Yıl 2019, Cilt 21 , Sayı 3, Sayfalar 869 - 887 2019-09-30

Hediye ve Hediye Satın Alma Davranışları
Gift and Gift Buying Behaviors

Arzu Şeker [1]


Tüm dünyada olduğu gibi ülkemizde de bebek doğumundan, düğünlere, sünnet düğününden yıl dönümlere, doğum günlerinden mezuniyetlere kadar birçok önemli olay ve günde hediye verilmektedir. Bunların dışında Batı dünyasından tüm dünyaya yayılan anneler günü, sevgililer günü, babalar günü ve benzeri gibi birçok özel günde, pazarlama çabalarının da bir sonucu olarak hediyeleşmek, olmazsa olmaz bir durum halini almıştır. Birçok özel günde ve durumda hediyeleşmeyle ortaya çıkan ekonomik büyüklük, toplam tüketim harcamaları içerisinde çarpıcı bir paya sahip olmaktadır. Bu nedenle pazarlama araştırmacıları, tüketicilerin hediye satın alma davranışlarını ayrıca ele alarak incelemektedirler. Ülkemizde bu konuda akademik çalışmaların yetersizliğinin nedeniyle hediyeye ve hediye satın alma davranışlarına ilişkin teorik bir çerçeve oluşturulmuştur. Bu çerçevede, geniş bir literatür araştırması neticesinde hediye vermenin temel işlevleri, hediye verme davranışını etkileyen başlıca faktörler ve hediye satın almaya ilişkin modellemeler ortaya konmuştur. Bu çalışmanın bu alana yönelik sonra yapılacak çalışmalara öncülük etmesi ve kaynak oluşturması hedeflenmektedir.


In our country, just as it is in the rest of the world, in many occasions and special days such as baby births, weddings, circumcision ceremonies, anniversaries, birthdays and graduation ceremonies gifts are exchanged. Apart from these, gifting has become a norm in many special days, spreading from the Western World to the globe, such as Mother’s Day, Valentine’s Day, Father’s Day and so on with the help of marketing efforts. The economic size, which arises in many special days and with gifts, has a striking share in total consumption expenditures. Therefore, marketing researchers examine consumers' gift buying behaviors separately. In our country, due to the inadequacy of academic studies on this subject, a theoretical framework has been formed for gift and gift buying behaviors. In this context, as a result of a large literature research, the main functions of gift giving, the main factors affecting gift-giving behavior and the modeling of gift buying are presented. This study aims to both be a pioneer and a source for further research.

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Birincil Dil tr
Konular Sosyal
Bölüm İktisadi ve İdari Bilimler – Hukuk
Yazarlar

Orcid: 0000-0002-3179-5956
Yazar: Arzu Şeker (Sorumlu Yazar)
Kurum: BATMAN ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Eylül 2019

Bibtex @derleme { akusosbil527505, journal = {Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi}, issn = {1302-1265}, eissn = {2149-4894}, address = {}, publisher = {Afyon Kocatepe Üniversitesi}, year = {2019}, volume = {21}, pages = {869 - 887}, doi = {10.32709/akusosbil.527505}, title = {Hediye ve Hediye Satın Alma Davranışları}, key = {cite}, author = {Şeker, Arzu} }
APA Şeker, A . (2019). Hediye ve Hediye Satın Alma Davranışları. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi , 21 (3) , 869-887 . DOI: 10.32709/akusosbil.527505
MLA Şeker, A . "Hediye ve Hediye Satın Alma Davranışları". Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 21 (2019 ): 869-887 <https://dergipark.org.tr/tr/pub/akusosbil/issue/48890/527505>
Chicago Şeker, A . "Hediye ve Hediye Satın Alma Davranışları". Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 21 (2019 ): 869-887
RIS TY - JOUR T1 - Hediye ve Hediye Satın Alma Davranışları AU - Arzu Şeker Y1 - 2019 PY - 2019 N1 - doi: 10.32709/akusosbil.527505 DO - 10.32709/akusosbil.527505 T2 - Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 869 EP - 887 VL - 21 IS - 3 SN - 1302-1265-2149-4894 M3 - doi: 10.32709/akusosbil.527505 UR - https://doi.org/10.32709/akusosbil.527505 Y2 - 2019 ER -
EndNote %0 Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Hediye ve Hediye Satın Alma Davranışları %A Arzu Şeker %T Hediye ve Hediye Satın Alma Davranışları %D 2019 %J Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi %P 1302-1265-2149-4894 %V 21 %N 3 %R doi: 10.32709/akusosbil.527505 %U 10.32709/akusosbil.527505
ISNAD Şeker, Arzu . "Hediye ve Hediye Satın Alma Davranışları". Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 21 / 3 (Eylül 2019): 869-887 . https://doi.org/10.32709/akusosbil.527505
AMA Şeker A . Hediye ve Hediye Satın Alma Davranışları. AKUSBD. 2019; 21(3): 869-887.
Vancouver Şeker A . Hediye ve Hediye Satın Alma Davranışları. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi. 2019; 21(3): 887-869.