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TÜKETİCİLER KENDİLERİNE NEDEN HEDİYE SATIN ALIR?

Year 2021, Volume: 26 Issue: 3, 339 - 352, 31.07.2021

Gizem Aydan Ayşe Şahin

Abstract

Tüketimin sembolik ve duygusallığa yönelik boyutu olarak nitelendirilebilecek bir kavram olan kendine hediye satın alma, tüketicilerin kendileri için bir ürün/hizmet satın almalarını ifade etmektedir. Bu çalışmanın amacı, tüketicilerin kendilerine hediye satın alma nedenlerini incelemektir. Bu amacı gerçekleştirmek için yapılan saha araştırmasında, 354 tüketicinin katılımı ile anket kullanılarak veri toplanmıştır. Verilerin analizinde t-Test, ANOVA ve diğer tanımlayıcı istatistiksel analizler kullanılmıştır. Araştırmadan elde edilen bulgulara göre, tüketicilerin en çok kendilerine iyi davranmak için hediye satın aldıkları görülmüştür. Tüketicilerin kendine hediye satın alma eğiliminin cinsiyet ve yaş gruplarına göre farklılık gösterdiği elde edilen bulgular arasındadır.

Keywords

Kendine Hediye Satın Alma Tüketici Tüketici Davranışı

References

  • 1. CLARKE, D. ve Mortimer, G. (2013). Self-gifting Guilt: An Examination of Self-gifting Motivations and Post-purchase Regret, Journal of Consumer Marketing, 30(6), 472-483.
  • 2. COŞKUN, R., Altunışık, R., Bayraktaroğlu, S., ve Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, Sakarya Kitapevi, Sakarya.
  • 3. FABER, R.J. ve Vohs K.D. (2004). Handbook of Self-Regulation: Research, Theory, and Applications, The Guilford Press, New York.
  • 4. FAURE, C. ve Mick, D.G. (1993). Self-gifts Through The Lens of Attribution Theory, Advances in Consumer Research, 20, 553-556.
  • 5. FISCHER, E. ve Arnold, S.J. (1990). More Than a Labor of Love: Gender Roles and Christmas Gift Shopping, Journal of Consumer Research, 17, 333-345.
  • 6. HEATH, M.T., Tynan, C. ve Ennew, C.T. (2011). Self-gift Giving: Understanding Consumers and Exploring Brand Messages, Journal of Marketing Communications, 17(2), 127-144.
  • 7. KALAYCI, Ş. (2018). Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri, Dinamik Akademi Yayıncılık, Ankara.
  • 8. KOÇ, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara.
  • 9. LUOMALA, H.T. ve Laaksonen, M. (1997). Mood-regulatory Self-gifts: Development of a Conceptual Framework, Journal of Economic Psychology, 18, 407-434.
  • 10. LUOMALA, H.T. (1998). A Mood-alleviative Perspective on Self-gift Behaviours: Stimulating Consumer Behaviour Theory Development, Journal of Marketing Management, 14, 109-132.
  • 11. LUOMALA, H.T. ve Laaksonen, M. (1999). A Qualitive Exploration of Mood-regulatory Self-gift Behaviours, Journal of Economic Pschology, 20,147-182.
  • 12. MCKEAGE, K.K.R., Richins, M.L. ve Debevec, K. (1993). Self-gifts and The Manifestation of Material Values, Advances in Consumer Research, 20, 359-364.
  • 13. MICK, D. ve DeMoss, M. (1990). To Me From Me: A Descriptive Phenomenology of Self-gifts, Advances in Consumer Research, 17, 677-682.
  • 14. MICK, D. ve DeMoss, M. (1990). Self-gifts: Phenomenological Insights from Four Contexts, Journal of Consumer Research, 17, 322-332.
  • 15. MICK, D. ve DeMoss, M. (1992). Further Findings on Self-gifts: Products, Qualities, and Socioeconomic Correlates, Advances in Consumer Research, 19, 140-146.
  • 16. MICK, D., DeMoss, M. ve Faber, R. (1992). A Projective Study of Motivations and Meanings of Self-gifts: Implications for Retail Management, Journal of Retailing, 68(2), 122-144.
  • 17. MICK, D.G. ve Faure, C. (1998). Consumer Self-gifts in Achievement Context: The role of Outcomes, Attributions, Emotions, and Deservingness, International Journal of Research in Marketing, 15, 293-307.
  • 18. MORTIMER, G., Bougoure, U.S. ve Fazal-E-Hasan, S. (2015). Development and Validation of The Self-gifting Consumer Behaviour Scale, Journal of Consumer Behaviour, 14, 165-179.
  • 19. OLSHAVSKY, R.W. ve Lee, D.H. (1993). Self-gifts: A Metacognition Perspective, Advances in Consumer Research, 20, 547-552.
  • 20. PALLANT, J. (2017). Spss Kullanma Kılavuzu Spss ile Adım Adım Veri Analizi, Anı Yayıncılık, Ankara.
  • 21. PUSAKSRIKIT, T. (2009). Self-Gift Behavior of Ethnic Minority Groups in Britain, The University of Manchester, Doctor of Philosophy Thesis, Manchester.
  • 22. SCHWARTZ, B. (1967). The Social Psychology of The Gift, The American Journal of Sociology, 73(1), 1-11.
  • 23. SHERRY, J. (1983). Gift Giving in Anthropological Perspective, Journal of Consumer Research, 10, 157-168.
  • 24. SIRGY, M.J. (1982). Self-Concept in Consumer Behaviour: A Critical Review, Journal of Consumer Research, 9(3), 287-300.
  • 25. TABACHNICK, B.G. ve Fidell, L.S. (2013), Using Multivariate Statistics, Pearson, Boston.
  • 26. TYNAN, C., Heath, M.T., Ennew, C., Wang, F. ve Sun, L. (2010). Self-gift Giving in China and UK: Collectivist Versus Individualist Orientations, Journal of Marketing Management, 26, 1112-1128.
  • 27. WARD, C. B. ve Tran, T. (2008). Consumer Gifting Behaviours: One for you, one for me? Services Marketing Quarterly, 29(2), 1-17.

Year 2021, Volume: 26 Issue: 3, 339 - 352, 31.07.2021

Gizem Aydan Ayşe Şahin

Abstract

References

  • 1. CLARKE, D. ve Mortimer, G. (2013). Self-gifting Guilt: An Examination of Self-gifting Motivations and Post-purchase Regret, Journal of Consumer Marketing, 30(6), 472-483.
  • 2. COŞKUN, R., Altunışık, R., Bayraktaroğlu, S., ve Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı, Sakarya Kitapevi, Sakarya.
  • 3. FABER, R.J. ve Vohs K.D. (2004). Handbook of Self-Regulation: Research, Theory, and Applications, The Guilford Press, New York.
  • 4. FAURE, C. ve Mick, D.G. (1993). Self-gifts Through The Lens of Attribution Theory, Advances in Consumer Research, 20, 553-556.
  • 5. FISCHER, E. ve Arnold, S.J. (1990). More Than a Labor of Love: Gender Roles and Christmas Gift Shopping, Journal of Consumer Research, 17, 333-345.
  • 6. HEATH, M.T., Tynan, C. ve Ennew, C.T. (2011). Self-gift Giving: Understanding Consumers and Exploring Brand Messages, Journal of Marketing Communications, 17(2), 127-144.
  • 7. KALAYCI, Ş. (2018). Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri, Dinamik Akademi Yayıncılık, Ankara.
  • 8. KOÇ, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara.
  • 9. LUOMALA, H.T. ve Laaksonen, M. (1997). Mood-regulatory Self-gifts: Development of a Conceptual Framework, Journal of Economic Psychology, 18, 407-434.
  • 10. LUOMALA, H.T. (1998). A Mood-alleviative Perspective on Self-gift Behaviours: Stimulating Consumer Behaviour Theory Development, Journal of Marketing Management, 14, 109-132.
  • 11. LUOMALA, H.T. ve Laaksonen, M. (1999). A Qualitive Exploration of Mood-regulatory Self-gift Behaviours, Journal of Economic Pschology, 20,147-182.
  • 12. MCKEAGE, K.K.R., Richins, M.L. ve Debevec, K. (1993). Self-gifts and The Manifestation of Material Values, Advances in Consumer Research, 20, 359-364.
  • 13. MICK, D. ve DeMoss, M. (1990). To Me From Me: A Descriptive Phenomenology of Self-gifts, Advances in Consumer Research, 17, 677-682.
  • 14. MICK, D. ve DeMoss, M. (1990). Self-gifts: Phenomenological Insights from Four Contexts, Journal of Consumer Research, 17, 322-332.
  • 15. MICK, D. ve DeMoss, M. (1992). Further Findings on Self-gifts: Products, Qualities, and Socioeconomic Correlates, Advances in Consumer Research, 19, 140-146.
  • 16. MICK, D., DeMoss, M. ve Faber, R. (1992). A Projective Study of Motivations and Meanings of Self-gifts: Implications for Retail Management, Journal of Retailing, 68(2), 122-144.
  • 17. MICK, D.G. ve Faure, C. (1998). Consumer Self-gifts in Achievement Context: The role of Outcomes, Attributions, Emotions, and Deservingness, International Journal of Research in Marketing, 15, 293-307.
  • 18. MORTIMER, G., Bougoure, U.S. ve Fazal-E-Hasan, S. (2015). Development and Validation of The Self-gifting Consumer Behaviour Scale, Journal of Consumer Behaviour, 14, 165-179.
  • 19. OLSHAVSKY, R.W. ve Lee, D.H. (1993). Self-gifts: A Metacognition Perspective, Advances in Consumer Research, 20, 547-552.
  • 20. PALLANT, J. (2017). Spss Kullanma Kılavuzu Spss ile Adım Adım Veri Analizi, Anı Yayıncılık, Ankara.
  • 21. PUSAKSRIKIT, T. (2009). Self-Gift Behavior of Ethnic Minority Groups in Britain, The University of Manchester, Doctor of Philosophy Thesis, Manchester.
  • 22. SCHWARTZ, B. (1967). The Social Psychology of The Gift, The American Journal of Sociology, 73(1), 1-11.
  • 23. SHERRY, J. (1983). Gift Giving in Anthropological Perspective, Journal of Consumer Research, 10, 157-168.
  • 24. SIRGY, M.J. (1982). Self-Concept in Consumer Behaviour: A Critical Review, Journal of Consumer Research, 9(3), 287-300.
  • 25. TABACHNICK, B.G. ve Fidell, L.S. (2013), Using Multivariate Statistics, Pearson, Boston.
  • 26. TYNAN, C., Heath, M.T., Ennew, C., Wang, F. ve Sun, L. (2010). Self-gift Giving in China and UK: Collectivist Versus Individualist Orientations, Journal of Marketing Management, 26, 1112-1128.
  • 27. WARD, C. B. ve Tran, T. (2008). Consumer Gifting Behaviours: One for you, one for me? Services Marketing Quarterly, 29(2), 1-17.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Gizem Aydan 0000-0002-8548-1979

Ayşe Şahin 0000-0001-7006-3072

Publication Date July 31, 2021
Published in Issue Year 2021 Volume: 26 Issue: 3

Cite

APA Aydan, G., & Şahin, A. (2021). TÜKETİCİLER KENDİLERİNE NEDEN HEDİYE SATIN ALIR?. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 26(3), 339-352.
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