Öz
Objectives: The purpose of this paper is to investigate the clothing shopping styles of generation Y consumers and whether there exist differences in shopping
styles according to the gender of generation Y consumers.
Methods: For
the main purpose, a questionnaire was designed from the literature review.
Convenience sampling is used and data were gathered from a survey of 402
respondents aged between 18-36 who completed a questionnaire, which was then
factor-analysed to identify generation
Y consumers shopping styles and t-tests were conducted for hypotheses
testing.
Results:
Findings indicate that seven shopping styles are valid and reliable: quality conscious, brand conscious, novelty
seeking, entartainment conscious, confused by overchoice, habitual/brand loyal,
and fashion conscious. The results of study show that two shopping
styles are different by gender of generation Y consumers. These gender-based shopping styles differences are fashion conscious and entartainment concious. This study is
providing useful data for the consumer behavior of generation Y and deeper
understanding for their shopping styles.
Anahtar Kelimeler
Generation Generation Y Shopping Styles Clothing Factor Analysis
Kaynakça
- Bakewell, C., Mitchell, V. W. (2004). Male consumer decision-making styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
- Bakewell, C., Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297-1300.
- Bauer, H. H.,Sauer, N. E., Becker, C. (2006). Investigating the relationshipbetweenproductinvolvement and consumerdecision‐making styles. Journal of Consumer Behaviour, 5(4), 342-354.
- Baumgartner, H., Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
- Eun Park, J., Yu, J., Xin Zhou, J. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437-446.
- Fan, J. X., Xiao, J. J. (1998). Consumer decision‐making styles of young‐adult Chinese. Journal of Consumer Affairs, 32(2), 275-294.
- Hafstrom, J. L., Chae, J. S., Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
- Hanzaee, K. H., Aghasibeig, S. (2008). Generation Y female and male decision-making styles in Iran: are they different?. The International Review of Retail, Distribution and Consumer Research, 18(5), 521-537.
- Iacobucci, D. (2010). Structural equations modeling: Fit indices, sample size, and advanced topics. Journal of Consumer Psychology, 20(1), 90-98.
Öz
Amaç: Bu
çalışmanın amacı, Y kuşağı tüketicilerinin giyim konusundaki alışveriş stillerini
ve tüketicilerin cinsiyetlerine göre alışveriş stillerinde farklılıklar olup
olmadığını araştırmaktır.
Yöntem: Temel amaç
çerçevesinde literatür taraması yoluyla anket soruları tasarlanmıştır. Kolayda
örneklem yöntemi kullanılmış ve anketi tamamlayan 18-36 yaşları arasındaki 402
katılımcıdan veriler toplanmıştır. Y kuşağı tüketicilerinin alışveriş
stillerini belirlemek için faktör analizi yapılmış ve hipotez testi için t
testi uygulanmıştır.
Bulgular: Bulgulara
göre yedi alışveriş stilinin geçerli ve güvenilir olduğu saptanmıştır. Bunlar;
kalite bilinci, marka bilinci, yenilik arayışı, eğlence bilinci (hazcı), fazla
seçenek ile oluşan kafa karışıklığı, bağımlı/marka sadakati ve moda bilincidir.
Çalışmanın sonuçlarına göre iki alışveriş stilinin Y kuşağı tüketicilerinin
cinsiyetlerine göre farklılık gösterdiği tespit edilmiştir. Cinsiyet bazında
farklılık gösteren bu alışveriş stilleri; moda bilinci ve eğlence bilincidir.
(hazcı). Bu çalışma, Y kuşağının tüketici davranışları konusunda faydalı
bilgiler sunmakta ve alışveriş stillerinin daha detaylı anlaşılmasını
sağlamaktadır.
Anahtar Kelimeler
Kaynakça
- Bakewell, C., Mitchell, V. W. (2004). Male consumer decision-making styles. The International Review of Retail, Distribution and Consumer Research, 14(2), 223-240.
- Bakewell, C., Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297-1300.
- Bauer, H. H.,Sauer, N. E., Becker, C. (2006). Investigating the relationshipbetweenproductinvolvement and consumerdecision‐making styles. Journal of Consumer Behaviour, 5(4), 342-354.
- Baumgartner, H., Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
- Eun Park, J., Yu, J., Xin Zhou, J. (2010). Consumer innovativeness and shopping styles. Journal of Consumer Marketing, 27(5), 437-446.
- Fan, J. X., Xiao, J. J. (1998). Consumer decision‐making styles of young‐adult Chinese. Journal of Consumer Affairs, 32(2), 275-294.
- Hafstrom, J. L., Chae, J. S., Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
- Hanzaee, K. H., Aghasibeig, S. (2008). Generation Y female and male decision-making styles in Iran: are they different?. The International Review of Retail, Distribution and Consumer Research, 18(5), 521-537.
- Iacobucci, D. (2010). Structural equations modeling: Fit indices, sample size, and advanced topics. Journal of Consumer Psychology, 20(1), 90-98.
Ayrıntılar
| Konular | Ekonomi |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 15 Aralık 2017 |
| Yayımlandığı Sayı | Yıl 2017 Cilt: 6 Sayı: 4 |
