Hedonik Alışveriş Yapan Bireylerde Satın Alma Unsurlarının Etkileşimi

Yıl 2022, Cilt: 11 Sayı: 3, 1690 - 1711, 30.09.2022

Selçuk Yasin Yıldız , Selim Çam

https://doi.org/10.15869/itobiad.1128277

Öz

Geçmişte yapılan çalışmalar, bireylerin alışveriş süreçlerine dair bilinmeyenleri açıklamaya başlamış olsa da hala tüketici zihnini anlamak tam anlamıyla mümkün olamamaktadır. Tüketici davranışlarına dair yapılan her çalışma, bu bilinmezliği ortadan kaldırmak adına, literatüre katkı sunmaktadır. “Tüketicilerin satın alma davranışlarına etki eden hangi gösterge, hangi hedonik alışveriş motivasyonu içerisinde daha etkilidir?” sorusuna yanıt aramak için yapılan bu çalışma, tüketicilerin satın alma kararlarını verirken yaşadıkları karmaşanın çözümü adına, karar verme yöntemlerinden DEMATEL tekniği kullanılarak hazırlanmıştır. Tüketicilerin satın alma davranışlarına etki eden göstergelerin, hedonik alışveriş motivasyonlarına göre nasıl konumlandıklarını anlamak amacıyla hedonik ürün listesinde yer alan ürünleri yakın zamanda tercih etmiş bireylerden veri toplanmıştır. Katılımcıların hem hedonik alışveriş motivasyonlarını hem de satın alma davranışlarına etki eden göstergelerini bölümlendirerek analize devam edilmiştir. Herhangi bir hedonik alışveriş motivasyonun 3’ün üzerinde hesaplanması (5’li likert için) katılımcının ilgili motivasyona sahip olduğuna yorumlanmıştır. Benzer şekilde, tüketicilerin satın alma davranışlarına etki eden göstergelerde de katılımcıların verdikleri cevaplara göre bir hiyerarşi elde edilmiştir. Hedonik alışveriş motivasyonuna sahip olduğu belirlenen katılımcılar için, DEMATEL analizi yardımıyla tüketicilerin satın alma davranışlarına etki eden göstergeler arasındaki etki ve önemleri hesaplanmıştır. Bu yöntem ile satın alma davranışına etki eden göstergeler arasındaki nedenselliğin yönü de ortaya çıkartılmıştır. Araştırma sonuçlarına göre, bireylerin sosyalleşmek için alışveriş yapma ve fikir edinmek için alışveriş yapma motivasyonlarında göstergelerin önem istatistikleri diğer motivasyonlara göre yüksek hesaplanmıştır. Prestij algısı, fırsatları yakalamak için alışveriş yapma motivasyonunda en yüksek etki değerine sahipken; benlik algısı diğer tüm hedonik alışveriş motivasyonlarında en yüksek etki değerine sahip gösterge olarak hesaplanmıştır. Doğrudan gözlem yoluyla anlaşılması mümkün olmayan örüntülerin ortaya çıkarılmasında kullanılabilecek bu yöntem, çalışmada hedonik alışveriş motivasyonları çerçevesinde kullanılmıştır. Bu çalışmada kullanılan DEMATEL araştırma yönteminin, tüketici psikolojisine etki eden farklı unsurların ortaya çıkarılmasında kullanılabileceği gelecek araştırmalarda kullanılması önerilmektedir.

Anahtar Kelimeler

Hedonik Alışveriş Motivasyonları, Satın Alma Karar Süreci, DEMATEL, Benlik, Hazcılık, İdeal Benlik

The Interaction of Purchasing Factors in Hedonic Shoppers

Öz

Although past studies have begun to explain the unknowns about the shopping processes of individuals, it is still not possible to fully understand the consumer's mind. Every study on consumer behavior contributes to the literature in order to eliminate this unknown. This study, which was conducted to seek an answer to the question "Which indicator affecting the purchasing behavior of consumers is more effective in which hedonic shopping motivation?", was prepared by using DEMATEL technique, one of the decision-making methods, in order to solve the confusion that consumers experience while making their purchasing decisions. In order to understand how the indicators affecting the purchasing behavior of consumers are positioned according to their hedonic shopping motivations, data were collected from individuals who have recently preferred the products on the hedonic product list. The analysis continued by segmenting both the hedonic shopping motivations and the indicators affecting the purchasing behaviors of the participants. Calculating any hedonic shopping motivation above 3 (for likert of 5) was interpreted to mean that the participant had the relevant motivation. Similarly, a hierarchy was obtained in the indicators affecting the purchasing behavior of consumers according to the answers given by the participants. For the participants who were determined to have hedonic shopping motivation, the effects and importance of the indicators affecting the purchasing behavior of consumers were calculated with the help of DEMATEL analysis. With this method, the direction of causality between the indicators affecting purchasing behavior was also revealed. According to the results of the research, the importance statistics of the indicators in the motivation of individuals to shop to socialize and to shop to get ideas were calculated high compared to other motivations. While the perception of prestige has the highest impact value in the motivation to shop to seize opportunities; self-perception was calculated as the indicator with the highest impact value in all other hedonic shopping motivations. This method, which can be used to reveal patterns that cannot be understood through direct observation, was used within the framework of hedonic shopping motivations in the study. It is suggested that the DEMATEL research method used in this study can be used in future research where it can be used to reveal different elements affecting consumer psychology.

Anahtar Kelimeler

Hedonic Shopping Motivation, Purchasing Decision Process, DEMATEL, Self, Hedonism, Ideal-Self

Kaynakça

• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
• Anderson, R. E., Hair, J. F., & Bush, A. J. (1992). Professional sales management. McGraw-Hill Higher Education.
• Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of retailing, 79(2), 77-95.
• Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39, 23-34.
• Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
• Bagozzi, R. P., Wong, N., Abe, S., & Bergami, M. (2000). Cultural and situational contingencies and the theory of reasoned action: Application to fast food restaurant consumption. Journal of Consumer Psychology, 9(2), 97-106.
• Ballantine, P. W., Jack, R., & Parsons, A. G. (2010). Atmospheric cues and their effect on the hedonic retail experience. International Journal of Retail & Distribution Management, 38(8), 641-653. doi:10.1108/09590551011057453
• Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
• Baudrillard, J. (2008). Tüketim toplumu: Söylenceleri, yapıları (H. Deliceçaylı, Trans.; 3. ed.). Ayrıntı Yayınları.
• Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), 187-217.
• Bocock, R. (2009). Tüketim (İ. Kutluk, Trans. 3 ed.). Ankara: Dost.
• Brodbeck, J., Matter, M., Page, J., & Moggi, F. (2007). Motives for cannabis use as a moderator variable of distress among young adults. Addictive behaviors, 32(8), 1537-1545.
• Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing?: An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11), 1666 - 1684.
• Burke, R. R. (1997). Do you see what I see? The future of virtual shopping. Journal of the academy of marketing science, 25(4), 352-360.
• Chang, B., Chang, C. W., & Wu, C. H. (2011). Fuzzy DEMATEL method for developing supplier selection criteria. Expert systems with Applications, 38(3), 1850-1858.
• Chang, E., Burns, L. D., & Francis, S. K. (2004). Gender differences in the dimensional structure of apparel shopping satisfaction among Korean consumers: The role of hedonic shopping value. Clothing and Textiles Research Journal, 22(4), 185-199.
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
• Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of consumer research, 19(2), 198-211.
• Dalvi-Esfahani, M., Niknafs, A., Kuss, D. J., Nilashi, M., & Afrough, S. (2019). Social media addiction: Applying the DEMATEL approach. Telematics and Informatics, 43, 101250.
• Darden, W. R., & Dorsch, M. J. (1990). An action strategy approach to examining shopping behavior. Journal of Business Research, 21(3), 289-308.
• Davis, R., Lang, B., & Diego, J. S. (2014). How gender affects the relationship between hedonic shopping motivation and purchase intentions? Journal of Consumer Behaviour, 13(1), 18-30.
• Daziano, R. A., & Achtnicht, M. (2014). Accounting for uncertainty in willingness to pay for environmental benefits. Energy Economics, 44, 166–177.
• Delafrooz, N., Paim, L. H., & Khatibi, A. (2011). Understanding consumers internet purchase intention in Malaysia. African Journal of Business Management, 5(7), 2837-2846.
• Deli-Gray, Z., Gillpatrick, T., Marusic, M., Pantelic, D., & Kuruvilla, S. J. (2010). Hedonic and Functional Shopping Values and Everyday Product Purchases: Findings from the Indian Study. International Journal of Business Insights & Transformation, 4(1), 65-70.
• Dittmar, H. (2007). The costs of consumer culture and the “cage within”: the impact of the material “good life” and “body perfect” ideals on individuals” identity and well-being. Psychological Inquiry, 18(1), 23-31.
• Elliott, R. (1994). Addictive consumption: Function and fragmentation in postmodernity. Journal of consumer policy, 17(2), 159-179.
• Engel, J. F., Kollat, D. T., ve Blackwell, R. D. (1973). Consumer behavior (Second ed.). Austin: Holt, Rinehart and Winston, Inc.
• Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
• Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
• Friedman, E. M., Savary, J., & Dhar, R. (2018). Apples, oranges, and erasers: The effect of considering similar versus dissimilar alternatives on purchase decisions. Journal of consumer research, 45(4), 725-742.
• Geiger, S. (2007). Exploring night-time grocery shopping behaviour. Journal of Retailing and Consumer Services, 14(1), 24-34.
• Gonzalez-Pinto, A., Ballesteros, J., Aldama, A., De Heredia, J. P., Gutierrez, M., & Mosquera, F. (2003). Principal components of mania. Journal of affective disorders, 76(1-3), 95-102.
• Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). The relationships between awareness of consequences, environmental concern, and value orientations. Journal of Environmental Psychology, 28(1), 1-9.
• Hartman, J. B., Shim, S., Barber, B., & O'Brien, M. (2006). Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal values and innovativeness. Psychology & Marketing, 23(10), 813-839.
• Heitmann, M., Lehmann, D. R., & Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of marketing research, 44(2), 234-250.
• Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101.
• Hofstede, T. F., Steenkamp, J. B. E., & Wedel, M. (1999). International market segmentation based on consumer–product relations. Journal of marketing research, 36(1), 1-17.
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
• Hopkinson, G. C., & Pujari, D. (1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3/4), 273-290.
• Jacoby, J. (1976). Consumer psychology: An octennuium. Annual review of psychology, 27, 331-358.
• Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1), 128-143.
• Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer behavior: Science and practice, Internationalth edn. South Western College, Cengage Learning, Mason.
• Kazakeviciute, A., & Banyte, J. (2012). The relationship of consumers ‘perceived hedonic value and behavior. Engineering Economics, 23(5), 532-540.
• Kırgız, A. (2014). Hedonism, a consumer disease of the modern age: Gender and hedonic shopping in Turkey. Global media journal, 4(8), 200-212.
• Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
• Kim, H. S. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 57-79.
• Kim, H.-S., & Hong, H. (2011). Fashion leadership and hedonic shopping motivations of female consumers. Clothing & Textiles Research Journal, 29(4), 314-330.
• Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control (7th ed.). New Jersey: Prentice-Hall, Inc.
• Kotler, P. (2000). Marketing management, millenium edition (Tenth ed.). New Jersey: Prentice-Hall, Inc.
• Kotler, P., & Armstrong, G. (2012). Principles of marketing (14 ed.). New Jersey: Pearson Education, Inc.
• Kotler, P., & Keller, K. L. (2012). Marketing management (14 ed.). New Jersey: Prentice-Hall, Inc.
• Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. B. (2012). The role of price in the behavior and purchase decisions of compulsive buyers. Journal of Retailing, 88(1), 63-71.
• Lacher, K. T. (1989). Hedonic consumption: Music as a product. ACR North American Advances, 16(1), 367-373.
• Leggitt, J. S., & Gibbs, R. W. (2000). Emotional reactions to verbal irony. Discourse processes, 29(1), 1-24.
• Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of consumer research, 20(3), 451-466.
• Odabaşı, Y. (2013). Tüketim kültürü, yetinen toplumdan üreten topluma (2. ed.). İstanbul: Sistem.
• Oppewal, H., & Holyoake, B. (2004). Bundling and retail agglomeration effects on shopping behavior. Journal of Retailing and Consumer services, 11(2), 61-74.
• Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166
• Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166.
• Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433-446
• Pookulangara, S., & Koesler, K. (2011). Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions. Journal of Retailing and Consumer Services, 18, 348-354.
• Richard, M. O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632-1642.
• Rindfleisch, A., Burroughs, J. E., & Denton, F. (1997). Family structure, materialism, and compulsive consumption. Journal of consumer research, 23(4), 312-325.
• Schiffman, L. G., ve Kanuk, L. L. (1994). Consumer behavior (5th ed.). New Jersey: Prentice-Hall, Inc.
• Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: happiness is a matter of choice. Journal of Personality and Social Psychology, 83(5), 1178-1197.
• Sharma, A., & Sonwaney, V. (2014). Theoretical modeling of influence of children on family purchase decision making. Procedia - Social and Behavioral Sciences, 133, 38-46.
• Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of consumer research, 26(3), 278-292.
• Solomon, M. (2002). Consumer behavior: Buying, having, and being (Fifth ed.). New Jersey: Prentice-Hall, Inc.
• Solomon, M., Bamossy, G., Askegaard, S., ve Hogg, M. K. (2006). Consumer behavior: A european perspective (Third ed.). Essex: Pearson Education Limited.
• Spangenberg, E. R., Voss, K. E., & Crowley, A. E. (1997). Measuring the hedonic and utilitarian dimensions of attitude: A generally applicable scale. Advances in Consumer Research, 24(1), 235-241.
• Statista. (2021a). eCommerce report 2021. https://www.statista.com/study/42335/ecommerce-report/
• Statista. (2021b). Shopping in times of COVID-19. https://www.statista.com/study/102152/covid-19-impact-on-consumer-shopping-behavior-worldwide/
• Tauber, E. M. (1972). Why do people shop? Journal of Marketing, 36(4), 46-49.
• Tighe, D. (2022). Online shopping behavior in the United States. https://www.statista.com/study/20918/online-shopping-behavior-statista-dossier/
• To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
• Uhrich, S., & Benkenstein, M. (2012). Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events. The Service Industries Journal, 32(11), 1741-1757.
• Ulutürk, A. S., ve Umut, A. (2016). Lüks tüketimde satın alma davranışının neden esaslı modellenmesi. Sosyal Ekonomik Araştırmalar Dergisi, 16(32), 253-273
• Völkner, P., & Werners, B. (2002). A simulation-based decision support system for business process planning. Fuzzy Sets and Systems, 125(3), 275-287.
• Wagner, T. (2007). Shopping motivation revised: A means-end chain analytical perspective. International Journal of Retail & Distribution Management, 35(7), 569-582.
• Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: the role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212.
• Wang, Q., & Shukla, P. (2013). Linking sources of consumer confusion to decision satisfaction: The role of choice goals. Psychology & Marketing, 30(4), 295-304.
• Wang, X., Ali, F., Tauni, M. Z., Zhang, Q., & Ahsan, T. (2022). Effects of hedonic shopping motivations and gender differences on compulsive online buyers. Journal of marketing theory and practice, 30(1), 120-135.
• Wang, Y., Kang, Q., Zhou, S., Dong, Y., & Liu, J. (2022). The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior. Journal of Retailing and Consumer Services, 68.
• Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78-103.
• Wu, W. W., & Lee, Y. T. (2007). Developing global managers’ competencies using the fuzzy DEMATEL method. Expert systems with applications, 32(2), 499-507.
• Yang, K., & Kim, H.-Y. (2012). Mobile shopping motivation: An application of multiple discriminant analysis. International Journal of Retail & Distribution Management, 40(10), 778-789.
• Yıldız, S. Y. (2019). Hedonik alışveriş motivasyonları ve teknoloji kabul modeli bileşenlerinin çevrimiçi satın alma niyetine etkisi: Sosyal medya kullanıcıları üzerine bir araştırma. Yayımlanmamış Doktora Tezi. Çukurova Üniversitesi: Adana
• Yu, H., Siegel, J. Z., Clithero, J. A., & Crockett, M. J. (2021). How peer influence shapes value computation in moral decision-making. Cognition, 211, 104641.