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Anlık satın alma, tüketim toplumlarında gittikçe artan bir tüketim davranışıdır. Tüketicilerin benlik kurguları ile anlık satın alma eğilimleri arasındaki ilişki, kültürlerarası farklılıkların anlaşılması için önem taşımaktadır. Yapılan araştırmalarda genellikle benlik kurgusunun bireyci ve toplulukçu olarak iki boyutuyla ele alındığı görülmektedir. Bu çalışmada, Türk tüketicilerin bireyci, ilişkisel ve toplulukçu benlik kurgusu boyutları ile anlık satın alma eğilimleri arasındaki ilişkinin incelenmesi amaçlanmıştır. Bu amaçla, Türkiye’nin üç büyük şehri olan İstanbul, Ankara ve Samsun’da 425 tüketiciye anket uygulanmıştır. İlişkisel, bireyci ve toplulukçu benliğin, anlık satın alma davranışı üzerindeki etkisini belirlemek için çoklu doğrusal regresyon analizi uygulanmıştır. Elde edilen sonuçlara göre, Türk tüketicilerin ilişkisel benlik puanlarının daha yüksek olduğu görülmüştür ve bireyci, ilişkisel ve toplulukçu benliğin anlık satın almanın anlamlı yordayıcısı olduğu belirlenmiştir. Bu çalışma, benlik kurgusunun üç boyutu ile anlık satın alma eğiliminin ilişkine dair yapılmış ilk çalışma olması nedeni ile önem taşımaktadır. Elde edilen sonuçlar ışığında işletmelere ve araştırmacılara çeşitli önerilerde bulunulmuştur.
Instant purchase is an increasing consumer behavior in consumer societies. The relationship between consumer self-fictions and instant purchasing trends is important to the understanding of intercultural differences. In the research, it is often found that self-fiction is discussed in two dimensions as individual and collective. In this study, the aim is to study the relationship between the individual, relative and community self-fiction dimensions of Turkish consumers and the instant purchasing trends. For this purpose, 425 consumers were surveyed in Istanbul, Ankara and Samsun, the three largest cities of Turkey. Multi-linear regression analysis has been applied to determine the impact of the individual and social self on the instant purchasing behavior. According to the results obtained, it has been shown that the relative self-point of the Turkish consumers is higher and that the individual, relative and community self is a meaningful contributor to the immediate purchase. This study is important because it is the first study on the relationship between the three dimensions of self-fiction and the instant purchase tendency. In light of the results obtained, various recommendations were given to
Impulsive buying is an increasing consumption behavior in consumer societies. The relationship between consumers' self-construals and impulsive buying tendencies is important for understanding intercultural differences. In the studies conducted, it is seen that the self-construal is generally discussed with two dimensions as individual self and collective self. In this study, it is aimed to investigate the relationship between the relational, individual and collective self-construal dimensions of Turkish consumers and their impulsive buying tendencies. For this purpose, questionnaires were administered to 425 consumers in Turkey's three largest city, Istanbul, Ankara and Samsun. Multiple linear regression analysis was applied to determine the effect of relational, individual and collective self on instant purchasing behavior. According to the results obtained, the relational self scores of Turkish consumers were higher and it has been determined that the individual, relational and collective self is a significant predictor of impulsive buying. This study is important because it is the first study on the relationship between the three dimensions of self-construal and the tendency of impulsive buying. In line with the results obtained, various suggestions have been made to businesses and researchers.
Journal Type : Uluslararası
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