Yıl 2019, Cilt 10 , Sayı 17, Sayfalar 653 - 676 2019-03-31

A Research on The Mediating Role of Time Pressure in Shopping at The Effect of Individual Time Pressure on Post-Purchase Regret
Bireysel Zaman Baskısının Satın Alma Sonrası Pişmanlığa Etkisinde Alışverişte Zaman Baskısının Aracı Rolü Üzerine Bir Araştırma

İbrahim BOZACI [1]


The goal of this study is to determine the effect of time pressure on post-purchase regret accordingto the types of time pressure (individual time pressure and time pressure at shopping). Time pressure is one of the important topics investigated in terms of consumer effects in marketing literature. However, in studies, it is seen that the issue is mostly dealt with at the level of time pressure experienced at shoping and that individual time pressure is ignored. The subject has not received enough attention in domestic marketing literature. In this study, scientific researches related to time pressure and time pressure in purchasing is examined primarily. Then, a questionnaire study is carried out in the province of Kırıkkale on the mediating role of time pressure in shopping in the effect of individual time pressure on consumer’s regret after purchasing. The obtained data were analyzed with statistical package program. As a result ot the research, it was determined that the individual time pressure explains the time pressure in shopping and post purchase regret at a significant level, and that the time pressure of shopping has the full mediating role in the effect of the individual time pressure on post-purchase regret. In addition to these, the differences in individual time pressure and time pressure in shopping with respect to demographic variables are examined. Lastly, suggestions for businesses and researches have been developed. 

Bu çalışmanın amacı, zaman baskısının satın alma sonrası pişmanlık üzerindeki etkisini, zaman baskısı türlerine (bireysel zaman baskısı, alışverişte zaman baskısı) göre belirlemektir. Zaman baskısı pazarlama literatüründe tüketiciye etkileri bakımından araştırılan önemli konulardan biridir. Ancak araştırmalarda, konunun daha çok alışverişte yaşanan zaman baskısı düzeyinde ele alındığı ve bireysel zaman baskısının göz ardı edildiği görülmektedir. Yerli pazarlama yazınında ise konuyla ilgili gerçekleştirilen araştırma sayısı azdır. Çalışmada öncelikle zaman baskısı ve alışverişte zaman baskısıyla ilgili bilimsel araştırmalar incelenmektedir. Ardından bireysel zaman baskısının tüketicinin satın alma sonrası pişmanlığa etkisinde alışverişte zaman baskısının aracılık rolü üzerine Kırıkkale ilinde bir anket çalışması gerçekleştirilmektedir. Elde edilen veriler istatistiksel paket programıyla analiz edilmektedir. Araştırma neticesinde bireysel zaman baskısının alışverişte zaman baskısını ve satın alma sonrası pişmanlığı önemli düzeyde açıkladığı ve alışverişte zaman baskısının bireysel zaman baskısının satın alma sonrası pişmanlığa olan etkisinde tam aracılık rolü üstlendiği tespit edilmektedir. Bunların yanında demografik özelliklere bağlı olarak bireysel ve alışverişte zaman baskısındaki farklılıklar incelenmektedir. Son olarak işletme ve araştırmacılara öneriler geliştirilmektedir. 

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Orcid: 0000-0002-9584-6126
Yazar: İbrahim BOZACI (Sorumlu Yazar)
Kurum: KIRIKKALE ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 31 Mart 2019

APA Bozacı, İ . (2019). Bireysel Zaman Baskısının Satın Alma Sonrası Pişmanlığa Etkisinde Alışverişte Zaman Baskısının Aracı Rolü Üzerine Bir Araştırma . OPUS Uluslararası Toplum Araştırmaları Dergisi , 10 (17) , 653-676 . DOI: 10.26466/opus.518712