Araştırma Makalesi
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Kadın Tüketicilerin Instagram Üzerindeki Plansız Satın Alma Davranışlarında Etkili Olan Hazcı Alışveriş Motivasyonlarının İncelenmesi

Yıl 2021, Cilt: 16 Sayı: 64, 1605 - 1623, 31.10.2021
https://doi.org/10.19168/jyasar.892799

Öz

Teknolojik alanda yaşanan gelişmeler, tüketicilerin çevrimiçi alışveriş kararlarını teşvik etme veya önleme gibi etkileyici roller üstlenen sosyal medya araçlarının da önemini arttırmaktadır. Sosyal paylaşım siteleri, güçlü iletişim yönleri ve online alışverişe uygun ortamlar oluşturmaları açısından tercih edilen dijital platformalar olarak karşımıza çıkmaktadır. Bu sebeple çalışmanın amacı, kadın tüketicilerin Instagram üzerindeki plansız satın alma davranışlarında ve tüketici güveninde etkili olan hazcı alışveriş motivasyon boyutlarının incelenmesidir. Online anket yöntemiyle, Instagramı aktif bir şekilde kullanan ve Instagram üzerinden alışveriş deneyimi yaşamış 324 kadın tüketiciden veri toplanmış olup, araştırma modelindeki ilişkiler yapısal eşitlik modellemesi yoluyla incelenmiştir. Araştırma sonuçlarına göre; macera temelli, zevk temelli, değer temelli ve sosyal temelli hazcı alışveriş motivasyonlarının, plansız satın alma üzerinde anlamlı etkiye sahip olduğu görülürken, değer temelli, macera temelli ve zevk temelli motivasyonların ise tüketici güveni üzerinde anlamlı etkisi olduğu sonucuna ulaşılmıştır.

Kaynakça

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  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
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  • Bakhshi, S., Shamma, D. A., & Gilbert, E. E. (2014). Faces engage us: photos with faces attract more likes and comments on Instagram. CHI '14: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, (s. 965-974). Toronto.
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  • Berezan, O., Krishen, A. S., Agarwal, S., & Kachroo, P. (2018). The pursuit of virtual happiness: Exploring the social media experience across generations. Journal of Business Research, 89(1), 455-461.
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  • Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61(1), 103-113.
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Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram

Yıl 2021, Cilt: 16 Sayı: 64, 1605 - 1623, 31.10.2021
https://doi.org/10.19168/jyasar.892799

Öz

Developments in the technological field also increase the importance of social media tools that play an impressive role such as encouraging or preventing consumers' online shopping decisions. Social network sites appear as the preferred digital platforms in terms of their strong communication aspects and creating convenient environments for online shopping. For this reason, the aim of the study is to examine the hedonic shopping motivation dimensions that are effective in female consumers' impulse buying behavior on Instagram and consumer trust. Data were collected by using the online survey method from 324 female consumers who actively use Instagram and had a shopping experience on Instagram, and the relationships in the research model were examined through structural equation modeling. According to the results of the research; while adventure-based, gratification-based, value-based and social-based hedonic shopping motivations have a significant effect on impulse buying, value-based, adventure-based and gratification-based shopping motivations have a significant effect on consumer trust.

Kaynakça

  • Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent. Journal of Information Technology, 18(1), 247-266.
  • Allam, H., Bliemel, M., Spiteri, L., Blustein, J., & Ali-Hassan, H. (2019). Applying a multi-dimensional hedonic concept of intrinsic motivation on social tagging tools: A theoretical model and empirical validation. International Journal of Information Management, 45(1), 211-222.
  • Aragoncillo, L., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing, 22(5), 42-62.
  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
  • Arora, T., & Agarwal, B. (2020). Impact of Social Media Advertising on Millennials Buying Behaviour. International Journal of Intelligent Enterprise, 7(4), 481-500.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.
  • Bakhshi, S., Shamma, D. A., & Gilbert, E. E. (2014). Faces engage us: photos with faces attract more likes and comments on Instagram. CHI '14: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, (s. 965-974). Toronto.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş Amos Uygulamaları. Bursa: Ezgi Kitabevi.
  • Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
  • Berezan, O., Krishen, A. S., Agarwal, S., & Kachroo, P. (2018). The pursuit of virtual happiness: Exploring the social media experience across generations. Journal of Business Research, 89(1), 455-461.
  • Berezan, O., Krishen, A. S., Agarwal, S., & Kachroo, P. (2020). Exploring loneliness and social networking: Recipes for hedonic well-being on Facebook. Journal of Business Research, 115(1), 258-265.
  • Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61(1), 103-113.
  • Bizzi, L., & Labban, A. (2019). The double-edged impact of social media on online trading: Opportunities, threats, and recommendations for organizations. Business Horizons, 62(4), 509-519.
  • Bressolles, G., Durrieu, F., & Giraud, M. (2007). The impact of electronic service quality's dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37-56.
  • Chana, T. K., Cheunga, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(1), 204-217.
  • Che, J. W., Cheung, C. M., & Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust. Proceedings of the 50th Hawaii International Conference on System Sciences, (s. 24-33). Hawaii.
  • Chen, J. V., Su, B.-C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83(1), 57-69.
  • Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236-248.
  • Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Clover, V. T. (1950). Relative Importance of Impulse-Buying in Retail Stores. Journal of Marketing, 15(1), 66-70.
  • Cyr, D. (2008). Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47-72.
  • Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management, 14(2), 230-246.
  • Dhir, A., Kaur, P., & Rajala, R. (2018). Why do young people tag photos on social networking sites? Explaining user intentions. International Journal of Information Management, 38(1), 117-127.
  • Disabato, D., Goodman, F., Kashdan, T. B., Short, J. L., & Aaron, J. (2015). Different Types of Well-Being? A Cross-Cultural Examination of Hedonic and Eudaimonic Well-Being. Psychological Assessment, 28(5), 471-482.
  • Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59(1), 102345.
  • Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument. MIS Quarterly, 18(4), 453-461.
  • E-Commerce Information Platform. (2020). https://www.eticaret.gov.tr/haberler/10040/detay
  • Fiore, A. M., & Jin, H.‐J. (2003). Influence of image interactivity on approach responses towards an online retailer. Internet Research, 13(1), 38-48.
  • Fiore, A. M., Jin, H.-J., & Kim, J. (2005). For Fun and Profit: Image Interactivity, Hedonic Value, and Responses Towards an Online Store. Psychology and Marketing, 22(8), 669-694.
  • Fischer, E., & Arnold, S. J. (1990). More Than a Labor of Love: Gender Roles and Christmas Gift Shopping. Journal of Consumer Research, 17(3), 333-345.
  • Ganesh, J., Reynolds, K. E., & Luckett, M. G. (2007). Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach. Journal of the Academy of Marketing Science, 35(3), 369-381.
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Toplam 98 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Aytaç Erdem 0000-0003-3084-520X

Emrah Sitki Yılmaz 0000-0003-2741-4222

Yayımlanma Tarihi 31 Ekim 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 64

Kaynak Göster

APA Erdem, A., & Yılmaz, E. S. (2021). Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Yaşar Üniversitesi E-Dergisi, 16(64), 1605-1623. https://doi.org/10.19168/jyasar.892799
AMA Erdem A, Yılmaz ES. Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Yaşar Üniversitesi E-Dergisi. Ekim 2021;16(64):1605-1623. doi:10.19168/jyasar.892799
Chicago Erdem, Aytaç, ve Emrah Sitki Yılmaz. “Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram”. Yaşar Üniversitesi E-Dergisi 16, sy. 64 (Ekim 2021): 1605-23. https://doi.org/10.19168/jyasar.892799.
EndNote Erdem A, Yılmaz ES (01 Ekim 2021) Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Yaşar Üniversitesi E-Dergisi 16 64 1605–1623.
IEEE A. Erdem ve E. S. Yılmaz, “Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram”, Yaşar Üniversitesi E-Dergisi, c. 16, sy. 64, ss. 1605–1623, 2021, doi: 10.19168/jyasar.892799.
ISNAD Erdem, Aytaç - Yılmaz, Emrah Sitki. “Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram”. Yaşar Üniversitesi E-Dergisi 16/64 (Ekim 2021), 1605-1623. https://doi.org/10.19168/jyasar.892799.
JAMA Erdem A, Yılmaz ES. Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Yaşar Üniversitesi E-Dergisi. 2021;16:1605–1623.
MLA Erdem, Aytaç ve Emrah Sitki Yılmaz. “Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram”. Yaşar Üniversitesi E-Dergisi, c. 16, sy. 64, 2021, ss. 1605-23, doi:10.19168/jyasar.892799.
Vancouver Erdem A, Yılmaz ES. Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Yaşar Üniversitesi E-Dergisi. 2021;16(64):1605-23.