Yıl 2019, Cilt 7 , Sayı 4, Sayfalar 219 - 229 2019-08-27

Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi
The Effects Of Advertising And Retail Efforts On Decision Making Styles Of Young Consumers

Mehmet Said KÖSE [1] , Melih BAŞKOL [2]


Bu araştırmanın amacı, tüketicilerin karar alma tarzları envanterine dayalı olarak genç tüketicilerin karar alma tarzlarını belirlemek ve şirketlerin reklam ve perakende çabalarının belirlenen karar alma tarzları üzerindeki etkilerini ölçmektir. Kolayda örnekleme yöntemi kullanılarak seçilen 443 üniversite öğrencisine yapılandırılmış bir anket uygulanmıştır. Tüketici karar alma tarzı envanterini doğrulamak için açıklayıcı ve doğrulayıcı faktör analizi kullanılmıştır. Verilerin analizi Yapısal Eşitlik Modeli (YEM) ile gerçekleştirilmiş ve orijinal tüketici karar verme tarzları envanterinde yer alan (mükemmeliyetçi/yüksek kalite odaklı, seçenek karmaşası, alışkanlık/marka bağımlısı odaklı, marka odaklı, yenilikçi/moda odaklı ve fiyat odaklı) altı karar alma tarzı sonuçlarla desteklenmiştir ve yeni bir karar alma tarzı  (ünlü kabulüne dayanan karar alma tarzı) belirlenmiştir. Araştırma sonuçlarına göre reklam ve perakende çabalarının tüketicilerin karar alma tarzlarını anlamlı şekilde etkilediği belirlenmiştir. 

The aim of this research is to determine the decision-making styles of young consumers based on consumers' decision-making inventory, and to measure the impact of the company's advertising and retail efforts on the determined decision-making styles. A structured questionnaire was applied to 443 selected university students using the convenience sampling method. Exploratory and confirmatory factor analysis is used to validate the CSI. Data analysis was performed by the Structural Equation Model (SEM) and support was found for six decision- making styles from the original consumer decision making styles inventory (perfectionist, high quality, confused by over-choice, habitual/brand loyal, novelty/fashion, and recreation conscious) and one new decision- making style is developed (celebrity endorsement). Research has shown that advertising and retail efforts significantly affect consumers' decision-making styles.

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Birincil Dil tr
Konular Sosyal
Bölüm Araştırma Makalesi
Yazarlar

Orcid: 0000-0001-7505-2735
Yazar: Mehmet Said KÖSE (Sorumlu Yazar)
Kurum: ULUSLARARASI TİCARET VE LOJİSTİK BÖLÜMÜ
Ülke: Turkey


Orcid: 0000-0002-5257-9160
Yazar: Melih BAŞKOL
Kurum: BARTIN ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ

Tarihler

Yayımlanma Tarihi : 27 Ağustos 2019

Bibtex @araştırma makalesi { anemon468463, journal = {Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi}, issn = {}, eissn = {2149-4622}, address = {}, publisher = {Muş Alparslan Üniversitesi}, year = {2019}, volume = {7}, pages = {219 - 229}, doi = {10.18506/anemon.468463}, title = {Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi}, key = {cite}, author = {KÖSE, Mehmet Said and BAŞKOL, Melih} }
APA KÖSE, M , BAŞKOL, M . (2019). Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi , 7 (4) , 219-229 . DOI: 10.18506/anemon.468463
MLA KÖSE, M , BAŞKOL, M . "Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi". Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi 7 (2019 ): 219-229 <https://dergipark.org.tr/tr/pub/anemon/issue/48060/468463>
Chicago KÖSE, M , BAŞKOL, M . "Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi". Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi 7 (2019 ): 219-229
RIS TY - JOUR T1 - Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi AU - Mehmet Said KÖSE , Melih BAŞKOL Y1 - 2019 PY - 2019 N1 - doi: 10.18506/anemon.468463 DO - 10.18506/anemon.468463 T2 - Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 219 EP - 229 VL - 7 IS - 4 SN - -2149-4622 M3 - doi: 10.18506/anemon.468463 UR - https://doi.org/10.18506/anemon.468463 Y2 - 2019 ER -
EndNote %0 Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi %A Mehmet Said KÖSE , Melih BAŞKOL %T Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi %D 2019 %J Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi %P -2149-4622 %V 7 %N 4 %R doi: 10.18506/anemon.468463 %U 10.18506/anemon.468463
ISNAD KÖSE, Mehmet Said , BAŞKOL, Melih . "Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi". Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi 7 / 4 (Ağustos 2019): 219-229 . https://doi.org/10.18506/anemon.468463
AMA KÖSE M , BAŞKOL M . Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi. 2019; 7(4): 219-229.
Vancouver KÖSE M , BAŞKOL M . Reklam ve Perakende Çabalarının Genç Tüketicilerin Karar Alma Tarzları Üzerindeki Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi. 2019; 7(4): 229-219.