İTKİSEL (DÜRTÜSEL) SATIN ALMA DAVRANIŞININ NEDENLERİ VE SONUÇLARI: TURİZM VE KONAKLAMA SEKTÖRÜNDE BİR ÇALIŞMA

Yıl 2018, Cilt: 11 Sayı: 2, 17 - 45, 26.12.2018

Hakan Boz , Erdoğan Koç

Öz

İtkisellik daha çok sosyoloji ve psikoloji alanında araştırılan bir konu iken son yıllarda pazarlama alanındaki çalışmaların da yapıldığı görülmektedir. İtkisellik ile ilgili çalışmalarla eşgüdümlü olarak itkiselliğin ve itkisel satın alma davranışının da toplum genelinde hızla arttığı görülmektedir. Çalışmalara bakıldığında itkisel satın alma davranışının toplam satın alma kararlarının %95’ine kadar ulaştığı görülmektedir. Bu nedenle çalışmada tüketicileri itkisel satın alma davranışına iten faktörler ve itkisel satın alma davranışının sonuçları incelenmiştir.

Araştırma kapsamında araştırmaya katılmayı kabul eden Uşak’ta 247, İzmir’de 76, İstanbul’da 105, Akhisar’da 50, Merzifon’da 21, Ankara’da 41 ve Balıkesir’de 18 kişi olmak üzere 558 kişiden veri toplanmıştır. Araştırma verilerine nicel araştırma deseninde anket ile kolayda örnekleme yöntemi kullanılarak ulaşılmıştır. Araştırma sonuçlarına bakıldığında para ve zaman müsaitliği tüketicileri itkisel olarak tatil paketi satın alma eğilimine sevk etmektedir. Buna karşın tüketicilerin duygudurum düzeyi, sebatsızlık, tatil ihtiyacının şiddeti, bilişsellik ihtiyacı, para ve miktar indiriminin itkisel satın alma eğilimine etkisi bulunmamaktadır. Son olarak saf ve planlı olarak satın alınan tatil paketinden sonra tüketiciler aldıkları hizmetten tatmin olurken öneri ve hatırlama yoluyla itkisel satın alma davranışında bulunan tüketiciler ise aldıkları mal veya hizmetlerden memnun olmamaktadırlar. İleride yapılacak araştırmalarda itkisel satın alınan mal veya hizmetlere karşı tüketicilerin farklı tutumları incelenmelidir.

Anahtar Kelimeler

Pazarlama, Tüketici Davranışı, Turizm, İtkisel (Dürtüsel) Satın Alma, İtkisel Satın Alma Çeşitleri

CAUSES AND CONSEQUENCES OF IMPULSIVE BUYING BEHAVIOUR: A STUDY IN THE TOURISM AND HOSPITALITY SECTOR

Öz

While impulsivity is a subject that has been explored more in sociology and psychology, it seems that in recent years there has been a considerable increase in the field of marketing. At the same time, it seems that the impulsivity/impulsive buying behavior are rapidly increasing in society as a whole. According to the literature, impulsive buying behavior can accounts up to 95% of all purchases. For this reason, the main purpose of the study were investigated the factors affecting the tendency to impulsive buying behavior and the results of impulsive buying behavior.

Data were collected from 558 participants who agreed to participate in the research, including 247 in Uşak, 76 in İzmir, 105 in Istanbul, 50 in Akhisar, 21 in Merzifon, 41 in Ankara and 18 in Balıkesir. The research data were collected by means of questionnaire. According to the study results, the availability of money and time leads consumers to tend to impulsive buy holiday packages. On the other hand, consumers' mood level, impatience, severity of holiday need, need for cognition, amount of money and quantity discount have no statistically effect on the tendency to impulsive buying. Consumers who have a tendency to impulsive buying are buying impulsive. Finally, after a holiday package purchased in a pure and planned impulsive buying, consumers are satisfied with the service they receive, while consumers who are in the behavior of purchasing by recommendation and reminder impulsive buying behavior are not satisfied with the service they receive. Future research should examine the attitudes of consumers towards goods or services that are purchased impulsive.

Anahtar Kelimeler

Marketing, Consumer Behavior, Tourism, Impulsive Buying Behavior, Types of Impulsive Buying Behavior

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