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The Power of Free Over Compulsive Purchasing Behavior

Yıl 2021, Cilt: 19 Sayı: 2, 205 - 216, 28.06.2021
https://doi.org/10.18026/cbayarsos.874134

Öz

Under the rational individual assumption, consumer behavior models argue that individuals buy the products needed to reduce or eliminate physiological or psychological strains. However, individuals cannot always be calculated correctly and cannot make rational decisions due to the exposure of individuals to more than one stimulus during the decision phase and the presence of emotional and impulsive variables. In addition, changes in consumption culture bring along abnormal consumption behaviors. Compulsive buying, one of these behaviors, forms the basis of the study. The aim of this study is to investigate whether the relationship between compulsive buying level and purchasing intention changes against shipping options during online shopping. For this purpose, the sample of the study consists of individuals from generation Z. The questionnaires prepared by using the Compulsive Buying Scale and Purchase Intention were applied to 128 people. According to the results of the Difference and Correlation Tests, there is a positive low correlation between compulsive buying tendency and purchase intention in the free shipping option; there is a statistically insignificant negative correlation in the paid cargo option.

Kaynakça

  • Allwood, J.M., Ashby, M.F., Gutowski, T.G., Worrell, E. (2013). Material efficiency: providing material services with less material production, Phil Trans R Soc A 371: 20120496.
  • Black, D.W. (2007). A Review of Compulsive Buying Disorder, World Psychiatry, vol: 6, 14-18
  • Carr, A. T. (1974). Compulsive Neurosis: A Review of the Literatüre, Psychological Bulletin, v. 81, No. 5, 311-318
  • Dittmar H., Beattie J., Friese S vd. (1995). Gender identity and material symbols: objects and decision considerations in impulse purchases, J Economic Psychol, 15, 391-511.
  • Dittmar, H. (2005). A New Look at “Compulsive Buying”: Self–Discrepancies and Materialistic Values As Predıctors of Compulsive Buying Tendency, Journal of Social and Clinical Psychology 24(6), 832-859
  • Edwards, E.A., (1993). Development of a new scale for measuring compulsive buying behaviour, Financial Counseling and Planning 4, p. 67-85
  • Faber, R. J., O'Guinn, T.C., and Krych, R. (1987), "Compulsive Consumption," in Advances in Consumer Research, Vol. 14, ed. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 132-135.
  • Fook, L. A. ve McNeill, L. (2020). Click to Buy: The Impact of Retail Credit on Over-Consumption in the Online Environment, Sustainability 12, 7322; doi:10.3390/su12187322
  • Friese, S. (2000). A Self-Concept and Identity in a Consumer Society: Aspects of Symbolic Product Meaning, Tectum: Marburg, Germany.
  • Zeren, D. ve Gökdağlı, N. (2017). Satın Alma Motivasyonları: Tüketicilerin Sanal Kompülsif Davranışları Üzerine Bir Araştırma, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Pazarlama Kongresi Özel Sayısı, 41-58
  • Koran, L.M., Faber, R.J., Aboujaoude, E., Large, M.D. ve Serpe, R.T., (2006). Estimated prevalence of compulsive buying behavior in the United States, The American Journal of Psychiatry 163, p. 1806-1812.
  • Krueger, D.W. (1988) On Compulsive Shopping and Spending: A Psychodynamic Inquiry, Amerıcan Journal Of Psychotherapy, vol. 62, No. 4
  • Kukar-Kinney, M., Ridgway, N. M. ve Monroe, K. B. (2009). The Relationship Between Consumers’ Tendecies to Buy Compulsively and Their Motivations to Shop and Buy on The Internet, Journal of Retailing 85(3), 298-307.
  • Lejoyeux, M., Ades, J., Tassain, V. ve Solomon, J. (1996). Phenomenology and psychopathology of unctrolled buying, Am J Psychiatry, 153(12), 1524-1529
  • Madhavaram, S. R. ve Laverie, D. A. (2004). Exploring impulse purchasing on the internet. in NA-Advances in Consumer Research Volume31, eds. Kahn and Luce, Valdosta, GA: Association for Consumer Research, 59-66
  • McAlister, L. ve Pessemier, E. (1982). Variety-Seeking Behavior: An Interdisciplinary Review, Journal of Consumer Research 9 (3), 311-322
  • McElroy, S.L., Satlin, A., Pope, H.G., Keck, P.E., and Hudson, J.I. (1991). Treatment of Compulsive Shopping with Antidepressants A Report of Three Cases, Annals of Clinical Psychiatry 3, 199-204
  • Mueller, A., Mitchell, J. E., Crosby, R. D., Gefeller, O., Faber, R. J., Martin, A., Bleich, S., Glaesmer, H., Exner, C. ve Zwaan, M. (2010). Estimated prevalence of compulsive buying in Germany and its association with sociodemographic characteristics and depressive symptoms, Psychiatry Research, 180(2-3), p. 137–142.
  • Park, H. ve Burns, L.D.(2005). Fashion Orientation, Credit Card Use, and Compulsive Buying, Journal of Consumer Marketing 22(3), 135-141
  • Pereira Heath, M.T. ve Chatzidakis, A. (2012). ‘Blame it on marketing’: Consumers’ views on unsustainable consumption, Int. J. Consum. Stud. 36, 656-667
  • Roberts, J. A. ve Manolis, C. (2000). Baby boomers and busters: An exploratory investigation of attitudes toward marketing, advertising and consumerism, Journal of Consumer Marketing, 17 (6), 481-499.
  • Rook, D. W. (1987), The Buying Impulse, Journal of Consumer Research, 14 (September), 189-199
  • Tang, T. ve Hao, L. (2017). Research on the Influence of Price Promotion on Consumer Purchase Decision under Network Environment, Advances in Social Science, Education and Humanities Research 168, 220-224
  • Tu, C. K., Wu, K.W., Jean, C. ve Huang, Y. (2017). The Impact Of Online Promotions On Online Impuls ive Buying Behavior: Mediating Effects Of Perceived Value, Positive Emotion, And Moderating Effects Of Online Reviews , Economics & Management Innovations, 1(1) :280-282.
  • Qaisar, A., Sial, M.A. ve Rathour, K. (2018). Understanding Impulse Buying Behaviour of Customers Through The Lens of Different Marketing Related Promotional Practices, Journal of the Punjab University Historical Society, Vol. 31 (1).
  • Vicdan, H. ve Sun, J. (2008). Towards a framework for understandıng compulsıve buyers onlıne : explorıng the effects of onlıne sales promotıons, http://www.swdsi.org/swdsi08/paper/SWDSI%20Proceedings%20Paper%20S155.pdf, E.T.: 15.10.2020
  • Wang, M. ve Jing, X. (2015). The Study of Sales Promotion and Compulsive Buying, Journal of Management and Strategy 6(2), 105-108
  • Wang, C.L, Li, D., Barnes, B.R. ve Ahn, J. (2012). Country Image, Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy, International Business Review 21, 1041–1051
  • Yurchisin, J. ve Johnson, K. K. P. (2004). Compulsive Buying Behavior and Its Relationship to Perceived Social Status Associated with Buying, Materialism, Self-Esteem, and Apparel-Product Involvement, Family and Consumer Sciences Research Journal, 32(3), 291-314.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues, Advances in Consumer Research, 27, 179-185.
  • Zhou, H. ve Gu, Z. (2015). The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret, American Journal of Industrial and Business Management 5, 27-36

Kompulsif Satın Alma Davranışı Üzerinde Bedavanın Gücü

Yıl 2021, Cilt: 19 Sayı: 2, 205 - 216, 28.06.2021
https://doi.org/10.18026/cbayarsos.874134

Öz

Rasyonel birey varsayımı altında tüketici davranış modelleri, bireylerin, fizyolojik veya psikolojik gerginliklerin azaltılması veya ortadan kaldırılması için ihtiyaç duyulan ürünleri satın aldığını savunmaktadır. Ancak bireylerin karar aşamasında birden fazla uyarıcıya maruz kalması, duygusal ve dürtüsel değişkenlerin varlığı ile bireyler her zaman doğru hesaplanabilir ve rasyonel kararlar alamamaktadrır. Ayrıca tüketim kültüründe meydana gelen değişmeler beraberinde anormal tüketim davranışlarını da getirmektedir. Bu davranışlardan biri olan kompulsif satın alma davranışı çalışmanın temelini oluşturmaktadır. Bu çalışmada amaç, çevrimiçi alışveriş esnasında kompulsif satın alma düzeyi ile satın alma niyeti arasındaki ilişkinin kargo seçenekleri karşısında değişip değişmediği araştırılmasıdır. Bu amaçla, çalışmanın örneklemi, Z kuşağına mensup bireylerden oluşmaktadır. Kompulsif Satın Alma ve Satın Alma Niyeti Ölçeklerinden faydalanılarak hazırlanan anketler 128 kişiye uygulanmıştır. Yapılan Fark ve Korelasyon Testleri sonucuna göre bedava kargo seçeneğinde kompulsif satın alma eğilimi ile satın alma niyeti arasında pozitif yönlü düşük bir ilişki; ücretli kargo seçneğinde ise istatistiksel olarak anlamlı olmayan negatif yönlü bir ilişki bulunmaktadır.

Kaynakça

  • Allwood, J.M., Ashby, M.F., Gutowski, T.G., Worrell, E. (2013). Material efficiency: providing material services with less material production, Phil Trans R Soc A 371: 20120496.
  • Black, D.W. (2007). A Review of Compulsive Buying Disorder, World Psychiatry, vol: 6, 14-18
  • Carr, A. T. (1974). Compulsive Neurosis: A Review of the Literatüre, Psychological Bulletin, v. 81, No. 5, 311-318
  • Dittmar H., Beattie J., Friese S vd. (1995). Gender identity and material symbols: objects and decision considerations in impulse purchases, J Economic Psychol, 15, 391-511.
  • Dittmar, H. (2005). A New Look at “Compulsive Buying”: Self–Discrepancies and Materialistic Values As Predıctors of Compulsive Buying Tendency, Journal of Social and Clinical Psychology 24(6), 832-859
  • Edwards, E.A., (1993). Development of a new scale for measuring compulsive buying behaviour, Financial Counseling and Planning 4, p. 67-85
  • Faber, R. J., O'Guinn, T.C., and Krych, R. (1987), "Compulsive Consumption," in Advances in Consumer Research, Vol. 14, ed. M. Wallendorf and P. Anderson, Provo, UT: Association for Consumer Research, 132-135.
  • Fook, L. A. ve McNeill, L. (2020). Click to Buy: The Impact of Retail Credit on Over-Consumption in the Online Environment, Sustainability 12, 7322; doi:10.3390/su12187322
  • Friese, S. (2000). A Self-Concept and Identity in a Consumer Society: Aspects of Symbolic Product Meaning, Tectum: Marburg, Germany.
  • Zeren, D. ve Gökdağlı, N. (2017). Satın Alma Motivasyonları: Tüketicilerin Sanal Kompülsif Davranışları Üzerine Bir Araştırma, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Pazarlama Kongresi Özel Sayısı, 41-58
  • Koran, L.M., Faber, R.J., Aboujaoude, E., Large, M.D. ve Serpe, R.T., (2006). Estimated prevalence of compulsive buying behavior in the United States, The American Journal of Psychiatry 163, p. 1806-1812.
  • Krueger, D.W. (1988) On Compulsive Shopping and Spending: A Psychodynamic Inquiry, Amerıcan Journal Of Psychotherapy, vol. 62, No. 4
  • Kukar-Kinney, M., Ridgway, N. M. ve Monroe, K. B. (2009). The Relationship Between Consumers’ Tendecies to Buy Compulsively and Their Motivations to Shop and Buy on The Internet, Journal of Retailing 85(3), 298-307.
  • Lejoyeux, M., Ades, J., Tassain, V. ve Solomon, J. (1996). Phenomenology and psychopathology of unctrolled buying, Am J Psychiatry, 153(12), 1524-1529
  • Madhavaram, S. R. ve Laverie, D. A. (2004). Exploring impulse purchasing on the internet. in NA-Advances in Consumer Research Volume31, eds. Kahn and Luce, Valdosta, GA: Association for Consumer Research, 59-66
  • McAlister, L. ve Pessemier, E. (1982). Variety-Seeking Behavior: An Interdisciplinary Review, Journal of Consumer Research 9 (3), 311-322
  • McElroy, S.L., Satlin, A., Pope, H.G., Keck, P.E., and Hudson, J.I. (1991). Treatment of Compulsive Shopping with Antidepressants A Report of Three Cases, Annals of Clinical Psychiatry 3, 199-204
  • Mueller, A., Mitchell, J. E., Crosby, R. D., Gefeller, O., Faber, R. J., Martin, A., Bleich, S., Glaesmer, H., Exner, C. ve Zwaan, M. (2010). Estimated prevalence of compulsive buying in Germany and its association with sociodemographic characteristics and depressive symptoms, Psychiatry Research, 180(2-3), p. 137–142.
  • Park, H. ve Burns, L.D.(2005). Fashion Orientation, Credit Card Use, and Compulsive Buying, Journal of Consumer Marketing 22(3), 135-141
  • Pereira Heath, M.T. ve Chatzidakis, A. (2012). ‘Blame it on marketing’: Consumers’ views on unsustainable consumption, Int. J. Consum. Stud. 36, 656-667
  • Roberts, J. A. ve Manolis, C. (2000). Baby boomers and busters: An exploratory investigation of attitudes toward marketing, advertising and consumerism, Journal of Consumer Marketing, 17 (6), 481-499.
  • Rook, D. W. (1987), The Buying Impulse, Journal of Consumer Research, 14 (September), 189-199
  • Tang, T. ve Hao, L. (2017). Research on the Influence of Price Promotion on Consumer Purchase Decision under Network Environment, Advances in Social Science, Education and Humanities Research 168, 220-224
  • Tu, C. K., Wu, K.W., Jean, C. ve Huang, Y. (2017). The Impact Of Online Promotions On Online Impuls ive Buying Behavior: Mediating Effects Of Perceived Value, Positive Emotion, And Moderating Effects Of Online Reviews , Economics & Management Innovations, 1(1) :280-282.
  • Qaisar, A., Sial, M.A. ve Rathour, K. (2018). Understanding Impulse Buying Behaviour of Customers Through The Lens of Different Marketing Related Promotional Practices, Journal of the Punjab University Historical Society, Vol. 31 (1).
  • Vicdan, H. ve Sun, J. (2008). Towards a framework for understandıng compulsıve buyers onlıne : explorıng the effects of onlıne sales promotıons, http://www.swdsi.org/swdsi08/paper/SWDSI%20Proceedings%20Paper%20S155.pdf, E.T.: 15.10.2020
  • Wang, M. ve Jing, X. (2015). The Study of Sales Promotion and Compulsive Buying, Journal of Management and Strategy 6(2), 105-108
  • Wang, C.L, Li, D., Barnes, B.R. ve Ahn, J. (2012). Country Image, Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy, International Business Review 21, 1041–1051
  • Yurchisin, J. ve Johnson, K. K. P. (2004). Compulsive Buying Behavior and Its Relationship to Perceived Social Status Associated with Buying, Materialism, Self-Esteem, and Apparel-Product Involvement, Family and Consumer Sciences Research Journal, 32(3), 291-314.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues, Advances in Consumer Research, 27, 179-185.
  • Zhou, H. ve Gu, Z. (2015). The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret, American Journal of Industrial and Business Management 5, 27-36
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Asena Gizem Yiğit 0000-0002-9791-2211

Yayımlanma Tarihi 28 Haziran 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 19 Sayı: 2

Kaynak Göster

APA Yiğit, A. G. (2021). Kompulsif Satın Alma Davranışı Üzerinde Bedavanın Gücü. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 19(2), 205-216. https://doi.org/10.18026/cbayarsos.874134