Investigation Of Superstitious Belief Based Purchasing Behavior With The Perspective Of The Theory Of Planned Behavior: A Research On Young Consumers
Author :
Abstract
Pazarlama literatüründe batıl inanışa dayalı tüketici davranışları etkileyen faktörleri inceleyen araştırmalar son derece azdır. Bu araştırmada, batıl inanışa dayalı tüketici davranışları öncelikle ilgili literatür yardımıyla incelenmektedir. Ardından batıl inanışa dayalı satın alma davranışını etkileyen faktörler, Planlı Davranış Teorisi’ne (PDT) dayalı olarak lisans öğrencilerinden elde edilen birincil veriler yardımıyla irdelenmektedir. Araştırma sonucunda PDT’nin batıl inanışa dayalı satın alma davranışını açıklamada kullanılabilecek bir teori olduğu anlaşılmaktadır. Buna göre batıl inanışa dayalı satın alma niyeti, batıl inanışa dayalı satın alma niyetini etkilemektedir. Batıl inanışa dayalı satın alma niyeti ise, batıl inanışa dayalı satın almaya yönelik olumlu tutum başta olmak üzere algılanan kontrol ve göreli norm değişkenlerinden etkilenmektedir. Son olarak araştırma bulguları tartışılmakta ve işletmelere önerilerde bulunulmaktadır.
Keywords
Abstract
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
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