AN EVALUATION OF THE IMPACT OF EMOTIONAL STATES ON UNPLANNED ONLINE PURCHASING BEHAVIOR WITHIN THE FRAMEWORK OF DEMOGRAPHIC VARIABLES

Yıl 2024, Cilt: 33 Sayı: 2, 590 - 609, 20.10.2024

Emel Sarıtaş , Süleyman Barutçu

https://doi.org/10.35379/cusosbil.1432530

Öz

With the advancement of technology and the development of Internet-based platforms and various online applications, changes in consumer behavior are also occurring. In today’s world where the act of purchasing has significantly shifted to online environments, all kinds of factors that affect the purchasing process becomes a subject of evaluation. On the other hand, the emotions and emotional states of the individual have a significant impact on many decisions taken in daily life. For this reason, a significant part of individuals' daily lives is shaped by different emotions and emotional states; It is accepted that emotions and emotional state are important guides in shaping behaviors and decision-making processes. In this context, a critical question arises to regarding the extent to which individual's emotions and negative and positive emotional states shape online purchases. This study seeks to answer questions regarding the conceptual differences between emotions and emotional states, the importance of these concepts, the extent to which they influence unplanned online purchasing activities, and whether emotional states vary according to individuals’ demographic characteristics. Within the framework of the findings, recommendations have been made to companies/stores online sales

Anahtar Kelimeler

negative mood, Online Unplanned Buying, Unplanned Buying, mood, positive mood

ÇEVRİM İÇİ PLANSIZ SATIN ALMA DAVRANIŞI ÜZERİNDE DUYGU DURUMUNUN DEMOGRAFİK DEĞİŞKENLER ÇERÇEVESİNDE DEĞERLENDİRİLMESİ

Öz

Gelişen teknoloji ile birlikte İnternet tabanlı platformların ve çeşitli çevrim içi uygulamaların gelişmesiyle tüketici davranışlarında da değişimler yaşanmaktadır. Satın alma eyleminin önemli ölçüde çevrim içi ortamlara taşındığı günümüzde, satın alma sürecine etki eden her türlü unsur değerlendirme konusu olmaktadır. Diğer yandan günlük hayatın içinde alınan birçok kararın üzerinde bireyin içinde bulunduğu duygular ve duygu durumları önemli bir etkiye sahiptir. Bu nedenle, bireylerin günlük hayatlarının önemli bir kısmı farklı duygu ve duygu durumları tarafından şekillendirilmekte; davranışların biçimlendirilmesinde ve karar verme süreçlerinde, duygu ve duygu durumu önemli yönlendiricilerden biri olduğu kabul edilmektedir. Bu kapsamda bireyin duyguları ile negatif ve pozitif duygu durumlarının çevrim içi satın alımları ne ölçüde şekillendirdiği önemli bir soru olarak karşımıza çıkmaktadır. Bu çalışmada bireylerin duygu ve duygu durumlarının kavramsal olarak farkları ve bu kavramların önemi, çevrim içi plansız satın alma faaliyetlerini ne derecede etkilediği ve bireylerin demografik özelliklerine göre duygu durumlarının farklılaşıp farklılaşmadığı sorularına cevap verilmeye çalışılmıştır. Elde edilen bulgular çerçevesinde çevrim içi satış hedefi olan şirketlere/mağazalara önerilerde bulunulmuştur.

Anahtar Kelimeler

Çevrim içi Plansız Satın alma, Plansız Satın alma, Duygu durumu, Pozitif Duygu Durumu, Negatif Duygu Durumu

Kaynakça

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