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Abstract


Batıl İnanca Dayalı Satın Alma Davranışının Planlı Davranış Teorisine Dayalı Olarak İncelenmesi: Genç Tüketiciler Üzerine Bir Araştırma

There are only a few studies examining the factors affecting superstitious belief based consumer behaviours in marketing literature. In this research, consumer behaviors based on superstitious beliefs are examined primarily with the help of related literature. Then, factors affecting superstitious belief based purchasing behavior are examined with the help of primary data obtained from undergraduate students based on the Theory of Planned Behavior (TPB). As a result of the research, TPB has been found to be a theory that can be used in explaining superstitious belief based purchasing behavior. Accordingly, superstitious belief based purchasing intentions affect the superstitious belief based purchasing at a high level. Superstitious belief based purchasing intention is affected by perceived control and relative norm variables, particularly positive attitude towards superstitious belief based purchasing. Finally, research findings are discussed and recommendations are made for businesses.



Keywords
Superstitious Belief, Culture, Consumer, Purchasing, the Theory of Planned Behavior



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