ONLİNE ALIŞVERİŞTE DÜRTÜSEL SATIN ALMA, PİŞMANLIK VE İADE DAVRANIŞI ARASINDAKİ ETKİLEŞİMDE DUYGULARIN ROLÜ

Öz

Bu araştırmanın amacı tüketicilerin online ürün satın alım süreçlerinde duygusal tepkiler (haz ve memnuniyet), dürtüsel satın alma, pişmanlık ve iade davranışı arasındaki ilişkileri incelemektir.Araştırmada entegre bir model ile duyugusal tepkilerin dürtüsel satin almayı; dürtüsel satin almanın da pişmanlık ve iade davranışını nasıl etkilediği açıklanmaktır. Bu doğrultuda, kolayda örnekeleme tekniği ile 511 kişiden online ortamda veriler toplanmış ve AMOS program ile analiz edilmiştir. Sonuçlar hazzın dürtüsel satin almayı ve memnuniyeti anlamlı ve pozitif etkilediğini; memnuniyetin ise dürtüsel satın almayı etkilemediğini göstermektedir. Ayrıca dürtüsel satin alma pişmanlığa neden olmakta; ama bu durum doğrudan iade davranışına dönüşmemektedir. Pişmanlık iade tutumunu etkilememekle birlikte algılanan iade davranışını pozitif ve anlamlı bir yönde etkilemektedir. Araştırma, dürtüsel satın alma ile iade tutumu arasındaki ilişkide pişmanlık ve algılanan iade faydasının sıralı aracılık rolü üstlendiğini ortaya koymaktadır. Bu sonuçlar dürtüsel satin alma sonucunda ortaya çıkacan bilişsel negative tepkilerin her zaman iadeye yol açmayacağını; pişmanlığın ise belirli koşullarda iade davranışına dönüşebileceğini göstermektedir. Araştırma satın alım öncesi ve sonrası tüketici psikolojisini olumlu ve olumsuz tepkileri entegre bir modelde ele alarak literature katkı sağlamaktadır. Ayrıca tüketiciyi dürtüsel satin almaya yönlendiren motivasyonlar ile satin alım sonrası süreci müşteri memnuniyetini arttıracak pratik öneriler sunmaktadır.

Anahtar Kelimeler

• Duygusal tepkiler
• dürtüsel satın alma
• pişmanlık
• iade davranışı

THE ROLE OF EMOTIONS IN THE INTERACTION BETWEEN IMPULSIVE BUYING, REGRET AND RETURN BEHAVIOR IN ONLINE SHOPPING

Öz

This study aims to examine the relationships among emotional responses (arousal and pleasure), impulsive buying, regret, and return behavior in consumers' online product purchase processes. Through an integrated model, the research explores how emotional responses influence impulsive buying and how impulsive buying, in turn, affects regret and return-related behaviors. Using surveys, the data were collected online using a convenience sampling method with a total of 511 participants. The data were analyzed using the AMOS software. The results show that arousal significantly influences impulsive buying and pleasure, whereas no relationship was found between pleasure and impulsive buying. Furthermore, while impulsive buying leads to regret, it does not directly lead to return behavior. Regret does not significantly affect return attitude but does influence perceived return benefit. A serial mediating role of regret and perceived return benefit was found between impulsive buying and return attitude. These findings suggest that the cognitive discomfort resulting from impulsive purchases does not always lead to returns and regret only partially translates into return behavior. This research deepens the knowledge on consumer psychology by integrating both pre- and post-purchase consumer psychology into a single model, capturing both positive and negative emotional and cognitive responses. It also provides practical insights for businesses by highlighting motivational factors behind impulsive buying and offering strategies to optimize customer satisfaction in the post-purchase phase.

Anahtar Kelimeler

• Emotional responses
• impulsive buying
• regret
• return behavior

Kaynakça

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