The Effect of Unplanned Purchasing on Hedonic and Compulsive Purchase in the Scope of Consumer Purchase Behavior

Yıl 2024, Cilt: 29 Sayı: 3, 175 - 188, 31.12.2024

Esen Şahin , Fatma Avan

Öz

Consumer behavior is an area that businesses and retailers need to closely monitor to sustain success in constantly changing and evolving markets. In increasingly competitive environments, it is of vital importance to systematically and accurately investigate, and even guide, irrational consumer purchasing behaviors (such as unplanned purchases, hedonic purchases, and compulsive buying). Understanding the differences in consumers' purchasing behaviors and the reason behind these differences helps businesses effectively plan their marketing strategies. In this context, the aim of the study is to contribute to the literature by examining the impact of unplanned buying behavior on hedonic buying and compulsive buying, as well as the relationship between these three variables. The sample for the research consists of students from the Faculty of Economics and Administrative Sciences at Selçuk University during the 2023-2024 fall semester. The study conducted a survey with 401 students using a convenience sampling method. The results of the research indicate that unplanned buying has a significant and positive effect on both hedonic and compulsive buying behaviors. The data obtained from the research hold significant importance as a guide for businesses and researchers.

Anahtar Kelimeler

Unplanned Purchasing, Compulsive Purchasing, Hedonic Purchasing

Tüketici Satın Alma Davranışı Kapsamında Plansız Satın Almanın Hedonik ve Kompülsif Satın Alma Üzerine Etkisi

Öz

Tüketici davranışları, sürekli değişen ve gelişen pazarlarda başarıyı sürdürülebilir kılmak isteyen işletmeler ve perakendeciler için önemle takip edilmesi gerek bir alandır. Rekabet koşullarının giderek arttığı pazarlarda, rasyonel olmayan tüketici satın alma davranışlarını (plansız satın alma, hedonik satın alma, kompülsif satın alma) düzenli ve doğru bir şekilde araştırmak hatta yönlendirmek hayati bir önem arz etmektedir. Tüketicilerin satın alma davranışlarındaki farklılıkların ve bu farklılıkların nedeninin anlaşılması, işletmelerin pazarlama stratejilerini doğru planlamasına yardımcı olmaktadır. Bu bağlamda çalışmanın amacı, plansız satın alma davranışının, hedonik satın alma ve kompülsif satın alma üzerindeki etkisini ve bu üç değişken arasındaki ilişkiyi inceleyerek, literatüre katkıda bulunmaktır. Araştırmanın örneklemini, 2023-2024 güz döneminde öğrenim gören Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi öğrencileri oluşturmaktadır. Araştırma kapsamında kolayda örnekleme yöntemi ile 401 öğrenciye anket çalışması yapılmıştır. Araştırma sonucunda, plansız satın almanın hedonik ve kompülsif satın alma davranışları üzerinde anlamlı ve pozitif bir etkiye sahip olduğu sonucuna ulaşılmıştır. Araştırma sonucunda elde edilen veriler, işletmeler ve araştırmacılar için rehber niteliği taşıyacak öneme sahiptir.

Anahtar Kelimeler

Plansız Satın Alma, Kompülsif Satın Alma, Hedonik Satın Alma

Kaynakça

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