Publication: Tüketicilerin teknolojik ürünlere yönelik plansız satın alma davranışlarının incelenmesi
Abstract
Çağın gelişimi ve teknolojinin ilerleyişine paralel olarak bireylerin istek veihtiyaçları şekillenmektedir. Bu şekillenme, bireylerin tüketim davranışlarına dayansımıştır.Tüketici davranışı, genel olarak planlı ve plansız şeklinde iki türden oluşur.Planlı satın alma davranışı, tüketicinin daha önceden alışveriş listesinde planladığı ürünya da hizmet ile ilgili çeşitli araştırma ve değerlendirmeleri yaptıktan sonra satın almadavranışı için ilgili mağazaya uğramasıdır. Plansız satın alma davranışı ise, tüketicinindaha önceden planlamadığı ürün ya da hizmet bağlamında, satın alma davranışınıgerçekleştirmesidir. Bu çalışmada tüketicinin plansız satın alma davranışı teknolojikürünler özelinde değerlendirilmiştir. Teknolojik ürünler, bireylerin günlük yaşamınıkolaylaştıran materyaller bütünü olmasıyla birlikte oldukça geniş bir ürün çeşitliliğinesahiptir. Teknolojik ürün türlerinden biri olan tüketici elektroniği, tüketicilerin günlükyaşamında kullandığı, akıllı telefon, kişisel dijital asistanlar (masaüstü ve dizüstübilgisayar), ipod, mp3 çalar, web kamerası, televizyon, oyun konsolu, laptop, mobilcihazlar, dvd çalar olarak sınırlandırılmıştır. Teknolojik ürünler bağlamında plansız satınalma davranışı, Youn’un “Plansız Satın Alma Davranışı Ölçeği” kullanılarak analiz edilmiştir. 20-26 Ağustos 2020 tarihinde çevrimiçi ortamda 402 kişinin katılımıyla sağlanan anketlerde elde edilen veriler, SPSS programıyla analiz edilmiştir. Çalışmada, cinsiyet, medeni durum, gelir düzeyi, eğitim düzeyi, yaş değişkenleri gibi tüketicilerin demografik özelliklerinin teknolojik bir ürüne yönelik plansız satın alma davranışına olan etkisi incelenmiş, yapılan çalışma sonucunda tüketicilerin teknolojik ürün satın alma karar sürecinde plansız satın alma davranışından etkilendiği ortaya çıkmıştır.
In parallel with the development of the age and the advancement of technology, the desires and needs of individuals are shaped. This shaping is also reflected in the consumption behavior of individuals. Consumer behavior generally consists of two types, planned and impulsive. Planned purchasing behavior is when the consumer visits the relevant store for purchasing behavior after conducting various researches and evaluations about the product or service that he previously planned on the shopping list. Impulsive purchasing behavior is the purchasing behavior of the consumer in the context of a product or service that was not previously planned. In this study, impulsive purchasing behavior of the consumer is evaluated in terms of technological products. Technological products have a wide variety of products as well as being a set of materials that facilitate the daily life of individuals. Consumer electronics, one of the technological product types, has been limited to smart phones, personal digital assistants (desktop and laptop computers), ipod, mp3 player and webcam, which consumers use in their daily lives. Impulsive purchasing behavior in the context of technological products has been analyzed using Youn's scale. The data obtained from the questionnaires provided with the participation of 402 people online on 20-26 August 2020, were analyzed with the SPSS program. In the study, the effect of consumer characteristics such as gender, marital status, income level, education level, and age variables on impulsive purchasing behavior for technological products was examined, and as a result of the study, it was revealed that consumers were affected by impulsive purchasing behavior in the technological product purchasing decision process.
In parallel with the development of the age and the advancement of technology, the desires and needs of individuals are shaped. This shaping is also reflected in the consumption behavior of individuals. Consumer behavior generally consists of two types, planned and impulsive. Planned purchasing behavior is when the consumer visits the relevant store for purchasing behavior after conducting various researches and evaluations about the product or service that he previously planned on the shopping list. Impulsive purchasing behavior is the purchasing behavior of the consumer in the context of a product or service that was not previously planned. In this study, impulsive purchasing behavior of the consumer is evaluated in terms of technological products. Technological products have a wide variety of products as well as being a set of materials that facilitate the daily life of individuals. Consumer electronics, one of the technological product types, has been limited to smart phones, personal digital assistants (desktop and laptop computers), ipod, mp3 player and webcam, which consumers use in their daily lives. Impulsive purchasing behavior in the context of technological products has been analyzed using Youn's scale. The data obtained from the questionnaires provided with the participation of 402 people online on 20-26 August 2020, were analyzed with the SPSS program. In the study, the effect of consumer characteristics such as gender, marital status, income level, education level, and age variables on impulsive purchasing behavior for technological products was examined, and as a result of the study, it was revealed that consumers were affected by impulsive purchasing behavior in the technological product purchasing decision process.