TİKSİNME DUYARLILIĞI TÜKETİCİ DAVRANIŞLARINI ETKİLEYEBİLİR Mİ? HUY TEMELLİ BİR YAKLAŞIM

Yıl 2019, Cilt: 20 Sayı: 2, 212 - 229, 30.11.2019

Mustafa Bilgehan Kutlu

Öz

Tiksinme pazarlama alanında ihmal
edilen olumsuz duygulardan biri olmuştur. Bu alanda yapılan bazı çalışmalar
tiksinme uyaranı varlığının tüketici davranışına etkisine odaklansa da, çok azı
tüketicilerin tiksinme duyarlılığı konusuna dikkat etmektedir. Bu çalışmanın
amacı, tüketici tiksinme duyarlılığının tüketici davranışı üzerindeki etkisini
incelemektir. 380 üniversite öğrencisine kolayda örnekleme ile anket
uygulanmaktadır. Bu nedenle araştırma bulguları genelleştirilemez. Araştırma
hipotezlerini test etmek için kısmi en küçük kareler yapısal eşitlik
modellemesi kullanılmaktadır. Bulgular, tüketicilerin tiksinme
duyarlılıklarının riskten kaçınmaları üzerinde olumlu etkisi olduğunu
göstermektedir. Bunun yanında, riskten kaçınmanın tüketicilerin genel marka
sadakatleri üzerinde pozitif etkisi olduğu görülmektedir. Bu çalışma, tiksinme
duyarlılığının tüketici davranışları üzerindeki rolünü gösteren huy temelli bir
mekanizmanın varlığına kanıt sunmaktadır. Başka değişle, tiksinme uyaranı
olmasa bile tiksinme duyarlılığı tüketici davranışı üzerinde etkide
bulunabilir. Sonuç olarak, bu çalışmanın pazarlama literatürüne katkı sağlaması
beklenmektedir. 

Anahtar Kelimeler

Tiksinme duyarlılığı, riskten kaçınma, marka sadakati

Kaynakça

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