ÜNİVERSİTE ÖĞRENCİLERİNİN YAŞAMLARINDA ALGILADIKLARI ZAMAN BASKISININ PLANSIZ SATIN ALMA EĞİLİMLERİ ÜZERİNDEKİ ETKİSİ

Yıl 2013, Cilt: 6 Sayı: 12, 1 - 20, 01.12.2013

Ömer Torlak Volkan Doğan Behçet Yalın Özkara

Öz

Alışverişin değişen yapısı ve tüketici davranışı üzerindeki etkileri pazarlama literatürü ve uygulamacıları açısından önemli çıkarımlar sunmaktadır. Günlük yaşamda hissedilen zaman baskısı ile plansız satın alma eğilimi arasındaki ilişkiler de bu kapsamda önemli görülmektedir. Bu çalışmanın amacı, algılanan zaman baskısının plansız satın alma eğilimi üzerindeki etkisini üniversite öğrencileri kapsamında incelemektir. Bu amaç doğrultusunda Eskişehir’deki üniversite öğrencilerini kapsayan bir araştırma gerçekleştirilmiştir. Araştırma sonuçlarına göre; algılanan zaman baskısının plansız satın alma eğilimi üzerinde pozitif yönde anlamlı bir etkiye sahip olduğu, kız üniversite öğrencilerinin algıladıkları zaman baskısının ve plansız satın alma eğilimlerinin erkek üniversite öğrencilerine kıyasla daha yüksek olduğu görülmüştür

Anahtar Kelimeler

Algılanan zaman baskısı, plansız satın alma eğilimi, genç tüketiciler, üniversite öğrencileri

EFFECTS OF PERCEIVED TIME PRESSURE ON UNPLANNED PURCHASING TENDENCIES IN UNIVERSITY STUDENTS’ LIFE

Öz

The changing nature and effects of shopping on consumer behavior provide important implications for marketing literature and practitioners. The relationships between time pressure felt in daily life and unplanned purchasing tendencies are considered important in this sense. The aim of this study was to examine the effects of perceived time pressure on unplanned purchasing tendencies among university students. For this purpose, this study was conducted with university students in Eskisehir. The study found that perceived time pressure had a positive significant effect on unplanned purchasing tendencies, female students have a higher level of perceived time pressure and tendency towards unplanned purchasing than men

Anahtar Kelimeler

Perceived time pressure, unplanned purchasing tendency, young consumers, university students

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