Mobil Alışveriş Uygulamalarının Dürtüsel Alışveriş Davranışına Etkisi: Bir Model Önerisi

Yıl 2024, Cilt: 7 Sayı: 2, 426 - 450, 31.10.2024

Canan Armağan , Sevtap Ünal

https://doi.org/10.33712/mana.1414405

Öz

Dürtüsel alışveriş, tüketicinin mantıklı düşünme ve planlama süreçlerini göz ardı ederek, anlık tatmin arayışı içinde, içgüdülerinin hâkimiyetiyle kontrolsüz olarak gerçekleştirdiği bir alışveriş eylemidir. Dürtüsel satın alma davranışı çevresel, durumsal ve içsel tetikleyiciler aracılıyla gerçekleşmektedir. Mobil ortam ve özellikle mobil alışveriş uygulamalarının, mekân ve zaman sınırını ortadan kaldırarak sağladığı alıveriş kolaylığı günümüz tüketicisini dürtüsel alışverişe karşı daha savunmasız hale getirmektedir. Bu araştırmanın amacı, mobil alışveriş uygulamalarının dürtüsel satın alma davranışı üzerindeki etkisini S-O-R ve P-A-D modelleri çerçevesinde yapılandırılmış kapsamlı bir model önerisi ile açıklamaktır. Araştırma evreni mobil uygulamalar ile alışveriş deneyimine sahip 18 yaş ve üzeri tüketicilerden oluşturmaktadır. Araştırma bulgularına göre; zevk ve uyarılma duyguları dürtüsel alışveriş davranışı üzerinde önemli etkiye sahiptir. Alışverişten alınan zevk üzerinde algılanan mobilite, satış geliştirme çabaları, hedonik alışveriş değeri etkilidir. Kıtlık mesajları, zaman uygunluğu, hedonik alışveriş değeri ve normatif sosyal etki değişkenleri algılanan uyarılma üzerinde etkilidir. Bulgular ayrıca, tüketicinin alışverişten hissettiği uyarılmanın algıladığı zevk üzerinde etkili olduğu tespit edilmiştir.

Anahtar Kelimeler

Dürtüsel Alışveriş, S-O-R Modeli, P-A-D Modeli, Mobil Uygulamalar, Yapısal Eşitlik Modellemisi

Etik Beyan

Araştırma için İzmir Katip Çelebi Üniversitesi Sosyal Araştırmalar Etik Kurulu'ndan 27.02.2020 tarihli 2020/02-01 sayılı karar ile Etik Onay Belgesi alınmıştır.

Destekleyen Kurum

Araştırmanın ortaya konulmasında herhangi bir mali destek alınmamıştır.

The Effect of Mobile Shopping Applications on Impulsive Shopping Behavior: A Model Proposal

Öz

Impulsive shopping is an uncontrolled shopping behaviour in which the consumer ignores the logical thinking and planning process and is dominated by instincts in search of instant gratification. Impulsive buying behaviour is mediated by environmental, situational, and internal triggers. The mobile environment and especially the ease of shopping provided by mobile shopping applications by eliminating space and time limits make today's consumers more vulnerable to impulsive shopping. The aim of this study is to explain the effect of mobile shopping applications on impulsive buying behaviour with a comprehensive model proposal structured within the framework of S-O-R and P-A-D models. The research population consists of consumers aged 18 and over who have shopping experience with mobile applications. According to the research findings, pleasure and arousal emotions have a significant effect on impulsive shopping behaviour. Perceived mobility, sales promotion efforts, and hedonic shopping value are effective in enhancing shopping pleasure. Scarcity messages, time availability, hedonic shopping value, and normative social influence variables are effective on perceived arousal. The findings also show that the arousal that the consumer feels from shopping is effective on the perceived pleasure.

Anahtar Kelimeler

Impulsive Behavior, S-O-R Model, P-A-D Model, Mobile Applications, Structural Equation Modeling

Kaynakça

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