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

Yıl 2025, Cilt: 18 Sayı: 3, 710 - 737, 29.09.2025

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.

Kaynakça

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

Yıl 2025, Cilt: 18 Sayı: 3, 710 - 737, 29.09.2025

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.

Etik Beyan

This research has received monetary support from Selçuk University Scientific Research Projects Office project number 24401233. Ethics approval 15.10.2024, 16/98, Selcuk University, Faculty of Economics and Administrative Sciences.

Kaynakça

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  • Parsad, C., Prashar, S., Vijay, T. S., & Sahay, V. (2019). Role of in-store atmospherics and impulse buying tendency on post purchase regret. Journal of Business and Management, 25(1), 1-24. https://doi.org/10.1504/JBM.2019.141273
  • Powers, T. L., & Jack, E. P. (2013). The influence of cognitive dissonance on retail product returns. Psychology and Marketing, 30(8), 724-735. https://doi.org/10.1002/mar.20640
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  • Sarwar, M. A., Nasir, J., Sarwar, B., Hussain, M., & Abbas, A. (2024). An investigation of precursors of online impulse buying and its effects on purchase regret: role of consumer innovation. International Journal of Innovation Science, 16(5), 877-894. https://doi.org/10.1108/IJIS-12-2022-0244
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Toplam 87 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama Teorisi, Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Ömer Akkaya 0000-0002-2765-2370

Yayımlanma Tarihi 29 Eylül 2025
Gönderilme Tarihi 30 Haziran 2025
Kabul Tarihi 11 Ağustos 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 18 Sayı: 3

Kaynak Göster

APA Akkaya, Ö. (2025). THE ROLE OF EMOTIONS IN THE INTERACTION BETWEEN IMPULSIVE BUYING, REGRET AND RETURN BEHAVIOR IN ONLINE SHOPPING. Pazarlama ve Pazarlama Araştırmaları Dergisi, 18(3), 710-737.