The Effect of Shopping Motivation on Impulse Buying Behavior at Airports

Yıl 2022, Cilt: 10 Sayı: 1, 18 - 34, 30.03.2022

Canan Yılmaz Uz

Öz

Shopping, which is one of the ways of getting away from the stress of life, is one of the most popular activities in daily life as well as in the flights of stress and excitement. There are various motivations that lead consumers to impulse buying, even if they have not been planned before. It is important for both airport retailers and consumers to know whether the motivation for shopping has an impact on impulse buying decisions of consumers who have time pressure. Also, the effect of the level of shopping involvement on this relationship is important. In this study, it has been tried to find out whether the motivation of shopping has an impact on impulse buying and it has been tried to investigate whether the level of time pressure and shopping interest makes a difference on this effect. It has been determined that shopping motivation has an effect on impulse buying behavior. In addition, it is among the other results of the study that the effect of shopping motivation on impulse buying behavior differs according to time pressure and shopping involvement level.

Anahtar Kelimeler

Impulse buying behavior, Shopping motivation, Shopping Involvement, Time Pressure

Alışveriş Motivasyonunun Havaalanlarındaki Anlık Satın Alma Davranışı Üzerine Etkisi

Öz

Hayatın stresinden uzaklaşmak isteyen tüketicilerin başvurduğu yollardan biri olan alışveriş günlük hayatta olduğu kadar stres ve heyecanın yoğun olarak yaşandığı havaalanlarında da en popüler aktivitelerden biridir. Önceden planlanmamış olsa dahi tüketicileri anlık satın almalara yönelten çeşitli motivasyonlar bulunmaktadır. Alışverişe dair hissedilen motivasyonun, zaman baskısı yaşayan tüketicilerin anlık satın alım kararları üzerinde bir etkisinin olup olmadığının bilinmesi hem havaalanı perakendecileri hem de tüketiciler için önemlidir. Ayrıca alışveriş ilgilenim düzeyinin bu ilişki üzerindeki etkisi de önem arz etmektedir. Bu çalışmada, alışveriş motivasyonunun anlık satın alma üzerine etkisinin olup olmadığı ortaya çıkarılmaya çalışılarak, zaman baskısı ve alışveriş ilgilenim düzeyinin bu etki üzerinde farklılık yaratıp yaratmadığı araştırılmaya çalışılmıştır. Alışveriş motivasyonunun anlık satın alma davranışı üzerinde etkisi olduğu tespit edilmiştir. Ayrıca, alışveriş motivasyonunun anlık satın alma davranışı üzerindeki etkisinin zaman baskısı ve alışveriş ilgilenim düzeyine göre farklılık gösterdiği, çalışmanın ulaşılan diğer sonuçları arasındadır.

Anahtar Kelimeler

Anlık Satın Alma Davranışı, Alışveriş Motivasyonu, Alışveriş İlgilenimi

Kaynakça

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