined as impulsive buying behaviour. Based on this result, the moderator role of the store atmosphere, which is the aim of the research, was examined and it was found that the effect increases gradually in the presence of stimulants.
Limitations: The sample used in the study consists only of participants over the age of 18 living in Çankırı. At the same time, it is required that these participants have made purchases from ready-made clothing stores with a widespread store network. The limitations of the research are that the sample consists of only participants at a certain focal point and that certain sub-dimensions are used as the store atmosphere.
Originality/Value: Studies on discount sensitivity and impulsive buying behaviour are frequently found in the literature. Examination of the regulatory role of the store atmosphere in the impulsive buying behaviour of consumers with discount sensitivity in the research can shed light on future research and adds originality to the research.

Keywords

Impulsive Purchasing, Discount Sensitivity, Store Atmosphere

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