Bireysel Zaman Baskısının Satın Alma Sonrası Pişmanlığa Etkisinde Alışverişte Zaman Baskısının Aracı Rolü Üzerine Bir Araştırma

Year 2019, Volume: 10 Issue: 17, 653 - 676, 31.03.2019

İbrahim Bozacı

https://doi.org/10.26466/opus.518712

Cited By: 1

Abstract

Bu çalışmanın
amacı, zaman baskısının satın alma sonrası pişmanlık üzerindeki etkisini, zaman
baskısı türlerine (bireysel zaman baskısı, alışverişte zaman baskısı) göre
belirlemektir. Zaman baskısı pazarlama literatüründe tüketiciye etkileri
bakımından araştırılan önemli konulardan biridir. Ancak araştırmalarda, konunun
daha çok alışverişte yaşanan zaman baskısı düzeyinde ele alındığı ve bireysel
zaman baskısının göz ardı edildiği görülmektedir. Yerli pazarlama yazınında ise
konuyla ilgili gerçekleştirilen araştırma sayısı azdır. Çalışmada öncelikle
zaman baskısı ve alışverişte zaman baskısıyla ilgili bilimsel araştırmalar
incelenmektedir. Ardından bireysel zaman baskısının tüketicinin satın alma
sonrası pişmanlığa etkisinde alışverişte zaman baskısının aracılık rolü üzerine
Kırıkkale ilinde bir anket çalışması gerçekleştirilmektedir. Elde edilen
veriler istatistiksel paket programıyla analiz edilmektedir. Araştırma
neticesinde bireysel zaman baskısının alışverişte zaman baskısını ve satın alma
sonrası pişmanlığı önemli düzeyde açıkladığı ve alışverişte zaman baskısının
bireysel zaman baskısının satın alma sonrası pişmanlığa olan etkisinde tam
aracılık rolü üstlendiği tespit edilmektedir. Bunların yanında demografik
özelliklere bağlı olarak bireysel ve alışverişte zaman baskısındaki
farklılıklar incelenmektedir. Son olarak işletme ve araştırmacılara öneriler
geliştirilmektedir. 

Keywords

Zaman Baskısı, Alışverişte Zaman Baskısı, Satın Alma Sonrası Pişmanlık

A Research on The Mediating Role of Time Pressure in Shopping at The Effect of Individual Time Pressure on Post-Purchase Regret

Abstract

The goal of
this study is to determine the effect of time pressure on post-purchase regret
accordingto the types of time pressure (individual time pressure and time
pressure at shopping). Time pressure is one of the important topics
investigated in terms of consumer effects in marketing literature. However, in
studies, it is seen that the issue is mostly dealt with at the level of time
pressure experienced at shoping and that individual time pressure is ignored.
The subject has not received enough attention in domestic marketing literature.
In this study, scientific researches related to time pressure and time pressure
in purchasing is examined primarily. Then, a questionnaire study is carried out
in the province of Kırıkkale on the mediating role of time pressure in shopping
in the effect of individual time pressure on consumer’s regret after
purchasing. The obtained data were analyzed with statistical package program.
As a result ot the research, it was determined that the individual time
pressure explains the time pressure in shopping and post purchase regret at a
significant level, and that the time pressure of shopping has the full
mediating role in the effect of the individual time pressure on post-purchase
regret. In addition to these, the differences in individual time pressure and
time pressure in shopping with respect to demographic variables are examined.
Lastly, suggestions for businesses and researches have been developed. 

Keywords

Individual Time Pressure, Time Pressure in Shopping, Post-Purchase Regret

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