Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi

Year 2019, , 581 - 596, 01.04.2019

Hasan Aksoy

https://doi.org/10.21547/jss.508965

Cited By: 1

Abstract

Bu çalışma, dinin potansiyel lüks marka müşterilerinin
satın alma kararlarını etkileyip etkilemediğini incelemeyi amaçlamaktadır. Genel
olarakİslam dininin, hayatın her yönünde takipçilerine kılavuzluk ettiğine
inanılmaktadır. Bu yüzden, İslam'ın tüketicinin satın alma davranışını nasıl
etkilediğini bilmek çalışmanın ana amaçlarından olacaktır. Elde edilen bulgular,
pazarlamacıların, Türk tüketicilerinin dini inançlara dayalı olarak satın alma
lüks niyetini daha iyi anlamalarına yardımcı olmak için faydalıdır. Veriler
SPSS ve AMOS 20 programı kullanılarak analiz edilmiştir. Çalışmaya 400
katılımcı olmuştur, veriler temizlendikten sonra, 232 kişi % 58’lik bir cevaplama
oranıyla anketleri tamamlanmıştır. Çalışmanın bulguları, dini inancın davranışa
yönelik inanç, normatif inançlar ve lüks ürünlere yönelik satın alma
niyetlerini etkilemediğini ortaya koymaktadır. Ayrıca, bulgular sadece öznel
normlar ile lüks ürünlere yönelik satın alma niyetleri arasında pozitif ve
anlamlı bir ilişki olduğunu göstermektedir. Bu makale, lüks marka yöneticilerine,
dinin tüketicilerin satın alma kararları üzerindeki etkisi konusunda bilgi
sahibi olmaları açısından faydalı katkılar sağlayacaktır. Bu sayede,
pazarlamacılar etkili pazarlama stratejileri oluşturabilir ve tüketicilerin
dini inançları, tutumları ve öznel normlarıyla uyumlu ürünler ve hizmetler
sunabilirler.

Keywords

Lüks ürün satın alma niyeti, Dini inanış, Sebepli eylem Teorisi

Analyzing the Role of Religion on Luxury Product Purchase Behavior of Turkish Consumers

Abstract

This study intends to analyze whether religion
affects the intention to purchase luxury goods of the customers. It is
considered that Islam is a religion that canalizes to its believers respecting
all directions of life. Therefore, it will be the main purpose to understand
how Islam influences consumers’ buyer behavior. These findings are beneficial
for the marketers toward a better understanding of Turkish consumers' luxury
intention to purchase based on religious beliefs. Data were analyzed by using
SPSS and AMOS 20 program. Of the more than 400 respondents filled in the
questionnaires, after cleaning the data; 232 of them completed the survey in
full, with a response rate of % 58. Findings of the research point out that
religiosity may not affect attitude towards beliefs, normative beliefs,
purchase intention towards luxury products. Further, the findings indicate that
there is a positive and significant relationship only between intention to
purchasing luxury goods and subjective norms. The study could maintain
beneficial inclusions for managers of luxury brands as they would obtain
informed respecting the influence of religion on consumers’ decision-making
process; therefore, marketers may build effective competitive marketing
strategies and offer products which are harmonious with consumers’, attitudes,
religious beliefs and subjective norms.

Keywords

Intention to purchase luxury goods, Religious beliefs, Theory of reasoned action

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