S-O-R Paradigması Temelinde Mağaza Atmosferi ve Duyguların Pazarlamadaki Önemi: Bir Literatür İncelemesi

Yıl 2013, Cilt: 2013 Sayı: 2, 47 - 55, 01.06.2013

Hülya Bakırtaş

Öz

Store atmosphere is a major factor which attracts to store to customer, cause to more time and money spending at store. Studies in marketing literature argue that this factor affects customer’s both emotional and cognitive assessment and conative responses importantly. Building store atmosphere and development costs incurred to be able to attract to customer of a large majority of present day retail stores have supported to foresight that. The study aim is to examine results and analysis findings of studies regarding store atmosphere and emotion on the basis stimulusorganism-response [S-O-R] paradigm, explained on the basis literature importance of store atmosphere in terms of customer emotion at marketing. The introduction of existing paradigm in a detailed study prepared on particular literature

Anahtar Kelimeler

Stimulus-Organism-Response Model (S-O-R), Store Atmosphere, Consumer Emotion, Consumer Behavior Intention, PleasureArousal-Dominance (PAD) Model

S-O-R Paradigması Temelinde Mağaza Atmosferi ve Duyguların Pazarlamadaki Önemi: Bir Literatür İncelemesi

Öz

Mağaza atmosferi, tüketiciyi mağazaya çeken, mağaza içerisinde daha fazla vakit geçirmesine ve harcama yapmasına neden olan önemli bir unsurdur. Pazarlama yazınında yapılan çalışmalar mağaza atmosferinin, tüketicilerin hem duygusal ve bilişsel değerlendirmelerini hem de davranışsal tepkilerini önemli bir düzeyde etkilediğini ileri sürmektedir. Günümüz perakende mağazalarının büyük bir kısmının tüketiciyi cezp etmek amacıyla katlandığı mağaza atmosferi oluşturma ve geliştirme maliyetleri, bu öngörüyü destekler niteliktedir. Bu çalışmanın amacı uyarıcıorganizma-tepki paradigması [S-O-R] temelinde mağaza atmosferi ve duygulara ilişkin yapılmış çalışmaların analiz bulgularını ve sonuçlarını inceleyerek, pazarlamada tüketici duyguları açısından mağaza atmosferinin önemini literatür temelinde açıklamaktır. Bu yolla politika yapıcılara ve akademik çevrelere teorik temelli destek sağlamaktır. Ayrıntılı olan bu çalışmadaki paradigma, literatür temelli hazırlanmıştır

Anahtar Kelimeler

Uyarıcı-Organizma-Tepki Modeli (S-O-R), Mağaza Atmosferi, Tüketici Duyguları, Tüketici Davranış Niyeti, Memnuniyet-Hareket Geçirme-Egemenlik (PAD) Modeli.

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