SELF-GIFTING BEHAVIOUR AND POST-PURCHASE REGRET

Year 2020, Volume: 21 Issue: 2, 473 - 498, 30.12.2020

Bülent Demirağ Sinan Çavuşoğlu

Abstract

The research was carried out to determine and connect between the extents of post-purchase regret resulting from self-gifting behavior. The universe of the research is consumers between the ages of 18-34 who show self-gifting behavior and after that post-purchase regret. In order to test hypotheses, Smart PLS 3 statistics program was used in the research. According to the results of the analysis, it has been determined that hedonic shopping value positively affects indulgence and self-gift motivations. It has been determined that the indulgence positively affects (reward and therapeutic) self-gift motivations positively, but not hedonic and celebration. Each of self-gift motivations positively affect post-purchase regret. Finally, it was found that hedonic shopping value and indulgence variables positively affect post-purchase regret.

Keywords

Hedonic shopping, Indulgence, Self-gift motivations, Post-purchase regret

Hedonik Alışveriş Özellikleri, Özseverlik, Kendi Kendine Hediye Satın Alma Motivasyonları ve Satın Alma Sonrası Pişmanlık Arasındaki İlişkinin İncelenmesi

Abstract

Araştırma kendi kendine hediye alan tüketicilerin satın alma sonrası yaşamış oldukları pişmanlıkların belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini 18-34 yaş arasında kendi kendine hediye alan ve bu satın alma sonrası pişmanlık yaşayan 405 tüketiciden oluşmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Analiz sonuçlarına göre hedonik alışveriş özelliklerinin öz-severlik ve kendi kendine hediye motivasyonlarını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Öz-severlik değişkenin kendi kendine hediye motivasyonlarından ödül ve terapatiyi pozitif yönde anlamlı olarak etkilediği, fakat hedonik ve kutlamayı etkilemediği belirlenmiştir. Kendi kendine hediye motivasyonlarının her birinin satın alma sonrası pişmanlığı pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Son olarak hedonik alışveriş özellikleri ve öz-severlik değişkenlerinin satın alma sonrası pişmanlığı pozitif yönde anlamlı olarak etkilediği de tespit edilmiştir.

Keywords

Hedonik alışveriş, Öz-severlik, Kendi kendine hediye motivasyonları, Satın alma sonrası pişmanlık

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