COMPARISON OF FASHION SHOPPING BEHAVIOR DUE TO THE DIFFERENT PERIODS OF THE SEASON: AN APPLICATION OF MULTINOMINAL LOGISTIC REGRESSION ANALYSIS

Öz

The purpose of this study is to determine the impact of consumer self-confidence and personal shopping value dimensions on fashion purchase behavior involving retail practices and information sharing across demographic profiles by comparing with different shopping time period preferences through the season. In this paper, understanding of the shoppers’ reasons for the different shopping time periods of the season is important to synchronize the amount of purchase during the season. For this purpose, a questionnaire has been conducted to 258 respondents by convenience sampling which is checked by multinominal logistic regression. 

Anahtar Kelimeler

• fashion retailing, hedonic/utilitarian value, self-confidence, season, multinominal logistic regression

MODA SATINALMA DAVRANIŞININ SEZONUN FARKLI DÖNEMLERİNE GÖRE KARŞILAŞTIRILMASI: MULTİNOMİNAL LOJİSTİK REGRESYON ANALİZİ UYGULAMASI

Öz

Bu çalışmanın amacı; sezon boyunca moda ürünü satın almak için farklı dönemleri tercih eden tüketicilerin demografik özellikleri, perakende uygulamaları, bilgi paylaşımı düzeyine bağlı olarak bulunduğu sosyal ortamda kendine güven ve kişisel satınalma değeri boyutlarının moda satınalma davranışına etkisini saptamaktır. Tüketicilerin sezon içerisinde farklı zamanlarda satınalma kararı vermelerinin sebeplerini anlamak, sezon içerisindeki talep dalgalanmaları senkronize etmek için önemlidir. Bu sebepten ötürü, kolayda örnekleme yöntemi ile 258 katılımcıya anket uygulanmış ve toplanan veriler multinominal lojistik regresyon ile analiz edilmiştir. 

Anahtar Kelimeler

• moda perakendeciliği, hedonik/fonksiyonel değer, kendine güven, sezon, multinominal (çok terimli) lojistik regresyon

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