HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ

Year 2019, Issue: 35, 93 - 108, 26.04.2019

Emrah Tokgöz

https://doi.org/10.30794/pausbed.402715

Cited By: 13

Abstract

Pazarlama
yazınına göre tüketim, doğası gereği, bir taraftan faydacı diğer taraftan da
hedonik boyutları olan ikili bir davranıştır. Araştırmanın amacı hedonik ve
faydacı tüketimin, dürtüsel ve kompulsif satın alma davranışları üzerindeki
etkisini incelemektir. Bu amaca ulaşmak için alanyazından elde edilen bilgiler
ışığında Yapısal Eşitlik Modeli (YEM)
oluşturulmuştur. Örnekleme yöntemi olarak, kümelere göre örnekleme yöntemi
kullanılmıştır. Araştırma kapsamında, meslek yüksekokulunda öğrenim gören
öğrencilerden, bırak-topla yöntemiyle, kullanılabilir durumda 668 adet anket
elde edilmiştir. Oluşturulan modelin sonuçlarına göre hedonik tüketim, dürtüsel
ve kompulsif satın alma üzerinde anlamlı ve pozitif direkt bir etkiye sahiptir.
Faydacı tüketim, dürtüsel ve kompulsif satın alma üzerinde anlamlı ve negatif
direkt bir etkiye sahiptir. Tüketici, hedonik temelli ürünler arayarak dürtüsel
ve kompulsif satın alma kararları vermektedir. Ayrıca faydacı ve hedonik
tüketimin, kompulsif satın alma üzerindeki etkisinde dürtüsel satın almanın
aracılık etkisi yoktur.

Keywords

Hedonik Tüketim, Faydacı Tüketim, Dürtüsel Satın Alma, Kompulsif Satın Alma

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