TÜKETİCİLERİN ALIŞVERİŞ MERKEZLERİNE YÖNELİK TUTUMLARI İLE HEDONİK VE FAYDACI SATIN ALMA MOTİVASYONLARI ARASINDAKİ İLİŞKİNİN İNCELENMESİ
Date
2020-11-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Mal ve hizmetlerin çeşitliliğinin artması, gelir seviyesi ve tüketicilerin tüketim
alışkanlıkları tüketicileri ihtiyaçlarının dışında harcama yapmaya yöneltmiştir.
Sayıları her geçen gün artan, kentlerin bir sembolü haline gelen ve kentli tüketicilerin
vazgeçilmezi olan alışveriş merkezleri alışveriş tercihlerinin değişmesine neden
olmuştur.
Bu çalışmanın teorik kısmında tüketimin tarihçesi ve tüketim türlerinden olan
hedonik ve faydacı tüketimin tanımı yapılmış, amaçları ele alınmıştır. Tüketim olgusu
ile ilişkisi olan tüketici ve tüketici satın alma davranışlarının yapısal özellikleri
değerlendirilmiş, alışveriş merkezlerinin tarihsel gelişimi ve tüketicilerin alışveriş
merkezlerine yönelik tutumlarına değinilmiştir. Teorik çerçeveden hareketle
araştırmada anket uygulaması yapılmış ve tüketicilerin hedonik ve faydacı satın alma
motivasyonları ile alışveriş merkezlerine yönelik tutumlarının cinsiyet ve yaş
değişkenlerine bağlı olarak farklılık gösterip göstermediğini belirlemek
amaçlanmıştır. Tüketicilerin satın alma motivasyonları ile alışveriş merkezlerine
yönelik tutumları arasındaki ilişkinin de değerlendirildiği çalışmada, Ordu ilinde
yaşayan ve Novada AVM’yi ziyaret eden 406 kişiye ulaşılmıştır. Faktör analizi ile
yapısal geçerliği ve cronbach alpha katsayısı ile güvenirliği anlaşılan araştırma
sonucunda AVM’lere yönelik tutumlar ile hedonik ve faydacı satın alma
motivasyonlarında cinsiyet açısından anlamlı farklılık olmadığı saptanmıştır (p>0.05).
AVM’lere yönelik tutumlar (F=1.492, p>0.05) ve hedonik satın alma motivasyonu
(F=2.098, p>0.05) toplam puanlarına göre varyans analizi sonucunda yaş
kategorilerine bağlı anlamlı bir farklılık olmadığı belirlenmiştir. Faydacı satın alma
motivasyonu alt boyutları toplam puan ortalamaları açısından ise yaş kategorilerine
bağlı (F=2.965, p<0.05) bir farklılık tespit edilmiştir. Tukey çoklu karşılaştırma testi
sonucunda 50 ve üstü yaş grubu ile diğer tüm yaş grupları arasında farklılık olduğu
ortaya çıkmıştır. Ölçekler arasındaki ilişki ve bu ilişkinin yönü değerlendirildiğinde,
tüketicilerin AVM’lere yönelik tutumları ile hedonik satın alma motivasyonları (r =
0.435, p<05) ve faydacı satın alma motivasyonları (r = 0.412, p<05) arasında pozitif
yönde anlamlı bir ilişki bulunmaktadır. Buna göre AVM’lere yönelik tutum puanları
artarken hedonik ve faydacı motivasyonlara yönelik olumlu bir tutum geliştiği ve
pozitif yönlü bir korelasyon oluştuğu anlaşılmıştır.
Description
Investigation of the Relationship Between Consumers'
Attitudes Towards Shopping Centers and Hedonic and Utilitarian Purchasing
Motivations
ABSTRACT: Increasing variety of goods and services, income level and consumption habits of consumers have led consumers to spend outside their needs. Shopping centers, which are increasing in number every day, becoming a symbol of cities and indispensable for urban consumers, have caused shopping preferences to change. In the theoretical part of this study, the history of consumption and the definition of hedonic and utilitarian consumption, which are the types of consumption, have been defined and their objectives have been addressed. The structural features of consumer and consumer purchasing behaviors, which are related to the consumption phenomenon, were evaluated, the historical development of the shopping centers and the attitudes of the consumers towards the shopping centers were discussed. Based on the theoretical framework, a survey was conducted in the research and it was aimed to determine whether consumers' hedonic and utilitarian purchasing motivations and attitudes towards shopping centers differ depending on gender and age. In the study, in which the relationship between consumers' purchasing motivations and attitudes towards shopping malls was also evaluated, 406 people living in Ordu province and visiting Novada AVM were reached. In this study whose structural validity with factor analysis and the reliability understood wiht the cronbach alpha coefficient, it was determined that in terms of gender there were no significant differences in the reason of preferring AVM’s and the hedonic and utilitarian purchasing (p>0.05). As a result of variance analysis, it was determined that there was no significant difference depending on age categories according to the total reasons of shopping malls (F = 1.492, p> 0.05) and hedonic purchase motivation (F = 2.098, p> 0.05). However it has been identified a significant difference in terms of utilitarian buying motivation sub dimensions and total score averages depending on age categories (F = 2.965, p <0.05). The result of the Tukey multiple comparison test revealed that there was a significant difference between the age group of 50 and over and all other age groups. When the relationship between the scales and the direction of this relationship is evaluated, it is observed that there is a positive relationship between consumers' attitudes to prefer AVM’s and hedonic purchasing motivations (r = 0.435, p <05), and utilitarian purchasing motivations (r = 0.412, p <05). Accordingly, it is understood that while the attitude points of choosing shopping malls increase, a positive attitude towards hedonic and utilitarian motivations has developed and a positive correlation has occurred.
ABSTRACT: Increasing variety of goods and services, income level and consumption habits of consumers have led consumers to spend outside their needs. Shopping centers, which are increasing in number every day, becoming a symbol of cities and indispensable for urban consumers, have caused shopping preferences to change. In the theoretical part of this study, the history of consumption and the definition of hedonic and utilitarian consumption, which are the types of consumption, have been defined and their objectives have been addressed. The structural features of consumer and consumer purchasing behaviors, which are related to the consumption phenomenon, were evaluated, the historical development of the shopping centers and the attitudes of the consumers towards the shopping centers were discussed. Based on the theoretical framework, a survey was conducted in the research and it was aimed to determine whether consumers' hedonic and utilitarian purchasing motivations and attitudes towards shopping centers differ depending on gender and age. In the study, in which the relationship between consumers' purchasing motivations and attitudes towards shopping malls was also evaluated, 406 people living in Ordu province and visiting Novada AVM were reached. In this study whose structural validity with factor analysis and the reliability understood wiht the cronbach alpha coefficient, it was determined that in terms of gender there were no significant differences in the reason of preferring AVM’s and the hedonic and utilitarian purchasing (p>0.05). As a result of variance analysis, it was determined that there was no significant difference depending on age categories according to the total reasons of shopping malls (F = 1.492, p> 0.05) and hedonic purchase motivation (F = 2.098, p> 0.05). However it has been identified a significant difference in terms of utilitarian buying motivation sub dimensions and total score averages depending on age categories (F = 2.965, p <0.05). The result of the Tukey multiple comparison test revealed that there was a significant difference between the age group of 50 and over and all other age groups. When the relationship between the scales and the direction of this relationship is evaluated, it is observed that there is a positive relationship between consumers' attitudes to prefer AVM’s and hedonic purchasing motivations (r = 0.435, p <05), and utilitarian purchasing motivations (r = 0.412, p <05). Accordingly, it is understood that while the attitude points of choosing shopping malls increase, a positive attitude towards hedonic and utilitarian motivations has developed and a positive correlation has occurred.
Keywords
public relations and advertising