Determination of factors that cause shopping hesitation

Banu KÜLTER DEMİRGÜNEŞ (Ahi Evran University, Faculty of Economics and Administrative Sciences, Department of Management.)
ODTÜ Gelişme Dergisi
10 2
Yıl: 2018 Cilt: 45 Sayı: 1 Sayfa Aralığı: 25 - 57 Metin Dili: İngilizce İndeks Tarihi: 27-05-2019

Determination of factors that cause shopping hesitation

Öz:
This study aims to provide general understanding of different set of factors that cause hesitation in buying electronic products. The study proposes seven cosntructs that predict shopping hesitation. The research model offers that consumer traits of innovativeness, risk averseness, brand consciousness, price/value consciousness, confused by over choice and contextual factors as time pressure and negative past experience cause shopping hesitation. The study tries to answer if these seven factors pertaining to consumer personality affect hesitation to buy from an offline electronic store. The sample of this study consists of 500 customers, visiting electronics stores in a shopping mall in Ankara, capital city of Turkey. The data was gathered by using convenience sampling and face to face survey methods. The survey results were analyzed by using Structural Equation Modeling (SEM). The study reveals that shopping hesitation has a positive relationship with price/value consciousness, risk averseness, confused by over choice and time pressure. Besides, negative relationship exists between brand consciousness and shopping hesitation. Thus, both personality traits and contextual factors can cause consumers to hesitate in buying electronic products.
Anahtar Kelime:

Konular: İşletme İktisat

Alışveriş tereddütüne neden olan faktörlerin belirlenmesine yönelik bir araştırma

Öz:
Bu çalışma, tüketicinin genel olarak elektronik ürünler satın alırken yaşadığı tereddüte neden olan faktörleri anlamaya yöneliktir. Çalışmada alışveriş tereddütünü tahmin etmek üzere yedi boyut yer almaktadır. Araştırma modelinde yenilikçilik, riskten kaçınma, marka bilinci, fiyat/değer bilinci, çeşit fazlalığı nedeniyle yaşanılan karmaşa gibi tüketici özellikleri ile zaman baskısı ve negatif tecrübe gibi durumsal faktörlerin, alışverişte tereddüte neden olabileceği öngörülmektedir. Çalışmada söz konusu yedi faktörün, tüketicilerin geleneksel elektronik mağazalardan alışverişlerinde, tereddüte neden olup olmadığı sorusuna cevap aranmaktadır. Araştırmanın örneklemi, Türkiye’nin başkenti Ankara’da bulunan bir alışveriş merkezinde, elektronik mağazaları ziyaret eden 500 tüketiciden oluşmaktadır. Veriler, kolayda örnekleme yöntemi kullanılarak, yüz yüze anket metodu ile toplanmıştır. Elde edilen veriler, Yapısal Eşitlik Modellemesi (YEM) kullanılarak analiz edilmiştir. Araştırmanın sonuçlarına göre fiyat/değer bilinci, riskten kaçınma, çeşit karmaşası ve zaman baskısı ile alışveriş tereddütü arasında pozitif bir ilişki bulunmaktadır. Ayrıca, marka bilinci ile alışveriş tereddütü arasında negatif bir ilişki söz konusudur. Dolayısıyla, hem tüketici kişilik özellikleri hem de durumsal faktörler, tüketicilerin elektronik ürün alışverişlerinde tereddüt yaşamalarına neden olabilmektedir.
Anahtar Kelime:

Konular: İşletme İktisat
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • AAKER, D. A. (1992), The Value of Brand Equity. Journal of Business Starategy. 13(4), 27-32.
  • ANIC, I.D., SULESKA, A.C. and RAJH, E. (2010), Decision-Making Styles of Young Adult Consumer in the Republic of Macedonia. Ekonomska İstrazivanja. 23(4), 102-113.
  • AKDOĞAN, Ş. and KARAASLAN, M. H. (2013), Consumer Innovativeness. Atatürk University Journal of Economics and Administrative Sciences. 27(2), 1-20.
  • BANDARA, W. M. C. (2014), Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic. Journal of Competitiveness. 6(1), 3-17.
  • BAUER, H. H., SAUER, N. E. and BECKER, C. (2006), Investigating the Relationship between Prouct Involvement and Consumer Decision-Making Styles. Journal of Consumer Behavior, 5, 342-354.
  • BEI, L., LIN, Y. T. and YU, C. M. (2007), The relationship between consumer guilt and shoping behavior. In NA-Advances in Consumer Research, G. Fitzsimons & V. Morwitz (Eds.), Duluth, MN: Association for Consumer Research. 34, 405-408.
  • BETTMAN, J.R., LUCE, M.F. and PAYNE, J.W. (1998), Constructive consumer choice processes. Journal of Consumer Research, 25, 187-217.
  • CAO, Y. and Li, Y. (2007), An Intelligent Fuzzy-Based Recommendation System for Consumer Electronic Products. Expert Sytems with Applications. 33, pp. 230-240.
  • CHAO, C.W., REID, M. and MAVONDO, F. T. (2012), Consumer Innovativeness Influence on really New Product Adoption. Australasian Marketing Journal. 20(3), 211–217.
  • CHAO, C. W., REID M. and MAVONDO, F. T. (2013), Global Cosumer Innovativeness and Consumer Electronic Product Adoption. Asia Pacific Journal of Marketing and Logistics. 25(4), 614-630.
  • CHO, C. H., KANG, J. and CHEON, H. J. (2006), Online Shopping Hesitation. CyberPsychology & Behavior. 9(3), 261-274.
  • CHODCHUANG, S. and HARON, M. S. (2012), Cognitive Customer Experience of Women Shopper in Personal Interaction in Thailand’s Department Store: An Examination of the Influence of Previous Experience. Business Management Dynamics. 1(10), 10-21.
  • CLARK, R. A. and GOLDSMITH, R. E. (2006), Interpersonal Influence and Consumer Innovativeness. International Journal of Consumer Studies. 30(1), 34-43.
  • COOKE, A. D. J., MEYVIS, T. and SCHWARTZ, A. (2001), Avoiding Future Regret in Purchase-Timing Decisions. Journal of Consumer Research. 27(4), 447-459.
  • COPPOLA, J. and SOUSA, K. J. (2008), Characteristics Affecting the Abandonment of E-Commerce Shopping Carts-A Pilot Study. Conference Proceedings for the Northeast Region Decision Sciences Institute, 384.
  • COX, A., COX, D. and ZIMET, G. (2006), Understanding Consumer Responses to Product Risk ınformation. Journal of Marketing. 70(1), pp. 79-91.
  • DELOITTE. (2014), Electronics Sector in Turkey. March, 2014, www.invest.gov.tr. Accessed: 09.08.2016
  • DE MATOS, C.A., ITUASSU, C.T. and ROSSI, C.A.V. (2007), Consumer Attitude toward Counterfeits:A review and Extension. Journal of Consumer Marketing, 24(1), 36-47.
  • EGELN, L. S. and JOSEPH, J. A. (2012), Shopping Card Abondanment in Online Shopping. Atlantic Marketing Journal, 1(1), Inaugural Issue: (Winter 2012),
  • FORNELL, C. and LARCKER, D. F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. 18(81), 39-50.
  • GEGEZ, E. (2007), Pazarlama Araştırmaları. Beta Publications, İstanbul.
  • GERBING, D. W. and ANDERSON, J. C. (1988), An Update Paradigm for Scale Development Incorporating Unidimensionality and its Assessment. Journal of Marketing Research. 22, 11-19.
  • GOLDSMITH, R. E. and HOFACKER, C. F. (1991), Measuring Consumer Innovativeness. Journal of the Academy of Marketing Science. 19(3), 209-221.
  • HAIR, J. F., ANDERSON, R. E., TATHAM, R. L. and BLACK, W. (1998), Multivariate Data Analysis. International 5th ed. New York: Prentice-Hall, Inc.
  • HAIR, J. F., ANDERSON, R. E., TATHAM, R. L. and BLACK, W. (2010), Multivariate Data Analysis. 7th ed. USA: Prentice Hall.
  • HASAN, U. and NASREEN, R. (2012), Cognitive Dissonance and its Impact on Consumer Buying Behavior. Journal of Business and Management. 1(4), 7-12.
  • HIRSCHMAN, E. C. (1980), Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research. 7(3), 283-295.
  • INMAN, J. J. and ZEELENBERG, M. (2002), Regret in Repeat Purchase versus Switching Decisions: The Attenuating Role of Decision Justifiability. Journal of Consumer Research. 19(1), 116-128.
  • KNOWLES, E. S., CUTTER, H. S. G., WALSH, D. H. and CASEY, N. A. (1973), Risk-Taking as a Personality Trait. Social Behavior and Personality. 1(2), 122-136.
  • KRISHEN, A. S., BUI, M. and PETER, P. C. (2010), Retail Kiosks: How Regret and Variety Influence Consumption. International Journal of Retail & Distribution Management. 38(3), 173-189.
  • KWAHK, J. and HAN, S. H. (2002), A Methodology for Evaluating the Usability of Audiovisual Consumer Electronic Products. Applied Ergonomics. 33, 419-431.
  • LEE, D., PARK, J. and AHN, J. (2001), On the explanation of factors affecting e-commerce adoption, Proceedings of the 22nd International Conference on Information Systems, 109-120.
  • LEVY, M. and WEITZ, B. (2009), Retailing Management (7th Ed.) New York: McGraw-Hill Irwin.
  • LICHTENSTEIN, D. R., RIDGWAY, N. M. and NETEMEYER, R. G. (1993), Price Perceptions and Consumer Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245.
  • MALIK, M. E., GHAFOOR, M. M. and IQBAL, H. K. (2013), Importance of Brand Awareness and Brand Loyalty in Assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 4(5), 167-171.
  • MIDGLEY, D. F. and DOWLING, G. R. (1993), A Longitudinal Study of Product Form Innovation: The Interaction between Predispositions and Social Messages. Journal of Consumer Research. 19(4), 611-625.
  • MITCHELL, V. W. and BATES, L. (1998), UK Consumer Decision-Making Styles. Journal of Marketing Management. 14, 199-225.
  • MOKHLIS, S. (2009), An Investigation of Consumer Decision-Making Styles of Young Adults in Malaysia. International Journal of Business and Management. 4(4), 140-148.
  • MOHEBBI, F., BISTOONI, S. M., SABET, S. A. M., BADRI, M. H and BOLOOKI, A. (2015), Evaluation of Consumer Decision-Making Styles When Buying Cosmetics Products (A Case Study in Iran), Journal of Applied Environmental and Biological Sciences. 5(125), 226-232.
  • OKADA, E. M. (2010), Uncertainty, Risk Aversion, and WTA vs. WTP. Marketing Science. 29(1), 75-84.
  • PLMA (2011), Consumer Research Survey of Shopping Behavior: How Shoppers Make Decision? Private Label Manufacturer’s Association’s Consumer Research Report. Accessed: 08.20.2016
  • RADAM, A., ALİ, M. H. and LENG, Y. S. (2011), Decision -Making Style of Chinese Consumer on Clothing. Journal of Global Business Management. 7(2), 1-8.
  • RAWLINGS, E. (1970), Reactive Guilt and Anticipatory Guilt in Altruistic Behavior. In J. Macaulay & L.Berkowitz (Eds.), Altruism and Helping Behavior (pp. 163-177), New York, NY:Academic Press.
  • ROEHRICH, G. (2004), Consumer Innovativeness Concepts and Measurements. Journal of Business Research. 57, 671-677.
  • ROSELIUS, T. (1971), Consumer Rankings of Risk Reduction Methods. Journal of Marketing.35(January), 56-61.
  • SAPTALAWUNGAN, S. (2015), Hesitation to Buy Counterfeit Products: An Indonesian Perspective. Proceedings of International Conference on Management Finance Economics, July (11-12),
  • SCHIFFMAN, L. G. and KANUK, L. (2008), Consumer Behavior. New York: Prentice Hall.
  • SCHUMACKER, R. E. and LOMAX, R. G. (2004), Beginner’s Guide to Structural Equation Modeling.New Jersey: Erlbaum Associates.
  • SCHWARTZ, B. (2004), The Paradox of Choice: Why More is Less. HarperCollins Publishers.
  • SHAO, W. and SHAO, G. (2011), Understanding Choice-Goal Compatibility, Dissonance and Decision Satisfaction. Australian Marketing Journal. 19, 14-21.
  • SHEN, Y., SUN, H. and CHAN, H. C. (2013), Understanding Consumer Decision Making for Complex Choices: The Effects of Individual and Contextual Factors. Thirty Fourth International Conference on Information Systems, Milan, 1-13.
  • SHIM, S. and GEHRT, K. C. (1996), Hispanic and Native American Adolescents: An Exploratory Study of Their Approach to Shopping. Journal of Retailing. 72(3), 307-324.
  • SINGH, A. K. and TIWARI, A. (2015), Exploring the Utility of Vague Concept for Uncertainty and Hesitation Management. International Journal of Hybrid Information Technology, 8(12), 153-170.
  • SPANJAARD, D., FREEMAN, L. and YOUNG, L. (2008), Why Happy Shoppers don’t Stop and Think. Australia and New Zealand Marketing Academy Conference, December (1-3), New South Wales, Australia.
  • SPROLES, E. K. and SPROLES, G. B. (1990), Consumer Decision-Making Styles as a Function of Individual Learning Styles. Journal of Consumer Affairs. 24, 134-147.
  • SU, K.W., WANG, J. W. and HSU, M. H. (2012), The Impact of Prior Experience on Shopping Behaviors.Journal of Chinese Institute of Industrial Engineers. 29(6), 400-416.
  • TSIROS, M. and MITTAL, V. (2000), Regret: A Model of its Antecedents and Consequences in Consumer Decision Making. Journal of Consumer Research. 26(4), 401-417.
  • ÜNAL, S. and ERCİŞ, A. (2008), The Role of Gender Differences in Determining the Style of Consumer-Decision Making. Boğaziçi Jourmal, 22(1-2), 89-106.
  • VERHOEF, P. C., LEMON, K. N., PARASURAMAN, A., ROGGEEVEN, A., TSIROS, M. and SCHLESINGER, L. A. (2009), Customer Experience Creation: Determinants, Dynamics and Management Strategies, Journal of Retailing. 85(1), 31-41.
  • WALSH, G., MITCHELL, V. W. and HENNIG- THURAU, T. (2001), German Consumer Decision Makig Styles. The Journal of Consumer Affairs. 35(1), 73-95.
  • WU, S. I. (2003), The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence & Planning, 21(1), 37-44.

  • YOUSAF, U., ALTAF, M. and SARWAR, N. (2012), Hesitancy towards Online Shopping: A Study of Pakistani Consumers. Management & Marketing, X (2), 273-284.
  • ZEELENBERG, M. and PIETERS, R. (2007), A Theory of Regret Regulation 1.0. Journal of Consumer Psychology, 17(1), 3-18.
APA Külter Demirgüneş B (2018). Determination of factors that cause shopping hesitation. , 25 - 57.
Chicago Külter Demirgüneş Banu Determination of factors that cause shopping hesitation. (2018): 25 - 57.
MLA Külter Demirgüneş Banu Determination of factors that cause shopping hesitation. , 2018, ss.25 - 57.
AMA Külter Demirgüneş B Determination of factors that cause shopping hesitation. . 2018; 25 - 57.
Vancouver Külter Demirgüneş B Determination of factors that cause shopping hesitation. . 2018; 25 - 57.
IEEE Külter Demirgüneş B "Determination of factors that cause shopping hesitation." , ss.25 - 57, 2018.
ISNAD Külter Demirgüneş, Banu. "Determination of factors that cause shopping hesitation". (2018), 25-57.
APA Külter Demirgüneş B (2018). Determination of factors that cause shopping hesitation. ODTÜ Gelişme Dergisi, 45(1), 25 - 57.
Chicago Külter Demirgüneş Banu Determination of factors that cause shopping hesitation. ODTÜ Gelişme Dergisi 45, no.1 (2018): 25 - 57.
MLA Külter Demirgüneş Banu Determination of factors that cause shopping hesitation. ODTÜ Gelişme Dergisi, vol.45, no.1, 2018, ss.25 - 57.
AMA Külter Demirgüneş B Determination of factors that cause shopping hesitation. ODTÜ Gelişme Dergisi. 2018; 45(1): 25 - 57.
Vancouver Külter Demirgüneş B Determination of factors that cause shopping hesitation. ODTÜ Gelişme Dergisi. 2018; 45(1): 25 - 57.
IEEE Külter Demirgüneş B "Determination of factors that cause shopping hesitation." ODTÜ Gelişme Dergisi, 45, ss.25 - 57, 2018.
ISNAD Külter Demirgüneş, Banu. "Determination of factors that cause shopping hesitation". ODTÜ Gelişme Dergisi 45/1 (2018), 25-57.
Sayfa Oluşturulma Tarihi
17-04-2024 11:21

İLETİŞİM

TÜBİTAK ULAKBİM TR Dizin

Yüzüncüyıl, İşçi Blokları Mahallesi

Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

TÜBİTAK ULAKBİM Ulusal Akademik Ağ ve Bilgi Merkezi Cahit Arf Bilgi Merkezi © Tüm Hakları Saklıdır. Gizlilik Politikası Kullanım Şartları