Impact of hedonic and utilitarian motivations on behavior of purchasing over internet: A study on women<p>Hedonik ve faydacı tüketim eğilimlerinin internet üzerinden satın alma niyetine etkisi: Kadınlar üzerine bir araştırma
Journal Title: Journal of Human Sciences - Year 2018, Vol 15, Issue 1
Abstract
On the basis of creating a successful customer relations on the internet media lies the ability to understanding the consumer intensions and behaviors. The purpose of this study is to demonstrate the extent to which the hedonic and utilitatian consumption tendencies of women consumers who purchase through internet affect their purchasing behaviors. In this study which relies on descriptive and causative study, the data is collected with survey method. 400 participants were reached through the survey prepared in the internet media. The population comprises women over 18 who purchased through internet in the last three months. The data obtained is tested using regression analysis. As a result of the findings obtained, it was determined that the utilitation and hedonic consumption tendencies affected the behavior of purchasing over internet in positive direction and women consumers having utilitatian values have the intention to purchase more over the internet compared to women consumers having hedonic values. Extended English summary is in the end of Full Text PDF (TURKISH) file. Özetİnternet ortamında başarılı bir müşteri ilişkileri yapısı oluşturabilmenin temelinde, tüketici niyet ve davranışlarını anlayabilmek yatmaktadır. Bu çalışmanın amacı internetten alışveriş yapan kadın tüketicilerin sahip oldukları hedonik ve faydacı tüketim eğiliminin satın alma niyetini ne ölçüde etkilendiğini ortaya koymaktır. Betimleyici ve nedensel araştırmaya dayalı bu çalışmada veriler anket yöntemi ile toplanmıştır. İnternet ortamında hazırlanan anket ile 400 katılımcıya ulaşılmıştır. Ana kütle, son üç ay içerisinde internetten alışveriş yapmış 18 yaş üstündeki kadınlardan oluşmaktadır. Elde edilen veriler regresyon analizi kullanılarak test edilmiştir. Elde edilen bulgular sonucunda, faydacı ve hedonik tüketim eğilimlerin internet üzerinden satın alma niyetini pozitif yönlü olarak etkilediği ve faydacı tüketim eğilimine sahip kadın tüketicilerin hedonik tüketim eğilimine sahip olanlara oranla internet üzerinden daha fazla satın alma niyetine sahip oldukları belirlenmiştir.
Authors and Affiliations
Ayşegül Tavukçu, Yusuf Volkan Topuz
Keywords
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