Tüketici Satın Alma Karar Verme Tarzlarının Hediye Verme Davranışı Üzerine Etkisi: Y ve Z Kuşakları Üzerine Bir İnceleme

Yıl 2023, Cilt: 8 Sayı: 1, 139 - 154, 30.06.2023

Esma Ebru Şentürk

Öz

Bu araştırmanın amacı, kohort teorisi kapsamında Y ve Z kuşağı tüketicilerin, tüketici karar verme tarzlarının belirlenerek hediye verme davranışları üzerindeki etkisinin incelenmesidir. Araştırmada genel tarama modeli kullanılmıştır. Veri toplama aracı tüketici karar verme tarzları envanteri ve hediye verme davranışları ölçeklerini içermektedir. Online ve yüzyüze anket yöntemleri birlikte kullanılmıştır. Araştırma grubu Türkiye’de ikamet eden 18-41 yaşarası 844 katılımcıdan oluşmaktadır. Araştırmanın sonuçlarına göre Y kuşağı hediye verirken ikili ilişkilerini geliştirmeyi, Z kuşağı kendine tanımladığı karakterin alıcıda anlaşılmasını hedeflemektedir. Y ve Z kuşakları tüketici karar verme tarzlarından mükemmeliyetçilik, kalite-marka bilinci, moda odaklılık, fiyat odaklılık, düşünmeden alışveriş ve bilgi karmaşası yaşama boyutlarında birbirinden farklılaşmaktadır. Tüketici karar verme tarzları, Y ve Z kuşaklarının hediye verme davranışlarını etkilemektedir.

Anahtar Kelimeler

Tüketici Davranışları, Tüketici Karar Verme Tarzları, Hediye Verme Davranışı, Z Kuşağı

The Effects Of Consumer Purchase Decision-Making Styles On Gift-Giving Behavior: An Analyze On Generations Y and Z

Öz

The aim of this research is to determine the consumer decision-making styles of Gen Y and Gen Z consumers, who were born in different time periods within the scope of cohort theory, and to examine the effect on gift-giving behaviors. General scanning model was used in the research. The data collection tool includes the consumer decision-making styles inventory (CSI) and gift-giving behavior (GGB) scales. Online and face-to-face survey methods were used together. The research group consists of 804 participants between the ages of 18-41 residing in Turkey. According to the results of the research, while the Gen Y tends to develop relationships in gift-giving behaviors, Gen Z tends to reflect. Consumer decision-making styles affect gift-giving behaviors of both Gen Y and Gen Z in terms of different sub-dimensions.

Anahtar Kelimeler

Consumer Behaviors, Consumer Decision-Making Styles (CDM), Gift-Giving Behavior, Gen Z

Kaynakça

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