SATIN ALMA MOTİVASYONLARI: TÜKETİCİLERİN SANAL KOMPÜLSİF DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 41 - 58, 14.06.2017

Deniz Zeren , Nilüfer Gökdağlı

Öz

Bu çalışmanın amacı tüketicilerin
sanal ortamda kompülsif satın alma davranışlarında alışveriş motivasyonlarının
ve demografik faktörlerin etkisini ortaya koyarak ilgili alanda daha derin bir
anlayış oluşturmaktır.Bu amaçla Adana il merkezinde 420 tüketiciyle yüzyüze
anket tekniğiyle veriler toplanmıştır.Araştırma modelindeki ilişkilerin test
edilmesinde t testi ve basit doğrusal regresyon analizinden yararlanılmıştır.
Elde edilen bulgular cinsiyet ve yaş demografik faktörlerinin sanal kompülsif
satın almayı etkilemediğini, sosyal normatif ve karşılaştırma alışveriş
motivasyonunun sanal kompülsif satın alma eğilimini etkilerken, diğer alışveriş
motivasyonlarının etkilemediğiniortaya koymuştur.

Anahtar Kelimeler

Kompülsif Satın Alma, Sanal Alışveriş, Alışveriş Motivasyonları, Tüketici Davranışları

SHOPPING MOTIVATIONS: A RESEARCH ON ONLINE COMPULSIVE BUYING BEHAVIOROF CONSUMERS

Öz

This
study’s purpose is to constitute deep understanding by revealing effect of
shopping motivations and demographic factors on online compulsive buying
behavior of consumers. For this purpose, the data is collected from 420
consumers in Adana convince by face to face survey technique. T-test and simple
linear regression analyses is used to test the relationships in the research
model. The findings obtained are which gender and age of demographic factors
don’t influence online compulsive buying. 
Furthermore, while online compulsive buying is influenced by social
normative and comparison shopping motivation, not influenced by the other shopping
motivations.

Anahtar Kelimeler

Compulsive Buying, Online Buying, Shopping Motivations, Consumer Behavior

Kaynakça

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