SELF-GIFTING BEHAVIOUR AND POST-PURCHASE REGRET

Yıl 2020, Cilt: 21 Sayı: 2, 473 - 498, 30.12.2020

Bülent Demirağ , Sinan Çavuşoğlu

Öz

The research was carried out to determine and connect between the extents of post-purchase regret resulting from self-gifting behavior. The universe of the research is consumers between the ages of 18-34 who show self-gifting behavior and after that post-purchase regret. In order to test hypotheses, Smart PLS 3 statistics program was used in the research. According to the results of the analysis, it has been determined that hedonic shopping value positively affects indulgence and self-gift motivations. It has been determined that the indulgence positively affects (reward and therapeutic) self-gift motivations positively, but not hedonic and celebration. Each of self-gift motivations positively affect post-purchase regret. Finally, it was found that hedonic shopping value and indulgence variables positively affect post-purchase regret.

Anahtar Kelimeler

Hedonic shopping, Indulgence, Self-gift motivations, Post-purchase regret

Hedonik Alışveriş Özellikleri, Özseverlik, Kendi Kendine Hediye Satın Alma Motivasyonları ve Satın Alma Sonrası Pişmanlık Arasındaki İlişkinin İncelenmesi

Öz

Araştırma kendi kendine hediye alan tüketicilerin satın alma sonrası yaşamış oldukları pişmanlıkların belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini 18-34 yaş arasında kendi kendine hediye alan ve bu satın alma sonrası pişmanlık yaşayan 405 tüketiciden oluşmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Analiz sonuçlarına göre hedonik alışveriş özelliklerinin öz-severlik ve kendi kendine hediye motivasyonlarını pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Öz-severlik değişkenin kendi kendine hediye motivasyonlarından ödül ve terapatiyi pozitif yönde anlamlı olarak etkilediği, fakat hedonik ve kutlamayı etkilemediği belirlenmiştir. Kendi kendine hediye motivasyonlarının her birinin satın alma sonrası pişmanlığı pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Son olarak hedonik alışveriş özellikleri ve öz-severlik değişkenlerinin satın alma sonrası pişmanlığı pozitif yönde anlamlı olarak etkilediği de tespit edilmiştir.

Anahtar Kelimeler

Hedonik alışveriş, Öz-severlik, Kendi kendine hediye motivasyonları, Satın alma sonrası pişmanlık

Kaynakça

• Adomaviciute, K. (2013). Relatıonship Between Utilitarian and Hedonic Consumer Behavior and Socially Responsible Consumption. Economıcs and Management, 18(4), 754-760.
• Alba, J.W., ve Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2-18.
• Batra, R., ve Ahtola, O.T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Mark. Lett., 2, 159-170.
• Beatty, S.E., Kahle, I.R. ve Homer, P. (1991). Personal Values and Gift-Giving Behaviours: A Study Across Cultures. Journal of Business Research, 22(2), 149-157.
• Belk, R. (1976). It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving. Journal of Consumer Research, 3 (December), 155-162.
• Buchanan, J., Summerville, A., Lehmann, J., ve Reb, J. (2016). The Regret Elements Scale: Distinguishing the affective and cognitive components of regret. Judgment and Decision Making, 11(3), 275-286.
• Bui, M., Krishen, A.S. ve Bates, K. (2009). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45 (7/8), 1068-1090.
• Campbell, W.K. ve Foster, J.D. (2007). The narcissistic self: Background, an extended agency model, and ongoing controversies., in The self, C. Sedikides and J. Spencer, Eds. London, GB: Psychology Press, 115-138.
• Campbell, W.K., Reeder, G.D., Sedikides, C., ve Elliot, A.J. (2000). Narcissism and comparative self-enhancement strategies. Journal of Research in Personality, 34, 329-347.
• Cavanaugh, L.A., Gino, F., ve Fitzsimons, G.J. (2015). When doing good is bad in gift giving: Mis-predicting appreciation of socially responsible gifts. Organizational Behavior and Human Decision Processes, 131, 178-189.
• Cisek, S.Z., Sedikides, C., Hart, C.M., Godwin, H.J., Benson, V., ve Liversedge, S.P. (2014). Narcissism and consumer behaviour: a review and preliminary findings. Frontiers in Psychology, 5, 232.
• Clarke, J. (2007). The Four ‘S’s’ of experience gift giving behaviour. Hospitality Management, 26, 98-116.
• Clarke, P.D. ve Mortimer, G. (2013). Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret. Journal of Consumer Marketing, 30(6), 472-483.
• Cooke, A.D.J., Meyvıs, T. ve Schwartz, A. (2001). Avoiding Future Regret in Purchase-Timing Decisions. Journal of Consumer Research, 27, 447-459.
• Creyer, E.H., ve Ross, W.T. (1999). The development and use of a regret experience measure to examine the effects of outcome feedback on regret and subsequent choice. Marketing Letters, 10(4), 373-386.
• Davies, G., Whelan, S., Foley, A., ve Walsh, M. (2010). Gifts and Gifting. British Academy of Management. International Journal of Management Reviews, 12, 413-434.
• Dedeoğlu, A.Ö., ve Kazançoğlu, İ. (2010). The Feelings Of Consumer Guilt: A Phenomenologıcal Exploration. Journal of Business Economics and Management, 11(3), 462-482.
• Faure, C., ve Mick, D.G. (1993). Self-gifts through the lens of attribution theory. Advances in Consumer Research, 20(1), 553-556.
• Fiore, A.M., Jin, H.J., ve Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology Marketing, 22(8), 669-694.
• Fornell, C., ve Larcker, D.F. (1981). Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, May, 382-388.
• Gilovich, T., ve Medvec, V.H. (1994). The temporal pattern to the experience of regret. Journal of Personality and Social Psychology, 67, 357-365.
• Goodwin, C., Smith, K.L., ve Spiggle, S. (1990). Gift giving: Consumer motivation and the gift purchase process. ACR North American Advances.
• Grijalva, E., ve Zhang, L. (2015). Narcissism and Self-Insight: A Review and Meta-Analysis of Narcissists’ Self-Enhancement Tendencies. Personality and Social Psychology Bulletin, 1-22.
• Hair, J.F., Risher, J.J., Sarstedt, M., ve Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
• Hair, J.F., Sarstedt, M., Ringle, C.M., ve Mena, J.A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.
• Heath, M.T., Tynan, C. ve Ennew, C.T. (2011). Self-Gift Giving: Understanding Consumers and Exploring Brand Messages. Journal of Marketing Communications, 17, 127-144.
• Holbrook, M.B. ve E.C. Hirschman, (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9, 132-140.
• Hu, L.T., ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
• Inman, J.J. ve Dyer, J.S. (1997). A generalized utility model of disappointment and regret effects on post-choice evaluation. Marketing Science, 16(2), 97-111.
• Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrik, 39(1), 31-36.
• Kalaycı, Ş. (2005). SPSS uygulamalı çok değişkenli istatistik teknikleri. İstanbul: Asil Yayın Dağıtım.
• Kazakeviciute, A., ve Banyte, J. (2012). The Relationship of Consumers’ Perceived Hedonic Value and Behavior. Inzinerine Ekonomika-Engineering Economics, 23(5), 532-540.
• Kemp, L., Mai, L. W., ve Konstantoulaki, K. (2016). Female self-gifts buying behaviour, impulse purchase & product involvement. In Rediscovering the Essentiality of Marketing, 129-137, Springer International Publishing.
• Khan, U., ve Dhar, R. (2006). Licensing Effect in Consumer Choice. Journal of Marketing Research, 43 (May), 259-266.
• Kırgız, A. (2014). Hedonism, A Consumer Disease of the Modern Age: Gender and Hedonic Shopping in Turkey. Global Media Journal: TR Edition, 4(8), 200-212.
• Kivetz, R., ve Simonson, I. (2002). Self-Control for the Righteous Toward a Theory of Precommitment to Indulgence. Journal of Consumer Research, 29(2), 199-217.
• Kivetz, R., ve Zheng, Y. (2016). The Effects of Promotions on Hedonic Versus Utilitarian Purchases. Journal of Consumer Psychology, 27(1), 59-68.
• Kizilcec, R.F., Bakshy, E., Eckles, D., ve Burke, M. (2018). Social influence and reciprocity in online giftgiving. In Proc. SIGCHI Conf. Hum. Factor Comput. Syst., 126, 1-11.
• Lee, S.H., ve Cotte. J. (2009). Post-purchase consumer regret: Conceptualization and development of the PPCR scale. Advances in Consumer Research, 36, 456-462.
• Lee, S.Y., ve Seidle, R. (2012). Narcissists As Consumers: The Effects Of Perceıved Scarcity on Processing of Product Information. Social Behavior and Personality, 40(9), 1485-1500.
• Lemaitre, B. (2017). Science, narcissism and the quest for visibility. Commentary, The FEBS Journal, 284, 875-882.
• Lu, J., Liu, Z., ve Fang, Z. (2016). Hedonic products for you, utilitarian products for me. Judgment and Decision Making, 11(4), 332-341.
• Luomala, H.T. ve Laaksonen, M. (1999). A qualitative exploration of mood-regulatory self-gift behaviours. Journal of Economic Psychology, 20(2), 147-182.
• M’Barek, M.B. ve Gharbi, A. (2011). The Moderators of Post Purchase Regret. Journal of Marketing Research Case Studies, 1-16.
• Macklin, M.C., ve Walker, M. (1988). The joy and irritation of giftgiving. Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference, pp 28-32.
• Mauss, M. (1954). Gifts--Forms and Functions of Exchange in Archaic Societies, Cohen and West: London.
• Mick, D.G., ve DeMoss, M. (1990b). To me from me: A descriptive phenomenology of self-gifts. Advances in consumerresearch, 17, 677-682.
• Mick, D.G., ve DeMoss, M. (1990a). Self-Gifts: Phenomenological Insights from Four Contexts. Journal of Consumer Research, 17(1), 322-332.
• Mick, D.G., ve DeMoss, M. (1992). Further Findings on Self-Gifts: Products, Qualities, and Socioeconomic Correlates. In NA - Advances in Consumer Research Volume 19, eds. John F. Sherry, Jr. and Brian Sternthal, Provo, UT: Association for Consumer Research, Pages: 140-146.
• Mitrut, A., ve Nordblom, K. (2020). Social Norms and Gift Behavior: Theory and Evidence from Romania.
• https://gupea.ub.gu.se/bitstream/2077/4735/6/gupea_2077_4735_6.pdf. Erişim Tarihi: 03.02.2020.
• Mortimer, G., Bougoure, U. S., ve Fazal‐E‐Hasan, S. (2015). Development and validation of the Self‐Gifting Consumer Behaviour scale. Journal of Consumer Behaviour, 14(3), 165-179.
• Muir, D. E., ve Weinstein, E. A. (1962). The social debt: An investigation of lower-class and middle-class norms of social obligation. American Sociological Review, 532-539.
• Mukhopadhyay, A., ve Johar, G.V. (2009). Indulgence as self-reward for prior shopping restraint: A justification-based mechanism. Journal of Consumer Psychology, 19(3), 334-345.
• Mysterud, I., Drevon, T., ve Slagsvold, T. (2006). An evolutionary interpretation of gift-giving behavior in modem Norwegian society. Evolutionary Psychology, 4(1), 406-425.
• Ningtias, A.R., Daryanti, S., ve Putri, I.S. (2019). Antecedent Factors of Self-Gifting Behavior and Its Influence toward Post-Purchase Regret of the Millennial Generation. Advances in Economics, Business and Management Research, Volume 72, 12th International Conference on Business and Management Research (ICBMR 2018), 129-134.
• Park, E.J., ve So, G.S. (2003). Structural analysis of consumption emotions on apparel products. The Research Journal of the Costume Culture, 11(2), 219-230.
• Park, J. (2015). Self-gifting as a therapeutic reward: Motivational approach for self-gifting promotions. Journal of Marketing Communications, 24(1), 17-34.
• Ramanathan, S., ve Williams, P. (2007). Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions. Journal of Consumer Research, 34(2), 212-223.
• Saad, G., ve Gill, T. (2003). An Evolutionary Psychology Perspective on Gift Giving among Young Adults. Psychology Marketing, 20(9), 765-784.
• Saleh, M.A.H. (2012). An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret. International Journal of Marketing Studies, 4(4), 106-120.
• Segev, R., Shoham, A., ve Ruvio, A. (2013). Gift-giving among adolescents: exploring motives, the effects of givers’ personal characteristics and the use of impression management tactics. Journal of Consumer Marketing, 30(5), 436-449.
• Shanka, T., ve Handley, B. (2011). Giftgiving: An exploratory Behavioural Study. Asia Pacific Journal of Tourism Research, 16(4), 359-377.
• Sherry, J. (1983). GiftGiving in Anthropological Perspective. Journal of Consumer Research, 10(2), 157-168.
• Sherry, J.F., McGrath, M.A., ve Levy, S.J. (1995). Monadic giving: Anatomy of gifts given to self. In: J. F. Sherry, ed. Contemporary Marketing and Consumer Behaviour: An Anthropological Sourcebook. Thousand Oaks: Sage Publications, pp. 399-432.
• Simonson, I. (1992). The Influence of Anticipating Regret and Responsibility on Purchase Decisions. Journal of Consumer Research, 19(1), 105-118.
• Tsiros, M., ve Mittal V. (2000). Regret: a model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), 401-417.
• Türk, Z. (2018). Hedonik ve Faydacı Tüketim Eğiliminin Plansız Satın Alma Davranışı Üzerindeki Etkisi: Bir Araştırma. Uluslararası Toplum Araştırmaları Dergisi, 9(16), 855-878.
• Wertenbroch, K. (1998). Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice. Marketing Science, 17(4), 317-337.
• Yaşlıoğlu, M.M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yu, C. ve Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China Marketplace. Journal of Brand Management, 18, 105-114.
• Zeelenberg, M., ve Pieters, R. (2007). A Theory of Regret Regulation 1.0.. Journal Of Consumer Psychology, 17(1), 3-18.