Tüketicilerin Karara Varma İhtiyacının Hedonik ve Faydacı Tüketime Etkisi

Year 2022, Volume: 7 Issue: 1, 198 - 210, 30.06.2022

Filiz Çopuroğlu , Filiz Çayırağası

Abstract

Dinamik ve rekabetçi iş dünyasında karara varma ihtiyacı, tüketici davranışları üzerindeki etkileri ile önemli bir itici bir güç olarak gittikçe daha fazla dikkat çekmektedir. Bu temelde, araştırmanın amacı, karara varma ihtiyacının tüketicilerin faydacı ve hedonik tüketim davranışlarına etkisini incelemektir. Bu amaca yönelik online anket uygulaması ile Türkiye genelinde 605 katılımcıdan toplanan veriler SPSS programı ile analiz edilmiştir. Analiz sonuçlarına göre karara varma ihtiyacı boyutlarının faydacı ve hedonik tüketim ile ilişkili olduğu tespit edilmiştir. Karara varma ihtiyacının boyutlarından belirsizlikten rahatsız olma boyutunun ve hızlı karar verme boyutunun hedonik tüketim üzerinde; belirsizlikten rahatsız olma, yeni fikirlere kapalı olma, öngörülebilirlik ve düzen arama boyutlarının ise faydacı tüketim üzerinde anlamlı ve pozitif yönde etkisinin olduğu sonucuna ulaşılmıştır.

Keywords

Karara Varma İhtiyacı, Faydacı Tüketim, Hedonik Tüketim

The Effect of Consumers' Need for Closure on Hedonic and Utilitarian Consumption

Abstract

The need for closure in a dynamic competitive business world and its implications on consumer behavior is gaining more and more attention as a major driving force. On this basis, the aim of the research is to examine the effect of the need for closure on the utilitarian and hedonic consumption behaviors of consumers. For this purpose, the data collected from 605 participants across Turkey with the online survey application were analyzed with the SPSS method. According to the results of the analysis, it has been determined that the dimensions of the need for closure are related to utilitarian and hedonic consumption. It has been concluded that the dimensions of closure; discomfort with uncertainty and quick closure dimensions have a significant and positive effect on hedonic consumption; discomfort with uncertainty, closed to new ideas, predictability and order seeking dimensions have a significant and positive effect on utilitarian consumption.

Keywords

Need For Closure, Utilitarian Consumption, Hedonic Consumption

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