Takıntılı Tüketim: Tek Ürüne Yönelik Kompulsif Satın Alma Davranışı

Abstract

Tüketiciler satın alma süreçlerinde rasyonellikten ziyade duygusal dürtülerle hareket ederek kompulsif satın alma davranışında bulunmaktadır. Kompulsif satın alma davranışında satın alma isteği tüketicinin hayatını ele geçirmiş ve bir bağımlılık halini almıştır. Kompulsif satın alımlarda ihtiyaç ürüne değil kontrol edilemeyen dürtüyü gidermeye yöneliktir. Satın alma sonrasında tüketici maddi ve manevi olarak zor duruma girmektedir. Bu çalışmanın amacı pazarlama literatüründe nadir rastlanan konulardan biri olan kompulsif satın alma davranışını ve tüketicilerin takıntılı olduğu ürünleri incelemektir. Bu amaç kapsamında yüzyüze anket yöntemi ile kolayda örneklemeyle belirlenen 268 tüketiciden veri toplama yoluna gidilmiştir. Elde edilen verilerin analizinde açıklayıcı faktör, bağımsız iki örneklem t testi, tek yönlü varyans analizinden faydalanılmıştır. Açıklayıcı faktör analizi sonucunda kompulsif satın alma davranışı alışveriş zevki için alışveriş, bütçeyi aşan alışveriş, olumsuz sosyalleşme, hipnotize alışveriş ve pişmanlık olmak üzere beş faktör altında toplanmıştır. Tüketicilerin giyim, aksesuar ve elektronik ürünlerinde diğer ürün gruplarına kıyasla daha çok kompulsif satın alımlarda bulunduğu tespit edilmiştir.

Keywords

• Kompulsif Satın Alma,Obsesif Kompulsif Bozukluk,Kompulsif Satın Alma Davranışı

Consumption Obsession: Compulsive Buying Behavior On Specific Product

Abstract

Consumers behave in compulsive buying behaviors by acting with emotionally from rationality in their purchasing process. In compulsive buying behavior, the desire to buy captures the consumer's life and become an addiction. The relevant procurement is related aimed at impulse, which can not be controlled, not the product needed. After purchasing, the consumer is in a difficult situation in material and spiritual sense. The purpose of this study is to examine the compulsive buying behavior, one of the rare cases in marketing literature, and the products that consumers are obsessed with. According to this purpose, a questionnaire was used to collect data from 268 consumers by convenience sampling. The explanatory factors in the analysis, the independent sample t test, and one way ANOVA analysis were applied to data. As a result of explanatory factor analysis, compulsive buying behaviors were collected under five factors: shopping for taste, shopping over budget, negative socialization, hypnotized shopping and regret. Consumers have been found to have more compulsive buying in clothing, accessories and electronics compared to other product groups.

Keywords

• ompulsive Buying,Obsessive Compulsive Disorder,Compulsive Buying Behavior

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