FİLİZ EROĞLU
(İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Pazarlama Bilim Dalı, İstanbul, Türkiye)
Yıl: 2016Cilt: 19Sayı: 35ISSN: 1301-5265 / 2651-4974Sayfa Aralığı: 253 - 282Türkçe

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KOMPULSİF SATIN ALMA: KİŞİSEL FAKTÖRLER, POSTMODERN TÜKETİM ŞEKİLLERİ VE REKLAMA KARŞI TUTUMUN ROLÜNE YÖNELİK BİR ARAŞTIRMA
Tüketicilerin kontrol edemedikleri, bir dürtü sonucu gerçekleştirdikleri kompulsif satın alma davranışı günümüzde olumsuz ekonomik ve sosyal sonuçları nedeniyle bireyleri ve ülkeleri tehdit eder bir hal almıştır. Bu araştırma; materyalizm, benlik saygısı ve psikolojik rahatsızlıklardan oluşan kişisel faktörlerin; hedonik tüketim, statü tüketimi, gösterişçi tüketim, moda yönelimli tüketim ve içtepisel satın almadan oluşan postmodern tüketim şekillerinin ve reklama karşı tutumun kompulsif satın alma eğilimi üzerindeki rolünü araştırmak için, hazır giyim sektöründe gerçekleştirilmiştir. Yüz yüze ve bırak-topla anket yöntemleri kullanılarak İstanbul, Balıkesir ve Çanakkale illerinde ikamet eden 18 yaş üstü 892 katılımcıdan elde edilen verilerle yapılan analizlerin sonucunda; hedonik tüketimin, materyalizmin ve reklama karşı tutumun kompulsif satın alma eğilimi üstünde anlamlı etkisi bulunmuş, benlik saygısı ve içtepisel satın almanın istatistiksel olarak anlamlı bir belirleyici olmadığı tespit edilmiştir
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