Araştırma Makalesi
PDF EndNote BibTex RIS Kaynak Göster

Kalabalık, Mesaj İçeriği ve Mesaj Çerçevesi Etkileşiminin Perakendede Tüketici Satın Alma Eğilimleri Üzerindeki Etkisi

Yıl 2019, Cilt 17, Sayı 34, 407 - 435, 13.09.2019
https://doi.org/10.35408/comuybd.553540

Öz

Bu çalışma bir alışveriş ortamındaki kalabalık seviyesi, mesajın içerik ve çerçevesinin etkileşimlerinin tüketicilerin satin alma davranışları üzerindeki etkisini perakende bağlamında ölçmeyi amaçlamaktadır. Deneysel bir tasarım uygulanan çalışmada kalabalık seviyesi (kalabalık olmayan/kalabalık), mesaj içeriği (zihinsel/duygusal), ve mesaj çerçevesi (pozitif/negatif) manipüle edilen faktörler olarak belirlenmiştir. Çalışma sonuçları, mesaj çerçevesinin, kalabalık seviyesi ve mesaj içeriği arasındaki iki yönlü etkileşim üzerinde düzenleyici rolü olduğunu teyit etmiştir.  Pozitif çerçeveli mesajlarda, kalabalık seviyesinin mesaj içerik tipine bağlı olarak, tüketicilerin satın alma eğilimleri üzerinde farklı etkileri olmaktadır. Kalabalık olmayan ortamlarda, tüketiciler bilgi yoğun mesaj içeriklerine maruz kaldıklarında daha yüksek satın alma eğilimi göstermektedirler. Diğer taraftan, kalabalık ortamlarda, tüketiciler duygu yoğun mesaj içeriklerine maruz kaldıklarında ise daha yüksek satın alma eğilimi göstermektedirler. Diğer faktörlerden bağımsız olarak, negatif çerçevesi olan reklam mesajları daha yüksek satın alma eğilimi oluşturmaktadır.


Kaynakça

  • Banks, S. M., Salovey, P., Greener, S. Rothman, A. J., Moyer, A., Beauvais, J., & Epel, E. (1995). The effects of message framing on mammography utilization. Health Psychology, 14(2): 178–184.
  • Baum, A., & Davis, G. E. Spatial and social aspects of crowding perception. Environment and Behavior, 1976, 8(4): 527-544.
  • Burgess, E.E., Turan, B., Lokken, K.L., Morse, A. & Boggiano, M.M. (2014). Profiling Motives behind Hedonic Eating: Preliminary Validation of the Palatable Eating Motives Scale. Appetite, 72 (January): 66–72.
  • Cohen, J. L., Sladen, B., & Bennett, B. The effects of situational variables on judgments of crowding. Sociometry, 1975, 38(2): 273-281.
  • Cheng, T., Woon, D.K. & Lynes, J.K. (2011). The Use of Message Framing in the Promotion of Environmentally Sustainable Behaviors. Social Marketing Quarterly, 17(2): 48-62.
  • Davis, J. J. (1995). The effects of message framing on response to environmental communications. Journalism and Mass Communication Quarterly, 72(2): 285–299.
  • Dunegan, K. J. (1993). Framing, cognitive modes, and image theory: Toward an understanding of a glass half full. Journal of Applied Psychology, 78(3): 491–503.
  • Eroglu, S.A., Machleit, K.A. & Feldman Barr, F. (2005). Perceived Retail Crowding and Shopping Satisfaction: The Role of Shopping Values. Journal of Business Research, 58(8): 1146–53.
  • Eroglu, S. A., & Machleit, K. A. (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing, 66(2): 201-221.
  • Evans, W. G., Saegert, S., & Harris, R. (2001). Residential density and psychological health among children in low-income families. Environment and Behavior, 33(2): 165-180.
  • Fagley, N. S., & Miller, P. M. (1987). The effects of decision framing on choice of risky vs. certain options. Organizational Behavior and Human Decision Processes, 39(2): 264–277.
  • Freedman, J. The effects of crowding on human behavior. Unpublished manuscript, Department of Psychology, Columbia University, 1970.
  • Gamliel, E. & Herstein, R. (2011). To save or to lose: does framing price promotion affect consumers' purchase intentions? Journal of Consumer Marketing, 28(2): 152-158.
  • Ganzach, Y., & Karsahi, N. (1995). Message framing and buying behavior: A field experiment. Journal of Business Research, 32(1): 11–17.
  • Grewal, D., Gotlieb, J. & Marmorstein, H. (1994). The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship. Journal of Consumer Research, 21(1): 145-153.
  • Harrell G.D, Hutt M.D, & Anderson J.C. (1980). Path analysis of buyer behavior under conditions of crowding. Journal of Marketing Research, 17(1): 45–51.
  • Hoch, S.J. & Lowenstein, G.F. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17(4): 492–507.
  • Hock, S. & Bagchi, R. (2018). The Impact of Crowding on Calorie Consumption. Journal of Consumer Research, 44(2018): 1123-1140.
  • Huang, X., Huang, Z. & Wyer, R. The Influence of Social Crowding on Brand Attachment. Journal of Consumer Research, 44(5):1068-1084.
  • Hui, M.K. & Bateson, J.E.G. (1991). Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience. Journal of Consumer Research, 18(2): 174–84.
  • Hutt, C. & Vaizey, M. (1966). Differential effects of group density on social behavior. Nature, 209: 1371-1372.Kuhberger, A. (1995). The framing of decisions: A new look at old problems. Organizational Behavior and Human Decision Processes, 62(2): 230–240.
  • Levin, I.P., Schneider, S.L. & Gaeth, G.J. (1998). All frames are not created equal: a typology and critical analysis of framing effects. Organizational Behavior and Human Decision Process, 76(2): 149-188.
  • Levin, I. P., & Gaeth, G. J. (1988). How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product. Journal of Consumer Research, 15(3): 374–378.
  • Marteau, T. M. (1989). Framing of information: Its influence upon decisions of doctors and patients. British Journal of Social Psychology, 28(1): 89–94.
  • Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of Personality and Social Psychology, 52(3): 500–510.
  • Neale, M. A., & Bazerman, M. H. (1985). The effects of framing and negotiator overconfidence on bargaining behaviors and outcomes. Academy of Management Journal, 28(1): 34–49.
  • Oldham, G.R. and Fried, Y. (1987). Employee Reactions to Workspace Characteristics. Journal of Applied Psychology, 72(1): 75–80.
  • O’Guinn, T. C., Tanner, R.J. & Maeng, A. (2015). Turning to Space: Social Density, Social Class, and the Value of Things in Stores. Journal of Consumer Research, 42(2): 196–213.
  • Qualls, W. J., & Puto, C. P. (1989). Organizational climate and decision framing: An integrated approach to analyzing industrial buying decisions. Journal of Marketing Research, 26(2): 179–192.
  • Schneider, S. L. (1995). Item difficulty, discrimination, and the confidence-frequency effect in a categorical judgment task. Organizational Behavior and Human Decision Processes, 61(2): 148–167.
  • Shelby, B., Vaske, J.J., & Heberlein, T.A. (1989). Comparative Analysis of Crowding in multiple Locations: Results from Fifteen Years of Research. Leisure Sciences, 11(4): 269-291.
  • Steffen, V. J., Sternberg, L., Teegarden, L. A., & Shepherd, K. (1994). Practice and persuasive frame: Effects on beliefs, intention, and performance of a cancer self-examination. Journal of Applied Social Psychology, 24(10): 897–925.
  • Shiv, B. & Fedorikhin, A. (1999). Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3): 278–82.
  • Stokols, D., Rail, M., Pinner, B., & Schopler, J. (1973). Physical, social, and personal determinants of the perception of crowding. Environment and Behavior, 5(1): 87-115.
  • Stokols, D. (1972). On the distinction between density and crowding: Some implications for future research. Psychological Review, 79(3): 275-277. Tversky, A., &Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481): 453–458.
  • Valins, S., & Baum, A. Residential group size, social interaction, and crowding. Environment and Behavior, 1973, 5(4): 421-439.
  • Vovsha, P., Oliveira, M. G. S., Davidson, W., Chu, C., Farley, R., Mitchell, M. (2014). Statistical analysis of transit user preference including in-vehicle crowding and service reliability. Washington, DC: Transportation Research Board 93rd Annual Meeting.
  • Worchel, S., & Teddlie, C. (1976). The experience of crowding: A two-factor theory. Journal of Personality and Social Psychology, 34(1): 30-40.
  • Wilson, D. K., Kaplan, R. M., & Schneiderman, L. J. (1987). Framing of decisions and selections of alternatives in health care. Social Behaviour, 2(1): 51–59.
  • Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior and Organization, 1(1): 39–60.
  • Zehrer, A. & Raich, F. (2016). The impact of perceived crowding on customer satisfaction. Journal of Hospitality and Tourism Management, 29(December): 88-98.
  • Yıldırım, K., & Akalin-Baskaya, A. (2007). Perceived crowding in a caffe/restaurant with different seating densities. Building and Environment, 42(9): 3410-3417.

The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing

Yıl 2019, Cilt 17, Sayı 34, 407 - 435, 13.09.2019
https://doi.org/10.35408/comuybd.553540

Öz

This study targets to measure the interactional effect of crowd level in a shopping environment, the content and framing type of the message on purchase intentions of consumers in a retail context. An experimental design was employed with crowd level (no crowd vs crowd), message content (cognitive vs affective) and frame type (positive vs negative) as the manipulated conditions. Results of the study confirm that frame type moderates the two-way interaction between the crowd level and message content. In case of positive frames, level of perceived crowding has differing levels of effect on purchase intentions of consumers depending on the content type exposed. Environments with no crowd lead to higher purchase intentions when consumers are exposed to information intensive messages and crowded environments lead to higher purchase intentions when consumers are exposed to emotion intensive messages. Finally, when consumers are exposed to negatively framed messages in the advertisements, independent from other factors, they generate higher purchase intentions.


Kaynakça

  • Banks, S. M., Salovey, P., Greener, S. Rothman, A. J., Moyer, A., Beauvais, J., & Epel, E. (1995). The effects of message framing on mammography utilization. Health Psychology, 14(2): 178–184.
  • Baum, A., & Davis, G. E. Spatial and social aspects of crowding perception. Environment and Behavior, 1976, 8(4): 527-544.
  • Burgess, E.E., Turan, B., Lokken, K.L., Morse, A. & Boggiano, M.M. (2014). Profiling Motives behind Hedonic Eating: Preliminary Validation of the Palatable Eating Motives Scale. Appetite, 72 (January): 66–72.
  • Cohen, J. L., Sladen, B., & Bennett, B. The effects of situational variables on judgments of crowding. Sociometry, 1975, 38(2): 273-281.
  • Cheng, T., Woon, D.K. & Lynes, J.K. (2011). The Use of Message Framing in the Promotion of Environmentally Sustainable Behaviors. Social Marketing Quarterly, 17(2): 48-62.
  • Davis, J. J. (1995). The effects of message framing on response to environmental communications. Journalism and Mass Communication Quarterly, 72(2): 285–299.
  • Dunegan, K. J. (1993). Framing, cognitive modes, and image theory: Toward an understanding of a glass half full. Journal of Applied Psychology, 78(3): 491–503.
  • Eroglu, S.A., Machleit, K.A. & Feldman Barr, F. (2005). Perceived Retail Crowding and Shopping Satisfaction: The Role of Shopping Values. Journal of Business Research, 58(8): 1146–53.
  • Eroglu, S. A., & Machleit, K. A. (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing, 66(2): 201-221.
  • Evans, W. G., Saegert, S., & Harris, R. (2001). Residential density and psychological health among children in low-income families. Environment and Behavior, 33(2): 165-180.
  • Fagley, N. S., & Miller, P. M. (1987). The effects of decision framing on choice of risky vs. certain options. Organizational Behavior and Human Decision Processes, 39(2): 264–277.
  • Freedman, J. The effects of crowding on human behavior. Unpublished manuscript, Department of Psychology, Columbia University, 1970.
  • Gamliel, E. & Herstein, R. (2011). To save or to lose: does framing price promotion affect consumers' purchase intentions? Journal of Consumer Marketing, 28(2): 152-158.
  • Ganzach, Y., & Karsahi, N. (1995). Message framing and buying behavior: A field experiment. Journal of Business Research, 32(1): 11–17.
  • Grewal, D., Gotlieb, J. & Marmorstein, H. (1994). The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship. Journal of Consumer Research, 21(1): 145-153.
  • Harrell G.D, Hutt M.D, & Anderson J.C. (1980). Path analysis of buyer behavior under conditions of crowding. Journal of Marketing Research, 17(1): 45–51.
  • Hoch, S.J. & Lowenstein, G.F. (1991). Time-Inconsistent Preferences and Consumer Self-Control. Journal of Consumer Research, 17(4): 492–507.
  • Hock, S. & Bagchi, R. (2018). The Impact of Crowding on Calorie Consumption. Journal of Consumer Research, 44(2018): 1123-1140.
  • Huang, X., Huang, Z. & Wyer, R. The Influence of Social Crowding on Brand Attachment. Journal of Consumer Research, 44(5):1068-1084.
  • Hui, M.K. & Bateson, J.E.G. (1991). Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience. Journal of Consumer Research, 18(2): 174–84.
  • Hutt, C. & Vaizey, M. (1966). Differential effects of group density on social behavior. Nature, 209: 1371-1372.Kuhberger, A. (1995). The framing of decisions: A new look at old problems. Organizational Behavior and Human Decision Processes, 62(2): 230–240.
  • Levin, I.P., Schneider, S.L. & Gaeth, G.J. (1998). All frames are not created equal: a typology and critical analysis of framing effects. Organizational Behavior and Human Decision Process, 76(2): 149-188.
  • Levin, I. P., & Gaeth, G. J. (1988). How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product. Journal of Consumer Research, 15(3): 374–378.
  • Marteau, T. M. (1989). Framing of information: Its influence upon decisions of doctors and patients. British Journal of Social Psychology, 28(1): 89–94.
  • Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of Personality and Social Psychology, 52(3): 500–510.
  • Neale, M. A., & Bazerman, M. H. (1985). The effects of framing and negotiator overconfidence on bargaining behaviors and outcomes. Academy of Management Journal, 28(1): 34–49.
  • Oldham, G.R. and Fried, Y. (1987). Employee Reactions to Workspace Characteristics. Journal of Applied Psychology, 72(1): 75–80.
  • O’Guinn, T. C., Tanner, R.J. & Maeng, A. (2015). Turning to Space: Social Density, Social Class, and the Value of Things in Stores. Journal of Consumer Research, 42(2): 196–213.
  • Qualls, W. J., & Puto, C. P. (1989). Organizational climate and decision framing: An integrated approach to analyzing industrial buying decisions. Journal of Marketing Research, 26(2): 179–192.
  • Schneider, S. L. (1995). Item difficulty, discrimination, and the confidence-frequency effect in a categorical judgment task. Organizational Behavior and Human Decision Processes, 61(2): 148–167.
  • Shelby, B., Vaske, J.J., & Heberlein, T.A. (1989). Comparative Analysis of Crowding in multiple Locations: Results from Fifteen Years of Research. Leisure Sciences, 11(4): 269-291.
  • Steffen, V. J., Sternberg, L., Teegarden, L. A., & Shepherd, K. (1994). Practice and persuasive frame: Effects on beliefs, intention, and performance of a cancer self-examination. Journal of Applied Social Psychology, 24(10): 897–925.
  • Shiv, B. & Fedorikhin, A. (1999). Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3): 278–82.
  • Stokols, D., Rail, M., Pinner, B., & Schopler, J. (1973). Physical, social, and personal determinants of the perception of crowding. Environment and Behavior, 5(1): 87-115.
  • Stokols, D. (1972). On the distinction between density and crowding: Some implications for future research. Psychological Review, 79(3): 275-277. Tversky, A., &Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481): 453–458.
  • Valins, S., & Baum, A. Residential group size, social interaction, and crowding. Environment and Behavior, 1973, 5(4): 421-439.
  • Vovsha, P., Oliveira, M. G. S., Davidson, W., Chu, C., Farley, R., Mitchell, M. (2014). Statistical analysis of transit user preference including in-vehicle crowding and service reliability. Washington, DC: Transportation Research Board 93rd Annual Meeting.
  • Worchel, S., & Teddlie, C. (1976). The experience of crowding: A two-factor theory. Journal of Personality and Social Psychology, 34(1): 30-40.
  • Wilson, D. K., Kaplan, R. M., & Schneiderman, L. J. (1987). Framing of decisions and selections of alternatives in health care. Social Behaviour, 2(1): 51–59.
  • Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior and Organization, 1(1): 39–60.
  • Zehrer, A. & Raich, F. (2016). The impact of perceived crowding on customer satisfaction. Journal of Hospitality and Tourism Management, 29(December): 88-98.
  • Yıldırım, K., & Akalin-Baskaya, A. (2007). Perceived crowding in a caffe/restaurant with different seating densities. Building and Environment, 42(9): 3410-3417.

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal
Bölüm Araştırma Makalesi
Yazarlar

Edin Güçlü Sözer> (Sorumlu Yazar)
İSTANBUL OKAN ÜNİVERSİTESİ
0000-0003-4984-4629
Türkiye

Yayımlanma Tarihi 13 Eylül 2019
Gönderilme Tarihi 14 Nisan 2019
Yayınlandığı Sayı Yıl 2019, Cilt 17, Sayı 34

Kaynak Göster

APA Sözer, E. G. (2019). The Interaction of Crowd, Message Content and Message Frame on Generating Purchase Intentions in Retailing . Yönetim Bilimleri Dergisi , 17 (34) , 407-435 . DOI: 10.35408/comuybd.553540