HEDONİK DEĞER ve SOSYAL ETKİLEŞİMİN KAHVE DÜKKÂNI DENEYİMİNE ve MUTLULUĞA ETKİSİ

Öz

Kahve tüketiminin oldukça yaygın olduğu ülkelerde kahvenin ev dışı tüketimi de yüksek olduğu için artan talep kahve dükkânlarının ortaya çıkmasına sebebiyet vermiştir. Özellikle Z kuşağı olarak adlandırılan nesil tarafından sıklıkla tercih edilen kahve dükkânlarında iyi hizmet sunmaya odaklanılmakla birlikte dükkânın ambiyansı üzerine düşünülmekte ve sıradan olmayan tasarımlar benimsenmektedir. Tüketiciler artık salt hizmet sunumu yerine kendilerine farklı bir ambiyans sunan ve hoş deneyimler sağlayan ortamlarda hizmet almayı tercih etmektedir. Bu araştırmada hedonik değer ve sosyal etkileşimin kahve dükkânı deneyimine ve mutluluğa etkisinin incelenmesi amaçlanmıştır. Bu amaç doğrultusunda çalışmada kolayda örnekleme yöntemi kullanılmıştır. Elde edilen veriler anket tekniği kullanılarak toplanmıştır. Çalışmanın örneklemini Kastamonu’daki yeni nesil kahve dükkânlarını ziyaret eden kahve tüketicileri oluşturmaktadır. Bu kapsamda anket 384 katılımcıya uygulanmıştır. Araştırmanın sonucuna göre hedonik değerin kahve dükkânı deneyimini pozitif yönlü etkilediği tespit edilmiştir. Sosyal etkileşimin kahve dükkânı deneyimini, kahve dükkânı deneyiminin ise mutluluğu etkilediği saptanmıştır. Ayrıca hedonik değer ile yaş arasında, sosyal etkileşim ile medeni durum arasında, kahve dükkânı deneyimi ile hem medeni durum hem de yaş ile arasında, mutluluk ile yaş ve eğitim seviyesi arasında zayıf düzeyde pozitif ilişki tespit edilmiştir.

Anahtar Kelimeler

• Hedonik değer
• Sosyal Etkileşim
• Kahve Dükkânı Deneyimi
• Mutluluk

Destekleyen Kurum

Destekleyen kurum yoktur.

Etik Beyan

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Yazım Kurallarına uygun olarak hazırladığım(ız)_HEDONİK DEĞER ve SOSYAL ETKİLEŞİMİN KAKVE DÜKKANI DENEYİMİNE ve MUTLULUĞA ETKİSİ başlıklı çalışmada;  Makale içinde sunulan verilerin, bilgilerin ve dokümanların akademik ve etik kurallar çerçevesinde elde edildiğini,  Tüm bilgi, belge, değerlendirme ve sonuçların bilimsel etik ve ahlak kurallara uygun olarak sunulduğunu,  Makale çalışmasında yararlanılan eserlerin tümünün uygun atıfta bulunarak kaynak gösterildiğini,  Kullanılan verilerde ve ortaya çıkan sonuçlarda herhangi bir değişiklik yapılmadığını,  Bu makalede sunulan çalışmanın özgün olduğunu ve makalenin benzeşim oranının _____14__ olduğunu; bildirir, aksi bir durumda aleyhime doğabilecek tüm hak kayıplarını kabullendiğimi beyan ederim. ( ) Makale için Etik Kurul onayına gerek yoktur. ( * ) Makale için Etik Kurul onayı alınmıştır. Etik kurul izni gerektiren çalışmalarda, izinle ilgili bilgiler (kurul adı, tarih ve sayı no) yöntem bölümünde ve ayrıca makale ilk/son sayfasında yer verilmelidir. Olgu sunumlarında, bilgilendirilmiş gönüllü olur/onam formunun imzalatıldığına dair bilgiye makalede yer verilmesi gereklidir. 23…. /01 …. / 2025….

THE IMPACT OF HEDONIC VALUE AND SOCIAL INTERACTION ON COFFEE SHOP EXPERIENCE AND HAPPINESS

Öz

In countries where coffee consumption is quite common, out-of-home coffee consumption is also high, leading to increased demand and the emergence of coffee shops. In coffee shops, which are frequently preferred by the generation referred to as Generation Z, the focus is on providing good service, but the ambiance of the shop is considered and unusual designs are adopted. Instead of offering a standart service delivery, consumers now prefer to receive services in environments that offer them a dinstictive ambiance and pleasant experiences. This study aims to examine the effects of hedonic value and social interaction on coffee shop experience and happiness. For this purpose, the study used the convenience sampling method. The data was collected using the survey technique. The sample of the study consists of coffee consumers visiting new-generation coffee shops in Kastamonu. In this context, the survey was applied to 384 participants. According to the results of the study, it was determined that hedonic value positively affects the coffee shop experience. Furthermore, it is seen that social interaction affects the coffee shop experience and the coffee shop experience, in turn, affects happiness. Additionally, a weak positive relationship was found between hedonic value and age, social interaction and marital status, coffee shop experience and both marital status and age, and between happiness and both age and education level.

Anahtar Kelimeler

• Hedonic value
• Social Interaction
• Coffee Shop Experience
• Happiness

Kaynakça

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