Effects of Utilitarian and Hedonic Shopping Value and Consumer Satisfaction on Consumer Behavioral Intentions

Yıl 2015, Cilt: 15 Sayı: 1, 91 - 98, 01.02.2015

Hülya Bakırtaş İbrahim Bakırtaş Mümin Atalay Çetin

Öz

The purpose of this study is to examine the impact of shopping value on satisfaction and behavioral intentions of consumers. The measures used in the study were gathered in accordance with the studies in literature and the study was conducted based on questionnaire. The study performed with 521 apparel shopper of only one mall in Turkey. The validity of hypothesizes proposed in the study were tested by Structural Equation Model (SEM). Results show that both utilitarian and hedonic shopping values have positive impact on satisfaction and behavioral intentions of consumers. However, hedonic shopping value has greater impact than utilitarian shopping value. The reason of this is the fact that apparel shopping is related on hedonism. On the other hand, according to result, consumer satisfaction does not have impact on consumer behavioral intention. These findings are important for both practitioners and retailers. Besides, limitations of the study, suggestions proposed for researchers who will study this topic and practical interpretations related to study are covered in the study

Anahtar Kelimeler

Hedonic shopping value, utilitarian shopping value, customer satisfaction, behavioral intention, SEM

Faydacı ve Hazcı Alışveriş Değeri ve Tüketici Tatmininin Tüketicinin Davranışsal Niyetleri Üzerindeki Etkileri

Öz

Bu çalışmanın amacı tüketicilerin davranışsal yaklaşımları ve tatminleri üzerinde alışveriş değerinin etkisini ölçmektir.Çalışmada kullanılan ölçüm değerleri literatürdeki çalışmalar takip edilerek anket yoluyla derlenmiştir.Çalışma Türkiye’deki tek bir alışveriş merkezinde 521 giyim müşterisi için gerçekleştirilmiştir.Çalışmada ifade edilen hipotezler Yapısal Eşitlik Modeli(YEM) yardımıyla test edilmiştir.Sonuçlar hem faydacı hem de hazcı alışveriş değerinin,tüketici tatmini ve davranışsal yaklaşımı üzerinde pozitif bir etkisi olduğunu ifade etmektedir.Ancak hazcı alışveriş değerinin etkisi faydacı değere göre daha büyük bulunmuştur.Bunun nedeni ise giyim müşterilerinin hazcı yaklaşıma sahip olmalarıdır.Diğer yandan çalışmanın sonuçlarından hareketle tüketici tatmininin,tüketicinin davranışsal yaklaşımları üzerinde herhangi bir etkisi yoktur.Elde edilen bu sonuçlar hem toptancı hem de perakendeciler için önem arz etmektedir.Ayrıca çalışmanın içerisinde çalışmanın kısıtları, ileride bu konuyu çalışacak olan araştırmacılara sunulan öneriler ve çalışmaya dair pratik yorumlamalarda yer almaktadır

Anahtar Kelimeler

Hazcı alışveriş değeri, faydacı alışveriş değeri, tüketici tatminiü, davranışsal niyet, SEM

Kaynakça

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