DOKUNMA İHTİYACI VE YAZILI BİLGİNİN PSİKOLOJİK SAHİPLİK ÜZERİNDEKİ ETKİSİ

Yıl 2018, Cilt: 11 Sayı: 22, 205 - 232, 01.12.2018

Batuhan Doğu Alkaya Tülay Korkmaz Devrani

Öz

Çalışmanın amacı; tüketicinin dokunma ihtiyacı ile ürüne dokunma imkânının bulunmadığı çevrimiçi alışveriş ortamında, bu eksikliğin telafisi için sunulan yazılı bilgiler arasındaki etkileşimin psikolojik sahiplik üzerindeki etkisini araştırmaktır. Ayrıca, çalışmada çevrimiçi alışveriş ortamında psikolojik sahipliğin belirlenen alış fiyatı, ağızdan ağıza iletişim ve satın alma niyeti üzerindeki etkisi incelenmiştir. Çalışmada 561 anket formu dağıtılmış ancak analizler geçerli kabul edilen 476 anket üzerinden yürütülmüştür. Yapılan analizler sonucunda dokunma ihtiyacının düşük veya yüksek oluşu ile yazılı bilgi türü arasındaki etkileşimin psikolojik sahiplik üzerinde etkisi olmadığı bulunmuştur. Diğer yandan dokunma ihtiyacının enstrümantal ve ototelik alt boyutlarının yazılı bilgi türü ile etkileşimi psikolojik sahipliği etkilemektedir. Ancak bu etki dokunma ihtiyacının boyutları ile yazılı bilgi arasında uyum olmadığı durumda ortaya çıkmaktadır. Çevrimiçi alışveriş ortamında ürüne karşı hissedilen psikolojik sahiplik arttıkça belirlenen alış fiyatı, ağızdan ağıza iletişim ve satın alma niyeti artmaktadır

Anahtar Kelimeler

Dokunma ihtiyacı, psikolojik sahiplik, yazılı bilgi, çevrimiçi alışveriş

THE EFFECTS OF NEED FOR TOUCH AND WRITTEN INFORMATION ON PSYCHOLOGICAL OWNERSHIP

Öz

The purpose of this study is to investigate the interaction between need for touch and written information and its effect on psychological ownership in the online shopping environment where physical interaction is not possible. Also, the effect of psychological ownership on willingness to pay, word of mouth and purchase intention were examined in an online shopping environment. 561 questionnaires were distributed, but the analyses were conducted on 476 validated surveys. As a result of the analyses, it is found that there is no interaction effect between need for touch low or high and written information on psychological ownership. Although, it is stated that the interaction between the subdimensions of need for touch autotelic and instrumental and written information has an influence on psychological ownership, the influence works in the opposite direction. As the psychological ownership increased in the online shopping environment, consumers’ willingness to pay increase. Psychological ownership also positively affects word-ofmouth and customers purchase intention

Anahtar Kelimeler

Need for touch, psychological ownership, written information, online shopping

Kaynakça

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