Cinsiyet Kimliğinin Tüketici Karar Verme Tarzlarına Etkisi: Genç Tüketiciler Üzerine Bir Araştırma

Öz

Pazarlama yazınındaki cinsiyet kimliği üzerine gerçekleştirilen araştırmalar, ürün cinsiyet algılamaları, reklamlarda cinsiyet kimliğinin kullanımı, cinsiyet kimliğinin sürdürülebilir veya çevreci tüketime etkisi gibi bakımlardan gerçekleştirilmiştir. Diğer taraftan karar süreçlerini etkileyen bir değişken olsa da, cinsiyet kimliğinin tüketici satın alma karar tarzlarına etkilerinin yeterince dikkat çekmediği görülmektedir. Bu araştırmada, erkeksi ve kadınsı cinsiyet kimliğinin satın alma karar tarzlarına olası etkilerini ortaya koymak amaçlanmaktadır. Araştırma kapsamında 18- 27 Aralık 2024 tarihleri arasında kolayda örnekleme ve online anket yöntemiyle 202 meslek yüksekokulu öğrencisinden birincil veriler toplanmış ve SPSS programıyla analiz edilmiştir. Buna göre; erkeksiliğin tüketici karar alma tarzları boyutlarından bilgi karmaşası-kararsızlık yaşama ve alışverişten kaçınmayı negatif yönde, mükemmeliyetçilik-yüksek kalite odaklılığı ise pozitif yönde etkilediği anlaşılmıştır. Ayrıca kadınsılığın bilgi karmaşası-kararsızlığı pozitif etkilediği belirlenmiştir. Son olarak araştırma bulguları yorumlanmış, işletme ve araştırmacılara öneriler geliştirilmiştir.

Anahtar Kelimeler

• Cinsiyet kimliği
• erkeksilik
• kadınsılık
• karar verme tarzları

The Effect of Gender Identity on Consumer Decision Making Styles: A Study on Young Consumers

Abstract

The studies conducted on gender identity in marketing literature have been conducted in terms of product gender perceptions, the use of gender identity in advertisements, and the impact of gender identity on sustainable or environmental consumption. On the other hand, although it is a variable affecting decision processes, it is seen that the effects of gender identity on consumer purchasing decision styles do not attract enough attention. This study aims to reveal the possible effects of masculine and feminine gender identities on purchasing decision styles. Within the scope of the research, primary data were collected from 202 vocational school students using convenience sampling and online survey methods between 18-27 December 2024 and analyzed with the SPSS program. Accordingly; it was understood that masculinity negatively affects facing information confusion-indecisiveness and shopping avoidance and positively affects perfectionism-high quality orientation, which are among the dimensions of consumer decision-making styles. It was also determined that femininity positively affects information confusion-indecision. Finally, the research findings were interpreted and suggestions were developed for businesses and researchers.

Keywords

• Gender identity
• masculinity
• femininity
• decision-making styles

Kaynakça

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