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

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