Araştırma Makalesi
BibTex RIS Kaynak Göster
Yıl 2019, Cilt: 3 Sayı: 3, 261 - 270, 30.12.2019

Öz

Kaynakça

  • Bacon, L.D. (1999). Using LISREL and PLS to measure customer satisfaction. Sawtooth Software Conference Proceedings, La Jolla, California, Feb 2-5, 305-306.
  • Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460-472.
  • Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.
  • Fasolo, B., McClelland, G. H., & Todd, P. M. (2007). Escaping the tyranny of choice: When fewer attributes make choice easier. Marketing Theory, 7(1), 13-26.
  • Goedertier, F., Geskens, K., Geuens, M., & Weijters, B. (2012). Increasing choice satisfaction through goal-based labeling. Marketing Letters, 23(1), 119-136.
  • Gourville, J. T., & Soman, D. (2005). Overchoice and assortment type: When and why variety backfires. Marketing science, 24(3), 382-395.
  • Greifeneder, R., Scheibehenne, B., & Kleber, N. (2010). Less may be more when choosing is difficult: Choice complexity and too much choice. Acta psychologica, 133(1), 45-50.
  • Hair Jr., J.F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V.G. (2014). “Partial Least Squares Structural Equation Modeling (PLS-SEM)”, European Business Review, 26 (2), 106–121.
  • Hwang, H., Malhotra, N.K., Kim, Y., Tomiuk, M.A., & Hong, S. (2010). A Comparative Study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47, 699-712.
  • Iyengar, S., and Lepper, M. (2000).When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology 79, 6, 995-1006.
  • Iyengar, S., Jiang, W., and Huberman, (2004). G. How much choice is too much? contributions to 401 (k) retirement plans. Pension Design and Structure: New Lessons from Behavioral Finance, 83-96.
  • Kahn, B. E., Chernev, A., Böckenholt, U., Bundorf, K., Draganska, M., Hamilton, R., ... & Wertenbroch, K. (2014). Consumer and managerial goals in assortment choice and design. Marketing Letters, 25(3), 293-303.
  • Kinjo, K., & Ebina, T. (2015). Paradox of choice and consumer nonpurchase behavior. Ai & Society, 30(2), 291-297.
  • Larceneux, F., Rieunier, S., & Fady, A. (2007). The effect of hyperchoice on the consumer and the moderating effect of the brand: an application in the jewelry market. Recherche et Applications en Marketing (English Edition), 22(4), 43-56.
  • Lowry, P.B. ve Gaskin, J. (2014). “Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It”, IEEE Transactions on Professional Communication, 57 (2), 123-146.
  • Mick, D. G., Broniarczyk, S. M., & Haidt, J. (2004). Choose, choose, choose, choose, choose, choose, choose: Emerging and prospective research on the deleterious effects of living in consumer hyperchoice. Journal of Business Ethics, 52(2), 207-211.
  • Mogilner, C., Rudnick, T., & Iyengar, S. S. (2008). The mere categorization effect: How the presence of categories increases choosers' perceptions of assortment variety and outcome satisfaction. Journal of Consumer Research, 35(2), 202-215.
  • Oulasvirta, A., Hukkinen, J. P., & Schwartz, B. (2009, July). When more is less: the paradox of choice in search engine use. In Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval (pp. 516-523). ACM.
  • Ringle, C.M., Wende, S. and Will, A. (2005). SmartPLS 2.0.M3. Hamburg: SmartPLS, http://www.smartpls.de.
  • Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2009). What moderates the too‐much‐choice effect?. Psychology & Marketing, 26(3), 229-253.
  • Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of consumer research, 37(3), 409-425.
  • Schwartz, B. (2000). Self-determination: The tyranny of freedom. American psychologist, 55(1), 79.
  • Schwartz, B. (2004, January). The paradox of choice: Why more is less. New York: Ecco.
  • Tang, Y. C., Hsieh, Y. C., & Chiu, H. C. (2017). Purchase decision: does too much choice leave us unhappy?. European Journal of Marketing, 51(7/8), 1248-1265.
  • Trentin, A., Perin, E., & Forza, C. (2013). Sales configurator capabilities to avoid the product variety paradox: Construct development and validation. Computers in Industry, 64(4), 436-447.
  • Wong, K.K. (2010). Handling Small Survey Sample Size and Skewed Dataset with Partial Least Square Path Modelling. Vue: The Magazine of the Marketing Research and Intelligence Association, November, 20-23.

Ürün Çeşitliliğinde Seçim Paradoksu

Yıl 2019, Cilt: 3 Sayı: 3, 261 - 270, 30.12.2019

Öz




Bu araştırmanın amacı bilgisayar
satın alımında ürün çeşidini incelemekten doğan olumlu ve olumsuz duyguların
satın almayı ne kadar etkilediğini ölçmektir. Olumsuz duyguların satın alma
niyetine etkisi seçim paradoksu varlığını gösterecektir. Kırklareli evreninde
470 kişiye yüz yüze anket ile ulaşılmıştır. Örnekleme yöntemi kolayda
örneklemedir. Demografik istatistikler verilmiştir. Araştırmanın analizi için Smart
PLS 2.0 ile yapısal eşitlik modellemesi yapılmıştır. Ürün incelerken oluşan
olumlu duygular ile satın alma niyeti arasında anlamlı bir ilişki bulunmuştur.
Ürün incelerken oluşan olumsuz duygular ile satın alma niyeti arasında anlamlı
bir ilişki bulunmamıştır. Olumlu duygular 0,286lık bir kuvvet ile satın alma
niyetini olumlu etkilemektedir. Ürün çeşitliliği duygusal açıdan satın alma
niyetine katkı sağlamaktadır. Olumsuz duyguların satın alma niyeti ile anlamlı
bir ilişkisi yoktur. Seçim paradoksu varlığından söz edilemez. Satıcıların
ve/veya markaların seçim sürecini çok iyi yönettikleri ve seçim paradoksu
oluşmadığı tahmin edilebilir.




Kaynakça

  • Bacon, L.D. (1999). Using LISREL and PLS to measure customer satisfaction. Sawtooth Software Conference Proceedings, La Jolla, California, Feb 2-5, 305-306.
  • Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460-472.
  • Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.
  • Fasolo, B., McClelland, G. H., & Todd, P. M. (2007). Escaping the tyranny of choice: When fewer attributes make choice easier. Marketing Theory, 7(1), 13-26.
  • Goedertier, F., Geskens, K., Geuens, M., & Weijters, B. (2012). Increasing choice satisfaction through goal-based labeling. Marketing Letters, 23(1), 119-136.
  • Gourville, J. T., & Soman, D. (2005). Overchoice and assortment type: When and why variety backfires. Marketing science, 24(3), 382-395.
  • Greifeneder, R., Scheibehenne, B., & Kleber, N. (2010). Less may be more when choosing is difficult: Choice complexity and too much choice. Acta psychologica, 133(1), 45-50.
  • Hair Jr., J.F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V.G. (2014). “Partial Least Squares Structural Equation Modeling (PLS-SEM)”, European Business Review, 26 (2), 106–121.
  • Hwang, H., Malhotra, N.K., Kim, Y., Tomiuk, M.A., & Hong, S. (2010). A Comparative Study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47, 699-712.
  • Iyengar, S., and Lepper, M. (2000).When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology 79, 6, 995-1006.
  • Iyengar, S., Jiang, W., and Huberman, (2004). G. How much choice is too much? contributions to 401 (k) retirement plans. Pension Design and Structure: New Lessons from Behavioral Finance, 83-96.
  • Kahn, B. E., Chernev, A., Böckenholt, U., Bundorf, K., Draganska, M., Hamilton, R., ... & Wertenbroch, K. (2014). Consumer and managerial goals in assortment choice and design. Marketing Letters, 25(3), 293-303.
  • Kinjo, K., & Ebina, T. (2015). Paradox of choice and consumer nonpurchase behavior. Ai & Society, 30(2), 291-297.
  • Larceneux, F., Rieunier, S., & Fady, A. (2007). The effect of hyperchoice on the consumer and the moderating effect of the brand: an application in the jewelry market. Recherche et Applications en Marketing (English Edition), 22(4), 43-56.
  • Lowry, P.B. ve Gaskin, J. (2014). “Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It”, IEEE Transactions on Professional Communication, 57 (2), 123-146.
  • Mick, D. G., Broniarczyk, S. M., & Haidt, J. (2004). Choose, choose, choose, choose, choose, choose, choose: Emerging and prospective research on the deleterious effects of living in consumer hyperchoice. Journal of Business Ethics, 52(2), 207-211.
  • Mogilner, C., Rudnick, T., & Iyengar, S. S. (2008). The mere categorization effect: How the presence of categories increases choosers' perceptions of assortment variety and outcome satisfaction. Journal of Consumer Research, 35(2), 202-215.
  • Oulasvirta, A., Hukkinen, J. P., & Schwartz, B. (2009, July). When more is less: the paradox of choice in search engine use. In Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval (pp. 516-523). ACM.
  • Ringle, C.M., Wende, S. and Will, A. (2005). SmartPLS 2.0.M3. Hamburg: SmartPLS, http://www.smartpls.de.
  • Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2009). What moderates the too‐much‐choice effect?. Psychology & Marketing, 26(3), 229-253.
  • Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of consumer research, 37(3), 409-425.
  • Schwartz, B. (2000). Self-determination: The tyranny of freedom. American psychologist, 55(1), 79.
  • Schwartz, B. (2004, January). The paradox of choice: Why more is less. New York: Ecco.
  • Tang, Y. C., Hsieh, Y. C., & Chiu, H. C. (2017). Purchase decision: does too much choice leave us unhappy?. European Journal of Marketing, 51(7/8), 1248-1265.
  • Trentin, A., Perin, E., & Forza, C. (2013). Sales configurator capabilities to avoid the product variety paradox: Construct development and validation. Computers in Industry, 64(4), 436-447.
  • Wong, K.K. (2010). Handling Small Survey Sample Size and Skewed Dataset with Partial Least Square Path Modelling. Vue: The Magazine of the Marketing Research and Intelligence Association, November, 20-23.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makale
Yazarlar

İsmail Dülgeroğlu 0000-0002-0153-2514

Yayımlanma Tarihi 30 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 3 Sayı: 3

Kaynak Göster

APA Dülgeroğlu, İ. (2019). Ürün Çeşitliliğinde Seçim Paradoksu. Kırklareli Üniversitesi Sosyal Bilimler Dergisi, 3(3), 261-270.