Moda Malları Satın Almış Olan Tüketicilerin Pişmanlıklarının ve Pişmanlık Çözme Çabalarının Tatminsizlik ve Tekrar Satın Alma Niyetleri Üzerindeki Etkisi

Yıl 2022, Cilt: 6 Sayı: 2, 2191 - 2215, 31.05.2022

Sinan Çavuşoğlu , Bülent Demirağ , Yakup Durmaz

https://doi.org/10.29023/alanyaakademik.1025616

Öz

Araştırma moda malları (hazır giyim) satın alan tüketicilerin satın alma sonrası pişmanlıklarının ve pişmanlık çözme çabalarının tatminsizlik ve tekrar satın alma niyetleri üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Gaziantep ilinde hazır giyim üzerine tüketim yapan ve herhangi bir nedenle bu ürünlerde pişmanlık yaşayan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden “kolayda örneklem” yöntemi uygulanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Yapılan testler sonucunda pişmanlığın; tatminsizlik ve pişmanlık çözme çabasını olumlu yönde etkilediği, pişmanlığın ayrıca tekrar satın alma niyetine olumsuz yönde bir etkisinin olduğu belirlenmiştir. Bir başka değişken olan tatminsizliğin tekrar satın alma niyetini olumsuz yönde etkisinin olduğu, pişmanlık çözme çabasının ise tekrar satın alma niyetini olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Pişmanlık, Tatminsizlik, Pişmanlık çözme çabası, Tekrar satın alma niyeti

The Effect of Consumer's Regret and Regret Solving Efforts Who Bought Fashion Products on Dissatisfaction and Repurchase Intention

Öz

This study aims to determine the effects of post-purchase regret felt after buying fashion products and their efforts to solve their regrets, on dissatisfaction and their repurchase intention. The population of this research consists of the consumers in Gaziantep who buy fashion products and regret their purchase for any reason. Out of non-probability sample methods, convenience sampling was used. To test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics programme was used. The tests show that regret positively affect dissatisfaction and the effort to solve the feeling of regret. In addition, regret negatively affect repurchase intentions. Another variable, dissatisfaction negatively affect re-purchasing intention and regret solving efforts positively affect re-purchasing intentions.

Anahtar Kelimeler

Regret, Dissatisfaction, Regret solving effort, Repurchase intention

Kaynakça

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