Durumsal Benlik Saygısının Reklam İzleme ile Kompulsif Satın Alma İlişkisindeki Düzenleyici Etkisi1

Year 2018, Volume: 4 Issue: 5, 118 - 133, 11.08.2018

Tülay Korkmaz Devrani

Abstract

Bu çalışmanın amacı genç tüketicilerde reklam izleme ile kompulsif satın alma arasındaki ilişkinin belirlenmesidir. Çalışmada ayrıca reklam izleme ile kompulsif satın alma arasındaki ilişkide durumsal benlik saygısının alt boyutlarının düzenleyici etkisi incelenecektir. Çalışma Ankara’da yaşayan 18-30 yaş arasındaki genç tüketici örnekleminden toplanan 266 geçerli anket üzerinden yürütülmüştür. Yapılan regresyon analizi sonuçlarına göre genç tüketicilerde reklam izleme derecesi arttıkça kompulsif satın alma artmaktadır. Durumsal benlik saygısının alt boyutlarından performans benlik saygısının reklam izleme ile kompulsif satın alma arasında düzenleyici etkisi bulunmaz iken sosyal benlik saygısının ve görünüm benlik saygısının reklam izleme ile kompulsif satın alma ilişkisinde düzenleyici etkisi bulunmuştur.

Keywords

Kompulsif Satın Alma, Durumsal Benlik Saygısı

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