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Keşifsel Satın Alma Eğilimleri ve Bu Eğilimlerin Plansız, Kompülsif ve Hedonik Satın Alma Tarzlarıyla Olan İlişkisinin İncelenmesi

A Study On Exploratory Buying Behavior Tendencies and Its Relationship With Impulsive, Compulsive and Hedonic Buying

Journal Name:

  • Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
In this study, we try to examine factor structure of consumers’ exploratory buying behavior tendencies, which is relatively less studied area of consumer behavior in Turkey. Also, the relationship between exploratory buying tendencies and shopping styles (impulse, compulsive and hedonistic buying) with common motivations. To this end, a survey of 360 people was carried out in order to determine factors of exploratory buying tendencies. In order to identify the attributes of people with exploratory buying behavior was examined via factor analysis and cluster analysis. Also, the relationships between consumers’ exploratory buying tendencies and various buying styles were examined. Findings indicated the existence of differences between those who have a tendency for exploratory buying behavior and those who do not. Consumers with exploratory buying tendencies tend to have higher possibility of impulse and hedonistic buying behavior compared to those who are prone to compulsive buying behaviors.
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Abstract (Original Language): 
Bu çalışmanın amacı, Türkçe pazarlama literatüründe yeterince yer bulamamış olan keşifsel satın alma davranışını boyutsal açıdan ele alarak, bu davranış eğilimiyle benzer özelliklere sahip olan plansız, kompülsif ve hedonik satınalma davranışları arasındaki ilişkiyi incelemektir. Bu amaçla geliştirilen anket formu 360 tüketiciye uygulanmış ve keşifsel satın alma davranışı eğiliminin boyutları belirlenmiştir. Bu boyutlar ışığında kümeleme analizi yapılarak buradaki tüketicilerin özellikleri ortaya konulmaya çalışılmıştır. Bunu takiben, tüketicilerin keşifsel satınalma eğilimleriyle satınalma tarzları arasındaki ilişki araştırılmıştır. Analiz sonuçlarına göre keşifsel satınalma eğilimi sergileyenler ve sergilemeyenler arasında satın alma davranışı bakımından anlamlı farklılıklar bulunmaktadır. Keşfedici/ yenilikçi tüketiciler diğer tüketici grubuna kıyasla daha fazla plansız ve hedonik satın alma eğilimi gösterirken, kompülsif satınalma davranışı sergileyen tüketici grubunda ise keşifsel eğilimlerin görece daha az olduğu gözlenmiştir.
FULL TEXT (PDF): 
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  • 3
117
136
  • Turkish

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