TÜKETİCİLERİN SATIN ALMA NİYETLERİ VE BOYKOTA YÖNELİK TUTUMLARININ TÜKETİCİ SİNİZMİ, FİYAT ŞEFFAFLIĞI VE FİYAT ADALETİ BAĞLAMINDA İNCELENMESİ

Yıl 2017, Cilt: 26 Sayı: 3, 34 - 44, 21.10.2017

Kalender Özcan Atılgan Talip İnce Sinan Yılmaz

Öz

İnternet
ve dijital teknolojilerdeki gelişmelerin işletmecilik alanına yansımalarının
başında, fiyatlandırma politika ve uygulamalarına olan katkıları gelmektedir.
İşletmelerin fiyatlandırma uygulamalarına yönelik tüketicilerin
farkındalıklarının yüksek olması, işletmelerin fiyatlandırma kararlarını adil
ve dikkatli bir şekilde vermelerini gerektirmektedir. Aksi durumda,
tüketiciler, işletmeler tarafından kandırıldıklarını düşünerek, işletmelere
karşı çeşitli tepkiler verebileceklerdir. Bu çalışmanın amacı, işletmelerin
fiyat farklılaştırma uygulamaları durumunda tüketici sinizmi, fiyat şeffaflığı,
prosedürel fiyat adaleti, satın alma niyeti ve boykot
yapmaya yönelik tutumları arasındaki ilişkilerin incelenmesidir. Araştırmanın
sonuçlarına göre, fiyat şeffaflığı, prosedürel fiyat adaleti ve satın alma
niyeti değişkenleri arasında pozitif yönde anlamlı ilişkiler bulunmuştur. Diğer
yandan, tüketici sinizmi ile boykot yapmaya yönelik tutum arasında pozitif
yönlü anlamlı bir ilişki olduğu sonucuna ulaşılırken, hem tüketici sinizmi hem
de boykot yapmaya yönelik tutum ile fiyat şeffaflığı, prosedürel fiyat adaleti
ve satın alma niyeti değişkenleri arasında negatif yönlü ilişkilerin olduğu
ortaya çıkmıştır.

Anahtar Kelimeler

Tüketici sinizmi, tüketici boykotları, fiyat şeffaflığı, fiyat adaleti, fiyat farklılaştırma

Kaynakça

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