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Anlık Duygu Durumu ve Mutluluğun Plansız Satın Almaya Etkisi

Yıl 2019, Cilt: 11 Sayı: 18, 1167 - 1193, 30.06.2019
https://doi.org/10.26466/opus.536345

Öz

Duygu, genel
olarak bireyin nasıl hissettiği ve hissettiği şeyin bireyde ne tür bir etki
yarattığına odaklanmaktadır. Mutluluk ise, bireyin yaşamına dair olumlu düşünce
ve duygularının miktarca üstünlüğü yani bireylerin yaşamlarından aldıkları
doyum ve olumlu duyguların toplamıdır. Bu bağlamda bu çalışmanın amacını anlık
duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışı
üzerindeki etkisini incelemek oluşturmaktadır. 
Bu amaçla Sivas ilinde kolayda örnekleme metoduyla belirlenen 399 kişi
ile yüz yüze anket tekniği ile veriler toplanmıştır. “Anlık Duygu Durumu”,
“Mutluluk” ve “Plansız Satın Alma” değişkenlerinin katılımcıların yaş,
cinsiyet, medeni durum, eğitim seviyesi ve meslek türlerine göre
karşılaştırılmasında Bağımsız Örneklemler T Testi, Tek Yönlü Varyans Analizi
kullanılmıştır. Daha sonra anlık duygu durumu ve mutluluğun plansız satın alma
davranışı üzerinde etkisinin olup olmadığı ise Pearson korelasyon katsayısı ve
çoklu doğrusal regresyon analizi ile incelenmiştir. Analiz sonuçlarına göre
anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışıyla
orta/pozitif düzeyde ve anlamlı bir ilişki içinde oldukları tespit edilmiştir.
Ayrıca anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma
davranışını %17 oranında açıklamaktadır. 

Kaynakça

  • Amos, C., Holmes, G. R., and Keneson, W. C. (2014). A meta-analysis of consumer impulsebuying. Journal Of Retailing And Consumer Services, 21, 86-97.
  • Argyle, M., Martin, M., and Crossland, J. (1989). Happiness As A Function Of Personality And Social Encounters. In J.P. Forgas, J.M. Innes (Eds.), Recent advances in social psychology: An international perspective (189- 203). Amsterdam: North Holland, El-sevier Science.
  • Badgaiyan, A. J. and Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour-evidence from India. Journal Of Retailing And Consumer Services, 21, 537-549.
  • Ben-Zur H.(2003). Happy Adolescents: The link between subjective well-being, internal resources and parental factors. J. Youth Adolesc, 32, 67-79.
  • Bessouh, N. and Belkhir, D. (2018). The effect of mood on ımpulse buying behavior: Case of Algerian buyers, Austin J. Bus Adm Manage, 2(1), 1023.
  • Bessouh, N., Saidi, T. and Belarbi, A.(2017). Women and the purchasing decision, British Journal Of Marketing Studies, 5, 1-12.
  • Caprara, G., Steca, P., Gerbino, M., Paciello, M. and Vecchio, G.(2006). Looking for adolescents’ well-being: Self-efficacy beliefs as determinants of positive thinking and happiness. Epidemiol Psychiatr Soc, 15, 30-43.
  • Cropanzano, R., Weiss, H. M., Hale, J. M. S. and Reb, J. (2003). The structure of affect: Reconsidering the relationship between negative and positive affectivity, Journal Of Management, 29(6), 831-857.
  • Dittmar, H. and Drury, J. (2000). Self-ımagine-is it in the bag? A qualitative comparison between ‘ordinary ’and ‘excessive’ consumers, Journal Of Economic Psychology, 21, 109–142.
  • Doğan, T. ve Sapmaz, F. (2012). Mutluluk ve yaşam doyumunun yordayıcısı olarak iyimserlik. Mersin Üniversitesi Eğitim Fakültesi Dergisi, 8 (3), 391-400.
  • Doğan, Y. ve Özdevecioğlu M. (2009). Pozitif ve negatif duygusallığın çalışanların performansları üzerindeki etkisi, Sü İibf Sosyal Ve Ekonomik Araştırmalar Dergisi,9(18), 165-190.
  • Fernandez-Abascal, E. G. and Diaz, D. M. (2013). Affective induction and creative thiking, Creativity Research Journal, 25(2), 213-221.
  • Filser, M. (1996), Vers une consommation plus affective, Revue França-ise De Gestion,110, 90-99.
  • Gardner, M.P and Rook, D.W (1988). Effects of impulse purchase on consumers:Affectivestates , Advances İn Consumer Research, 15, 127- 130.
  • Handayani, W., Anshori, M., Usman, I. and Mudjanarko, S. W. (2018). Why are you happy with impulse buying?: Evidence from Indonesia. Management Science Letters, 8(5), 283-292.
  • Kong-Hee, K. (2012). Emotion and strategic decision-making behavior: Developing a theoretical model, International Journal Of Business And Socialscience, 3(1), 105-113.
  • Laveri, D. A., Kleine, R. E. and Kleine, S. S. (1993). Linking emotions and values in consumption experiences: An exploratory study, Advances İn Consumer Research, 20, 70-75.
  • Lichtle, M.C. and Plichon, V. (2005). La diversite des etats affectifs sur le point de vente, Decision Marketing, 39, 33-42.
  • Mausbach, B.T., Roepke, S.K., Depp, C.A., Patterson, T.L. and Grant, I.(2009). Specificity of cognitive and behavioral variables to positive and negative affect. Behav Res Ther, 47,608-615.
  • Mroczek, D.K., and Kolarz, C. M. (1998). The effect of age on positive and negative affect: A developmental perspective on happiness. J Pers Socpsychol, 75, 1333-1349.
  • O’shaughnessy, J., and Jackson, O. N. (2002). Marketing, the consumer Societyandhedonism. Europeanjournal of Marketing, 36(5-6), 524-547.
  • Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and ımpulse purchasers, in Na—Advances İn Consumer Research, 20, Eds. Leigh Mcalister And Michael L. Rothschild, Provo, Ut: Association For Consumer Research, 341-344.
  • Podoshen, J. S. ve Andrzejewski, S. A. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory And Practice, 20, 319-334.
  • Podoshen, J. S., Andrzejewski, S. A. ve Hunt, J. (2014). Materialism, conspicuous consumption and American hip-hop subculture. Journal of International Consumer Marketing, 26(4), 271-283.
  • Ready, R.E, Vaidya, J.G, Watson, D., Latzman, R.D., Koffel E.A. ve Clar, L.A.(2011). Age-group differences in facets of positive and negative affect. Aging Ment Health, 15,784-795.
  • Rook, D. W. ve Stephen J. H. (1985). Consuming impulses, in advances in consumer research, 12, Eds. Morris B. Holbrook And Elizabeth C. Hirschman, Provo, Ut: Association For Consumer Research, 23-27.
  • Rook, D. W. (1987). The buying impulse. Journal Of Consumer Research, 14, 189-199.
  • Özkan, S. (2018). Y kuşağının kozmetik ürünlerine karşı plansız satın alma davranışları üzerine bir inceleme. Yayınlanmamış Yüksek Lisans Tezi, Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü,İstanbul.
  • Saleh, M. A. E. H. (2012). An investigation of the relationship between unplanned buying and post purchase regret. International Journal of Marketing Studies, 4(4), 106-120.
  • Seinauskiene, B., Mascinskiene, J. ve Jucaityte, I. (2015). The relati-onship of happiness, impusel buying and brand loyalty. Social And Behavioral Sciences, 213, 687-693.
  • Sheth, J. N. ve Parvatiyar, A. (1995). Thee volution of relationship marketing. International Business Review, 4, 397-418.
  • Silvera, D. H., Lavack, A. M. ve Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective well being. Journal Of Consumer Marketing, 25(1),23-33. Sneath, J. Z., Lacey, R., ve Kennett-Hansel, P. A.(2009). Coping with a natural disaster: losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
  • Usta, I. (2006). Liderlik davranışının çalışanların öznel iyi oluşları ve işe yabancılaşmaya etkisi: Bir alan araştırması. Yayınlanmamış Doktora Tezi, Trakya Üniversitesi Sosyal Bilimler Enstitüsü, Edirne.
  • Verplanken, B. ve Herabadi, A. G. (2001). Individual differences ım-pulse buying tendency: Feeling and no thinking. European Journal Of Personality, 15, 71-83.
  • Verplanken, B., Herabadi, A. G., Perry, J. A. ve Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology&Health, 20, 429-441.
  • Vohs, K. ve Ronald, F. R. (2003). Self-regulation and impulsive spending patterns. in Na- Advances in Consumer Research, 30, 125-126.
  • Watson, D., Clark, L.A. ve Tellegen, A. (1988). Development and validation of brief measure of positive and negative affect: The Panas Scales. Journal of Personality And Social Psychology, 54(6), 1063-1070. Wilson, W. R. (1967). Correlates of avowed happiness. Psychological Bulletin, 67 (4), 294-306.

Instant Emotion Status and the Effect of Happiness on Unplanned Purchase

Yıl 2019, Cilt: 11 Sayı: 18, 1167 - 1193, 30.06.2019
https://doi.org/10.26466/opus.536345

Öz

Emotion
focuses on how the individual feels and what he / she feels in general. Happiness
is the sum total of positive thoughts and emotions of an individual's life,
that is, the sum of satisfaction and positive emotions that individuals receive
from their lives. In this context, the purpose of this study is to examine the
effect of momentary mood and happiness variables on unplanned purchasing
behavior. For this purpose, data were collected by face-to-face survey
technique with 399 people who were determined by convenience sampling method in
Sivas. Independent samples T-test, one-way analysis of variance in comparison
of “Instant Emotion Status”, "Happiness" and "Unplanned
Purchase" variables according to age, gender, marital status, education
level and occupation types of participants used. The Pearson correlation
coefficient and multiple linear regression analysis were then investigated for
the effect of instant emotion status and happiness on unplanned purchasing
behavior. According to the results of the analysis, instant emotion status and
happiness variables had a moderate / positive relationship with unplanned
buying behavior. It also explains the unplanned buying behavior of instant
emotion status and happiness variables by 17%.

Kaynakça

  • Amos, C., Holmes, G. R., and Keneson, W. C. (2014). A meta-analysis of consumer impulsebuying. Journal Of Retailing And Consumer Services, 21, 86-97.
  • Argyle, M., Martin, M., and Crossland, J. (1989). Happiness As A Function Of Personality And Social Encounters. In J.P. Forgas, J.M. Innes (Eds.), Recent advances in social psychology: An international perspective (189- 203). Amsterdam: North Holland, El-sevier Science.
  • Badgaiyan, A. J. and Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour-evidence from India. Journal Of Retailing And Consumer Services, 21, 537-549.
  • Ben-Zur H.(2003). Happy Adolescents: The link between subjective well-being, internal resources and parental factors. J. Youth Adolesc, 32, 67-79.
  • Bessouh, N. and Belkhir, D. (2018). The effect of mood on ımpulse buying behavior: Case of Algerian buyers, Austin J. Bus Adm Manage, 2(1), 1023.
  • Bessouh, N., Saidi, T. and Belarbi, A.(2017). Women and the purchasing decision, British Journal Of Marketing Studies, 5, 1-12.
  • Caprara, G., Steca, P., Gerbino, M., Paciello, M. and Vecchio, G.(2006). Looking for adolescents’ well-being: Self-efficacy beliefs as determinants of positive thinking and happiness. Epidemiol Psychiatr Soc, 15, 30-43.
  • Cropanzano, R., Weiss, H. M., Hale, J. M. S. and Reb, J. (2003). The structure of affect: Reconsidering the relationship between negative and positive affectivity, Journal Of Management, 29(6), 831-857.
  • Dittmar, H. and Drury, J. (2000). Self-ımagine-is it in the bag? A qualitative comparison between ‘ordinary ’and ‘excessive’ consumers, Journal Of Economic Psychology, 21, 109–142.
  • Doğan, T. ve Sapmaz, F. (2012). Mutluluk ve yaşam doyumunun yordayıcısı olarak iyimserlik. Mersin Üniversitesi Eğitim Fakültesi Dergisi, 8 (3), 391-400.
  • Doğan, Y. ve Özdevecioğlu M. (2009). Pozitif ve negatif duygusallığın çalışanların performansları üzerindeki etkisi, Sü İibf Sosyal Ve Ekonomik Araştırmalar Dergisi,9(18), 165-190.
  • Fernandez-Abascal, E. G. and Diaz, D. M. (2013). Affective induction and creative thiking, Creativity Research Journal, 25(2), 213-221.
  • Filser, M. (1996), Vers une consommation plus affective, Revue França-ise De Gestion,110, 90-99.
  • Gardner, M.P and Rook, D.W (1988). Effects of impulse purchase on consumers:Affectivestates , Advances İn Consumer Research, 15, 127- 130.
  • Handayani, W., Anshori, M., Usman, I. and Mudjanarko, S. W. (2018). Why are you happy with impulse buying?: Evidence from Indonesia. Management Science Letters, 8(5), 283-292.
  • Kong-Hee, K. (2012). Emotion and strategic decision-making behavior: Developing a theoretical model, International Journal Of Business And Socialscience, 3(1), 105-113.
  • Laveri, D. A., Kleine, R. E. and Kleine, S. S. (1993). Linking emotions and values in consumption experiences: An exploratory study, Advances İn Consumer Research, 20, 70-75.
  • Lichtle, M.C. and Plichon, V. (2005). La diversite des etats affectifs sur le point de vente, Decision Marketing, 39, 33-42.
  • Mausbach, B.T., Roepke, S.K., Depp, C.A., Patterson, T.L. and Grant, I.(2009). Specificity of cognitive and behavioral variables to positive and negative affect. Behav Res Ther, 47,608-615.
  • Mroczek, D.K., and Kolarz, C. M. (1998). The effect of age on positive and negative affect: A developmental perspective on happiness. J Pers Socpsychol, 75, 1333-1349.
  • O’shaughnessy, J., and Jackson, O. N. (2002). Marketing, the consumer Societyandhedonism. Europeanjournal of Marketing, 36(5-6), 524-547.
  • Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and ımpulse purchasers, in Na—Advances İn Consumer Research, 20, Eds. Leigh Mcalister And Michael L. Rothschild, Provo, Ut: Association For Consumer Research, 341-344.
  • Podoshen, J. S. ve Andrzejewski, S. A. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory And Practice, 20, 319-334.
  • Podoshen, J. S., Andrzejewski, S. A. ve Hunt, J. (2014). Materialism, conspicuous consumption and American hip-hop subculture. Journal of International Consumer Marketing, 26(4), 271-283.
  • Ready, R.E, Vaidya, J.G, Watson, D., Latzman, R.D., Koffel E.A. ve Clar, L.A.(2011). Age-group differences in facets of positive and negative affect. Aging Ment Health, 15,784-795.
  • Rook, D. W. ve Stephen J. H. (1985). Consuming impulses, in advances in consumer research, 12, Eds. Morris B. Holbrook And Elizabeth C. Hirschman, Provo, Ut: Association For Consumer Research, 23-27.
  • Rook, D. W. (1987). The buying impulse. Journal Of Consumer Research, 14, 189-199.
  • Özkan, S. (2018). Y kuşağının kozmetik ürünlerine karşı plansız satın alma davranışları üzerine bir inceleme. Yayınlanmamış Yüksek Lisans Tezi, Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü,İstanbul.
  • Saleh, M. A. E. H. (2012). An investigation of the relationship between unplanned buying and post purchase regret. International Journal of Marketing Studies, 4(4), 106-120.
  • Seinauskiene, B., Mascinskiene, J. ve Jucaityte, I. (2015). The relati-onship of happiness, impusel buying and brand loyalty. Social And Behavioral Sciences, 213, 687-693.
  • Sheth, J. N. ve Parvatiyar, A. (1995). Thee volution of relationship marketing. International Business Review, 4, 397-418.
  • Silvera, D. H., Lavack, A. M. ve Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective well being. Journal Of Consumer Marketing, 25(1),23-33. Sneath, J. Z., Lacey, R., ve Kennett-Hansel, P. A.(2009). Coping with a natural disaster: losses, emotions, and impulsive and compulsive buying. Marketing Letters, 20(1), 45-60.
  • Usta, I. (2006). Liderlik davranışının çalışanların öznel iyi oluşları ve işe yabancılaşmaya etkisi: Bir alan araştırması. Yayınlanmamış Doktora Tezi, Trakya Üniversitesi Sosyal Bilimler Enstitüsü, Edirne.
  • Verplanken, B. ve Herabadi, A. G. (2001). Individual differences ım-pulse buying tendency: Feeling and no thinking. European Journal Of Personality, 15, 71-83.
  • Verplanken, B., Herabadi, A. G., Perry, J. A. ve Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology&Health, 20, 429-441.
  • Vohs, K. ve Ronald, F. R. (2003). Self-regulation and impulsive spending patterns. in Na- Advances in Consumer Research, 30, 125-126.
  • Watson, D., Clark, L.A. ve Tellegen, A. (1988). Development and validation of brief measure of positive and negative affect: The Panas Scales. Journal of Personality And Social Psychology, 54(6), 1063-1070. Wilson, W. R. (1967). Correlates of avowed happiness. Psychological Bulletin, 67 (4), 294-306.
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

İbrahim Yemez 0000-0003-3176-6394

Şükran Karaca 0000-0002-0268-1810

Yayımlanma Tarihi 30 Haziran 2019
Kabul Tarihi 25 Mayıs 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 11 Sayı: 18

Kaynak Göster

APA Yemez, İ., & Karaca, Ş. (2019). Anlık Duygu Durumu ve Mutluluğun Plansız Satın Almaya Etkisi. OPUS International Journal of Society Researches, 11(18), 1167-1193. https://doi.org/10.26466/opus.536345

Cited By