Dürtüsel Satın Almada Kişilik Özellikleri ve Materyalizmin Etkisi

Öz

Satın alım kararlarında rasyonellik ve ihtiyaç dışında dürtüsel kaynaklı satın alma kararları da günümüz tüketicileri arasında yaygın şekilde karşımıza çıkmaktadır. Öncesinde bir plan olmaksızın ani bir kararla yapılan bu tür dürtüsel satın alımların altında yatan birçok sebep arasında tüketicilerin kişilik özellikleri ve materyalist eğilimleri dikkat çekmektedir. Bu çalışmanın amacı dürtüsel satın alma kararları üzerinde tüketicilerin kişilik özelliklerinin ve materyalizm düzeylerinin etkisini incelemektir. Yapısal eşitlik modeli bağlamında yapılan analizlerde kişilik özelliklerinden sorumluluk boyutunun ve materyalist eğilimin dürtüsel satın alma üzerinde etkisi olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Tüketici Davranışı, Dürtüsel Satın Alma, Kişilik, Materyalizm.

he Effect of Personality Traits and Materialism on Impulsive Buyin

Öz

Impulsive buying decision as well as the ones resulted from rationality and necessity are widespread among the consumers of modern world. There are several reasons lying under these impulsive buying decisions made impulsively without any plan or intent, but of all these reasons, personalities and the materialism level of consumers come to the fore. In this study, the effects of personalities and materialism level on impulsive buying decisions were aimed to explore. By means of the analysis through structural equation model SEM , it was found that conscientiousness dimension of personality and materialistic tendency had an effect on impulsive buying decision.

Anahtar Kelimeler

• Consumer Behaviour, Impulsive Buying, Personality, Materialism.

Kaynakça

1. Allport, G. W. (1961). Pattern and growth in personality.
2. Badgaiyan, A. J. ve Verma, A. (2014). Intrinsic Factors Affecting Impulsive Buying Behaviour- Evidence from India, Journal of Retailing and Consumer Services, 21(4), 537-549.
3. Bayley, Geoff, ve Nancarrow, C. (1998). Impulsive Purchasing: A Qualitative Exploration of the Phenomenon, Qualitative Market Research, 1(2), 99–114.
4. Beatty, S. E. ve Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors, Journal of Retailing, 74(2), 169-191.
5. Belk, R. W. (1985). Materialism: Trait Aspects of Living in the Material World, Journal of Consumer Research, 12(3), 265-280.
6. Bratko, D., Butkovic, A. ve Bosnjak, M. (2013). Twin Study of Impulsive Buying and Its Overlap with Personality, Journal of Individual Differences.
7. Burnett, M. S. ve Lunsford, D. A. (1994). Conceptualizing Guilt in the Consumer Decisionmaking Process, Journal of Consumer Marketing, 11(3):33–43.
8. Chen, T. ve Lee, M. C. (2015). Personality Antecedents of Online Buying Impulsiveness, Journal of Economics, Business and Management, 3(4), 425- 429.

9. Coley, A. L. (2002). Affective and Cognitive Processes Involved in Impulse Buying (Doctoral dissertation, uga).
10. Digman, J. M. (1990). Personality structure: Emergence of the Five-Factor model, Annual Review of Psychology, 41(1), 417-440.
11. Dittmar, H. ve Drury, J. (2000). Self-image–Is It in the Bag? A Qualitative Comparison between “Ordinary” and “Excessive” Consumers, Journal of Economic Psychology, 21(2), 109-142.
12. Etzioni, A. (1986). Rationality is Anti-entropic, Journal of Economic Psychology, 7(1), 17-36.
13. Goldberg, L. R. (1990). An alternative" Description of Personality": the Big-five Factor Structure, Journal of personality and social psychology, 59(6), 1216.
14. Goldsmith, R. E. ve Clark, R. A, (2012). Materialism, Status Consumption, and Consumer Independence, The Journal of Social Psychology, 152(1), 43-60.
15. Gosling, S. D., Rentfrow, P. J., ve Swann Jr, W. B. (2003). A Very Brief Measure of the Big-Five Personality Domains, Journal of Research in Personality, 37(6), 504-528.
16. Iyer, E.S. (2001). Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure, Journal of Retailing, 65(1): 40–57.
17. Jöreskog, K. ve Sörbom, D. (2001). LISREL: User’s Reference Guide, Scientific Software International, Chicago.
18. Kalaycı, Ş. (Ed). (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 2. Baskı, Ankara: Asil Yayın Dağıtım Ltd. Şti.
19. Kamineni, R. (2005). Influence of Materialism, Gender and Nationality on Consumer Brand Perceptions, Journal of Targeting, Measurement and Analysis for Marketing, 14(1), 25-32.
20. Miao, M., Jalees, T., Qabool, S. ve Zaman, S. I. (2019). The Effects of Personality, Culture and Store Stimuli on Impulsive Buying Behavior, Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 188-204.
21. Otero-López, J. M. ve Villardefrancos, E. (2013). Five-Factor Model Personality Traits, Materialism, and Excessive Buying: A Mediational Analysis, Personality and Individual Differences, 54(6), 767-772.
22. Podoshen, J. S. ve Andrzejewski, S. A. (2012). An Examination of the Relationships between Materialism, Conspicuous Consumption, Impulse Buying, and Brand Loyalty, Journal of Marketing Theory and Practice, 20(3), 319-334.
23. Pollay, R. W. (1986). The Distorted Mirror: Reflections on the Unintended Consequences of Advertising, Journal of Marketing, 50(2), 18-36.
24. Pradhan, D., Israel, D. ve Jena, A. K. (2018). Materialism and Compulsive Buying Behaviour: The Role of Consumer Credit Card Use and Impulse Buying. Asia Pacific Journal of Marketing and Logistics, 30(5), 1239-1258.
25. Rassuli, K. M. ve Hollander, S. C. (1986). Desire-induced, Innate, Insatiable?, Journal of Macromarketing, 6(2), 4-24.
26. Richins, M. L. ve Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation, Journal of Consumer Research, 19(3), 303-316.
27. Rook, D. W. (1987). The Buying Impulse, Journal of Consumer Research, 14(2), 189-199.
28. Rook, D. W. ve Gardner, M. P. (1993). In the Mood: Impulse Buying’s Affective Antecedents, Research in consumer behavior, 6(7), 1-28.
29. Rook, D. W. ve Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior, Journal of Consumer Research, 22(3), 305-313.
30. Santini, F. D. O., Ladeira, W. J., Vieira, V. A., Araujo, C. F. ve Sampaio, C. H. (2019). Antecedents and Consequences of Impulse Buying: A Meta-analytic Study, RAUSP Management Journal, 54(2), 178-204.
31. Schermelleh-Engel, K.; Moosbrugger, H. ve Müller, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”, Methods of Psychological Research Online, C: 8, No: 2, ss. 23-74.
32. Schiffman, L. ve Kanuk, L. L. (2008). Consumer behaviour 7th edition (Perilaku Konsumen), Jakarta: PT. Indeks.
33. Schumacker, R., E. ve Lomax, R., G. (2004). A Beginner’s Guide to Structural Equation Modelling, Lawrance Erlbaum Associates, New Jersey.
34. Shahjehan, A., Zeb, F. ve Saifullah, K. (2012). The Effect of Personality on Impulsive and Compulsive Buying Behaviors, African Journal of Business Management, 6(6), 2187-2194.
35. Sun, T., Wu, G. ve Youn, S. (2004). Psychological Antecedents of Impulsive and Compulsive Buying: A Hierarchical Perspective. In The Proceedings of the Society for Consumer Psychology (pp. 168-174).
36. Thompson, Craig J., Locander,WilliamB. ve Pollio, Howard R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women, Journal of Consumer Research, 17, 346–361.
37. Thompson, E. R. ve Prendergast, G. P. (2015). The Influence of Trait Affect and the Five-factor Personality Model on Impulse Buying, Personality and Individual Differences, 76, 216-221.
38. Troisi, J. D., Christopher, A. N. ve Marek, P. (2006). Materialism and Money Spending Disposition as Predictors of Economic and Personality variables, North American Journal of Psychology, 8(3), 421-436.
39. Türkyılmaz, C. A., Erdem, S. ve Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying, Procedia-Social and Behavioral Sciences, 175, 98-105.
40. Verplanken, B. ve Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and No Thinking, European Journal of personality, 15(S1), S71-S83.
41. Wood, Michael. (1998). Socio-economic Status, Delay of Gratification, and Impulse Buying, Journal of Economic Psychology, 19, 295–320.