Online Alışverişte Bilişsel Çelişki Davranışlarının İncelenmesi

Yıl 2018, Cilt: 6 Sayı: ICEESS’ 18, 333 - 339, 15.12.2018

Hatice Aydın , Özer Yılmaz

https://doi.org/10.18506/anemon.454708

Cited By: 3

Öz

Bilişsel
çelişki, tüketicinin satın alma davranışı ile ilgili yaşadığı kaygı ya da
belirsizlik durumunu ifade etmektedir. Bu belirsizlik, geleneksel alışveriş
alışkanlıklarıyla büyüyen Y kuşağı üzerinde daha da yüksek olabilmektedir. Bu
çalışmada hedonik tüketim eğilimi, içgüdüsel alım, algılanan risk, değer ve
güven faktörlerinin bilişsel çelişkiye ve bilişsel çelişkinin yeniden satın
alma niyetine etkisini tespit etmek amaçlanmıştır. Bu amaçla internetten
alışveriş yapan tüketicilere online anket yöntemi uygulanmıştır. Araştırma
modelinin verileri kolayda örnekleme yöntemiyle elde edilmiş ve Kısmi En Küçük
Kısmi Kareler (PLS) yöntemine dayanan yapısal eşitlik modellemesi ile analiz
edilmiştir. Araştırmadan elde edilen sonuçlara göre, hedonik tüketimi eğilimi,
içgüdüsel alımlar, algılanan risk ve algılanan değer bilişsel çelişki üzerinde
etkilidir. Ayrıca bilişsel çelişki yeniden satın alma niyetine etki etmektedir.
Çalışmanın sonuçları itibari ile literatüre ve gelecek çalışmalara yol
gösterici olması beklenmektedir.

Anahtar Kelimeler

Algılana Güven, Algılanan Fiyat Değeri, Hedonik Eğilim ve İçgüdüsel Alım, Bilişsel Çelişki

The Evaluation of Cognitive Dissonance in Online Shopping Behaviour

Öz

Cognitive dissonance in the context of consumption refers to the state
of anxiety or uncertainty about the consumer's buying behaviour. This
uncertainty can be even higher on the Generation-Y. In this study, it was aimed
to determine the effect of hedonic consumption tendency, impulsive purchases,
perceived risk, value and trust factors on the cognitive dissonance and
cognitive dissonance on repurchase intention. For this purpose, an online
survey method was applied to consumers who shop online. The data of the
research model were collected by convenience sampling method with face to face
interview, and analysed with Partial Least Squares (PLS) based structural
equation modelling. The probable outcomes of the study are that hedonic
consumption tendency, impulsive purchases and perceived risk increase cognitive
dissonance, and perceived value and trust factors reduce cognitive dissonance.
It is expected that the results of the research will guide the literature and
future studies.

Anahtar Kelimeler

Perceived Trust, Peceived Value, Hedonic Consumption, Impulsive Buying, Cognitive Dissonance

Kaynakça

• Ayazlar, R. A., & Yüksel, A. (2012). Web sitesi kalitesi, risk ve güven: Bilişsel çelişki ve tüketim sonrası davranışlar üzerine etkileri. Seyahat ve Otel İşletmeciliği Dergisi, 9(1), 1-28.
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
• Boksberger, P. E., & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service ındustry. Journal of Services Marketing, 25(3), 229-240.
• Cesur, Z., & Tayfur, G. (2015). Internetten alişveriş davranişinda algılanan tüketici riskleri: üniversite öğrencileri üzerinde bir araştırma. Meslek Dergisi, 5(1), 19-33.
• Cummings, W. H., & Venkatesan, M (1976). Cognitive dissonance and consumer behavior: a review of the evidence. Journal of Marketing Research, 13(3), 303-308.
• Çalışkan, B. Ö. Ö., Yavuz, M., & Akca, M. (2017). Elektronik ortamda alışveriş yapan tüketicilerin algıladıkları web sitesi hizmet kalitesi ve bilişsel çelişkileri arasındaki ilişkide kurumsal itibarin rolü. Sosyal Bilimler Dergisi, 4(13), 136-146.
• Eskiler, E., & Altunışık, R. (2015). Algılanan değer ve müşteri memnuniyetinin satın alma eğilimleri üzerine etkisi. III. Rekreasyon. 483-493.
• Esposito, V. V., Trinchera, L., & Amato, S. (2010). PLS path modeling: From foundations to recent developments and open issues for model assessment and improvement, in: V. Esposito Vinzi, W. Chin, J. Henseler & H. Wang (eds.), Handbook of Partial Least Squares, USA: Springer, 47-82
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• George, B., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: a study conducted among the spring break student shoppers. Young Consumers, 11 (4), 291-306.
• Hasan, U., & Nasreen, R. (2014). The empirical study of relationship between post purchase dissonance and consumer behaviour. Journal of Marketing Management, 2(2), 65-77.
• Hausman, A. (2000). A Multi-method Investigation of Consumer Motivations in impulse buying behavior, Journal of Consumer Marketing, 17(5), 403-426.
• Helkkula, A., Pihlström, M., & Kelleher, M. (2009). From customer perceived value (PERVAL) to value-in-context experience (VALCONEX). The 2009 Naples Forum on Service: Service-Dominant Logic, Service Science and Network Theory, Napoli: Giannini Editore, Napels, 0-15.
• Kim, Y. S. (2011). Application of the cognitive dissonance theory to the service industry. Services Marketing Quarterly, 32(2), 96-112.
• Koller, M., & Salzberger, T. (2008) Cognitive dissonance in retail versus E-commerce: First findings and implications, Proceedings of Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy: Australia, 1-8.
• Korgaonkar, P. K., & Moschis, G. P. (1982). An experimental study of cognitive dissonance, product involvement, expectations, performance and consumer judgment of product performance. Journal of Advertising, 11, 32–44
• Lapin, J. F. (2006). Internet Shopping Popularity Continues to Rise, Knight Ridder Tribune Business News. Washington, 28, 1.
• Liang, Y. J. (2016). Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context. Computers in Human Behavior, 64, 463-471.
• Lim, N. (2003). Consumers’ Perceived Risk: Souces Versus Consequences. Electronic Commerce Research and Applications, 2, 216-228.
• Lowry, P. B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE TRANsactions on Professional Communication, 57(2), 123-146.
• Mowen, J. C. (1995). Consumer behavior (4th ed.), Englewood Cliffs, NJ: Prentice Hall.
• O'Guinn, T. C., & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of consumer research, 16(2), 147-157.
• Park, H. (2003). Compulsive buying of fashion goods purchasers on TV home shopping shows. Journal of the Korean Society of Clothing and Textiles, 27 (5), 588-99,
• Saleem, M. A., Ali, R. A., & Ahmad, S. (2012). Purchase cognitive dissonance: Impact of product involvement, impulse buying and hedonic consumption tendencies. Interdiciplinary Journal of Contemporary Research in Business, 4 (5), 1051-1060.
• Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual’s perceived benefits and risks in online shopping, International Management Review, 7(1), 58-65.
• Shahin, S. S., & Rahim, E. M. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive dissonance. International Journal of Retail & Distribution Management, 42(6), 553-575.
• Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multi-dimensional scale. Psychology and Marketing, 17(5), 369-385.
• Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’ E-Service quality perception, satisfaction and intention. International Journal of Information Management, 30(6), 481-492.
• Wanninayake, W. B., & Chovancová, M. (2012). Exploring the impact of consumer impulsiveness on cognitive dissonance: An empirical study of the University of Pardubice. Series de Faculty of Economics and Administration, 23(1), 160-171.
• Wilkins, S., Beckenuyte, C., & Butt, M. M. (2016). Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling. European Journal of Marketing, 50(1/2), 213-235.
• Wong, K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24, 1-32.
• Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.