Tüketicilerin Kendin Yap Motivasyonları ve İnternetten Montaja Hazır Mobilya Satın Alma Davranışları

Öz

Bireyler ihtiyaç duydukları çeşitli mal ve hizmetleri kendin yap faaliyetleri ile karşılayabilmektedir. Ev boyama, bahçe peyzajı ve çeşitli ev tamirat işleri kendin yap faaliyetlerine örnek olarak verilebilir. Çalışma kapsamında bireylerin kendin yap motivasyonları incelenmektedir. Bunun yanında, kendin yap faaliyetlerinden, bireylerin internetten satın aldıkları mobilyaların montajı ele alınmaktadır. Teknoloji kabul modeli yardımıyla tüketicilerin internetten montaja hazır mobilya satın alma davranışları incelenmektedir. Araştırma hipotezlerini test etmek amacıyla kesit analizi tasarımı kullanılmıştır. Online anket formu ile 331 katılımcıdan veri elde edilmiştir. Araştırma sonucunda mobilya montajı imajının bireylerin kullanışlılık algısı ile olumlu ilişkide olduğu bulunmuştur. Bunun yanında bireylerin mobilya montajından eğlence algısının kullanım kolaylığı algılarını olumlu yönde etkilediği görülmektedir. Mobilya montajından kullanım kolaylığı ve kullanışlılık algısı, bireylerin montaja hazır mobilya satın almalarına yönelik tutumlarını olumlu etkilemektedir. Bireylerin tutumlarının ise davranışları ile olumlu bir ilişkide olduğu ortaya çıkmıştır. Katılımcıların genel olarak kendin yap davranışlarında ekonomik fayda sağlama güdülerinin belirgin olduğu görülmektedir. Cinsiyetin kendin yap davranışlarında önemli olabilecek bir değişken olduğu araştırma sonucunda bulunmuştur.

Anahtar Kelimeler

• Kendin Yap
• Montaja Hazır Mobilya
• Teknoloji Kabul Modeli

Consumers' Do-it-yourself Motivations and Online Ready-to-assemble Furniture Purchasing Behavior

Abstract

Individuals can meet their needs for various goods and services through do-it-yourself activities. House painting, garden landscaping, and home repairs are some of the examples of do-it-yourself activities. Within the scope of the study, individuals' do-it-yourself motivations are examined. In addition, among the do-it-yourself activities, the assembly of furniture that individuals purchase online is investigated. Consumers' online purchasing behavior of ready-to-assemble furniture is examined with the Technology Acceptance Model. A cross-sectional research design was used to test the research hypotheses. Data were obtained from 331 participants via an online survey form. The research revealed a positive relationship between individuals' perception of usefulness and the image of furniture assembly. In addition, it is seen that individuals' perception of enjoyment in furniture assembly positively influences their perception of ease of use. The perceptions of ease of use and usefulness of furniture assembly positively affect individuals' attitudes towards purchasing ready-to-assemble furniture. It has been revealed that individuals' attitudes have a positive relationship with their behavior. It is observed that the motivations for economic benefit are generally evident in the do-it-yourself behaviors of the parti

Keywords

• Do-it-yourself
• Ready-to-assemble Furniture
• Technology Acceptance Model.

Kaynakça

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