PERAKENDE TERAPİ ALIŞVERİŞİNİ KONU ALAN SİSTEMATİK LİTERATÜR İNCELEMESİ

Year 2024, Volume: 14 Issue: 1, 100 - 119, 01.08.2024

Seda Muti Tabanlı , Kumru Uyar

https://doi.org/10.55179/dusbed.1428123

Abstract

Küreselleşmeyle birlikte değişen yaşam tarzları, post modern tüketici kültüründe büyük değişikliklere yol açmıştır. Pazarlama trendlerinin sürekli gelişen dinamik yapısının sonucu olarak alışveriş, günlük hayatın ayrılmaz bir parçası haline dönüşmüştür. Bugün mevcut pazarlardaki alıcıların mal ve hizmetlerden beklentileri, temel ihtiyaçlarının karşılanmasından çok daha fazlasını içermektedir. Bu nedenle yeni tüketim alışkanlıkları; haz, doyum, eğlence, gösteriş, özseverlik gibi duygusal amaçlara yönelebilmektedir. Kişilerin olumsuz ruh hallerini hafifletmek için yaptığı bir çeşit alışveriş şekli olan perakende terapisi ile ilgili literatürde gerçekleştirilen ulusal ve uluslararası alanda kısıtlı sayıda çalışma yer almaktadır. Bu nedenle çalışmada tüketicilerin olumsuz ruh hallerinden kurtulmak için gerçekleştirdiği alışveriş biçimi olan perakende terapi sistematik literatür şeklinde araştırılmıştır. 1997-2023 tarihleri arasında yayınlanan makaleler sistematik olarak taranmış 38 makale belirli ölçütlerle analiz edilmiştir.

Keywords

Perakende terapi, Duygu durum düzenleyici tüketim, telafi edici tüketim, sistematik literatür taraması

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