BibTex RIS Kaynak Göster

CONSUMER IMPULSIVE BUYING TENDENCY SCALE DEVELOPMENT USING MIXED METHODOLOGY

Yıl 2018, Cilt: 6 Sayı: 2, 125 - 141, 01.12.2018
https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141

Öz

In the domains of marketing and consumer behavior, there has been a paradigmatic shift from fully rational and mechanical human beings towards the dominance of feelings, irrationalities and impulses. Hence, there has been a growing demand for measurement tools capturing the multidimensional nature of buying processes. This study is an attempt to generate a reliable and valid scale to measure the impulsive buying tendency of customers. Impulse buying is of great importance with the technological developments and ease of purchasing. In this paper, the aim is to provide a comprehensive, valid and reliable impulse purchasing scale consisting of multiple dimensions. The steps included the analyses of existing scales, qualitative investigations i.e. focus groups and critical incidences , a small scale pilot study for internal reliability and validity and a large scale quantitative study for scale purification and scale fit. A tridimensional impulsive buying tendency scale has been presented to the literature

Kaynakça

  • Asugman, G. and Cote, J. (1993). Cognitive and affective decision making preferences in impulse buying. Asian Journal of Marketing, 2, pp. 23-30.
  • Bagozzi, R. P. and Yi, Y. (1988). On the evaluation of structural equation model. Journal of the Academy of Marketing Science, 16, pp. 74-94.
  • Bayley, G. and Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon, Qualitative Market Research: An International Journal, 1(2), pp. 99-104.
  • Bettman, J. R. (1970). Information processing models of consumer behaviour. Journal of Marketing Research, 7, pp. 370–376
  • Bitner, M. J., Booms, B. H. and Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, pp. 71–84.
  • Byrne, B. M. (2001). Structural equation modeling with AMOS, basic concepts, applications, and programming. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  • Campbell, D. T. and Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), pp. 81-110.
  • Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 26(1), pp. 59-83
  • Civelek, M. E., and Uca, N. (2017). Development of paperless foreign trade performance measurement scale: the multitrait-multimethod model proposal. Beykoz Akademi Dergisi, 5(2), pp. 73-93.
  • Clark, L. A. and Watson, D. (1995). Constructing validity: basic issues in objective scale development. Psychological Assessment, 7, pp. 309–319.
  • Cobb, J. C. and Hoyer, W. D. (1986). Planned versus impulse purchase behaviour. Journal of Retailing, 62(4), pp. 384-409.
  • Comrey, A. L. (1988). Factor analytic methods of scale development in personality and clinical psychology. Journal of Consulting and Clinical Psychology, 56(5), pp. 754-761.
  • DeVellis, R. F. (2003). Scale development: Theory and applications. Thousand Oaks, California: Sage Publications.
  • du Pont De Nemours and Company, (1945, 1949, 1954, 1959, 1965). Consumer Buying Habits Studies. Wilmington: DE du Pont De Nemours and Company.
  • Hair, J. F., Jr, Anderson, R. E., Tatham, R. L. and Black, W. C. (1995). Multivariate data analysis, 4th edn. Englewood Cliffs, New Jersey: Prentice Hall,.
  • Harmancioglu, N., Finney, R. Z. and Joseph, M. (2009). Impulse purchases of new products: an empirical analysis. Journal of Product and Brand Management, 18(1), pp. 27-37.
  • Holbrook, M. B. and Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasy, feelings and fun. Journal of Consumer Research, 9(2), pp. 132–140
  • Jones, M. A., Reynolds, K. E., Weun, S. and Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56, pp. 505-511.
  • Kollatt, D. and Willett, R. (1967). Customer impulse purchasing behaviour. Journal of Marketing Research, 4, pp. 21-31.
  • Merdin, E. (2010). Bir dürtüsel satın alma yatkınlığı ölçeği geliştirme denemesi, Proceedings of 15th National Marketing Congress, pp. 245-251.
  • Morgan, D. L. (1997). Focus group as qualitative research. Thousand Oaks, California: Sage Publications.
  • Morgan, David L. and Richard A. KRUEGER (1993). “When to use focus groups and why”, David. L. Morgan (Ed.), Successful Focus Groups: Advancing the State of the Art, pp. 3-19. Newbury Park, Ca: Sage Publications.
  • Netemeyer, R.G., Bearden, W. O. and Sharma, S. (2003). Scaling Procedures: issues and applications. Thousand Oaks, California: Sage Publications.
  • Perreault, W. D. and Leigh, L. E. (1989). Reliability of nominal data based on qualitative judgments. Journal of Marketing Research, 26, pp. 135-148.
  • Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18, pp. 509-514.
  • Puri, R. (1996). Measuring and modifying consumer impulsiveness: A cost – benefit accessibility framework. Journal of Consumer Psychology, 5(2), pp. 87-113.
  • Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14, pp. 189-199.
  • Rook, D. W. and Fisher, R. J. (1995). Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22, pp. 305-313.
  • Sale, J. E. M., Lohfeld, L. H. and Brazil, K. (2002). Revisiting the quantitative-qualitative debate: implications for mixed-methods research. Quality and Quantity, 36(1), pp. 43-53.
  • Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26, pp. 59-62.
  • Sykes, W. (1990). Validity and reliability in qualitative market research: A review of the literature. Journal of the Market Research Society, 32(3), pp. 289–328.
  • Verplanken, B. and Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality 15, pp. 71-83.
  • Weun, S., Jones, M. A. and Beatty, S.E. (1998). Development and validation of the impulse buying tendency scale. Psychological Reports, 82(3), pp. 1123–1133.

KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ

Yıl 2018, Cilt: 6 Sayı: 2, 125 - 141, 01.12.2018
https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141

Öz

Pazarlama ve tüketici davranışı yazınlarına bakıldığında, tamamen akılcı karar veren tüketici bireylerden hisleriyle, duygularıyla ve hatta dürtüleriyle karar veren tüketici bireye geçiş yaşanmıştır. Bu geçiş ise tüketicinin daha önce olmadığı kadar komplike ve karmaşık süreçler yaşadığını ortaya çıkarmıştır. Ölçüm yapmak bilimin temel vazifelerinden olduğuna göre deVellis, 2003 , tüketicinin bu karmaşık özelliklerini anlayabilmek de yeni ölçüm ve ölçeklere ihtiyacı arttırmıştır. Bu çalışma, tüketicilerin dürtüsel satınalma eğilimlerinin ölçülebileceği güvenilir ve geçerli bir ölçek sunmaktadır. Halihazırda bulunan ölçek maddeleriyle yetinilmeyerek, iki farklı nitel yöntem ile ölçek ifadeleri geliştirilmiş, pilot çalışmalar ve devamında model uygunluğunu test eden geniş ölçekli anket çalışmaları ile üç boyutlu bir ölçek sunulmuştur

Kaynakça

  • Asugman, G. and Cote, J. (1993). Cognitive and affective decision making preferences in impulse buying. Asian Journal of Marketing, 2, pp. 23-30.
  • Bagozzi, R. P. and Yi, Y. (1988). On the evaluation of structural equation model. Journal of the Academy of Marketing Science, 16, pp. 74-94.
  • Bayley, G. and Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon, Qualitative Market Research: An International Journal, 1(2), pp. 99-104.
  • Bettman, J. R. (1970). Information processing models of consumer behaviour. Journal of Marketing Research, 7, pp. 370–376
  • Bitner, M. J., Booms, B. H. and Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, pp. 71–84.
  • Byrne, B. M. (2001). Structural equation modeling with AMOS, basic concepts, applications, and programming. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
  • Campbell, D. T. and Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), pp. 81-110.
  • Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 26(1), pp. 59-83
  • Civelek, M. E., and Uca, N. (2017). Development of paperless foreign trade performance measurement scale: the multitrait-multimethod model proposal. Beykoz Akademi Dergisi, 5(2), pp. 73-93.
  • Clark, L. A. and Watson, D. (1995). Constructing validity: basic issues in objective scale development. Psychological Assessment, 7, pp. 309–319.
  • Cobb, J. C. and Hoyer, W. D. (1986). Planned versus impulse purchase behaviour. Journal of Retailing, 62(4), pp. 384-409.
  • Comrey, A. L. (1988). Factor analytic methods of scale development in personality and clinical psychology. Journal of Consulting and Clinical Psychology, 56(5), pp. 754-761.
  • DeVellis, R. F. (2003). Scale development: Theory and applications. Thousand Oaks, California: Sage Publications.
  • du Pont De Nemours and Company, (1945, 1949, 1954, 1959, 1965). Consumer Buying Habits Studies. Wilmington: DE du Pont De Nemours and Company.
  • Hair, J. F., Jr, Anderson, R. E., Tatham, R. L. and Black, W. C. (1995). Multivariate data analysis, 4th edn. Englewood Cliffs, New Jersey: Prentice Hall,.
  • Harmancioglu, N., Finney, R. Z. and Joseph, M. (2009). Impulse purchases of new products: an empirical analysis. Journal of Product and Brand Management, 18(1), pp. 27-37.
  • Holbrook, M. B. and Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasy, feelings and fun. Journal of Consumer Research, 9(2), pp. 132–140
  • Jones, M. A., Reynolds, K. E., Weun, S. and Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56, pp. 505-511.
  • Kollatt, D. and Willett, R. (1967). Customer impulse purchasing behaviour. Journal of Marketing Research, 4, pp. 21-31.
  • Merdin, E. (2010). Bir dürtüsel satın alma yatkınlığı ölçeği geliştirme denemesi, Proceedings of 15th National Marketing Congress, pp. 245-251.
  • Morgan, D. L. (1997). Focus group as qualitative research. Thousand Oaks, California: Sage Publications.
  • Morgan, David L. and Richard A. KRUEGER (1993). “When to use focus groups and why”, David. L. Morgan (Ed.), Successful Focus Groups: Advancing the State of the Art, pp. 3-19. Newbury Park, Ca: Sage Publications.
  • Netemeyer, R.G., Bearden, W. O. and Sharma, S. (2003). Scaling Procedures: issues and applications. Thousand Oaks, California: Sage Publications.
  • Perreault, W. D. and Leigh, L. E. (1989). Reliability of nominal data based on qualitative judgments. Journal of Marketing Research, 26, pp. 135-148.
  • Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 18, pp. 509-514.
  • Puri, R. (1996). Measuring and modifying consumer impulsiveness: A cost – benefit accessibility framework. Journal of Consumer Psychology, 5(2), pp. 87-113.
  • Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14, pp. 189-199.
  • Rook, D. W. and Fisher, R. J. (1995). Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22, pp. 305-313.
  • Sale, J. E. M., Lohfeld, L. H. and Brazil, K. (2002). Revisiting the quantitative-qualitative debate: implications for mixed-methods research. Quality and Quantity, 36(1), pp. 43-53.
  • Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26, pp. 59-62.
  • Sykes, W. (1990). Validity and reliability in qualitative market research: A review of the literature. Journal of the Market Research Society, 32(3), pp. 289–328.
  • Verplanken, B. and Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality 15, pp. 71-83.
  • Weun, S., Jones, M. A. and Beatty, S.E. (1998). Development and validation of the impulse buying tendency scale. Psychological Reports, 82(3), pp. 1123–1133.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Ezgi Merdin Uygur Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 6 Sayı: 2

Kaynak Göster

APA Merdin Uygur, E. (2018). KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ. Beykoz Akademi Dergisi, 6(2), 125-141. https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141
AMA Merdin Uygur E. KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ. Beykoz Akademi Dergisi. Aralık 2018;6(2):125-141. doi:10.14514/BYK.m.26515393.2018.6/2.125-141
Chicago Merdin Uygur, Ezgi. “KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ”. Beykoz Akademi Dergisi 6, sy. 2 (Aralık 2018): 125-41. https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141.
EndNote Merdin Uygur E (01 Aralık 2018) KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ. Beykoz Akademi Dergisi 6 2 125–141.
IEEE E. Merdin Uygur, “KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ”, Beykoz Akademi Dergisi, c. 6, sy. 2, ss. 125–141, 2018, doi: 10.14514/BYK.m.26515393.2018.6/2.125-141.
ISNAD Merdin Uygur, Ezgi. “KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ”. Beykoz Akademi Dergisi 6/2 (Aralık 2018), 125-141. https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141.
JAMA Merdin Uygur E. KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ. Beykoz Akademi Dergisi. 2018;6:125–141.
MLA Merdin Uygur, Ezgi. “KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ”. Beykoz Akademi Dergisi, c. 6, sy. 2, 2018, ss. 125-41, doi:10.14514/BYK.m.26515393.2018.6/2.125-141.
Vancouver Merdin Uygur E. KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ. Beykoz Akademi Dergisi. 2018;6(2):125-41.