Sevimli Ürünlerin Duygusal Faydasının Plansız Satın Alma Davranışı Üzerine Etkisi.
Marketing efforts of businesses are a process starting from the design of the product to the after-sales experience. Making a difference in the design of the product will help to retain existing customers as well as gaining new customers. Differences to be made in product design and production may c...
| Publicado en: | Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol. 10; no. 3; pp. 2975 - 2992 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Itobiad: Journal of the Human & Social Science Researches
Jul-Sep2021
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=153004226&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 153004226 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 21471185 GBL7 jtl: Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi issn: 21471185 maglogo: N pubinfo: dt: Jul-Sep2021 vid: 10 iid: 3 pid: 87673 pub: Itobiad: Journal of the Human & Social Science Researches artinfo: ui: 153004226 ppf: 2975 ppct: 17 formats: tig: atl: Sevimli Ürünlerin Duygusal Faydasının Plansız Satın Alma Davranışı Üzerine Etkisi. aug: au: ÖZTÜRK, Abdülkadir KIRMIZIKAYA, Arif AKIN, Mustafa Said affil: Dr. Öğr. Üyesi, Recep Tayyip Erdoğan Üniv. İktisadi ve İdari Bilimler Fakültesi Dr. Öğrencisi, Recep Tayyip Erdoğan Üniv. Lisansüstü Eğitim Enstitüsü su: Confirmatory factor analysis Consumer preferences Structural equation modeling Impulse buying Factor analysis Product design sug: subj: Confirmatory factor analysis Consumer preferences Industrial Design Services Structural equation modeling Impulse buying Factor analysis Product design keyword: Attitude Towards Advertising Cute Product Emotional Benefit Impulsive Buying Behavior Structural Equation Modeling Duygusal Fayda Plansız Satın Alma Davranışı Reklama Yönelik Tutum Sevimli Ürün Yapısal Eşitlik Modellemesi Attitude Towards Advertising Cute Product Emotional Benefit Impulsive Buying Behavior Structural Equation Modeling Duygusal Fayda Plansız Satın Alma Davranışı Reklama Yönelik Tutum Sevimli Ürün Yapısal Eşitlik Modellemesi ab: Marketing efforts of businesses are a process starting from the design of the product to the after-sales experience. Making a difference in the design of the product will help to retain existing customers as well as gaining new customers. Differences to be made in product design and production may consist of features such as product model, dimensioning, packaging, size, price and distribution. In addition to these, product sweetness features such as size, smallness, plumpness, and color can also be different. Especially products similar to toy shapes create a feeling of affection in consumers. In some cases, consumers may prefer such products not because of their functional benefits, but for their emotional or symbolic benefits. With these features, it is thought that cute products will create emotional benefits for consumers and help product differentiation. The aim of this study is to analyze the effect of emotional benefits of cute products and attitude towards advertising on impulsive buying behavior. The data required for the research were collected through an online questionnaire prepared by the researchers. The link of the questionnaire form created was delivered to the participants by using the convenience sampling method. The data collection process was completed with the participation of 371 people. SPSS 22 program was used for frequency and explanatory factor analysis (EFA). When the demographic characteristics of the participants are examined, it can be said that the distribution is balanced. According to the results of the factor analysis, the 1st and 5th expressions of the attitude towards advertising, which is thought to disrupt the structure, were removed. Necessary analyzes were made without using these expressions. Amos 20 program was used for confirmatory factor analysis (CFA) and structural equation modeling. The modifications suggested as a result of the confirmatory factor analysis were made. Hypothesis tests created for research purposes with structural equation modeling were analyzed. According to the results of the study, it is seen that the emotional benefit of cute products affects impulsive buying behavior and attitude towards advertising. However, the attitude towards advertising does not seem to have an effect on impulsive buying behavior. pubtype: Academic Journal doctype: Article src: R language: Turkish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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