Sosyal Yargı Kuramı Perspektifinde Genç Tüketicilerin Davranışsal Niyetlerinin Oluşumunda İlgilenim Düzeylerinin Etkisi

Yıl 2021, Cilt: 35 Sayı: 1, 1 - 19, 15.01.2021

Emine Şenbabaoğlu , Nurettin Parıltı

https://doi.org/10.16951/atauniiibd.535740

Öz

Bu çalışmanın amacı, Nedenli
Eylem Teorisi (TRA) ve Teknoloji Kabul Modeli (TAM) kapsamında ele alınan
tutum-niyet ve davranış modelinden de hareket edilerek satın alma davranışının
öncüsü olan niyet üzerinde ilgilenimin etkisini ortaya koymaktır. Bu çalışma Sosyal
Yargı Teorisine temellendirilmektedir. Çalışma kapsamında ilgilenim; ilgi, hedonik
değer, sembolik değer, algılanan risk ve hata olasılığı olmak üzere beş boyutlu
bir şekilde ele alınmaktadır. Çalışmada, ilgilenim ölçeğinde yer alan
boyutların ayrı ayrı davranışsal niyete olan etkileri ölçülmektedir. Yapısal
Eşitlik Modellemesi ile AMOS ve SPSS paket programları kullanılarak araştırma modeli
analiz edilmiştir. Bu çalışmanın temel bulgusu, genç tüketicilerin ilgilenim
düzeylerinin davranışsal niyet oluşumları üzerinde etkili olmasıdır.

Anahtar Kelimeler

Sosyal Yargı Kuramı, Nedenli Eylem Teorisi, Teknoloji Kabul Modeli, İlgilenim

Kaynakça

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