EFFECT OF THE STORE ATMOSPHERE ON COMPULSIVE BUYING BEHAVIOR

Öz

Compulsive buying is a behavioral disorder that drives consumers to buy more than they need unintentionally. Negative feelings such as depression, sorrow, denial, lack of self-esteem, Etc., are stated as the reasons for this behavior. This research aims to exert the triggering effect of store atmosphere on compulsive buying behavior. Both qualitative and quantitative methods have been applied to achieve this aim. Finally, we found that the effect of store atmosphere on compulsive buying behavior has three dimensions. These dimensions are physical environment, promotion, and conspicuous consumption. Statistical tests made by applying the Structural Equation Model show that our model has construct validity, the result of the factor analysis exerts that %73,98 of the total variance is explained, and the reliability score of our questionnaire is .929.

Anahtar Kelimeler

• store atmosphere
• compulsive buying
• consumer behavior

EFFECT OF THE STORE ATMOSPHERE ON COMPULSIVE BUYING BEHAVIOR

Öz

Kompulsif satın alma davranışı tüketicileri ihtiyaçları olandan daha fazlasını satın almaya sevk eden kontrol dışı bir davranış türüdür. Depresyon, inkar, düşük benlik saygısı, üzüntü gibi olumsuz duygular kompulsif satın alma davranışının altında yatan nedenler olarak ifade edilmektedir. Bu araştırmanın amacı, mağaza atmosferinin kompulsif satın alma davranışı üzerindeki tetikleyici etkisini irdelemektir. Araştırmanın amacına ulaşabilmesi için nitel ve nicel yöntem bir arada kullanılmıştır. Nihayetinde mağaza atmosferinin kompulsif satın alma davranışı üzerindeki etkisinin üç boyutlu bir yapıdan oluştuğu; bu yapıların fiziksel çevre, promosyon etkisi ve gösterişçi tüketim olduğu tespit edilmiştir. Yapısal eşitlik modellemesi uygulanarak yapılan istatistiksel analizler neticesinde araştırma modelinin yapı geçerliliğine sahip olduğu, soru setinin kavrama dair toplam varyansın yaklaşık %74'ünü açıklayabilidiği ve .929 güvenilirlik katsayısına sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

• mağaza atmosferi
• kompulsif satın alma
• tüketici davranışı

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