TÜKETİM RİTÜELİ ÇALIŞMALARININ BİBLİYOMETRİK ANALİZİ

Öz

Tüketim ritüeli, farklı disiplinlerde çalışmalara konu olmakla birlikte pazarlama alanına tüketici davranışları kapsamında 1985 yılında Rook tarafından dâhil edilmiştir. Bu çalışmanın amacı, pazarlama kapsamında ele alınan tüketim ritüeli çalışmalarının durumunu nicel bibliyometrik analiz aracılığıyla değerlendirmektir. Çalışma, tüketim ritüeli çalışmalarını pazarlama kapsamında ele alan ilk bibliyometrik analizdir. 1985- 2021 yılları için Scopus veri tabanından toplanan tüketim ritüeli hakkında 165 bilimsel çalışmanın bibliyometrik analizi VOSviewer aracılığıyla, performans analizi ve haritalandırma analizi ile gerçekleştirilmiştir. Tüketim ritüeli çalışmaları performans analizi ile atıf, yazar, üniversite ve ülke bazında değerlendirilmiştir. Haritalandırma analizi yoluyla alanın yapısal ve dinamik görüntüsü ortaya çıkarılmıştır. Çalışma sayılarına göre tür olarak makaleler öne çıkarken, alanın 2010-2019 yılları arasında popülerlik kazandığı, en çok çalışmanın ABD’de gerçekleştirildiği, etki gücü en yüksek çalışma Cova ve Pace (2006), yazar Belk, R.W., dergi ise Journal of Consumer Research’tür. Elde edilen bulgular aracılığıyla, tüketim ritüeli alanında yer alan en etkili çalışmalar, yazarlar, dergiler, üniversiteler ve ülkeler tanımlanmıştır. Çalışma, pazarlama alanı kapsamındaki tüketim ritüeli çalışmalarının yoğunluğunu ve yönelimini ortaya koymaktadır. Aynı zamanda tüketim ritüellerinin gerçekleştirildiği bölgeler, ülkeler, yazarlar arasındaki ilişkiler çalışmaların bölgeselciliğiyle açıklanmıştır. Bu durum gelecekte tüketim ritüeli üzerine çalışmayı hedefleyen araştırmacılar için kavramsal bir temel oluşturmaktadır

Anahtar Kelimeler

• Tüketim ritüeli
• bibliyometrik analiz
• performans analizi
• haritalandırma analizi

BIBLIOMETRIC ANALYSIS OF CONSUMPTION RITUAL STUDIES

Öz

Although the consumption ritual is the subject of studies in different disciplines, it was included in the marketing field by Rook in 1985 within the scope of consumer behavior. The aim of this study is to evaluate the status of consumption ritual studies handled within the scope of marketing through quantitative bibliometric analysis. The study is the first bibliometric analysis that deals with consumption ritual studies within the scope of marketing. A bibliometric analysis of 165 scientific studies on consumption rituals collected from the Scopus database for the years 1985-2021 was carried out through VOSviewer, with performance analysis and mapping analysis. While genre articles stand out according to the number of studies, the field gained popularity between 2010-2019, the most studies were conducted in the USA, the most influential study is Cova and Pace (2006), the author is Belk, R.W., and the journal is Journal of Consumer Research. The structural and dynamic view of the area was revealed through mapping analysis. Through the findings, the most influential studies, authors, journals, universities, and countries in the field of consumption ritual were identified. The study reveals the intensity and orientation of consumption ritual studies within the scope of marketing. The relations between the regions, countries, and writers where consumption rituals are performed are explained with regionalism. This situation creates a conceptual basis for researchers who aim to study consumption ritual in the future.

Anahtar Kelimeler

• Consumption rituals
• bibliometric analysis
• performance analysis
• mapping analysis

Kaynakça

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