Üniversite Öğrencilerinin Hedonistik Eğilimleri ve Duygusal İstikrarlılıklarının Alışveriş Bağımlılıklarına Etkisinde Finansal Öz Yetkinliklerinin Rolü

Year 2019, Volume: 13 Issue: 19, 815 - 851, 30.09.2019

Esra Özkan Pir

https://doi.org/10.26466/opus.588082

Cited By: 1

Abstract

Pazarlama disiplininin önemli
amaçlarından biri, bireyin satın alma sürecini tüm boyutlarıyla
çözümleyebilmektir. Rasyonelliğin mutlak hâkimiyetinden çıkan satın alma ve alışveriş
kavramına dair bakış açısı, zamanla değişim göstermiştir. Geçmişte bireyi satın
almaya iten neden “gereksinim” iken, günümüzde bu güdüler “istek” ,“eğlence” ve
“deneyim” gibi duygusal yoğunluklu kavramlara dönüşmüştür, hatta bazı kişiler
için satın alma hayatlarında istedikleri yere ulaşmak adına bir araç değil amaç
haline gelmiştir denilebilir. Böylece, toplumda genel olarak işleyen ve örnek
oluşturduğu düşünülen satın alma davranışını inceleyen tüketici davranışı
disiplini, aynı zamanda normallikten sapan ve aşırı sayılabilecek belirli satın
alma davranış şekillerini araştırarak, bireyi anlamayı bütünsel hale
getirmiştir.Bu
çalışmanın amacı Üniversite öğrencilerinin alışveriş bağımlılığının
ölçülmesinde hedonistik eğilimleri ve duygusal istikrarlılıklarının etkisinin
ölçülmesinde finansal öz yetkinliklerinin aracı etkisinin incelenmesidir. Bu
araştırmayı gerçekleştirebilmek adına Erzincan Binali Yıldırım Üniversitesinde
eğitim gören 598 öğrenciye anket uygulanmıştır. Anket çalışması neticesinde
elde edilen veriler SPSS paket programı kullanılarak analiz edilmiş ve
sonuçları yorumlanmıştır.Çalışma sonucunda kadın katılımcıların erkek
katılımcılara göre alışveriş bağımlılıklarının daha fazla olduğu, gelir durumu
arttıkça katılımcıların alışveriş bağımlılıklarının da arttığı ve‘duygusal
istikrar’ ile ‘hedonik tüketim’ değişkenlerinin ‘alışveriş bağımlılığı’
üzerinde etkisi olduğu ve bu etkiye ‘finansal öz yetkinlik’ isimli değişkenin
aracı etkisinin olduğu tespit edilmiştir.

Keywords

Alışveriş bağımlılığı, Hedonistik eğilim, Duygusal İstikrar, Finansal öz yetkinlik

The Role of Financial Self-Efficacy in the Effect of Hedonistic Tendencies and Emotional Stability on Shopping Addiction of University Students

Abstract

One of the important objectives of marketing
discipline is to analyze the purchasing process of the individual in all its
dimensions. The point of view of the concept of buying and shopping, which
emerges from the absolute dominance of rationality, has changed over time. In
the past, the need to buy the individual was the reason, but nowadays, these
motives have turned into emotional-intensive concepts such as desire,
entertainment and experience. Thus, the discipline of consumer behavior, which
generally operates in society and examines the purchase behavior thought to be
exemplary, has also made understanding of the individual holistic by
investigating certain forms of purchasing behavior that deviate from normality
and can be considered excessive.The
aim of this study is to investigate the mediator effect of financial
self-efficacy in measuring the effect of hedonistic tendencies and emotional
stability of university students in measuring shopping addiction.Research was
conducted in 598 students at Binali Yıldırım University in Erzincan. The data
obtained from the survey were analyzed using SPSS 21 package program and the
results were interpreted.As a result of the study, it was observed that female
participants had more shopping addictionthan male participants, and as the
income level increased, participants' shopping addictions increased as well.
And emotional stability and hedonic consumption variables have an effect on
shopping addiction and financial self-efficacy has mediated role between those
relationship.

Keywords

Shopping addiction, Hedonistic tendency, Emotional stability, Financial self-efficacy

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