TÜKETİCİLERİN İTKİSEL (DÜRTÜSEL) SATIN ALMA DAVRANIŞINA MAĞAZA ORTAMININ VE KİŞİLİK ÖZELLİKLERİNİN ETKİSİ

Year 2020, Issue: 41, 274 - 292, 19.10.2020

Mehmet Ozan Karahan , Fatih Sahin

https://doi.org/10.30794/pausbed.691082

Cited By: 1

Abstract

Bu çalışmanın amacı mağaza ortamının (koku, ışık, satış personeli, müzik ve vitrin), itkisel satın alma kişilik özelliklerinin ve itkisel satın alma eğiliminin itkisel satın alma davranışı üzerindeki rolünü anlamak ve değerlendirmektir. Ayrıca itkisel satın alma davranışlarının satın alma sonrası pişmanlık üzerindeki etkilerini araştırmaktır. Veriler 18 yaş ve üzeri tüketicilerden yapılandırılmış anket kullanılarak toplanmıştır. Toplam 390 geçerli veri elde edilmiştir. Yapısal modelin test edilmesinde AMOS 23 kullanılmıştır. Çalışmanın sonuçlarına göre, beş mağaza unsurundan birisi olan vitrin unsuru itkisel satın alma davranışını etkilerken, diğer dört unsurun etkilemediği görülmektedir. Ayrıca itkisel satın alma kişilik özellikleri ve itkisel satın alma eğilimi itkisel satın alma davranışını etkilemektedir. Bununla birlikte itkisel satın alma kişilik özelliklerinin de itkisel satın alma üzerinde etkisi vardır. Son olarak itkisel satın alma davranışının satın alma sonrası pişmanlığı etkilediği sonucuna ulaşılmıştır. Mağaza ortamı unsurlarının bireylerin itkisel satın alma davranışları üzerindeki etkisinin; itkisel satın alma eğilimi aracılığıyla açıklanmaya çalışılmasının ve itkisel satın alma sonrası pişmanlık faktörünün de modelde yer almasının literatüre katkı sağlayacağı düşünülmektedir.

Keywords

İtkisel (Dürtüsel) Satın Alma, Mağaza Ortamı, İtkisel (Dürtüsel) Satın Alma Kişiliği, Pişmanlık

References

• Abimnwi, N. P., ve Njuguna, R. K. (2015). "An Analysis of in Store Environment Ambience Factor Influence on Consumer Behaviour", International Journal of Sales, Retailing and Marketing, 4(6), 31-44.
• Abratt, R., ve Goodey, S. D. (1990). "Unplanned Buying and in‐Store Stimuli in Supermarkets", Managerial and Decision Economics, 11(2), 111-121.
• Aghazadeh, S. M. (2005). "Layout Strategies for Retail Operations: A Case Study", Management Research News, 28(10), 31-46.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2007). Sosyal Bilimlerde Araştırma Yöntemleri: Spss Uygulamalı, Sakarya Yayıncılık, Sakarya.
• Andreassen, C. S., Griffiths, M. D., Gjertsen, S. R., Krossbakken, E., Kvam, S., ve Pallesen, S. (2013). "The Relationships between Behavioral Addictions and the Five-Factor Model of Personality", Journal of Behavioral Addictions, 2(2), 90-99.
• Applebaum, W. (1951). "Studying Consumer Behavior in Retail Stores", Journal of Marketing, 16(2), 172-178.
• Areni, C. S., ve Kim, D. (1994). "The Influence of in-Store Lighting on Consumers' Examination of Merchandise in a Wine Store", International Journal of Research in Marketing, 11(2), 117-125.
• Babin, B. J., ve Kim, K. (2001). "International Students' Travel Behavior: A Model of the Travel-Related Consumer/Dissatisfaction Process", Journal of Travel & Tourism Marketing, 10(1), 93-106.
• Badgaiyan, A. J., ve Verma, A. (2015). "Does Urge to Buy Impulsively Differ from Impulsive Buying Behaviour? Assessing the Impact of Situational Factors", Journal of Retailing and Consumer Services, 22(2015), 145-157.
• Baker, J., Levy, M., ve Grewal, D. (1992). "An Experimental Approach to Making Retail Store Environmental Decisions", Journal of Retailing, 68(4), 445-460.
• Barratt, E. S. (Ed.) (1985). Impulsiveness Subtraits: Arousal and Information Processing (Vol. 99). North Holland: Elsevier.
• Baumeister, R. F. (2002). "Yielding to Temptation: Self-Control Failure, Impulsive Purchasing, and Consumer Behavior", Journal of consumer Research, 28(4), 670-676.
• Beatty, S. E., ve Ferrell, M. E. (1998). "Impulse Buying: Modeling Its Precursors", Journal of Retailing, 74(2), 169-191.
• Bellenger, D. N., Robertson, D. H., ve Hirschman, E. C. (1978). "Impulse Buying Varies by Product", Journal of Advertising Research, 18(6), 15-18.
• Beverland, M., Lim, E. A. C., Morrison, M., ve Terziovski, M. (2006). "In-Store Music and Consumer–Brand Relationships: Relational Transformation Following Experiences of (Mis) Fit", Journal of Business Research, 59(9), 982-989.
• Billieux, J., Rochat, L., Rebetez, M. M. L., ve Van der Linden, M. (2008). "Are All Facets of Impulsivity Related to Self-Reported Compulsive Buying Behavior?", Personality and Individual Differences, 44(6), 1432-1442.
• Birren, F. (1969). Light Color and Environment, Van Nostrand Reinhold Company, New York, NY.
• Bone, P. F., ve Ellen, P. S. (1994). "Olfaction and Marketing: Does It Make Sense to Use Scents?", Unpublished Working Paper, Department of Marketing, West Virginia University, West Virginia.
• Bone, P. F., ve Ellen, P. S. (1999). "Scents in the Marketplace: Explaining a Fraction of Olfaction", Journal of Retailing, 75(2), 243-262.
• Borowsky, M. (1987). "What's Best Advertising for a Peanut Shoppe", Memphis Business Journal, November 30, 50.
• Bushra, A. and Bilal, A. (2014). “The relationship of compulsive buying with consumer culture and postpurchase regret”, Pakistan Journal of Commerce and Social Sciences (PJCSS), 8(3), 590-611.
• Chan, T. K., Cheung, C. M., ve Lee, Z. W. (2017). "The State of Online Impulse-Buying Research: A Literature Analysis", Information & Management, 54(2), 204-217.
• Chandon, P., Wansink, B., ve Laurent, G. (2000). "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, 64(4), 65-81.
• Chang, H.-J., Eckman, M., ve Yan, R.-N. (2011). "Application of the Stimulus-Organism-Response Model to the Retail Environment: The Role of Hedonic Motivation in Impulse Buying Behavior", The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
• Chebat, J.-C., ve Michon, R. (2003). "Impact of Ambient Odors on Mall Shoppers' Emotions, Cognition, and Spending: A Test of Competitive Causal Theories", Journal of Business Research, 56(7), 529-539.
• Clover, V. T. (1950). "Relative Importance of Impulse-Buying in Retail Stores", Journal of Marketing, 15(1), 66-70.
• Cobb, C. J., ve Hoyer, W. D. (1986). "Planned Versus Impulse Purchase Behavior", Journal of Retailing, 62(4), 384–409.
• Cohen, D. A., Collins, R., Hunter, G., Ghosh-Dastidar, B., ve Dubowitz, T. (2015). "Store Impulse Marketing Strategies and Body Mass Index", American Journal of Public Health, 105(7), 1446-1452.
• Coley, A., ve Burgess, B. (2003). "Gender Differences in Cognitive and Affective Impulse Buying", Journal of Fashion Marketing and Management, 7(3), 282-295.
• Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2016). Sosyal Bilimler Için Çok Değişkenli Istatistik: Spss Ve Lisrel Uygulamaları, 4. Baskı, Ankara.
• Dawson, S., ve Kim, M. (2010). "Cues on Apparel Web Sites That Trigger Impulse Purchases", Journal of Fashion Marketing and Management: An International Journal, 14(2), 230-246.
• Dubé, L., ve Morin, S. (2001). "Background Music Pleasure and Store Evaluation: Intensity Effects and Psychological Mechanisms", Journal of Business Research, 54(2), 107-113.
• Eroglu, S. A., ve Machleit, K. A. (1993). "Atmospheric Factors in the Retail Environment: Sights, Sounds and Smells", ACR North American Advances, Vol. 20, Leigh McAlister and Michael L. Rothschild, eds. Provo, UT: Association for Consumer Research., 34.
• Faber, R. J., and Vohs, K. D. (2004). To buy or not to buy?: Self-control and self-regulatory failure in purchase behavior. In R. F. Baumeister & K. D. Vohs (Eds.), Handbook of self-regulation: Research, theory, and applications (pp. 509-524). New York, The Guilford Press.
• Flight, R. L., Rountree, M. M., ve Beatty, S. E. (2012). "Feeling the Urge: Affect in Impulsive and Compulsive Buying", Journal of Marketing Theory and Practice, 20(4), 453-466.
• Gandhi, A., Vajpayee, A., ve Gautam, D. (2015). "A Study of Impulse Buying Behavior and Factors Influencing It with Reference to Beverage Products in Retail Stores", SAMVAD International Journal of Management, 8(1), 1-17.
• Hair, J. F., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate Data Analysis, Seventh Edition Baskı Vol. 5, Prentice Hall, NewYork.
• Harmancıoglu, N., Finney, R. Z., ve Joseph, M. (2009). "Impulse Purchases of New Products: An Empirical Analysis", Journal of Product & Brand Management, 18(1), 27-37.
• Harris, L. C., ve Ezeh, C. (2008). "Servicescape and Loyalty Intentions: An Empirical Investigation", European Journal of Marketing.
• Hausman, A. (2000). "A Multi-Method Investigation of Consumer Motivations in Impulse Buying Behavior", Journal of Consumer Marketing, 17(5), 403-426.
• Heilman, C. M., Nakamoto, K., ve Rao, A. G. (2002). "Pleasant Surprises: Consumer Response to Unexpected in-Store Coupons", Journal of Marketing Research, 39(2), 242-252.
• Hilgard, E. R. (1962). "Impulsive Versus Realistic Thinking: An Examination of the Distinction between Primary and Secondary Processes in Thought", Psychological Bulletin, 59(6), 477-488.
• Hoch, S. J., ve Loewenstein, G. F. (1991). "Time-Inconsistent Preferences and Consumer Self-Control", Journal of Consumer Research, 17(4), 492-507.
• Hoyer, W. D., ve MacInnis, D. J. (2008). Consumer Behavior, 5. Baskı, South-Western College Pub, Natorp Boulevard Mason, OH, USA.
• Hultén, P., ve Vanyushyn, V. (2011). "Impulse Purchases of Groceries in France and Sweden", Journal of Consumer Marketing, 28(5), 376-384.
• Hussain, S., ve Siddiqui, D. A. (2019). "The Influence of Impulsive Personality Traits and Store Environment on Impulse Buying of Consumer in Karachi", International Journal of Business Administration, 10(3), 50-73.
• Jones, M. A., Reynolds, K. E., Weun, S., ve Beatty, S. E. (2003). "The Product-Specific Nature of Impulse Buying Tendency", Journal of Business Research, 56(7), 505-511.
• Kacen, J. J., ve Lee, J. A. (2002). "The Influence of Culture on Consumer Impulsive Buying Behavior", Journal of Consumer Psychology, 12(2), 163-176.
• Karbasivar, A., ve Yarahmadi, H. (2011). "Evaluating Effective Factors on Consumer Impulse Buying Behavior", Asian Journal of Business Management Studies, 2(4), 174-181.
• Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling, T. Edition Baskı, Guilford publications, London.
• Kollat, D. T., ve Willett, R. P. (1967). "Customer Impulse Purchasing Behavior", Journal of Marketing Research, 4(1), 21-31.
• Kotler, P. (1973). "Atmospherics as a Marketing Tool", Journal of Retailing, 49(4), 48-64.
• Kwak, H., Zinkhan, G. M., DeLorme, D. E., ve Larsen, T. (2006). "Revisiting Normative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior: A Case from South Korea", Journal of International Consumer Marketing, 18(3), 57-80.
• Kwon, H. H., ve Armstrong, K. L. (2002). "Factors Influencing Impulse Buying of Sport Team Licensed Merchandise", Sport Marketing Quarterly, 11(3), 151-163.
• Levy, M., Weitz, B. A., ve Beitelspacher, L. S. (2011). Retailing Management, 8th Baskı, McGraw-Hill/Irwin, New York, NY.
• Liu, Y., Li, H., ve Hu, F. (2013). "Website Attributes in Urging Online Impulse Purchase: An Empirical Investigation on Consumer Perceptions", Decision Support Systems, 55(3), 829-837.
• Luo, X. (2005). "How Does Shopping with Others Influence Impulsive Purchasing?", Journal of Consumer Psychology, 15(4), 288-294.
• Mafini, C., ve Dhurup, M. (2015). "Drivers of Customer Loyalty in South African Retail Stores", Journal of Applied Business Research (JABR), 31(4), 1295-1310.
• Markin, R. J., Lillis, C. M., ve Narayana, C. L. (1976). "Social-Psychological Significance of Store Space", Journal of Retailing, 52(Spring 1976), 43-55.
• Martin, L. E., ve Potts, G. F. (2009). "Impulsivity in Decision-Making: An Event-Related Potential Investigation", Personality and Individual Differences, 46(3), 303-308.
• Mattila, A. S., ve Wirtz, J. (2001). "Congruency of Scent and Music as a Driver of in-Store Evaluations and Behavior", Journal of Retailing, 77(2), 273-289.
• Mattila, A. S., ve Wirtz, J. (2008). "The Role of Store Environmental Stimulation and Social Factors on Impulse Purchasing", Journal of Services Marketing, 22(7), 562-567.
• McElroy, S. L., Keck, P. E., Pope, H. G., Smith, J. M., and Strakowski, S. M. (1994). Compulsive buying: a report of 20 cases, The Journal of clinical psychiatry, 55(6), 242-248.
• Mehrabian, A. (1980). Public Places and Private Spaces: The Psychology of Work, Play, and Living Environments, Basic Books.
• Mehta, N., ve Chugan, P. K. (2014). "Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets", Universal Journal of Management, Horizon Research Publishing Corporation, Alhambra, CA, USA, 2(6), 207-217.
• Merugu, P., ve Vaddadi, K. M. (2017). "Visual Merchandising:(a Study on Consumer Impulsive Buying Behaviour in Greater Visakhapatnam City)", International Journal of Engineering Technology Science and Research (IJETSR), 4(7), 915-927.
• Mick, D. G., ve DeMoss, M. (1990). "Self-Gifts: Phenomenological Insights from Four Contexts", Journal of Consumer Research, 17(3), 322-332.
• Miller, C. (1993). "Scent as a Marketing Tool: Retailers—and Even a Casino—Seek Sweet Smell of Success", Marketing News, 27(2), 1-2.
• Milliman, R. E. (1982). "Using Background Music to Affect the Behavior of Supermarket Shoppers", Journal of Marketing, 46(3), 86-91.
• Mirabi, V. R., ve Samiey, E. (2015). "Factors Influencing Store Environment Perception (Evidence from Iranian Chain Stores)", Journal of Scientific Research and Development, 2(6), 171-177.
• Moeller, F. G., Barratt, E. S., Dougherty, D. M., Schmitz, J. M., ve Swann, A. C. (2001). "Psychiatric Aspects of Impulsivity", American Journal of Psychiatry, 158(11), 1783-1793.
• Mohan, G., Sivakumaran, B., ve Sharma, P. (2013). "Impact of Store Environment on Impulse Buying Behavior", European Journal of Marketing, 47(10), 1711-1732.
• Morrison, M., Gan, S., Dubelaar, C., ve Oppewal, H. (2011). "In-Store Music and Aroma Influences on Shopper Behavior and Satisfaction", Journal of Business Research, 64(6), 558-564.
• Muruganantham, G., ve Bhakat, R. S. (2013). "A Review of Impulse Buying Behavior", International Journal of Marketing Studies, 5(3), 149-160.
• Nishanov, B., ve Ahunjonov, U. (2016). "The Influence of Store Characteristics on Consumers’ Impulse Buying Behaviour", Journal of International Business Research and Marketing, 1(3), 20-26.
• Orel, F. D., ve Kara, A. (2014). "Supermarket Self-Checkout Service Quality, Customer Satisfaction, and Loyalty: Empirical Evidence from an Emerging Market", Journal of Retailing and Consumer Services, 21(2), 118-129.
• Ozer, L., ve Gultekin, B. (2015). "Pre-and Post-Purchase Stage in Impulse Buying: The Role of Mood and Satisfaction", Journal of retailing and consumer services, 22, 71-76.
• Panda, A., ve Kumar, B. (2014). "Factors Determining Retail Customer Satisfaction: A Study of Organized Retail Outlets in an Indian Capital City", International Journal of Management and Development Studies, 3(11), 47-56.
• Park, J., ve Lennon, S. J. (2006). "Psychological and Environmental Antecedents of Impulse Buying Tendency in the Multichannel Shopping Context", Journal of Consumer Marketing, 23(2), 56-66.
• Parsad, C., Prashar, S., ve Sahay, V. (2017). "Impact of Impulsive Personality Traits and Store Environment on Impulse Buying Behavior", Journal of Business & Management, 23(1/2), 1-24.
• Peck, J., ve Childers, T. L. (2006). "If I Touch It I Have to Have It: Individual and Environmental Influences on Impulse Purchasing", Journal of Business Research, 59(6), 765-769.
• Pelham, A. M., ve Kravitz, P. (2008). "An Exploratory Study of the Influence of Sales Training Content and Salesperson Evaluation on Salesperson Adaptive Selling, Customer Orientation, Listening, and Consulting Behaviors", Journal of Strategic Marketing, 16(5), 413-435.
• Pornpitakpan, C., ve Han, J. H. (2013). "The Effect of Culture and Salespersons’ Retail Service Quality on Impulse Buying", Australasian Marketing Journal (AMJ), 21(2), 85-93.
• Pradhan, V. (2016). "Study on Impulsive Buying Behavior among Consumers in Supermarket in Kathmandu Valley", Journal of Business and Social Sciences Research, 1(2), 215-233.
• Prashar, S., Parsad, C., Tata, S. V., ve Sahay, V. (2015). "Impulsive Buying Structure in Retailing: An Interpretive Structural Modeling Approach", Journal of Marketing Analytics, 3(4), 215-233.
• Puri, R. (1996). "Measuring and Modifying Consumer Impulsiveness: A Cost‐Benefit Accessibility Framework", Journal of Consumer Psychology, 5(2), 87-113.
• Ramanathan, S., ve Menon, G. (2006). "Time-Varying Effects of Chronic Hedonic Goals on Impulsive Behavior", Journal of Marketing Research, 43(4), 628-641.
• Robson, C. (2002). Real World Research: A Resource for Social Scientists and Practitioner-Researchers, Vol. 2, Blackwell Oxford.
• Rook, D. W. (1987). "The Buying Impulse", Journal of Consumer Research, 14(2), 189-199.
• Rook, D. W., ve Fisher, R. J. (1995). "Normative Influences on Impulsive Buying Behavior", Journal of Consumer Research, 22(3), 305-313.
• Rook, D. W., ve Gardner, M. P. (1993). "In the Mood: Impulse Buying’s Affective Antecedents", Research in Consumer Behavior, 6(7), 1-28.
• Rook, D. W., ve Hoch, S. J. (1985). "Consuming Impulses", ACR North American Advances, 23-27.
• Sen, A., ve Srivastava, A. K. (2016). "Students’ Purchase Intention for Apparels an Empirical Study on Atmospherics of Selected Organized Retail Outlet of Bilaspur City", Sumedha Journal of Management, 5(3), 21-34.
• Seungoog, W., Jones Michael, A., ve Beatty Sharon, E. (1998). "The Development and Validation of the Impulse Buying Tendency Scale", Psychol Rep, 82, 1123-1133.
• Sharma, P., Sivakumaran, B., ve Marshall, R. (2010). "Impulse Buying and Variety Seeking: A Trait-Correlates Perspective", Journal of Business Research, 63(3), 276-283.
• Simmons, A. (1988). "It May Sound Corny, but Sales Keep Popping Up", Cincinnati Business Courier, 1(July25), 255-256.
• Spangenberg, E. R., Crowley, A. E., ve Henderson, P. W. (1996). "Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?", Journal of Marketing, 60(2), 67-80.
• Spence, C., Puccinelli, N. M., Grewal, D., ve Roggeveen, A. L. (2014). "Store Atmospherics: A Multisensory Perspective", Psychology & Marketing, 31(7), 472-488.
• Stern, H. (1962). "The Significance of Impulse Buying Today", Journal of Marketing, 26(2), 59-62.
• Summers, T. A., ve Hebert, P. R. (2001). "Shedding Some Light on Store Atmospherics: Influence of Illumination on Consumer Behavior", Journal of Business Research, 54(2), 145-150.
• Sun, T. R., ve Yazdanifard, R. (2015). "The Review of Physical Store Factors That Influence Impulsive Buying Behavior", International Journal of Management, Accounting and Economics, 2(9), 1048-1054.
• Tendai, M., ve Crispen, C. (2009). "In-Store Shopping Environment and Impulsive Buying", African Journal of Marketing Management, 1(4), 102-108.
• Tirmizi, M. A., Rehman, K.-U., ve Saif, M. I. (2009). "An Empirical Study of Consumer Impulse Buying Behavior in Local Markets", European Journal of Scientific Research, 28(4), 522-532.
• Tsiros, M., ve Mittal, V. (2000). "Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making", Journal of Consumer Research, 26(4), 401-417.
• Turley, L. W., ve Milliman, R. E. (2000). "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence", Journal of Business Research, 49(2), 193-211.
• Verplanken, B., ve Herabadi, A. (2001). "Individual Differences in Impulse Buying Tendency: Feeling and No Thinking", European Journal of personality, 15(S1), S71-S83.
• Verplanken, B., ve Sato, A. (2011). "The Psychology of Impulse Buying: An Integrative Self-Regulation Approach", Journal of Consumer Policy, 34(2), 197-210.
• Vohs, K. D., ve Faber, R. J. (2007). "Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying", Journal of Consumer Research, 33(4), 537-547.
• Wanjugi, E. K. (2012). Factors Influencing Impulse Buying in the Supermarkets in Nairobi. (PhD Thesis). Kenyatta University, Nairobi.
• Welles, G. (1986). "We’re in the Habit of Impulsive Buying", USA Today, 21(1).
• West, C. J. (1951). Results of Two Years of Study into Impulse Buying. In: SAGE Publications Sage CA: Los Angeles, CA.
• Wood, M. (2005). "Discretionary Unplanned Buying in Consumer Society", Journal of Consumer Behaviour: An International Research Review, 4(4), 268-281.
• Yu, C., ve Bastin, M. (2010). "Hedonic Shopping Value and Impulse Buying Behavior in Transitional Economies: A Symbiosis in the Mainland China Marketplace", Journal of Brand Management, 18(2), 105-114.
• Zhou, L., ve Wong, A. (2004). "Consumer Impulse Buying and in-Store Stimuli in Chinese Supermarkets", Journal of International Consumer Marketing, 16(2), 37-53.