SATIN ALMA MOTİVASYONLARI: TÜKETİCİLERİN SANAL KOMPÜLSİF DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışmanın amacı tüketicilerin sanal ortamda kompülsif satın alma davranışlarında alışveriş motivasyonlarının ve demografik faktörlerin etkisini ortaya koyarak ilgili alanda daha derin bir anlayış oluşturmaktır.Bu amaçla Adana il merkezinde 420 tüketiciyle yüzyüze anket tekniğiyle veriler toplanmıştır.Araştırma modelindeki ilişkilerin test edilmesinde t testi ve basit doğrusal regresyon analizinden yararlanılmıştır. Elde edilen bulgular cinsiyet ve yaş demografik faktörlerinin sanal kompülsif satın almayı etkilemediğini, sosyal normatif ve karşılaştırma alışveriş motivasyonunun sanal kompülsif satın alma eğilimini etkilerken, diğer alışveriş motivasyonlarının etkilemediğiniortaya koymuştur.

Anahtar Kelimeler

• Kompülsif Satın Alma,Sanal Alışveriş,Alışveriş Motivasyonları,Tüketici Davranışları

SHOPPING MOTIVATIONS: A RESEARCH ON ONLINE COMPULSIVE BUYING BEHAVIOROF CONSUMERS

Öz

This study’s purpose is to constitute deep understanding by revealing effect of shopping motivations and demographic factors on online compulsive buying behavior of consumers. For this purpose, the data is collected from 420 consumers in Adana convince by face to face survey technique. T-test and simple linear regression analyses is used to test the relationships in the research model. The findings obtained are which gender and age of demographic factors don’t influence online compulsive buying.  Furthermore, while online compulsive buying is influenced by social normative and comparison shopping motivation, not influenced by the other shopping motivations.

Anahtar Kelimeler

• Compulsive Buying,Online Buying,Shopping Motivations,Consumer Behavior

Kaynakça

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