The Effect on Consumption Emotions and Consumer Satisfaction of Store’s Social Dimension

Yıl 2013, Cilt: 14 Sayı: 1, 87 - 101, 01.03.2013

Hülya Bakırtaş

Öz

Store employees and store crowding affect purchasing behavior and consumption experience of consumers during shopping. The purpose of this study is to explain the impact on consumer
satisfaction and emotion during shopping experience of consumers of in-store atmosphere’s social dimension. Consumption emotions were based on Richins’s (1997) Consumption Emotion Set. The study was empirically supported the data obtained by questionnaire study via convenience sampling through coming for clothes shopping mall. Exploratory factor analysis was conducted to consumption emotion set and store’s social dimension and then confirmatory factor analysis was applied and was evaluated reliability and validity of the scales. The research hypotheses were tested via SEM. The findings indicate that affect to consumer emotions and satisfaction of store’s social dimension.  

Anahtar Kelimeler

Consumption Emotions, Customer Satisfaction, Employees, Store Crowding, Structural Equation Modeling

Mağazanın Sosyal Boyutunun Tüketim Duyguları ve Tüketici Tatmini Üzerindeki Etkisi

Öz

Tüketicilerin alışveriş esnasındaki satın alma davranışını ve
tüketim deneyimini, mağaza personeli ve mağazanın kalabalıklık
düzeyi etkiler. Bu çalışmanın amacı, mağaza içi atmosferi
oluşturan sosyal boyutun, tüketicilerin alışveriş deneyimi
sırasında yaşadığı duyguları ve tüketici tatminini etkileme
düzeyini açıklamaktır. Tüketim duygularının ölçülmesi Richins
(1997)’in Tüketim Duygu Seti’ne dayandırılmaktadır. Çalışma bir
alışveriş merkezinde giyim alışverişi için gelenler arasından
kolayda örnekleme yöntemiyle yapılan anket uygulamasıyla elde
edilen verilerle ampirik olarak desteklenmektedir. Richins’in
tüketim duygu seti ve mağazanın sosyal boyut için açıklayıcı
faktör analizi yapılmıştır. Ortaya çıkan boyutlar için doğrulayıcı
faktör analizi uygulanmış ve ölçeğin güvenilirlikleri ve geçerlilikleri
değerlendirilmiştir. Araştırma hipotezleri, Yapısal Eşitlik Modeli
analizi kullanılarak test edilmiştir. Araştırma bulguları, mağaza içi
atmosferin sosyal boyutunun tüketici duygularını ve tatminini
etkilediğini göstermektedir.

Anahtar Kelimeler

Tüketim Duyguları, Tüketici Tatmini, Çalışanlar, Mağaza Kalabalıklığı, Yapısal Eşitlik Modeli

Kaynakça

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