Benlik Uyuşmazlığı Teorisinin Tüketicilerin Online Satın Alma Davranışına Yansımaları

Öz

Tüketicilerin çevrimiçi davranışları, pazarlamanın en yeni ve en çok ilgi çeken çalışma alanları arasında yer almaktadır. Yeni dijital pazarlarda tüketici için değer yaratmak, zamana karşı sürdürülen yarış, yoğun rekabet ve düşük sadakat düzeyinde giderek daha zor bir hal almaktadır. Bu kapsamda online tüketici davranışını oluşturan örüntülerin tespit edilmesinin araştırmacılar ve uygulayıcılar için oldukça önemli olduğu düşünülmektedir. Özünde insan davranışını modelleyen tüketici davranışına Higgins’in Benlik Uyuşmazlığı Kuramı çerçevesinde yaklaşılmış ve bu durumu tetiklemek üzere bir deney tasarımı gerçekleştirilmiştir. Bu doğrultuda çalışmaya katılan bireylerin fiziksel çekicilik algıları ve mevcut benlik algıları ile ürünlerin sunum şekillerine yönelik dikkat ve kaçınma davranışları cinsiyetler doğrultusunda araştırılmıştır. Sonuçlar bireylerin ideal benlik algılarını temsil eden unsurlara daha fazla yöneldiğini göstermektedir. İdeal ve mevcut arasındaki fark arttıkça bireylerin kaçınma davranışı teoride belirtildiği şekilde artmaktadır. Gruplar arasındaki en yüksek kaçınma eğilimi, istediği kilonun üzerinde olan katılımcılara aittir. Bununla beraber cinsiyetin herhangi bir etkisi tespit edilememiştir.

Anahtar Kelimeler

• Tüketici davranışı
• online satın alma
• göz izleme

The Reflections of Self- Discrepancy Theory on Online Consumer Behavior

Öz

One of the newest and most interesting areas in marketing is online consumer behavior. Value creating for consumers in the new digital market is becoming progressively tough due to time pressure, low loyalty and as such the level of vigorous competition. In this context, it is considered that understanding the consumers’ behavior patterns is crucial for researchers and practitioners. Consumer behavior which basically reflects human behavior, was examined in the framework of Higgins’ Self Discrepancy Theory and experimental design was used to trigger its premises. According to this perspective, participants’ perception of physical attractiveness and current self-perception have been examined, and the stimuli’ engagement/avoidance behaviors have been ascertained. It was also examined whether the results differed by gender. Results reveal that individuals tend more towards self-representing stimuli. As the difference between ideal and actual increases, the avoidance behaviours of individuals increase in parallel with the theory. The group with the highest avoidance tendency among the groups is the participants who are above the desired weight. Once and for all, no effect of gender has been detected.

Anahtar Kelimeler

• Consumer behavior
• online buying behavior
• eye tracking

Kaynakça

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