TY  - JOUR
T1  - Yoksa rasyonel tüketici eğilimleri de esasında hedonik mi? Tüketicilerin rasyonel satın alma eğilimleri ve haz üzerine fenomenolojik bir çözümleme
TT  - Are rational consumer tendencies actually inherently hedonic? A phenomenological analysis of consumers' rational purchasing tendencies and pleasure
AU  - Temel, Eren
AU  - Anbarcı, Mehmet
PY  - 2025
DA  - June
Y2  - 2025
DO  - 10.69851/car.1660721
JF  - Kapadokya Akademik Bakış
JO  - CAR
PB  - Nevşehir Hacı Bektaş Veli Üniversitesi
WT  - DergiPark
SN  - 2602-3474
SP  - 38
EP  - 70
VL  - 9
IS  - 1
LA  - tr
AB  - Tüketiciler günlük yaşam pratiğinde hemen her satın almada karar alma süreciyle karşı karşıyadır. Genel kabul, her tüketicinin faydasını maksimize etmeye çalışacağıdır. Ancak, rasyonellik gerçekten hislerden yoksun mudur yoksa mantıklı bir karar verme sonucunda elde edilen fayda, tatmin edici olabilir, haz sağlayabilir mi? İşte bu noktada bu çalışmanın yanıt aradığı soru tüketicilerin satın alma süreçlerinde rasyonel eğilimleri, rasyonel olduğu düşünülen satın alma eylemlerinin sonucunda bir haz duygusunun üretilip üretilmediğidir. Bu çerçevede çalışma, tüketicilerin rasyonel satın alma eğilimleriyle satın alma sonrasındaki hedonik duygulanım eğilimleri üzerine fenomenolojik çözümleme yapmayı amaçlamaktadır. Bu doğrultuda nitel araştırma yöntemine dayalı yapılandırılmış görüşme tekniği kullanılarak tüketicilerden bir alışveriş senaryosunda market ürünleri bağlamındaki satın almalarına ilişkin yanıtlar vermeleri istenmiştir. Kolayda örnekleme yoluyla 18 katılımcıdan veri elde edilmiştir. Toplanan veriler fenomenolojik çözümleme kapsamında analiz edilmiştir. Bulgular, tüketicilerin fiyat araştırması yapma, indirimleri takip etme, faydayı maksimize etme çabası gibi bilinçli tüketici davranışları yönünden güçlü bir eğilim gösterdiklerini; diğer taraftan, bu eğilimin bireylerin psikolojik tatmin elde ettiği ve sosyal çevreleriyle paylaştıkları bir deneyim haline de geldiğini göstermiştir. Alışveriş sonrası sağlanan haz duygusu, bireylerin kendilerini akıllıca bir iş yapmış hissettikleri bir durum meydana getirmekte, bu haz, sosyal bir ödüllendirme halini almaktadır. Özgün bir araştırma tasarımına sahip olan çalışmada elde edilen bu sonuçlar, rasyonel satın alma kararlarının genellikle faydacı güdüler tarafından yönlendirilmesine rağmen, tüketicilerin haz ve ödül duygusuna katkıda bulunan güçlü duygusal tepkileri de uyandırabileceğini göstermiştir.
KW  - Fenomenolojik Çözümleme
KW  - Nitel Araştırma
KW  - Rasyonel Satın Alma
KW  - Tüketici Davranışları
KW  - Tüketici Eğilimleri
N2  - Consumers encounter the decision-making process in nearly every purchase they make in their daily lives. The general assumption is that each consumer seeks to maximize their own benefit. However, is rationality truly devoid of emotions, or can the benefit obtained from a logical decision-making process be satisfying and even pleasurable? At this point, the question that this study seeks to answer is whether consumers exhibit rational tendencies in their purchasing processes and whether purchasing actions perceived as rational generate a sense of pleasure. Within this framework, the study aims to conduct a phenomenological analysis of consumers' rational purchasing tendencies and their hedonic emotional responses following a purchase. To achieve this, a structured interview technique based on qualitative research methodology was employed. Consumers were asked to provide responses regarding their purchases of grocery products within a given shopping scenario. Data were collected from 18 participants through convenience sampling. The collected data were analyzed within the scope of phenomenological analysis. The findings indicate that consumers exhibit strong tendencies toward conscious consumer behaviors, such as conducting price research, tracking discounts, and striving to maximize utility. On the other hand, this tendency also transforms into a psychologically satisfying experience that individuals share with their social circles. The sense of pleasure obtained after shopping creates a state in which individuals feel that they have made a wise decision, and this pleasure takes on the form of a social reward. The results of this study, which features a unique research design, demonstrate that although rational purchasing decisions are generally guided by utilitarian motives, they can also evoke strong emotional responses that contribute to consumers' feelings of pleasure and reward.
CR  - Agar, M. H. (1986). Speaking of ethnography. USA: Sage Publications. https://doi.org/10.4135/9781412985895
CR  - Andreassen, C. S. (2014). Shopping addiction: an overview. Journal of Norwegian Psychological Association, 51(1), 194-209. https://doi.org/10.3389/fpsyg.2015.01374
CR  - Armağan, E., ve Temel, E. (2018). Türkiye’de online kompulsif alışveriş davranışı üzerine ampirik bir çalışma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(4), 621-653. https://doi.org/10.16953/deusosbil.346859
CR  - Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
CR  - Aquino, S. D., & Natividade, J. C. (2024). “Just do it”: Hedonic shopping motivations predicting consumer behavior beyond personality. Avances en Psicología Latinoamericana, 42(1), 1-17. https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501
CR  - Atkins, K. G. (2008). The smart shopping construct: Scale development and validation. [Unpublished doctoral dissertation]. University of Tennessee, USA.
CR  - Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
CR  - Bagozzi, R. P., Belanche, D., Casaló, L. V., & Flavián, C. (2016). The role of anticipated emotions in purchase intentions. Psychology & Marketing, 33(8), 629-645. https://doi.org/10.1002/mar.20905
CR  - Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. https://doi.org/10.1177/0092070399272005
CR  - Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmi sorunsalı üzerine kavramsal bir inceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Dergisi, 7(1), 231-274.
CR  - Belk, R. W. (1989). Extended self and extending paradigmatic perspective. Journal of Consumer Research, 16(1), 129-132. https://doi.org/10.1086/209202
CR  - Biercewicz, K., Włodarczyk, K., & Wiścicka-Fernando, M. (2024). Consumer emotions, purchasing decisions, shopping time, and paths in virtual reality. Human Technology, 20(2), 399-415. https://doi.org/10.14254/1795-6889.2024.20-2.8
CR  - Bloch, P. H. (1986). The product enthusiast: Implications for marketing strategy. Journal of Consumer Marketing, 3(3), 51-62. https://doi.org/10.1108/eb008170
CR  - Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81. https://doi.org/10.2307/1251198
CR  - Booth, S. A. (1992). Learning to program: A phenomenographic perspective. Göteborg: Acta Universitatis Gothoburgensis.
CR  - Brocki, J. M., & Wearden, A. J. (2006). A critical evaluation of the use of interpretative phenomenological analysis (IPA) in health psychology. Psychology and Health, 21(1), 87-108. https://doi.org/10.1080/14768320500230185
CR  - Brown, C. M., & McConnell, A. R. (2011). Discrepancy-based and anticipated emotions in behavioral self-regulation. Emotion, 11(5), 1091-1095. https://doi.org/10.1037/a0021756
CR  - Bryman, A. (2016). Social research methods. Oxford: Oxford University Press.
CR  - Cabanac, M., & Bonniot-Cabanac, M. C. (2007). Decision making: Rational or hedonic?. Behavioral and Brain Functions, 3, 1-8. https://doi.org/10.1186/1744-9081-3-45
CR  - Chang, E.-C., Lv, Y., Chou, T.-J., He, Q., & Song, Z. (2014). Now or later: Delay’s effects on post-consumption emotions and consumer loyalty. Journal of Business Research, 67(7), 1368-1375. https://doi.org/10.1016/j.jbusres.2013.08.016
CR  - Chang, Y. W., Hsu, P. Y., Chen, J., Shiau, W. L., & Xu, N. (2023). Utilitarian and/or hedonic shopping–consumer motivation to purchase in smart stores. Industrial Management & Data Systems, 123(3), 821-842. https://doi.org/10.1108/IMDS-04-2022-0250
CR  - Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self‐confidence: A cross‐cultural study. Psychology & Marketing, 24(1), 69-91. https://doi.org/10.1002/mar.20153
CR  - Clark, R. A., & Goldsmith, R. E. (2005). Market mavens: Psychological influences. Psychology & Marketing, 22(4), 289-312. https://doi.org/10.1002/mar.20060
CR  - Clark, R. A., Goldsmith, R. E., & Goldsmith, E. B. (2008). Market mavenism and consumer self‐confidence. Journal of Consumer Behaviour: An International Research Review, 7(3), 239-248. https://doi.org/10.1002/cb.248
CR  - Consoli, D. (2009). Emotions that influence purchase decisions and their electronic processing. Annales Universitatis Apulensis Series Oeconomica, 11(2), 996-1008.
CR  - Cope, C. (2004). Ensuring validity and reliability in phenomenographic research using the analytical framework of a structure of awareness. Qualitative Research Journal, 4(2), 5-18.
CR  - Creswell, J. W. (2018). Nitel araştırma yöntemleri: Beş yaklaşıma göre nitel araştırma ve araştırma deseni. (M. Bütün ve S. Demir, Çev. Ed.). Ankara: Siyasal Kitabevi.
CR  - Cypress, B. S. (2017). Rigor or reliability and validity in qualitative research. Dimensions of Critical Care Nursing, 36(4), 253-263. https://doi.org/10.1097/DCC.0000000000000253
CR  - Doğaner, M., ve Temel, E. (2020). Genç pazar kurtları, ailelerinin satın alma karar sürecini etkiliyor mu? online alışveriş çerçevesinde nicel bir araştırma. Business Economics and Management Research Journal, 3(1), 25-48.
CR  - Dömbekci, H. A., ve Erişen, M. A. (2022). Nitel araştırmalarda görüşme tekniği. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 141-160. https://doi.org/10.18037/ausbd.1227330
CR  - Dubé, L., & Menon, K. (2000). Multiple roles of consumption emotions in post‐purchase satisfaction with extended service transactions. International Journal of Service Industry Management, 11(3), 287-304. https://doi.org/10.1108/09564230010340788
CR  - Durmaz, Y. (2014). The impact of psychological factors on consumer buying behavior and an empirical application in Turkey. Asian Social Science, 10, 194-204. https://doi.org/10.5539/ass.v10n6p194
CR  - Feick, L. F., & Price, L. L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97. https://doi.org/10.2307/1251146
CR  - Finlay, L. (2011). Phenomenology for therapists: Researching the lived world. Wiley-Blackwell.
CR  - Fritz, R. L., & Vandermause, R. (2018). Data collection via in-depth email interviewing: Lessons from the field. Qualitative Health Research, 28(10), 1640-1649. https://doi.org/10.1177/1049732316689067
CR  - Giorgi, A. (1988). Validity and reliability from a phenomenological perspective. In Recent Trends in Theoretical Psychology: Proceedings of the Second Biannual Conference of the International Society for Theoretical Psychology (pp. 167-176). New York, NY: Springer. https://doi.org/10.1007/978-1-4612-3902-4
CR  - Goldsmith, R. E. (2000). Characteristics of the heavy user of fashionable clothing. Journal of Marketing Theory and Practice, 8(4), 21-28. https://doi.org/10.1080/10696679.2000.11501877
CR  - Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Motivators of market mavenism in the retail environment. Journal of Retailing and Consumer Services, 19(4), 390-397. https://doi.org/10.1016/j.jretconser.2012.03.005
CR  - Goldsmith, R. E., Clark, R. A., & Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behaviour: An International Research Review, 5(5), 411-419. https://doi.org/10.1002/cb.189
CR  - Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54-65. https://doi.org/10.1080/10696679.2003.11658508
CR  - Halevi Hochwald, I., Green, G., Sela, Y., Radomyslsky, Z., Nissanholtz‐Gannot, R., & Hochwald, O. (2023). Converting qualitative data into quantitative values using a matched mixed‐methods design: A new methodological approach. Journal of Advanced Nursing, 79(11), 4398-4410. https://doi.org/10.1111/jan.15649
CR  - Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300. https://doi.org/10.1037/0003-066X.52.12.1280
CR  - Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439-460. https://doi.org/10.1037/0033-295X.113.3.439
CR  - Hill, C. E., Thompson, B. J., & Williams, E. N. (1997). A guide to conducting consensual qualitative research. The Counseling Psychologist, 25, 517-572. https://doi.org/10.1177/0011000097254001
CR  - Hyman, M. R., & Sierra, J. J. (2016). Open-versus close-ended survey questions. Business Outlook, 14(2), 1-5.
CR  - James, N. ve Busher, H. (2012). Internet interviewing. In F.Gubrium, J. A. Holstein, A. B. Marvasti, K. D. McKinney (Eds.), The Sage handbook of interview research the complexity of the craft (pp. 177-192). Los Angeles, London, New Delhi: Sage Publications.
CR  - Jasper, M. A. (1994). Issues in phenomenology for researchers of nursing. Journal of Advanced Nursing, 19(2), 309-314.
CR  - Krefting, L. (1991). Rigor in qualitative research: The assessment of trustworthiness. The American Journal of Occupational Therapy, 45(3), 214-222. https://doi.org/10.5014/ajot.45.3.214
CR  - Kuo, Y.-F., & Wu, C.-M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138. https://doi.org/10.1016/j.ijinfomgt.2011.09.001
CR  - Kvale, S. (2009). Interviews: Learning the craft of qualitative research interviewing. Sage Publication.
CR  - Larkin, M., & Thompson, A. R. (2011). Interpretative phenomenological analysis in mental health and psychotherapy research. In David Harper, Andrew R. Thompson (Eds.), Qualitative research methods in mental health and psychotherapy (pp. 99-116). John Wiley & Sons, Inc. 
https://doi.org/10.1002/9781119973249.ch8
CR  - Larkin, M., Watts, S., & Clifton, E. (2006). Giving voice and making sense in interpretative phenomenological analysis. Qualitative Research in Psychology, 3(2), 102-120. https://doi.org/10.1191/1478088706qp062oa
CR  - Laros, F. J. M., & Steenkamp, J. B. E. M. (2005). Emotions in consumer behavior: A hierarchical approach. Journal of Business Research, 58(100), 1437-1445. https://doi.org/10.1016/j.jbusres.2003.09.013
CR  - Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53. https://doi.org/10.2307/3151549
CR  - Leonov, Y., Nakonechnyi, O., Khalimanenko, V., Nikolaiko, H., & Heraimovych, V. (2023). Analysis of the influence of psychological factors on consumer behavior and the decision-making process. Economic Affairs, 68(3), 1643-1651. https://doi.org/10.46852/0424-2513.3.2023.29
CR  - Li, X., & Hsee, C. K. (2019). Being “rational” is not always rational: Encouraging people to be rational leads to hedonically suboptimal decisions. Journal of the Association for Consumer Research, 4(2), 115-124. https://doi.org/10.1086/701966
CR  - Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of Marketing, 54(3), 54-67. https://doi.org/10.1177/002224299005400305
CR  - Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245. https://doi.org/10.2307/3172830
CR  - Linabary, J. R., & Hamel, S. A. (2017). Feminist online interviewing: Engaging issues of power, resistance and reflexivity in practice. Feminist Review, 115(1), 97-113. https://doi.org/10.1057/s41305-017-0041-3
CR  - Madhu, S., Soundararajan, V., & Parayitam, S. (2023). Online promotions and hedonic motives as moderators in the relationship between e-impulsive buying tendency and customer satisfaction: Evidence from India. Journal of Internet Commerce, 22(3), 395-431.
CR  - Martínez-López, F. J., Pla-García, C., Gázquez-Abad, J. C., & Rodríguez-Ardura, I. (2016). Hedonic motivations in online consumption behaviour. International Journal of Business Environment, 8(2), 121-151. https://doi.org/10.1504/IJBE.2016.076628
CR  - Maxwell, J. A. (2013). Qualitative research design: An interactive approach. USA: Sage Publications.
CR  - McCoyd, J. L., & Kerson, T. S. (2006). Conducting intensive interviews using email: A serendipitous comparative opportunity. Qualitative Social Work, 5(3), 389-406.
CR  - Meho, L. I. (2006). E‐mail interviewing in qualitative research: A methodological discussion. Journal of the American Society for Information Science and Technology, 57(10), 1284-1295. https://doi.org/10.1002/asi.20416
CR  - Mellers, B. A., & McGraw, A. P. (2001). Anticipated emotions as guides to choice. Current Directions in Psychological Science, 10(6), 210-214.
CR  - Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation. John Wiley & Sons.
CR  - Miller, R. M., Chan, C. D., & Farmer, L. B. (2018). Interpretative phenomenological analysis: A contemporary qualitative approach. Counselor Education and Supervision, 57(4), 240-254. https://doi.org/10.1002/ceas.12114
CR  - Miranda, M. J. (2009). Engaging the purchase motivations to charm shoppers. Marketing Intelligence & Planning, 27(1), 127-145.
CR  - Morgan, D. L. & Morgan, R. K. (2008). Single-case research methods for the behavioral and health sciences. SAGE Publications.
CR  - Morrow, S. L. (2005). Quality and trustworthiness in qualitative research in counseling psychology. Journal of Counseling Psychology, 52(2), 250-260. https://doi.org/10.1037/0022-0167.52.2.250
CR  - Morse, J. M. (2016). Qualitative health research: Creating a new discipline. Routledge.
CR  - Moustakas, C. (1994). Phenomenological research methods. Thousand Oaks. https://doi.org/10.4135/9781412995658
CR  - Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press. https://doi.org/10.4324/9780203782002
CR  - Murray, C. D., & Sixsmith, J. (1998). E-mail: A qualitative research medium for interviewing?. International Journal of Social Research Methodology, 1(2), 103-121. https://doi.org/10.1080/13645579.1998.10846867
CR  - Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53. https://doi.org/10.1509/jmkr.42.1.43.56889
CR  - Okutan, S., Bora, B., ve Altunışık, R. (2013). Keşifsel satın alma eğilimleri ve bu eğilimlerin plansız, kompülsif ve hedonik satın alma tarzlarıyla olan ilişkisinin incelenmesi. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 8(3), 117-136.
CR  - Onwuegbuzie, A. J., & Collins, K. M. (2007). A typology of mixed methods sampling designs in social science research. Qualitative Report, 12(2), 281-316.
CR  - Papathanassis, A., & Knolle, F. (2011). Exploring the adoption and processing of online holiday reviews: A grounded theory approach. Tourism Management, 32(2), 215-224. https://doi.org/10.1016/j.tourman.2009.12.005
CR  - Parkinson, T. L., & Schenk, C. T. (1980). An empirical investigation of the SOR paradigm of consumer involvement. Advances in Consumer Research, 7(1), 696-699.
CR  - Patrick, V. M., Chun, H. H., & MacInnis, D. J. (2009). Affective forecasting and self-control: Why anticipating pride wins over anticipating shame in a self-regulation context. Journal of Consumer Psychology, 19(3), 537-545. https://doi.org/10.1016/j.jcps.2009.05.006
CR  - Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour. British Journal of Social Psychology, 40(1), 79-98. https://doi.org/10.1348/014466601164704
CR  - Phillips, D. M., & Baumgartner, H. (2002). The role of consumption emotions in the satisfaction response. Journal of Consumer Psychology, 12(3), 243-252. https://doi.org/10.1207/S15327663JCP1203_06
CR  - Phillips-Pula, L., Strunk, J., & Pickler, R. H. (2011). Understanding phenomenological approaches to data analysis. Journal of Pediatric Health Care, 25(1), 67-71.  https://doi.org/10.1016/j.pedhc.2010.09.004
CR  - Pieters, R., & Zeelenberg, M. (2007). A theory of regret regulation 1.1. Journal of Consumer Psychology, 17(1), 29-35. https://doi.org/10.1207/s15327663jcp1701_6
CR  - Pietkiewicz, I., & Smith, J. A. (2014). A practical guide to using interpretative phenomenological analysis in qualitative research psychology. Psychological Journal, 20(1), 7-14. https://doi.org/10.14691/CPPJ.20.1.7
CR  - Pluta-Olearnik, M., & Szulga, P. (2022). The importance of emotions in consumer purchase decisions-A neuromarketing approach. Marketing of Scientific and Research Organizations, 44(2), 87-104. https://doi.org/10.2478/minib-2022-0010
CR  - Polat, A. (2022). Nitel araştırmalarda yarı-yapılandırılmış görüşme soruları: Soru form ve türleri, nitelikler ve sıralama. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 161-182. https://doi.org/10.18037/ausbd.1227335
CR  - Polisetty, A., Chakraborty, D., Singu, H. B., & Behl, A. (2024). Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation. Journal of Environmental Management, 359, 121095. https://doi.org/10.1016/j.jenvman.2024.121095
CR  - Polkinghorne, D. E. (1986). Conceptual validity in a nontheoretical human science. Journal of Phenomenological Psychology, 17(2), 129-150. https://doi.org/10.1163/156916286x00178
CR  - Polkinghorne, D. E. (2005). Language and meaning: Data collection in qualitative research. Journal of Counseling Psychology, 52(2), 137-145. https://doi.org/10.1037/0022-0167.52.2.137
CR  - Price, L. L., Feick, L.F., & Guskey-Federouch, A. (1988). Couponing behaviors of the market maven: Profile of a super couponer. Advances in Consumer Research, 15, 354-359.
CR  - Pringle, J., Drummond, J., McLafferty, E., & Hendry, C. (2011). Interpretative phenomenological analysis: A discussion and critique. Nurse Researcher, 18(3), 20-24. https://doi.org/10.7748/nr2011.04.18.3.20.c8459
CR  - Priest, H. (2002). An approach to the phenomenological analysis of data. Nurse Researcher, 10(2), 50-63. https://doi.org/10.7748/nr2003.01.10.2.50.c5888
CR  - Punch, K. F. (2005). Sosyal araştırmalara giriş, (Çev.) Bayrak D., Arslan H. B. ve Z. Akyüz, Ankara: Siyasal Kitabevi.
CR  - Qian, C., Chandrashekaran, M., & Yu, K. (2015). Understanding the role of consumer heterogeneity in the formation of satisfaction uncertainty. Psychology & Marketing, 32(1), 78-93. https://doi.org/10.1002/mar.20764
CR  - Reid, K., Flowers, P., & Larkin, M. (2005). Exploring lived experience. The Psychologist, 18, 20-23.
CR  - Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146. https://doi.org/10.1086/209499
CR  - Richins, M. L. (2008). Consumption emotions. In Product experience (pp. 399-422). Elsevier. https://doi.org/10.1016/B978-008045089-6.50019-8
CR  - Richins, M. L., & Bloch, P. H. (1991). Post-purchase product satisfaction: Incorporating the effects of involvement and time. Journal of Business Research, 23(2), 145-158. https://doi.org/10.1016/0148-2963(91)90025-S
CR  - Roberts, J. A., Manolis, C., & Pullig, C. (2014). Contingent self‐esteem, self‐presentational concerns, and compulsive buying. Psychology & Marketing, 31(2), 147-160. https://doi.org/10.1002/mar.20683
CR  - Rothschild, M. L., & Houston, M. J. (1978). Conceptual and methodological perspectiveson involvement. Advances in Consumer Research, 5, 184-187.
CR  - Rubel, D., & Okech, J. E. A. (2017). Qualitative research in group work: Status, synergies, and implementation. The Journal for Specialists in Group Work, 42(1), 54-86. https://doi.org/10.1080/01933922.2016.1264522
CR  - Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual restaurant industry. International Journal of Contemporary 
Hospitality Management, 22(3), 416-432. https://doi.org/10.1108/09596111011035981
CR  - Sandberg, J. (1997). Are phenomenographic results reliable? Higher Education Research and Development, 16(2), 203-212.
CR  - Seymour, W. S. (2001). In the flesh or online? Exploring qualitative research methodologies. Qualitative Research, 1(2), 147-168. https://doi.org/10.1177/146879410100100203
CR  - Slama, M., Nataraajan, R., & Williams, T. G. (2014). Market mavens and the relationship between smart buying and information provision: An exploratory study. In Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference (pp. 90-93). Cham: Springer. https://doi.org/10.1007/978-3-319-13248-8_19
CR  - Slama, M. E., & Williams, T. G. (1992). Generalization of the market maven’s information provision tendency across product categories. In Crittenden, V. L. (Ed.), Developments in marketing science, association for consumer research (pp. 90-103). UT: Provo.
CR  - Smith, J. A. (2011). Evaluating the contribution of interpretative phenomenological analysis. Health Psychology Review, 5(1), 9-27. https://doi.org/10.1080/17437199.2010.510659
CR  - Smith, J. A., Larkin, M., & Flowers, P. (2021). Interpretative phenomenological analysis: Theory, method and research. USA: Sage Publications.
CR  - Song, J., & Qu, H. (2017). The mediating role of consumption emotions. International Journal of Hospitality Management, 66, 66-76. https://doi.org/10.1016/j.ijhm.2017.06.015
CR  - Sousa, D. (2014). Validation in qualitative research: general aspects and specificities of the descriptive phenomenological method. Qualitative Research in Psychology, 11(2), 211-227. https://doi.org/10.1080/14780887.2013.853855
CR  - Szymańska, K. (2017). Determinanty zachowań klientów w miejscu sprzedaży –wstępne wyniki badań. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 489, 416-426
CR  - Temel, E. (2021). Akış deneyimi: S-O-R paradigması temelinde online impulsif satın alma davranışı [Yayınlanmamış doktora tezi]. Aydın Adnan Menderes Üniversitesi, Aydın.
CR  - Temel, E., ve Armağan, E. (2022). Teleporting to the world of online shopping! Online flow experience and its mediating role between virtual store atmosphere, sales promotions and impulsive buying. International Journal of Management and Administration, 6(12), 238-262. https://doi.org/10.29064/ijma.1121520
CR  - To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787. https://doi.org/10.1016/j.technovation.2007.01.001
CR  - Trehan, M., & Trehan, R. (2009). Advertising and sales management. New Delhi: F.K. India Enterprises.
CR  - Tuffour, I. (2017). A critical overview of interpretative phenomenological analysis: A contemporary qualitative research approach. Journal of Healthcare Communications, 2(4/52), 1-5. https://doi.org/10.4172/2472-1654.100093
CR  - Van Dijk, E., & Zeelenberg, M. (2005). On the psychology of ‘if only’: Regret and the comparison between factual and counterfactual outcomes. Organizational Behavior and Human Decision Processes, 97(2), 152-160. https://doi.org/10.1016/j.obhdp.2005.04.001
CR  - Verduyn, P., Mechelen, I. V., & Frederix, E. (2012). Determinants of the shape of emotion intensity profiles. Cognition & Emotion, 26(8), 1486-1495. https://doi.org/10.1080/02699931.2012.662152
CR  - Verma, R., & Khanna, M. (2022). Customer behavior and purchasing patterns towards online shopping - A literature review. International Journal of Scientific Research in Engineering and Management (IJSREM), 6(7), 1-10.
CR  - Walsh, G., Gwinner, K. P., & Swanson, S. R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109-122. https://doi.org/10.1108/07363760410525678
CR  - Wilson, T. (2012). What can phenomenology offer the consumer? Qualitative Market Research: An International Journal, 15(3), 230-241. https://doi.org/10.1108/13522751211231969
CR  - Yıkmış, M. S. (2020). Nitel araştırmalarda e-görüşme tekniği. Trakya Üniversitesi Sosyal Bilimler Dergisi, 22(1), 183-197. https://doi.org/10.26468/trakyasobed.556296
CR  - Yıldız, A. (2020). Tüketici satın alma davranışlarında faydacı ve hedonik tüketimin etkisi. Turkish Studies–Economics, Finance, Politics, 15(2), 1023-1037. https://doi.org/10.29228/TurkishStudies.43671
CR  - Yi, S., & Baumgartner, H. (2008). Motivational compatibility and the role of anticipated feelings in positively valenced persuasive message framing. Psychology & Marketing, 25(11), 1007-1026. https://doi.org/10.1002/mar.20250
CR  - Zeelenberg, M., Van Dijk, W. W., Manstead, A. S., & vanr de Pligt, J. (2000). On bad decisions and disconfirmed expectancies: The psychology of regret and disappointment. Cognition & Emotion, 14(4), 521-541. https://doi.org/10.1080/026999300402781
UR  - https://doi.org/10.69851/car.1660721
L1  - https://dergipark.org.tr/tr/download/article-file/4703535
ER  -