Dürtüsel Satın Alma Eğilimi: Bilişsel Faktörler, Kişilik Özellikleri ve Duygulanımın Rolü

Yıl 2022, Cilt: 6 Sayı: 12, 127 - 142, 31.12.2022

Hatice Kafadar , Selin Yılmaz

https://doi.org/10.31461/ybpd.1170318

Öz

Dürtüsel satın alma duygusal ve planlanmamış karar verme davranışı olarak kabul edilmektedir. Bu tür satın alma oranı son yıllarda oldukça arttığından, dürtüsel satın almanın belirleyicilerinin incelenmesi, hangi müdahale programlarının tasarlanması gerektiğini anlamak açısından önemlidir. Bu çalışma ile dürtüsel satın alma eğiliminin bireyin kişilik özellikleri, duygulanım ve bilişsel faktörleri (problem çözme becerileri ve bilişsel esneklik) gibi değişkenler tarafından yordandığı bir model geliştirmek amaçlanmıştır. Toplam 300 genç yetişkin (198 kadın ve 102 erkek) çalışmaya katılmıştır. Katılımcıların yaş ortalaması 21.29'dur (SS=2.95). Dürtüsel satın alma eğilimi, kişilik özellikleri, duygulanım, problem çözme becerileri ve bilişsel esneklik değişkenleri sırasıyla Dürtüsel Satın Alma Ölçeği, Davranışsal İnhibisyon/Aktivasyon Sistemi Ölçeği, Pozitif ve Negatif Duygulanım Ölçeği, Problem Çözme Envanteri ve Bilişsel Esneklik Ölçeği ile ölçülmüştür. Sonuçlar özellikle davranışsal aktivasyon sisteminde (ödül sistemi) yer alan kişilik özelliklerinin diğer değişkenlerle bir arada incelendiğinde dürtüsel satın alma eğiliminde önemli bir belirleyici olabileceğine işaret etmektedir. Özetle, yüksek ödül tepkisi dürtüsel satın almayla sonuçlanabilmektedir. Ayrıca, sonuçlar bilişsel faktörlerden ziyade duygusal faktörlerin (pozitif ve negatif duygulanım) dürtüsel satın alma için tetikleyici faktör olabileceğini göstermektedir.

Anahtar Kelimeler

Dürtüsel Satın Alma, Problem Çözme, Kişilik, Davranışsal Aktivasyon, Davranışsal İnhibisyon

Impulsive Buying Tendecy: The Role of Cognitive Factors, Personality Traits and Affect

Öz

Impulsive buying is considered to be an emotional and unplanned decision-making behaviour. Because this type of purchasing rate has fairly increased in recent years, examining the determinants of impulsive buying is important to understand which intervention programs should be designed. In the current study, it was aimed to develop a model in which impulsive buying tendency is predicted by variables such as personality traits, affect and cognitive factors (problem solving skills and cognitive flexibility). Overall, 300 young adults (198 female and 102 male), took part in the study. The mean age of the participants for the current study was as 21.29 years (SD=2.95). Impulsive buying tendency, personality traits, affect, problem solving skills and cognitive flexibility variables were measured via Consumer Buying Impulsivity Scale (CBI), Behavioural Inhibition/Activation System Scales (BIS/BAS), Positive and Negative Affect Scale (PANAS), Problem Solving Inventory (PSI) and Cognitive Flexibility Scale (CFI), respectively. The results indicated that personality traits in the behavioral activation system (reward system) could be an important determinant of impulsive buying tendency when examined together with other variables. In sum, high reward responsiveness may result in impulsive buying. Furthermore, affective factors (both negative and positive affect) rather than cognitive factors may be a triggering factor for impulsive buying.

Anahtar Kelimeler

Impulsive Buying, Problem Solving, Personality, Behavioural Activation, Behavioural Inhibition

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