Publication: Tüketici davranışları açısından karar alma sürecinde pişmanlık duygusunun memnuniyet ile ilişkisi üzerine bir araştırma
Abstract
Bu çalışmada, tüketici davranışları açısından bireylerin karar alma sürecindeki pişmanlık duygusunun memnuniyet ile ilişkisi incelenmiştir. Çalışma kapsamında bireyin karar öncesi, karar anı ve sonrasında pişmanlık duygusuyla ilişkili olan boyutları üzerinde önemle durulmuştur. Araştırmanın sonuçları ile karar alma sürecinde pişmanlık duygusu ve tüketici memnuniyeti arasındaki ilişkiyi ortaya koyarak karar alma sürecindeki bu iki duygunun öneminin gösterilmesi hedeflenmiştir. Bu amaçla karar alma sürecindeki pişmanlık ve tüketim memnuniyet için iki farklı ölçek kullanılmıştır. Anketler Marmara Üniversitesi öğrencilerine uygulanmıştır. Sonuç olarak pişmanlık ve memnuniyet duygusunun bireyi durumsal, duygusal ve bilişsel olarak bireyin seçimlerini, davranışlarını ve tekrar satın alma niyetlerini etkilediği; bu iki duygu arasında istatistiksel olarak anlamlı bir ilişkinin var olduğu gözlemlenmiştir.
In this study, the relationship between the satisfaction and the feeling of regret in the decision-making process in terms of consumer behavior is examined. Within the scope of the study, dimensions which are related to the individual's feelings of regret before the decision, the moment of decision and after the decision are emphasized. By the end of the research, the relationship between feelings of regret and consumer satisfaction in the decision-making process was revealed and it was aimed to show the importance of these two senses in the decision-making process. For this purpose two different scales were used for regret and consumption satisfaction in the decision making process. The questionnaires were applied to Marmara University students. As a result, the feelings of regret and satisfaction affect the individual as situational, emotional and cognitively and individuals affected by their choices, behaviors and intentions to purchase again. And it was observed that there was a statistically significant relationship between these two emotions.
In this study, the relationship between the satisfaction and the feeling of regret in the decision-making process in terms of consumer behavior is examined. Within the scope of the study, dimensions which are related to the individual's feelings of regret before the decision, the moment of decision and after the decision are emphasized. By the end of the research, the relationship between feelings of regret and consumer satisfaction in the decision-making process was revealed and it was aimed to show the importance of these two senses in the decision-making process. For this purpose two different scales were used for regret and consumption satisfaction in the decision making process. The questionnaires were applied to Marmara University students. As a result, the feelings of regret and satisfaction affect the individual as situational, emotional and cognitively and individuals affected by their choices, behaviors and intentions to purchase again. And it was observed that there was a statistically significant relationship between these two emotions.