TÜKETİCİLERİN ÇEVREYE YÖNELİK TUTUMLARI VE KİŞİLİK ÖZELLİKLERİ AÇISINDAN KOHONEN AĞLARI (SELF-ORGANIZING MAP-SOM) İLE BÖLÜMLENDİRİLMESİ

Year 2017, , 145 - 162, 26.12.2017

Somayyeh Bıkarı Sevtap Ünal , F. Görgün Deveci

https://doi.org/10.18092/ulikidince.352374

Abstract

Bu çalışmada tüketicilerin
çevreye yönelik tutumları ve kişilik özellikleri açısından bölümlendirilmesi
amaçlanmıştır. Bu doğrultuda, algılanan tüketici etkinliği (ATE), çevresel kaygı
(ÇK), altruism, kişilik ve ekolojik bilince sahip tüketici davranışı (EBTD)
değişkenleri araştırma kapsamına dâhil edilmiştir. Veriler anket yöntemi ile
İstanbul ilinde ikamet eden tüketicilerden toplanmıştır. Tüketiciler çevresel
eğilimleri açısından Kohonen ağları (SOM-Self Organizing Map) ile
gruplandırılmış ve K-Means kümeleme sonuçları ile karşılaştırılmıştır.
Araştırma sonucunda; SOM’a göre cevaplayıcılar “potansiyel yeşiller”, “aktif
yeşiller” ve “kahverengiler” olarak üç kümeye ayrılmıştır. K-Means kümeleme ile
yapılan analizde ise katılımcılar aktif yeşil, potansiyel yeşil ve gizli
yeşiller olarak gruplanmıştır. Daha sonra elde edilen sonuçlar iki yöntem
açısından değerlendirilmiştir.

Keywords

Algılanan Tüketici Etkinliği, Çevresel Kaygı, Altruism, Ekolojik Bilince Sahip Tüketici Davranışı, Kohonen Ağları (SOM)

CONSUMERS SEGMENTATION WITH KOHONEN MAPS (SELF-ORGANIZING MAP-SOM) FROM THE POINT OF CONSUMERS' ATTITUDES TOWARDS THE ENVIRONMENT AND PERSONALITY CHARACTERISTICS

Abstract

In this study, it is aimed to
segment consumers in terms of attitudes towards the environment and their
personality characteristics. In this context, perceived consumer effectiveness
(PCE), environmental concern (EC), altruism, personality and ecologically
conscious consumer behavior (ECCB) variables were included. The data has been
obtained from the consumers living in the province of İstanbul via
questionnaires. Consumers are grouped by Kohonen maps (SOM-Self Organizing Map)
in terms of their environmental tendencies, and ıt was compared with K-Means
cluster results. As a result of the research; according to SOM, respondents are
divided into three groups as “potential green,” “active green” and “brown.” In
the K-Means clustering analysis, the variables are grouped as “active green,”
“potential green,” and “latent green.” Then the results were compared with the
consumer groups, and two methods were mutually assessed.

Keywords

Perceived Consumer Effectiveness, Environmental Concern, Altruism, Ecologically Conscious Consumer Behaviour, Kohonen Maps (SOM)

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