TÜKETİCİLERİN DUYGUDURUM DÜZEYİNİN İTKİSEL (DÜRTÜSEL), YENİLİKÇİ, HAZCI VE TAKINTILI SATIN ALMA DAVRANIŞINA ETKİSİ

Yıl 2019, Cilt: 12 Sayı: 1, 41 - 64, 26.06.2019

Hakan Boz

Öz

Bu çalışmanın temel amacı, tüketicilerin hazcı, takıntılı, itkisel ve yenilikçi satın alma davranışlarında duyguların etkisini araştırmaktır. Ayrıca çalışmada, dört irrasyonel tüketim alışkanlıklarından sonra tüketicilerin satın alma sonrası pişmalık duyup duymadıkları da araştırılmaktadır. Araştırma kapsamında 205 kişiden anket aracılığıyla veri toplanmıştır. Araştırma sonuçlarına bakıldığında tüketicilerin duygudurum düzeyi olumlu olarak arttıkça hazcı ve yenilikçi satın alma eğilimi artmaktadır. Buna karşın tüketicilerin içinde bulunduğu duygudurum düzeyi ile itkisel ve takıntılı satın alma davranışı arasında istatistiksel olarak anlamlı bir ilişki yoktur. Ayrıca takıntılı satın alma davranışından sonra tüketiciler daha çok satın alma sonrası pişmanlık yaşarken, takıntılı, itkisel ve hazcı satın alma davranışlarından sonra tüketiciler satın alma sonrası pişmanlık yaşamamaktadırlar. İleride yapılacak çalışmalarda dört satın alma tarzının öncülleri ve ardılları daha kapsamlı araştırılması uygulamacılar için daha etkin pazarlama iletişimi unsurları tasarlamalarına katkıda bulunabilir.

Anahtar Kelimeler

İtkisel (Dürtüsel) Satın Alma, Takıntılı Satın Alma, Yenilikçi Satın Alma, Hazcı Satın Alma, Satın Alma Sonrası Pişmanlık

THE INFLUENCE OF CONSUMERS’ EMOTIONAL STATES ON IMPULSIVE, COMPULSIVE, INNOVATIVE AND HEDONIC BUYING BEHAVIOR

Öz

The main purpose of this study is to investigate the influence of emotions on consumers' hedonistic, obsessive, iterative and innovative buying behavior. In a ddition, T he s tudy a lso i nvestigated c onsumer g uilt i n l ine with four types of irrational behaviour such as hedonistic, obsessive, iterative and innovative buying behavior. Data were collected from the survey by 205 people. Considering the results of the research, the positive emotions of the consumers affect the hedonic and innovative buying behavior. On the other hand, it does not affect the behavioral and obsessive buying behavior. In addition, after consumers' obsessive buying behavior, consumers feel regret and after other buying behaviors, consumers do not feel regret. In future studies, more extensive research of the precursors and consequences of the four buying styles may contribute to the design of more effective marketing communication elements for practitioners.

Anahtar Kelimeler

Impulsive Buying Behavior, Obsessive Buying Behavior, Innovative Buying Behavior, Hedonic Buying Behavior, Post Purchasing Guilt

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