Anlık Duygu Durumu ve Mutluluğun Plansız Satın Almaya Etkisi

Yıl 2019, Cilt: 11 Sayı: 18, 1167 - 1193, 30.06.2019

İbrahim Yemez , Şükran Karaca

https://doi.org/10.26466/opus.536345

Cited By: 1

Öz

Duygu, genel
olarak bireyin nasıl hissettiği ve hissettiği şeyin bireyde ne tür bir etki
yarattığına odaklanmaktadır. Mutluluk ise, bireyin yaşamına dair olumlu düşünce
ve duygularının miktarca üstünlüğü yani bireylerin yaşamlarından aldıkları
doyum ve olumlu duyguların toplamıdır. Bu bağlamda bu çalışmanın amacını anlık
duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışı
üzerindeki etkisini incelemek oluşturmaktadır. 
Bu amaçla Sivas ilinde kolayda örnekleme metoduyla belirlenen 399 kişi
ile yüz yüze anket tekniği ile veriler toplanmıştır. “Anlık Duygu Durumu”,
“Mutluluk” ve “Plansız Satın Alma” değişkenlerinin katılımcıların yaş,
cinsiyet, medeni durum, eğitim seviyesi ve meslek türlerine göre
karşılaştırılmasında Bağımsız Örneklemler T Testi, Tek Yönlü Varyans Analizi
kullanılmıştır. Daha sonra anlık duygu durumu ve mutluluğun plansız satın alma
davranışı üzerinde etkisinin olup olmadığı ise Pearson korelasyon katsayısı ve
çoklu doğrusal regresyon analizi ile incelenmiştir. Analiz sonuçlarına göre
anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma davranışıyla
orta/pozitif düzeyde ve anlamlı bir ilişki içinde oldukları tespit edilmiştir.
Ayrıca anlık duygu durumu ve mutluluk değişkenlerinin plansız satın alma
davranışını %17 oranında açıklamaktadır. 

Anahtar Kelimeler

Anlık Duygu Durumu, Mutluluk, Plansız Satın Alma, Plansız Satın Alma

Instant Emotion Status and the Effect of Happiness on Unplanned Purchase

Öz

Emotion
focuses on how the individual feels and what he / she feels in general. Happiness
is the sum total of positive thoughts and emotions of an individual's life,
that is, the sum of satisfaction and positive emotions that individuals receive
from their lives. In this context, the purpose of this study is to examine the
effect of momentary mood and happiness variables on unplanned purchasing
behavior. For this purpose, data were collected by face-to-face survey
technique with 399 people who were determined by convenience sampling method in
Sivas. Independent samples T-test, one-way analysis of variance in comparison
of “Instant Emotion Status”, "Happiness" and "Unplanned
Purchase" variables according to age, gender, marital status, education
level and occupation types of participants used. The Pearson correlation
coefficient and multiple linear regression analysis were then investigated for
the effect of instant emotion status and happiness on unplanned purchasing
behavior. According to the results of the analysis, instant emotion status and
happiness variables had a moderate / positive relationship with unplanned
buying behavior. It also explains the unplanned buying behavior of instant
emotion status and happiness variables by 17%.

Anahtar Kelimeler

Instant Emotion Status, Happiness, Unplanned Purchase

Kaynakça

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