TÜKETİCİLERİN ALIŞVERİŞ MOTİVASYONLARI İLE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞLARI ARASINDAKİ İLİŞKİLER

Year 2014, Volume: 6 Issue: 1, 35 - 56, 01.06.2014

Mutlu Uygun Sinan Mete Ebru Güner

Abstract

The main purpose of this study examine the relationship between consumers’ shopping motivations and intentions to word of mouth communication behavior. Because of this purpose, base on quantitative research methods and the data has been collected through convenience sampling from consumers in Aksaray with a questionnaire that created based upon literature review. The data has been tested frequency analysis, factor analysis, and correlation analysis. The findings indicate that there is a relationship between consumers’ shopping motivations and intentions to word of mouth communication behavior. In this sense, especially hedonic shopping motivations is become prominent

Keywords

Shopping Motivations, Word of Mouth Communication, Consumer Behavior

TÜKETİCİLERİN ALIŞVERİŞ MOTİVASYONLARI İLE AĞIZDAN AĞIZA İLETİŞİM DAVRANIŞLARI ARASINDAKİ İLİŞKİLER

Abstract

Bu çalışmanın temel amacı, tüketicilerin alışveriş motivasyonları ile ağızdan ağıza iletişim davranışlarına yönelik eğilimleri arasındaki ilişkileri incelemektir. Bu amacı karşılamak için nicel araştırma yöntemi esas alınarak, alanyazına dayalı olarak oluşturulan bir anket ile Aksaray ilindeki tüketicilerden kolayda örnekleme yoluyla veri toplanmıştır. Toplanan veriler, frekans analizi, faktör analizi ve korelasyon analizi ile test edilmiştir. Sonuçlar, tüketicilerin sahip oldukları alışveriş motivasyonları ile ağızdan ağıza iletişim davranışına yönelik eğilimleri arasında ilişkiler olduğunu ortaya koymaktadır. Bu anlamda özellikle hedonik alışveriş motivasyonlarının öne çıktığı dikkat çekmektedir

Keywords

Alışveriş Motivasyonları, Ağızdan Ağıza İletişim, Tüketici Davranışı

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