Bireysel Zaman Baskısının Satın Alma Sonrası Pişmanlığa Etkisinde Alışverişte Zaman Baskısının Aracı Rolü Üzerine Bir Araştırma

Yıl 2019, Cilt: 10 Sayı: 17, 653 - 676, 31.03.2019

İbrahim Bozacı

https://doi.org/10.26466/opus.518712

Cited By: 1

Öz

Bu çalışmanın
amacı, zaman baskısının satın alma sonrası pişmanlık üzerindeki etkisini, zaman
baskısı türlerine (bireysel zaman baskısı, alışverişte zaman baskısı) göre
belirlemektir. Zaman baskısı pazarlama literatüründe tüketiciye etkileri
bakımından araştırılan önemli konulardan biridir. Ancak araştırmalarda, konunun
daha çok alışverişte yaşanan zaman baskısı düzeyinde ele alındığı ve bireysel
zaman baskısının göz ardı edildiği görülmektedir. Yerli pazarlama yazınında ise
konuyla ilgili gerçekleştirilen araştırma sayısı azdır. Çalışmada öncelikle
zaman baskısı ve alışverişte zaman baskısıyla ilgili bilimsel araştırmalar
incelenmektedir. Ardından bireysel zaman baskısının tüketicinin satın alma
sonrası pişmanlığa etkisinde alışverişte zaman baskısının aracılık rolü üzerine
Kırıkkale ilinde bir anket çalışması gerçekleştirilmektedir. Elde edilen
veriler istatistiksel paket programıyla analiz edilmektedir. Araştırma
neticesinde bireysel zaman baskısının alışverişte zaman baskısını ve satın alma
sonrası pişmanlığı önemli düzeyde açıkladığı ve alışverişte zaman baskısının
bireysel zaman baskısının satın alma sonrası pişmanlığa olan etkisinde tam
aracılık rolü üstlendiği tespit edilmektedir. Bunların yanında demografik
özelliklere bağlı olarak bireysel ve alışverişte zaman baskısındaki
farklılıklar incelenmektedir. Son olarak işletme ve araştırmacılara öneriler
geliştirilmektedir. 

Anahtar Kelimeler

Zaman Baskısı, Alışverişte Zaman Baskısı, Satın Alma Sonrası Pişmanlık

A Research on The Mediating Role of Time Pressure in Shopping at The Effect of Individual Time Pressure on Post-Purchase Regret

Öz

The goal of
this study is to determine the effect of time pressure on post-purchase regret
accordingto the types of time pressure (individual time pressure and time
pressure at shopping). Time pressure is one of the important topics
investigated in terms of consumer effects in marketing literature. However, in
studies, it is seen that the issue is mostly dealt with at the level of time
pressure experienced at shoping and that individual time pressure is ignored.
The subject has not received enough attention in domestic marketing literature.
In this study, scientific researches related to time pressure and time pressure
in purchasing is examined primarily. Then, a questionnaire study is carried out
in the province of Kırıkkale on the mediating role of time pressure in shopping
in the effect of individual time pressure on consumer’s regret after
purchasing. The obtained data were analyzed with statistical package program.
As a result ot the research, it was determined that the individual time
pressure explains the time pressure in shopping and post purchase regret at a
significant level, and that the time pressure of shopping has the full
mediating role in the effect of the individual time pressure on post-purchase
regret. In addition to these, the differences in individual time pressure and
time pressure in shopping with respect to demographic variables are examined.
Lastly, suggestions for businesses and researches have been developed. 

Anahtar Kelimeler

Individual Time Pressure, Time Pressure in Shopping, Post-Purchase Regret

Kaynakça

• Adam, M. T., Krämer, J. ve Müller, M. B. (2015). Auction fever! How time pressure and social competition affect bidders’ arousal and bids in retail auctions. Journal of Retailing, 91(3), 468-485.
• Ahituv, N., Igbaria, M. ve Sella, A. V. (1998). The effects of time pressure and completeness of information on decision making. Journal of Management Information, 15(2), 154-172.
• Baron, R. M. ve Kenny, D.K. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Chen, R., ve Jia, J. (2012). Regret and performance uncertainty in consumer repeat choice. Marketing Letters, 23(1), 353-365.
• Chorus, C. G., Koetse, M. J., ve Hoen, A. (2013). Consumer preferences for alternative fuel vehicles: Comparing a utility maximization and a regret minimization model. Energy Policy, 61, 901-908.
• Cooke, A. D., Meyvis, T., ve Schwartz, A. (2001). Avoiding future regret in purchase-timing decisions. Journal of Consumer Research, 27(4), 447-459.
• Darian, J. C. ve Cohen, J. (1995). Segmenting by Consumer Time Shortage. Journal of Consumer Marketing, 12(1), 32-44.
• Dhar, R. ve Nowlis, S.M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369-384.
• Do Prado, R. Pereira, A.D. ve Lopes, E.L. (2016). Tick Tock, Tick Tock! An experimental study on the time pressure effect on omission neglect. Journal of International Consumer Marketing, 28(5), 332-346.
• Etkin, J., Evangelidis, I. ve Aaker, J. (2015). Pressed for time? Goal conflict shapes how time is perceived, spent, and valued. Journal of Marketing Research, 52(3), 394-406.
• Fisher, C. W., Chengalur-Smith, I. ve Ballou, D.P. (2003). The impact of experience and time on the use of data quality information in decision making. Information Systems Research, 14(2), 170-188.
• Gail, T., Bums, M. ve Zeng, Y. (1997). Your life on hold. The effect of telephone waiting time on customer perception. Journal of Direct Marketing, 11(3), 25-31.
• Gross, B.L. (1994). Consumer responses to time pressure: A qualitative study with homeowners in foreclosure. Advances in Consumer Research, 21, 120-125.
• Güleç, İ.H. ve Quadir, S.E. (2015, Ekim). Hedonik tüketim bağımlılığı kapsamında kamu çalışanlarının rekreasyonel alışveriş eğilimlerinin incelenmesi. 1. Uluslar arası Uygulamalı Bilimler Kongresi, Kon-ya, 876-889.
• Inbar, Y., Botti, S. ve Hanko, K. (2011). Decision speed and choice regret: When haste feels like waste. Journal of Experimental Social Psychology, 47(3), 533-540.
• İplik, E. (2005). Kalabalık ve zaman baskısı altındaki tüketicilerin alışverişten duydukları tatmin düzeyini belirlemeye yönelik bir çalışma. Yayımlanmamış Yüksek Lisans Tezi, Çukurova Üniversitesi, Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, Adana.
• Jacoby, J., Szybillo, G.J., ve Berning, C.K. (1976). Time and consumer behavior: An interdisciplinary overview. Journal of Consumer Research, 2(4), 320-339.
• Kellaris, J. J. ve Kent, R. (1992). the influence of music on consumers’ temporal perceptions: Does time fly when you’re having fun?. Journal of Consumer Psychology, 1(4), 365-376.
• Kellaris, J. J., ve Altsech, M. B. (1992). The experience of time as a function of musical loudness and gender of listener. Advances in Consumer Research, 19, 725-729.
• Kleiner, S. (2014). Subjective time pressure: General or domain specific?. Social Science Research, 47, 108-120.
• Kongarchapatara, B. ve Shannon, R. (2016). The effect of time stress on store loyalty: A case of food and grocery shopping in Thailand. Australasian Marketing Journal (AMJ), 24(4), 267-274.
• Liang, X., Liu, P., ve Liu, Z. (2018). Selecting products considering the regret behavior of consumer: A decision support model based on online ratings. Symmetry, 10(5), 178.
• Lim, C. (2013). Analysis of time pressure and value perception: An exploratory study of consumer travel fair. Journal of Travel ve Tourism Marketing, 30(5), 509-521.
• Lin, C. H., ve Huang, W. H. (2006). The influence of unawareness set and order effects in consumer regret. Journal of Business and Psychology, 21(2), 293-311.
• Lin, C.H. ve Wu, P.H. (2005). How to deal with conflicts? The effect of consumers subjective time pressure on product attitude judgment and choice. Journal of American Academy of Business, 6, 219–224.
• Liu, C.W., Hsieh, A.Y., Lo, S.K., ve Hwang, Y. (2017). What consumers see when time is running out: Consumers’ browsing behaviors on online shopping websites when under time pressure. Computers in Human Behavior, 70, 391-397.
• Mannetti, L., Pierro, A., ve Kruglanski, A. (2007). Who regrets more after choosing a non-status-quo option? Post decisional regret under need for cognitive closure. Journal of Economic Psychology, 28(2), 186-196.
• Mitomi, Y. (2017). What is marketing time pressure?. Annals of Business Administrative Science, 16(6), 275-285.
• Özmen, M. (2006). Perakendecilikte tüketicinin zaman algılaması ve zaman algılamasının müşteri tatmini üzerine etkisi: Kavramsal bir bakış. Afyon Kocatepe Üniversitesi İ.İ.B.F. Dergisi, VIII(2), 225-236.
• Park, C. W., Easwar S. I., ve Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behavior: The role of store environment and time available for shopping. Journal of Consumer Research, 15(4), 422-433.
• Park, J., Hill, W. T., ve Bonds-Raacke, J. (2015). Exploring the relation-ship between cognitive effort exertion and regret in online vs. offline shopping. Computers in Human Behavior, 49, 444-450.
• Pieters, R. ve Warlop, L. (1999). Visual attention during brand choice: The impact of time pressure and task motivation. International Journal of Research in Marketing, 16(1), 1-16.
• Pieters, R., Warlop, L. ve Hartog, M. (1997). The effect of time pressure and task motivation on visual attention to brands. Advances in Consumer Research, 24, 281-287.
• Pruyn, A. ve Smidts, A. (1998). Effects of waiting on the satisfaction with the service: Beyond objective time measures. Internatioml Jouml of Research in Murketing, 15(4), 321-334.
• Rajneesh, S. ve Monroe, K.B. (2003). the effects of time constraints on consumers’judgments of prices and products. Journal of Consumer Research, 30(1), 92-104.
• Rau, PL.P., Zhou, J. Chen, D. ve Lu, T.P. (2014). The influence of repetition and time pressure on effectiveness of mobile advertising messages. Telematics and Informatics, 31(3), 463-476.
• Rieskamp, J. ve Hoffrage, U. (2008). Inferences under time pressure: How opportunity costs affect strategy selection. Acta Psychologica,127, 258-276.
• Rudd, M.,Vohs, K.ve Aaker, J. (2012). Awe expands people’s perception of time, alters decision making, and enhances well-being. Psychological Science, 23(10), 1130-36.
• Saigal, B. ve Mann, B.J.S. (2010). The mediating role of demographics and time pressure in information search process: A comparative analysis of english and Indian consumers. IUP Journal of Marketing Management, 9(1/2), 7-22.
• Smith, C. A. P., ve Hayne, S.C. (1997). Decision making under time pressure: an investigation of decision speed and decision quality of computer-supported groups. Management Communication Quarterly, 11(1), 97-126.
• Sohn, H.K. ve Lee, T. (2017). Tourists’ impulse buying behavior at duty-free shops: The moderating effects of time pressure and shopping involvement. Journal of Travel ve Tourism Marketing, 34(3), 341-356.
• Spears, N. (2001). Time pressure and information in sales promotion strategy: Conceptual framework and content analysis. Journal of Advertising, 30(1), 67-76.
• Spears, N. (2006). Just moseying around and happening upon it versus a master plan: Minimizing regret in impulse versus planned sales promotion purchases. Psychology ve Marketing, 23(1), 57-73.
• Srinivasan, N. ve Ratchford, B.T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18(2), 233-242.
• Tsiros, M. (2008). Releasing the regret lock: Consumer response to new alternatives after a sale. Journal of Consumer Research, 35(6), 1039-1059.
• 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.
• Vlašić, G., Janković, M. ve Čaluk, A.K. (2011). Information hunt: The impact of product type and time pressure on choice of information source for purchase decisions. Management: Journal of Contemporary Management Issues, 16(2), 87-103.
• Weenig, M. W.H. ve Maarleveld, M. (2002). The impact of time constraint on information search strategies in complex choice tasks. Journal of Economic Psychology, 23, 689-702.
• Wright, P. (1974). The harassed decision maker: Time pressures, distractions, and the use of evidence. Journal of Applied Psychology, 59, 555-561.
• Xu-Priour, D.L., Cliquet, G. ve Fu, G. (2012). The combined influence of time pressure and time orientation on consumers’ multichannel choice: Evidence from China. The International Review of Retail, Distribution and Consumer Research, 22(5), 529-546.
• Young, D. L., Goodie, A.S., Hall, D. B. ve Wu, E. (2012). Decision making under time pressure, modeled in a prospect theory framework. Organizational Behavior ve Human Decision Processes, 118(2), 79-188.
• Zhong, C.B. ve Devoe, S. E. (2010). You are how you eat: Fast food and impatience. Psychological Science, 21, 619-623.
• Zur, H.B. ve Breznitz, S.J. (1981). The Effect of time pressure on risky choice behavior. Acta Psychologica, 47(1), 89–104.
• Zuzanek, J. (1998). Time use, time pressure, personal stress, mental health, and life satisfaction from a life cycle perspective. Journal of Occupational Science, 5(1), 26-39.