Tüketicilerin hedonik tüketim nedenlerinin yaşam tarzı tutumları ve yenilikçilik düzeyleri açısından incelenmesi
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bayburt Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Gelişen teknoloji, ulaşım, iletişim ile farklılaşan kültür ve kültürel ortamlar gibi hemen her alanda değişim söz konusudur. Bu değişimler, insanların günlük yaşantılarını, zevk ve tercihlerini, yaşam tarzlarını, tüketim algılamaları gibi faktörleri de etkilemektedir. Tüketiciler, satınalma eylemlerini her zaman rasyonel motiflerle değil, farklı duygusal motiflerle de yapmaktadırlar. Tüketiciler ürünün sağladığı temel faydayla birlikte duygularını tatmin etmek, alışverişten haz ve mutluluk elde etmek için de alışveriş yapma yönünde eğilim gösterebilirler. Hedonik Tüketim kavramı içerisinde değerlendirilen bu duygusal motiflerin yanında yaşamı algılama tutumları ve yenilikçilik anlayışları da tüketicilerin satınalma davranışlarında etkili olan faktörlerdendir. Bu faktörlerin tüketicilerin alışveriş yapma nedenlerini ne derece etkilediğinin analizi, işletmelerin tüketici satınalma davranışlarını gözlemleyerek farklı pazarlama stratejileri uygulamalarını gerekli kılacaktır. Tüketicilerin satınalma kararlarına etki eden bu faktörlerin karşılaştırılarak farklılıkların ortaya konulması için yapılan bu çalışmada, tüketicilerin hedonik tüketim yapma nedenleri, yaşam tarzı tutumları ve yenilikleri benimseme düzeyleri açısından incelenmiştir. Araştırmada veri toplama aracı olarak kullanılan anket formunda demografik özellikler, yaşam tarzı tutumu ölçeği, hedonik tüketim nedenleri ölçeği, yenilikleri benimsemeye ait tutum ölçeği kullanılmıştır. Uygulama Bayburt şehir merkezinde yaşayan 18 yaş üstü özellikle Bayburtlu olan tüketiciler üzerinde yapılmıştır. Araştırmada elde edilen verilerin analizi SPSS 22 paket programıyla analiz edilmiştir. Yaşam tarzı tutumları ve hedonik tüketim nedenleri ile demografik özelliklerin karşılaştırmasında; her iki faktörde de kadınların, bekarların ve gençlerin daha baskın olduğu, meslek, eğitim durumu ve gelir düzeylerine göre yaşam tarzı tutumları ve hedonik tüketim nedenlerinin farklılık gösterdiği tespit edilmiştir. Yenilikleri benimseme düzeylerine göre kadınların, bekarların ve düşük gelirli olanların yenilikleri benimsemeye daha yatkın oldukları ortaya koyulmuştur. Yaşam tarzı tutumları ile hedonik tüketim nedenleri arasındaki analiz sonuçlarına göre; en az hedonik tüketim yapan grubun "İnananlar Grubu" olduğu ortaya çıkmıştır. Hedonik tüketim nedenleri ile yenilikçilik düzeyleri arasındaki sonuçlara göre; yenilikçilik düzeyleri yüksek ve orta olanların daha çok hedonik tüketim yaptıkları sonucu elde edilmiştir. Yaşam tarzı tutumları ile yenilikçilik düzeyleri arasındaki analiz sonuçlarına göre; düşünenler grubunda olanların yenilikçilik düzeyi düşük, diğerlerinde ise yenilikçilik düzeyinin orta ve yüksek olduğu sonucuna ulaşılmıştır. Anahtar Kelimeler: Tüketim, Tüketici Davranışı, Yaşam Tarzı, Hedonik Tüketim, Yenilik Adaptasyonu, Yenilikçilik
There are changes in almost every field such as developing technology, transportation, communication and differentiating culture and cultural environments. These changes also affect people's daily lives, tastes, preferences, lifestyles and perceptions of consumption. Buying behaviors of the consumers are not always shaped by rational motives but also by emotional motives. Together with the basic benefit of the product, consumers tend to shop in order to satisfy their emotions, to take pleasure and to brighten. In addition to these emotional motives evaluated within the concept of Hedonic Consumption, life perception attitudes and innovativeness are also influential factors in buying behaviors of consumers. The analysis of the extent to which these factors affect consumers' reasons for shopping will require enterprises to implement different marketing strategies by observing consumer buying behaviors. In this study, which is conducted to compare these factors affecting the purchasing decisions of consumers; consumers' reasons for making hedonic consumption, lifestyle attitudes and levels of adopting innovations are examined. Demographic characteristics, lifestyle attitude scale, hedonic consumption reasons scale, and attitude scale for adopting innovations were used in the questionnaire form. The questionnaires were applied to consumers from Bayburt who were over 18 and living in Bayburt city center. The data obtained from the study was analyzed with SPSS 22 package program. In the comparison of lifestyle attitudes with the causes of hedonic consumption and with demographic characteristics; it was found that women, singles and the young were more dominant in both factors; and lifestyle attitudes and hedonic consumption reasons differed according to occupation, education and income levels. According to their level of adaptation to innovations, the results revealed that women, singles and people with low income were more likely to adapt to innovations. According to the analysis of the relation between lifestyle attitudes and the causes of hedonic consumption; "The Believers" were found to hold the lowest level of hedonic consumption. The comparison between hedonic consumption reasons and innovation levels showed that those who had high and medium levels of innovation made more hedonic consumption. According to the analysis of the relation between lifestyle attitudes and innovation levels; it was concluded that the level of innovation was low in "The Thinkers", and the level of innovation was moderate and high in the others Key Words: Consumption, Consumer Behavior, Lifestyle, Hedonic Consumption, Adaptation to Innovation, Innovativeness
There are changes in almost every field such as developing technology, transportation, communication and differentiating culture and cultural environments. These changes also affect people's daily lives, tastes, preferences, lifestyles and perceptions of consumption. Buying behaviors of the consumers are not always shaped by rational motives but also by emotional motives. Together with the basic benefit of the product, consumers tend to shop in order to satisfy their emotions, to take pleasure and to brighten. In addition to these emotional motives evaluated within the concept of Hedonic Consumption, life perception attitudes and innovativeness are also influential factors in buying behaviors of consumers. The analysis of the extent to which these factors affect consumers' reasons for shopping will require enterprises to implement different marketing strategies by observing consumer buying behaviors. In this study, which is conducted to compare these factors affecting the purchasing decisions of consumers; consumers' reasons for making hedonic consumption, lifestyle attitudes and levels of adopting innovations are examined. Demographic characteristics, lifestyle attitude scale, hedonic consumption reasons scale, and attitude scale for adopting innovations were used in the questionnaire form. The questionnaires were applied to consumers from Bayburt who were over 18 and living in Bayburt city center. The data obtained from the study was analyzed with SPSS 22 package program. In the comparison of lifestyle attitudes with the causes of hedonic consumption and with demographic characteristics; it was found that women, singles and the young were more dominant in both factors; and lifestyle attitudes and hedonic consumption reasons differed according to occupation, education and income levels. According to their level of adaptation to innovations, the results revealed that women, singles and people with low income were more likely to adapt to innovations. According to the analysis of the relation between lifestyle attitudes and the causes of hedonic consumption; "The Believers" were found to hold the lowest level of hedonic consumption. The comparison between hedonic consumption reasons and innovation levels showed that those who had high and medium levels of innovation made more hedonic consumption. According to the analysis of the relation between lifestyle attitudes and innovation levels; it was concluded that the level of innovation was low in "The Thinkers", and the level of innovation was moderate and high in the others Key Words: Consumption, Consumer Behavior, Lifestyle, Hedonic Consumption, Adaptation to Innovation, Innovativeness
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
