A MODEL PROPOSAL FOR AFFECTED FACTORS ON CONSUMERS’ INFORMATION SEEKING BEHAVIOR IN DIFFERENT PRODUCT AND SERVICE CATEGORIES

Abstract

Information seeking behavior is examined in two dimensions as internal and external. This behavior takes place in desicion-making processes of consumers before purchasing. The aim of this research is to propose a model that shows some of the differences in product categories by determining efficiencies of variables that affect consumers’ information seeking behavior. To this end, data collected from a face-to-face surveys conducted on participants from a convinience sample on two product furniture and hairdresser services categories were used to test the proposed models. According to the findings, demografic characteristics, perceived risk, product involvement and impulse shopping style have no significant effect on density of information seeking behavior. But, according to product categories, functional, hedonistic style and product familiriaty have effects on either

Keywords

• Information,Information Seeking Behavior,Involvement,Risk,Familiarity, Shopping Style

TÜKETİCİLERİN FARKLI ÜRÜN VE HİZMET KATEGORİLERİNDEKİ BİLGİ ARAMA DAVRANIŞLARINDA ETKİLİ UNSURLAR VE BİR MODEL ÖNERİSİ

Öz

Bilgi arama davranışı, literatürde, içsel ve dışsal olarak iki temel boyutta incelenmektedir. Bu davranışlar, tüketicilerin, bir ürünü satınalmadan önceki karar alma süreçlerinde yerini alan davranışlarıdır. Araştırmanın amacı, tüketicilerin bilgi arama davranışlarını etkileyen değişkenlerin etki derecelerini belirlemeye çalışarak, ürün kategorileri bazındaki farklılıkları gösteren bir model sunmaktır. Bu amaca yönelik olarak iki ürün grubu mobilya ve kuaför hizmetleri üzerinde kolayda örnekleme yöntemine göre seçilen katılımcılar üzerinde, yüz yüze anket yöntemi ile elde edilen verilerden yararlanılmıştır. Araştırma bulgularına göre, bilgi arama davranışı yoğunluklarının değişiminde, demografik özelliklerin, algılanan riskin, ürün ilgileniminin ve plansız alışveriş stilinin bir etkisi görülmemektedir. Ürün kategorilerine göre, fonksiyonel, hazcı stil ve ürün aşinalıklarının etkileri görülmektedir.

Anahtar Kelimeler

• Bilgi,Bilgi Arama Davranışları,İlgilenim,Risk,Aşinalık,Alışveriş Stili

Kaynakça

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