TÜKETİCİLERİN ÇEVRİMİÇİ İKİNCİ EL ALIŞVERİŞ PLATFORMLARINDAN ALIŞVERİŞ YAPMA MOTİVASYONLARI ÜZERİNE BİR ARAŞTIRMA: ÇEVRESEL ENDİŞENİN DÜZENLEYİCİ ROLÜ

Abstract

Bu çalışmanın amacı, tüketicilerin ikinci el alışveriş motivasyonlarının ve tüketici sinizminin çevrimiçi ikinci el alışveriş platformlarından ürün satın alma niyetleri üzerindeki etkisinin ve çevresel endişenin bu etki üzerindeki düzenleyici rolünün belirlenmesidir. Çevrimiçi ikinci el alışveriş platformlarından en az bir defa ürün satın almış 495 kişiden yüz yüze anket yöntemiyle elde edilen verilere hiyerarşik regresyon ve moderatör analizleri uygulanmıştır. Araştırma bulguları, tüketicilerin ikinci el satın alma motivasyonlarından sistem karşıtlığı, ekonomik motivasyon ve nostaljik haz ile tüketici sinizminin satın alma niyeti üzerinde anlamlı etkisinin olduğunu ortaya koymaktadır. Ayrıca çevresel endişe seviyesinin düzenleyici rolünün anlamlı olduğu belirlenmiştir. Buna göre sistem karşıtlığı, ekonomik motivasyon ve tüketici sinizminin satın alma niyeti üzerindeki etkilerini tüketicilerin çevresel endişe seviyesi farklılaştırmaktadır.

Keywords

• sürdürülebilir tüketim
• tüketici sinizmi
• çevresel endişe
• çevrimiçi alışveriş
• ikinci el alışveriş motivasyonu

A STUDY ON CONSUMERS' MOTIVATIONS TO SHOPPING FROM ONLINE SECOND-HAND SHOPPING PLATFORMS: THE MODERATING ROLE OF ENVIRONMENTAL CONCERN

Abstract

This study aims to determine the effects of consumers' second-hand shopping motivation and consumer cynicism on the intention to purchase from online second-hand shopping sites and the moderating role of environmental concern on these effects. Hierarchical regression and moderator analyzes were applied to the data obtained by face-to-face questionnaires from 495 people who have shopped at least once from online shopping platforms. In conclusion, economic motivation and nostalgic pleasure, the two sub-dimensions of consumers' second-hand shopping motivation, and consumer cynicism positively affect second-hand purchase intention. These effects differ according to the level of environmental concern.

Keywords

• sustainable consumption
• online shopping
• second-hand shopping motivation
• consumer cynicism
• environmental concern

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