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TÜKETİCİLERİN DUYGUDURUM DÜZEYİNİN İTKİSEL (DÜRTÜSEL), YENİLİKÇİ, HAZCI VE TAKINTILI SATIN ALMA DAVRANIŞINA ETKİSİ

Year 2019, Volume: 12 Issue: 1, 41 - 64, 26.06.2019

Abstract

Bu çalışmanın temel amacı, tüketicilerin hazcı, takıntılı, itkisel ve yenilikçi satın alma davranışlarında duyguların etkisini araştırmaktır. Ayrıca çalışmada, dört irrasyonel tüketim alışkanlıklarından sonra tüketicilerin satın alma sonrası pişmalık duyup duymadıkları da araştırılmaktadır. Araştırma kapsamında 205 kişiden anket aracılığıyla veri toplanmıştır. Araştırma sonuçlarına bakıldığında tüketicilerin duygudurum düzeyi olumlu olarak arttıkça hazcı ve yenilikçi satın alma eğilimi artmaktadır. Buna karşın tüketicilerin içinde bulunduğu duygudurum düzeyi ile itkisel ve takıntılı satın alma davranışı arasında istatistiksel olarak anlamlı bir ilişki yoktur. Ayrıca takıntılı satın alma davranışından sonra tüketiciler daha çok satın alma sonrası pişmanlık yaşarken, takıntılı, itkisel ve hazcı satın alma davranışlarından sonra tüketiciler satın alma sonrası pişmanlık yaşamamaktadırlar. İleride yapılacak çalışmalarda dört satın alma tarzının öncülleri ve ardılları daha kapsamlı araştırılması uygulamacılar için daha etkin pazarlama iletişimi unsurları tasarlamalarına katkıda bulunabilir.

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THE INFLUENCE OF CONSUMERS’ EMOTIONAL STATES ON IMPULSIVE, COMPULSIVE, INNOVATIVE AND HEDONIC BUYING BEHAVIOR

Year 2019, Volume: 12 Issue: 1, 41 - 64, 26.06.2019

Abstract

The main purpose of this study is to investigate the influence of emotions on consumers' hedonistic, obsessive, iterative and innovative buying behavior. In a ddition, T he s tudy a lso i nvestigated c onsumer g uilt i n l ine with four types of irrational behaviour such as hedonistic, obsessive, iterative and innovative buying behavior. Data were collected from the survey by 205 people. Considering the results of the research, the positive emotions of the consumers affect the hedonic and innovative buying behavior. On the other hand, it does not affect the behavioral and obsessive buying behavior. In addition, after consumers' obsessive buying behavior, consumers feel regret and after other buying behaviors, consumers do not feel regret. In future studies, more extensive research of the precursors and consequences of the four buying styles may contribute to the design of more effective marketing communication elements for practitioners.

References

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  • Aroean, Lukman; Michaelidou, Nina (2014). “Are Innovative Consumers Emotional and Prestigiously Sensitive to Price?”. Journal of Marketing Management, 30(3-4), 245-267.
  • Babin, J. Babin; Darden, R. William; Griffin, Mitch (1994). “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”. Journal of Consumer Research, 20(4), 644-656.
  • Badgaiyan, A. Jyodi; Verma, Anshul (2014). “Intrinsic Factors Affecting Impulsive Buying Behaviour—Evidence from India”. Journal of Retailing and Consumer Services, 21(4), 537-549.
  • Bagozzi, P. Richard; Yi, Youjae (1988). “On the Evaluation of Structural Equation Models”. Journal of the Academy of Marketing Science, 16(1), 74-94.
  • Bayley, Geoff; Nancarrow, Clive (1998). “Impulse Purchasing: A Qualitative Exploration of the Phenomenon”. Qualitative Market Research: An International Journal, 1(2), 99-114.
  • Billieux, Joël; Rochat, Lucien; Rebetez, M. M. Lien; Van der Linden, M. (2008). “Are All Facets of Impulsivity Related to Self-Reported Compulsive Buying Behavior?”. Personality and Individual Differences, 44(6), 1432-1442.
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  • Black, D. Wayne; Shaw, Martha; McCormick, Brett; Bayless, J. David; Allen, Jegg (2012). “Neuropsychological Performance, Impulsivity, ADHD Symptoms, and Novelty Seeking in Compulsive Buying Disorder”. Psychiatry Research, 200(2-3), 581-587.
  • Boz, Hakan (2015). “Turistik Ürün Satın Alma Karar Sürecinde İtkiselliğin Rolü: Psikonörobiyokimyasal Analiz”, (Yayınlanmamış Doktora Tezi) Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
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  • Boz, Hakan; Arslan, Aytuğ; Koc, Erdoğan (2017). “Neuromarketing Aspect of Tourism Pricing Psychology”. Tourism Management Perspectives, 23, 119-128.
  • Boz, Hakan; Koc, Erdoğan (2018). “İtkisel (Dürtüsel) Satın Alma Davranışının Nedenleri ve Sonuçları: Turizm ve Konaklama Sektöründe Bir Çalışma”, International Journal of Social Inquiry, 11(2), 17-45.
  • Boz, Hakan; Kose, Utku (2018). “Emotion Extraction from Facial Expressions by Using Artificial Intelligence Techniques”. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 9(1), 5-16.
  • Caprariello, A. Peter; Reis, T. Harry (2013). “To Do, to Have, or to Share? Valuing Experiences over Material Possessions depends on the Involvement of Others”. Journal of Personality and Social Psychology, 104(2), 199-215.
  • Chen, K. Kuo (2014). “Assessing the Effects of Customer Innovativeness, Environmental Value and Ecological Lifestyles on Residential Solar Power Systems Install Intention”. Energy Policy, 67, 951-961.
  • Christenson, A . G ary; F aber, J . R onald; M itchell, J . E . ( 1994). " Compulsive Buying: Descriptive Characteristics and Psychiatric Comorbidity: Dr. Christenson and Colleagues Reply”. The Journal of Clinical Psychiatry, 55(12), 545-546.
  • Cova, Bernard; Cova, Veronique (2009). “Faces of the New Consumer: A Genesis of Consumer Governmentality”. Recherche et Applications en Marketing (English Edition), 24(3), 81-99.
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  • Dion, D. (2008). À la recherche du consommateur. Paris: Dunod.Edwards, A. Elisabeth (1993). “Development of a New Scale for Measuring Compulsive Buying Behavior”. Financial Counseling and Planning, 4(1), 67-84.
  • e Silva, S. Costa; Martins, C. Carvalho (2017). “The Relevance of Cause-related Marketing to Post-purchase Guilt Alleviation”. International Review on Public and Nonprofit Marketing, 14(4), 475-494.
  • Faber, Ronald J.; Thomas C. O'Guinn; Raymond Krych (1987). “Compulsive Consumption”. Advances in Cosumer Research, 14, 132- 135.
  • Fischer, Agneta H.; Antony S.R. Manstead (2016). “Social Functions of Emotion and Emotion Regulation”. Handbook of Emotions, (4), 424-439.
  • Floyd, Donna L.; Steven Prentice‐Dunn; Ronald W. Rogers (2000). “A Metaanalysis of Research on Protection Motivation Theory”. Journal of Applied Social Psychology, 30(2), 407–429.
  • Flynn, Leisa Reinecke; Ronald E. Goldsmith (1993). “A Validation of the Goldsmith and Hofacker Innovativeness Scale”. Educational and Psychological Measurement, 53(4), 1105-1116.
  • Foxall, Gordon R.; Goldsmith, Ronald Earl; Brown, Stephen (1998). Consumer Psychology for Marketing. London: Int. Thomson Business Press.
  • Gallagher, Catherine E.; Watt, Margo C.; Weaver, Angela D.; Murphy, Keely A. (2017). “I fear, therefore, I Shop!” Exploring Anxiety Sensitivity in Relation to Compulsive Buying”. Personality and Individual Differences, 104, 37-42.
  • Gardner, M. Paula; Rook, W. Dennis (1988). “Effects of Impulse Purchases on Consumers' Affective States”. ACR North American Advances, (15),127-130.
  • Gardner, M. Paula (1985). “Mood States and Consumer Behavior: A Critical Review”. Journal of Consumer Research, 12, 281-300.
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There are 93 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Hakan Boz

Publication Date June 26, 2019
Submission Date January 25, 2019
Published in Issue Year 2019 Volume: 12 Issue: 1

Cite

APA Boz, H. (2019). TÜKETİCİLERİN DUYGUDURUM DÜZEYİNİN İTKİSEL (DÜRTÜSEL), YENİLİKÇİ, HAZCI VE TAKINTILI SATIN ALMA DAVRANIŞINA ETKİSİ. International Journal of Social Inquiry, 12(1), 41-64.

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