HEDONİK VE FAYDACI TÜKETİMİN DÜRTÜSEL VE KOMPULSİF SATIN ALMA ÜZERİNDE ETKİSİ

Yıl 2019, Sayı: 35, 93 - 108, 26.04.2019

Emrah Tokgöz

https://doi.org/10.30794/pausbed.402715

Cited By: 13

Öz

Pazarlama
yazınına göre tüketim, doğası gereği, bir taraftan faydacı diğer taraftan da
hedonik boyutları olan ikili bir davranıştır. Araştırmanın amacı hedonik ve
faydacı tüketimin, dürtüsel ve kompulsif satın alma davranışları üzerindeki
etkisini incelemektir. Bu amaca ulaşmak için alanyazından elde edilen bilgiler
ışığında Yapısal Eşitlik Modeli (YEM)
oluşturulmuştur. Örnekleme yöntemi olarak, kümelere göre örnekleme yöntemi
kullanılmıştır. Araştırma kapsamında, meslek yüksekokulunda öğrenim gören
öğrencilerden, bırak-topla yöntemiyle, kullanılabilir durumda 668 adet anket
elde edilmiştir. Oluşturulan modelin sonuçlarına göre hedonik tüketim, dürtüsel
ve kompulsif satın alma üzerinde anlamlı ve pozitif direkt bir etkiye sahiptir.
Faydacı tüketim, dürtüsel ve kompulsif satın alma üzerinde anlamlı ve negatif
direkt bir etkiye sahiptir. Tüketici, hedonik temelli ürünler arayarak dürtüsel
ve kompulsif satın alma kararları vermektedir. Ayrıca faydacı ve hedonik
tüketimin, kompulsif satın alma üzerindeki etkisinde dürtüsel satın almanın
aracılık etkisi yoktur.

Anahtar Kelimeler

Hedonik Tüketim, Faydacı Tüketim, Dürtüsel Satın Alma, Kompulsif Satın Alma

Kaynakça

• Açıkalın, S. ve Yaşar, M. (2017). “Hedonik ve faydacı tüketim bağlamında tüketici davranışlarının incelenmesi: Gençlerin hedonik tüketim eğilimlerini belirlemeye yönelik bir araştırma”, Uluslararası Sosyal Araştırmalar Dergisi, 10, 45, 570-585.
• Alpar, R. (2013). Uygulamalı çok değişkenli istatistiksel yöntemler, Detay Yayıncılık, Ankara.
• Amos, C., Holmes, G. R. ve Keneson, W. C. (2014). “A meta-analysis of consumer impulse buying”, Journal of Retailing and Consumer Services, 21, 86-97.
• Antonides, G. ve Cramer L. (2013). “Impact of limited cognitive capacity and feelings of guilt and excuse on the endowment effects for hedonic and utilitarian types of foods”, Appetite, 68, 51-55.
• Aytekin, P ve Ay, C. (2015). “Hedonik tüketim ve anlık satın alma ilişkisi”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8, 1, 141-156.
• Babin, B. J., Darden, W. R. ve Griffin, M. (1994). “Work and/or fun: Measuring hedonic and utilitarian shopping value”, Journal Of Consumer Research, 20, 644-656.
• Backström, K. (2011). “Shopping as leisure: An exploration of manifoldness and dynamics in consumers shopping experiences”, Journal of Retailing and Consumer Services, 18, 200-209.
• Bakırtaş, H. ve Divanoğlu, S. U. (2013). “The effect of hedonic shopping motivation on consumer satisfaction and consumer loyalty”, International Journal of Asian Social Science, 3, 7, 1522-1534.
• Basaran, U. ve Buyukyılmaz, O. (2015). “The Effects of utilitarian and hedonic values on young consumers’ satisfaction and behavioral intentions”, Eurasian Journal of Business and Economics, 8, 16, 1-18.
• Batra, R. ve Ahtola, O. T. (1990). “Measuring the hedonic and utilitarian sources of consumer attitudes”, Marketing Letters, 2, 2, 159–170.
• Bei, L. T. ve Chen, M. Y. (2015). “The effects of hedonic and utilitarian bidding values on e-auction behavior”, Electron Commer Research, 15, 483–507.
• Bridges, E. ve Florsheim, R. (2007). “Hedonic and utilitarian shopping goals: The online experience”, Journal of Business Research, 61, 309–314.
• Carpenter, J. M. ve Moore, M. (2009). “Utilitarian and hedonic shopping value in the US discount sector”, Journal of Retailing and Consumer Services, 16, 68–74.
• Childers, T. L., Carr, C. L., Peck, J. ve Carson, S. (2001). “Hedonic and utilitarian motivations for online retail shopping behavior”, Journal of Retailing, 77, 511-535.
• Cinjarevic, M., Tatic, K. ve Petric, S. (2011). “See it, like it, buy it! Hedonic shopping motivations and impulse buying”, Journal of Economics and Business, 9, 1, 3-15.
• Chun, H., Lee, H. ve Kim, D. (2012). “The integrated model of smartphone adoption: hedonic and utilitarian value perceptions of smartphones among Korean college students”, Cyberpsychology, Behavior, and Social Networking, 15, 9, 473-479.
• Chung, Y. S. (2015). “Hedonic and utilitarian shopping values in airport shopping behavior”, Journal of Air Transport Management, 49, 28-34.
• Collins, A., Kavanagh, E., Cronin, J. ve George, R. (2004). “Money, mavens, time, and price search: Modelling the joint creation of utilitarian and hedonic value in grocery shopping”, Journal of Marketing Management, 30, 7-8, 719-746.
• Cramer, E. ve Antonides, G. (2011). “Endowment effects for hedonic and utilitarian food products”, Food Quality and Preference, 22, 3-10.
• Çokluk, Ö, Şekercioğlu G. ve Büyüköztürk Ş. (2010). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları, Pegem Akademi, Ankara.
• Davis, R., Lang, B. ve Gautam, N. (2013). “Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games”, Emerald Group Publishing Limited, 1066-2243, DOI 10.1108/10662241311313330.
• D’Astous, A. (1990). “An inquiry into the compulsive side of “normal” consumers”, Journal of Consumer Policy, 13, 15-31.
• Dey, D. K. ve Srivastava, A. (2017). “Impulse buying intentions of young consumers from a hedonic shopping perspective” Journal of Indian Business Research, 9, 4, 266-282.
• DeSarbo, W. S. ve Edwards, E. A. (1996). “Typologies of compulsive buying behavior: a constrained clusterwise regression approach”, Journal Of Consumer Psychology, 5, 3, 231-262.
• Dhaundiyal, M. ve Coughlan, J. (2009). “The effect of hedonic motivations, socialibility and shyness on the implusive buying tendencies of the Irish consumer”, Irish Academy of Management, Dublin, 1-29.
• Doong, H. S., Wang, H. C. ve Law, R. (2012). “An examination of the determinants of in-flight duty-free shopping: Hedonic and utilitarian motivations”, Internatıonal Journal of Tourısm Research, 14, 303-306.
• Diamantopoulos, A. ve Siguaw, J.A. (2000). Introducing LISREL. A Guide for the Uninitiated, Sage Publication, London.
• Dittmar, H. (2005). “Compulsive buying a growing concern? An examination of gender, age, and endorsment of materialistic values as predictors”, British Journal of Psychology, 96, 467-491.
• Edwards, E. A. (1993). “Development of a new scale for measuring compulsive buying behavior”, Financial Counseling and Planning, 4, 67-85.
• Faber, R. J. ve O’Guinn, T. C. (1992). “A clinical screener for compulsive buying”, Journal of Consumer Research, 19, 459-469.
• Fettahlıoğlu, H. S., Yıldız, A, ve Birin, C. (2014). “Hedonik tüketim davranışları: Kahramanmaraş Sütçü İmam Üniversitesi ve Adıyaman Üniversitesi öğrencilerinin hedonik alışveriş davranışlarında demografik faktörlerin etkisinin karşılaştırmalı olarak analizi”, The Journal of Academic Social Science Studies, 27, 307-331.
• 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.
• Flight, R. L. ve Scherle, J. (2013). “Shopping context and the impulsive and compulsive buyer”, Atlantic Marketing Journal, 2,2, 54-69.
• Fornell, C. ve Larcker, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18, 39-50.
• Gardarsdottir, R.B. ve Dittmar, H. (2012). “The relationship of materialism to debt and financial well-being: The case of Iceland’s perceived prosperity”, Journal of Economic Psychology, 33, 471–481.
• Gupta, S. (2013). “A literature review of compulsive buying–a marketing perspective”, Journal of Applied Business and Economics, 14, 1, 43-48.
• Gültekin, B. ve Özer, L. (2012). “The influence of hedonic motives and browsing on impulse buying”, Journal of Economics and Behavioral Studies, 4, 3, 180-189.
• Hague, B., Kellett, S. ve Sheeren, P. (2016). “Testing the generalizability of impulse control problems in compulsive buying”, Journal of Social and Clinical Psychology, 35, 4, 269-288.
• Haq, M. A. ve Abbasi, S. (2016). “Indirect impact of hedonic consumption and emotions on impulse purchase behavior: a double mediation model”, Journal of Management Sciences, 3, 2, 108-122.
• Horvath, C. ve Adıgüzel, F. (2017). “Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets”, Journal of Business Research, http://dx.doi.org/10.1016/j.jbusres.2017.07.013, 1-11.
• Hirschman, E. C. (1992). “The consciousness of addiction: Toward a general theory of compulsive consumptions”, Journal of Consumer Research, 19, 155-179.
• Hirschman, E. C. ve Stern, B. B. (2001). “Do consumers' genes influence their behavior? findings on novelty seeking and compulsive consumption”, Advances in Consumer Research, 28, 403-410.
• Irani, N. ve Hanzaee, K. (2011). “The effects of Iranian consumers’ buying tendencies on utilitarian and hedonic shopping value”, African Journal of Business Management, 5, 17, 7449-7460.
• Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım, Ankara
• Karasar, N. (2009). Bilimsel Araştırma Yöntemi Kavramlar İlkeler Teknikler. Nobel Yayın, Ankara.
• Kasnaeny, K., Sudiro, A., Hadiwidjojo, D. ve Rohman, F. (2013). “Hedonic and utilitarian motives of coffee shop customer in Makassar, Indonesia”, European Journal of Business and Management, 5, 25, 75-81.
• Kempf, D. S. (1999). “Attitude formation from product trial: distinct roles of cognition and affect for hedonic and functional products”, Psychology & Marketing, 16, 1, 35-50.
• Kim, S. ve Eastin, M. (2011). “Hedonic tendencies and the online consumer: An investigation of the online shopping process”, Journal of Internet Commerce, 10, 68–90.
• Koran, L.M., Faber, R.J., Aboujaoude, E., Large, M.D. ve Serpe, R.T. (2006). “Estimated prevalence of compulsive buying behavior in the United States”, American Journal Psychiatry, 163, 1806–1812.
• Kozak, M. (2015). Bilimsel Araştırma: Tasarım, Yazım ve Yayım Teknikleri. Detay Yayıncılık, Ankara.
• Kukar-Kinney, M., Scheinbaum, A. C. ve Schaefers, T. (2016). “Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements”, Journal of Business Research, 69, 691-699.
• Kwak, H., Zinkhan, G.M., DeLorme, D.E. ve amp; Lrsen, 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.
• Laurencelle, L. ve Dupuis F. - A. (2002). Statistical tables, explained and applied, River Edge, SG: World Scientific Publishing.
• Loebnitz, N. ve Grunert, K. G. (2018). “Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims”, Food Quality and Preference, 64, 221-231.
• Manolis, C. ve Roberts, J. A. (2008). “Compulsive buying: Does it matter how it’s measured?”, Journal of Economic Psychology, 29, 555–576.
• Nili, M., Delavari, D., Tavassoli, N. ve Barati, R. (2013). “Impacts of utilitarian and hedonistic values of online shopping on preferences and ıntentions of consumers”, International Journal of Academic Research in Business and Social Sciences, 3, 5, 82-92.
• O'Guinn, T. C. ve Faber, R. J. (1989). “Compulsive Buying: A Phenomenological Exploration”, Journal of Consumer Research, 147–157.
• Ozen, H. ve Kodaz, N. (2012). “Utilitarian or hedonic? a cross cultural study in online shopping”, Organizations and Markets in Emerging Economies, 3, 2, 6, 80-90.
• Ozkara, B. Y., Ozmen, M. ve Kim, J. W. (2017). “Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value”, Journal of Retailing and Consumer Services, 37, 119-131.
• Ozturk, A. B., Nusair, K., Okumus, F. ve Hua, N. (2016). “The role of utilitarian and hedonic values on users’ continued usageintention in a mobile hotel booking environment”, International Journal of Hospitality Management, 57, 106-115.
• Özkan, B. (2017). “Hedonik tüketim, kadınlar ve burçlar”, Uluslararası Yönetim İktisat ve İşletme Dergisi, 13,1, 117-135.
• Park, H. J. ve Burns, L. D. (2005). “Fashion orientation, credit card use, and compulsive buying”, Journal of Consumer Marketing, 22, 3, 135–141.
• Prakash, A. ve Sharma, A. (2016). “Dimensions of point of purchase factors in impulsive buying of women’s skincare cosmetics in India”, Journal of Business and Retail Management Research, 10, 2, 30-43.
• Ramanathan, S. ve Menon, G. (2006). “Time-varying effects of chronic hedonic goals on impulsive behavior”, Journal of Marketing Research, 12,3, 628-641.
• Rintamaki, T., Kanto, A., Kuusela, H. ve Spence, M. T. (2006). “Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions evidence from Finland”, International Journal of Retail & Distribution Management, 34, 1, 6-24.
• Roberts, J. A. (2000). “Consuming in a Consumer Culture: College Students, Ma¬terialism, Status Consumption, and Compulsive Buying”, The Marketing Management Journal, 10, 2, 76-91.
• Rook, D. W. ve Hoch, S. (1985). “Consuming Impulses”, Journal of Advances in Consumer Research, 12, 1, 23-27.
• Rook, D. W. ve Fisher, R. J. (1995). “Normative influences on impulsive buying behavior”, Journal of Consumer Research, 22, 305-313.
• Sarıtaş, E. ve Haşıloğlu, S. B. (2015). “Çalışan kadınların özel alışveriş sitelerinden satın alımlarının hedonik amaçlı tüketim açısından incelenmesi”, İnternet Uygulamaları ve Yönetimi Dergisi, 6, 1, 53-62.
• Sarkar, A. (2011). “Impact of utilitarian and hedonic shopping values on individual’s perceived benefits and risks in online shopping”, International Management Review, 7, 1, 58-65.
• Scherhorn, G., Reisch, L.A. ve Raab, G. (1990). “Addictive buying in west Germany: An empricial study”, Journal of Consumer Policy, 13, 355-387.
• Schwartz, S. H. (1992). “Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries”, Advances in Experimental Social Psychology, 25, 1-65.
• Serfas, B. G., Büttner, O. B. ve Florack, A. (2014). “Eyes wide shopped: shopping situations trigger arousal in ımpulsive buyers”, Plos One, DOI:10.1371/journal.pone.0114593, December 9, 1-9.
• Seinauskiene, B., Mascinskiene, J. ve Jucaityte, I. (2015). “The relationship of happiness, impulse buying and brand loyalty”, 20th International Scientific Conference Economics and Management, 687-693.
• Shahjehan, A., Qureshi, J.A., Zeb, F. ve Saifullah, K. (2012). “The effect of personality on impulsive and compulsive buying behaviors”, African Journal of Business Management, 6, 6, 2187-2194.
• Sharma, P., Sivakumaran, B., ve Marshall, R. (2010). “Impulse buying and variety seeking: a trait-correlates perspective”, Journal of Business Resource, 63, 3, 276–283.
• Shehzadi, K., Rehman, M.A., Cheema, A.M. ve Ahkam, A. (2016). “Impact of personality traits on compulsive buying behavior: Mediating role of impulsive buying”, Journal of Service Science and Management, 9, 416-432.
• Sofi, S. A. ve Nika, F. A. (2017). “Role of intrinsic factors in impulsive buying decision: An empirical study of young consumers”, Arab Economic and Business Journal, 1, 2, 29–43.
• Sohn, S.H. ve Choi, Y.J. (2012). “A model of compulsive buying: Dysfunctional beliefs and self-regulation of compulsive buyers”, Social Behavior And Personality, 40, 10, 1611-1624.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Ekinoks Yayınları, Ankara.
• To, P. L., Liao, C. ve Lin, T. H. (2007). “Shopping motivations on internet: A study based on utilitarian and hedonic value”, Technovation, 27, 774–787.
• Valence, G., D’Astous, A. ve Fortier, L. (1988). “Compulsive buying: Concept and Measurement”, Journal of Consumer Policy, 11, 419-433.
• Yu, C. ve Bastin, M. (2010). “Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace”, Brand Management, 18, 2, 105-114.
• Yurchisin, J. ve Johnson, K. K. P. (2004). “Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem, and apparel-product ınvolvement”, Family and Consumer Sciences Research Journal, 32, 3, 291-314.
• Williams, A. D. ve Grisham, J. R. (2012). “Impulsivity, emotion regulation, and mindful attentional focus in compulsive buying”, Cogn. Ther. Res., 36, 451–457.
• Zhong, J. Y. ve Mitchell, V. W. (2012). “Does consumer well-being affect hedonic consumption?”, Psychology and Marketing, 29, 8, 583-594.