Yıl: 2019 Cilt: 0 Sayı: 35 Sayfa Aralığı: 93 - 108 Metin Dili: Türkçe DOI: 10.30794/pausbed.402715 İndeks Tarihi: 04-11-2021

HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ

Öz:
Pazarlama yazınına göre tüketim, doğası gereği, bir taraftan faydacı diğer taraftan da hedonik boyutları olan ikili bir davranıştır.Araştırmanın amacı hedonik ve faydacı tüketimin, dürtüsel ve kompulsif satın alma davranışları üzerindeki etkisini incelemektir.Bu amaca ulaşmak için alanyazından elde edilen bilgiler ışığında Yapısal Eşitlik Modeli (YEM) oluşturulmuştur. Örneklemeyöntemi olarak, kümelere göre örnekleme yöntemi kullanılmıştır. Araştırma kapsamında, meslek yüksekokulunda öğrenimgören öğrencilerden, bırak-topla yöntemiyle, kullanılabilir durumda 668 adet anket elde edilmiştir. Oluşturulan modelinsonuçlarına göre hedonik tüketim, dürtüsel ve kompulsif satın alma üzerinde anlamlı ve pozitif direkt bir etkiye sahiptir.Faydacı tüketim, dürtüsel ve kompulsif satın alma üzerinde anlamlı ve negatif direkt bir etkiye sahiptir. Tüketici, hedonik temelliürünler arayarak dürtüsel ve kompulsif satın alma kararları vermektedir. Ayrıca faydacı ve hedonik tüketimin, kompulsif satınalma üzerindeki etkisinde dürtüsel satın almanın aracılık etkisi yoktur.
Anahtar Kelime:

IMPACT OF HEDONIC AND UTILITARIAN CONSUMPTION ON IMPULSIVE AND COMPULSIVE BUYING

Öz:
According to the marketing literature, naturally, consumption is a dual behaviour which has two dimensions, one is utilitarian and the other is hedonic. The purpose of the study is to examine the effect of hedonic and utilitarian consumption on impulsive and compulsive buying. In order to achieve this aim, Structural Equation Model (SEM) was revealed in the light of information obtained from the literature. As a sampling method, sampling method according to clusters was used. In the scope of the research, using self-completion survey method, from vocational high school students, 668 usable questionnaries have been obtained. According to the results of the model, hedonic consumption has a significant and positive direct effect on impulsive consumption and compulsive buying. Utilitarian consumption has a significant and negative direct effect on impulsive consumption and compulsive buying. The consumer makes impulsive and compulsive buying decisions by searching for hedonic based consumption. Furthermore, it has been understood that there is no mediating effect of impulse consumption on the effect of utilitarian and hedonic consumption on compulsive buying.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA TOKGÖZ E (2019). HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. , 93 - 108. 10.30794/pausbed.402715
Chicago TOKGÖZ EMRAH HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. (2019): 93 - 108. 10.30794/pausbed.402715
MLA TOKGÖZ EMRAH HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. , 2019, ss.93 - 108. 10.30794/pausbed.402715
AMA TOKGÖZ E HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. . 2019; 93 - 108. 10.30794/pausbed.402715
Vancouver TOKGÖZ E HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. . 2019; 93 - 108. 10.30794/pausbed.402715
IEEE TOKGÖZ E "HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ." , ss.93 - 108, 2019. 10.30794/pausbed.402715
ISNAD TOKGÖZ, EMRAH. "HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ". (2019), 93-108. https://doi.org/10.30794/pausbed.402715
APA TOKGÖZ E (2019). HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 0(35), 93 - 108. 10.30794/pausbed.402715
Chicago TOKGÖZ EMRAH HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 0, no.35 (2019): 93 - 108. 10.30794/pausbed.402715
MLA TOKGÖZ EMRAH HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.0, no.35, 2019, ss.93 - 108. 10.30794/pausbed.402715
AMA TOKGÖZ E HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 0(35): 93 - 108. 10.30794/pausbed.402715
Vancouver TOKGÖZ E HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2019; 0(35): 93 - 108. 10.30794/pausbed.402715
IEEE TOKGÖZ E "HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ." Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 0, ss.93 - 108, 2019. 10.30794/pausbed.402715
ISNAD TOKGÖZ, EMRAH. "HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ". Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35 (2019), 93-108. https://doi.org/10.30794/pausbed.402715