Cilt 3 Sayı 3 (2018): Turkish Journal of Marketing
Makaleler

GÖNÜLLÜ SADE YAŞAM TARZI, ALIŞVERİŞ MOTİVASYONU VE MARKA DENEYİMİ ARASINDAKİ İLİŞKİLER

PDF
  • Mutlu UYGUN,
  • Pınar Duygu AKIN,
  • Ebru GÜNER
Mutlu UYGUN
Aksaray Üniversitesi
Pınar Duygu AKIN
Aksaray Üniversitesi, Doktora Öğrencisi
Ebru GÜNER
Aksaray Üniversitesi

Yayınlanmış 08.01.2019

Anahtar Kelimeler

  • Gönüllü Sade Yaşam Tarzı, Alışveriş Motivasyonları, Marka Deneyimleri
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

GÖNÜLLÜ SADE YAŞAM TARZI, ALIŞVERİŞ MOTİVASYONU VE MARKA DENEYİMİ ARASINDAKİ İLİŞKİLER. (2019). Turkish Journal of Marketing, 3(3), 199-222. https://doi.org/10.30685/tujom.v3i3.62

Öz

Bu araştırmanın amacı, tüketicilerin gönüllü sade yaşam tarzları, alışveriş motivasyonları ve marka deneyimleri arasındaki ilişkilerin belirlenmesidir. Bu amacı karşılayabilmek için nicel araştırma yaklaşımı esas alınarak, alan araştırması çerçevesinde Mersin kentinde yaşayan tüketicilerden amaca uygun oluşturulan bir anket yoluyla kolayda örneklemeye göre veri toplanmıştır. Veriler, faktör analizi, pearson korelasyon testi ve çok değişkenli varyans analizi (MANOVA) gibi istatistiki teknikler yoluyla analiz edilmiştir. Analiz sonucu, tüketicilerin gönüllü sade yaşam tarzlarının ihtiyatlı alışveriş tutumu ve sade ürün tercihi ve gönüllü sade yaşama arzusu olmak üzere iki alt boyutta ele alınabileceği belirlenmiştir. Sonuçlar, gönüllü sade yaşam tarzının ihtiyatlı alışveriş tutumu ve sade ürün tercihi alt boyutunun, alışveriş motivasyonu ve marka deneyimi alt boyutları ile ilişkili olduğunu ortaya koymuştur. Bu sonuçların kavramsal olarak alanyazına ve uygulamaya önemli ipuçları sağlayacağı düşünülmektedir.

PDF

Referanslar

  1. Albert, N., Merunka, D. & Valette-Florence, P. (2008). The love feeling toward a brand: Concept and measurement. Advances in Consumer Research, 36, 300-307.
  2. Alexander, S. & Ussher. (2012). The voluntary simplicity movement: A multi-national survey analysis in theoretical context. Journal of Consumer Culture, 12(1), 66-86.
  3. Alexander, S. (2011). The voluntary simplicity movement: reimagining the good life beyond consumer culture. The International Journal of Envrionmental, Cultural, Economic and Social Sustainability.
  4. Allen, P. (2011). Voluntary Simplicity: An Organizational Analysis. The University of Tennessee: Knoxville, PHD.
  5. Ambrose, M. (2010). Voluntary simplicity as an urban lifestyle: Resisting a consumer economy. The University of Calgary: Calgary, PHD.
  6. Andreinia, D., Pedelientoa, G., Zarantonellob, L. & Solerioa, C. (2018). A renaissance of brand experience: Advancing the concept through a multiperspective analysis. Journal of Business Research, 91: 123-133.
  7. Arnould, M. J. & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
  8. Asan, T., Ekşi, F., Doğan, A. & Ekşi, H. (2008). Bireysel değerler envanteri'nin dilsel eşdeğerlik geçerlik ve güvenirlik çalışması. Eğitim Bilimleri Dergisi, 27(27), 15-38.
  9. Babin, B. J., Darden, W. R. & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping values. Journal of Consumer Research, 20, 644-656.
  10. Ballantine, P. W. & Creery, S. (2010). The consumption and disposition. Journal of Consumer Behaviour, 9: 45-56.
  11. Barton, D. L. (1981). Voluntary simplicity lifestyles and energy conservation. Journal of Consumer Research, 8, 243-252.
  12. Beecher, T. S. (2007). Questioning the consumer culture: A qualitative study on voluntary simplicity. University of North Dakota: Grand Forks, PHD.
  13. Bekar, A. & Gövce, A. M. (2015). Tüketicilerin gıda satın alma davranışları ile yaşam tarzı ilişkisi. Uluslararası Sosyal Araştırmalar Dergisi, 8(36), 946-957.
  14. Bellenger, D. N.,& Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56, 77-91.
  15. Boujbel, L. & D?Astous, A. (2012). Voluntary simplicity and life satisfaction: exploring the mediating role of consumption desires. Journal of Consumer Behaviour, 11, 487-494.
  16. Boujbel, L. & D?Astous, A. (2015). Exploring the feelings and thoughts that accompany the experience of consumption desires. Psychology and Marketing, 32(2), 219-231.
  17. Brakus, J. J., Schmitt, B. H. & Zarantone, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73, 52-68.
  18. Büyüköztürk, Ş. (2017). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni SPSS uygulamaları ve yorum. Ankara: Pegem Akademi.
  19. Campbell, R. M. Jr. (2002). Measuring consumersevaluations of the functional, symbolic and experiential of brands. University of Oregon: Oregon.
  20. Cengiz, H. (2014). Gönüllü sade yaşam davranışının ölüm tüketimi davranışına yönelik tutumlar üzerine etkisi: Türk ve Amerikan kültürleri arasında bir karşılaştırma. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Enstitüsü: Eskişehir, Doktora Tezi
  21. Cherrier, H. (2009). Disposal and simple living: Exploring the circulation of goods and the development of sacred consumption. Journal of Consumer Behaviour, 8, 327-339.
  22. Chi, K. R. (2008). The Motivations and challenges of living simply in a consuming society. The University of North Carolina: Chapel Hill, Master Thesis
  23. Dawson, S., Bloch, P. & Ridgway, N. (1990). Shopping motives, emotional states, and retail outcomes. Journal of Retailing, 66(4), 408-27.
  24. Dershem, K. A. (2004). Consumerism and ıts discontents: Four American anticonsumerist movements. Graduate College of Bowling Green State University: Ohio, PHD.
  25. Dwivedia, A.; Nayeema, T. & Murshed, F. (2018). Brand experience and consumers? willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44: 100-107.
  26. Ebrahim, R., Ghoneim, A., Irani, Z. & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32, 1230-1259.
  27. Elgin, D.,& Mitchell, A. (1977). Voluntary simplicity. Planning Review, 5(6), 13-15.
  28. Erciş, A., Ünal, S. & Can, P. (2007). Yaşam tarzlarının satın alma karar süreci üzerindeki rolü. İktisadi ve İdari Bilimler Dergisi, 21(2), 281-311.
  29. Etzioni, A. (1998). Voluntary simplicity: Characterization, select psychological implications, and societal consequences. Journal of Economic Psychology, 19, 619-643.
  30. Fox, J. A. (2009). Voluntary simplicity and its effects on personal identity, family life, and relationships. University of Northern Iowa: Iowa.
  31. Geus, M. (2010). The transition to green lifestyles based on voluntary simplicity: The difficult road towards enjoyable, graceful and sustainable. Environmental Philosophy: The Art of Life in a World of Limits Advances in Sustainability and Environmental Justice, 13, 31-49.
  32. Green, S.B., Salkind, N. J. & Akey T. M. (2000). Using SPSS for Windows analyzing and understanding data, New Jersey: Prentice Hall.
  33. Gregg, R. B. (1936). The Value of voluntary simplicity. Indian Journal Visva-Bharati Quarterly.
  34. Grigsby, M. A. (2004). Buying time and getting by the voluntary simplicity movement. State University of New York Press, Albany: Columbia.
  35. Hacıoğlu Deniz, M. (2011). Markalı ürün tercihlerinin satın alma davranışları üzerindeki etkisi. Sosyal Siyaset Konferansları, 2, 243-268.
  36. Hatfield, K. (2011). Voluntary simplicity: Lifestyle activism in late modernity. Carleton University Ottawa: Canada, Master Thesis.
  37. Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
  38. Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, andfun. Journal of Consumer Research, 9(2), 132-140.
  39. Huneke, M. E. (2005). The face of the un-consumer: An empirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527-550.
  40. Iwata, O. (2006). An evaluation of consumerism and lifestyle as correlates of avoluntary simplicity lifestyle. Social Behavior and Personality, 34(5),557-568.
  41. Kahl, N. K. (2013). The crisis of social change for simple livers: How a faith-based organization and ıts members affect the voluntary simplicity movement. University of Colorado, Faculty of the Graduate School: Colorado, PHD.
  42. Kennedy, E. H., Krahn, H. & Krogman, N. T. (2013). Downshifting: An exploration of motivations, quality of life, and environmental practices. Sociological Forum, 28(4), 764-783.
  43. Khan, I. & Fatma, M. (2017). .Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24, 439-452.
  44. Khan, I. & Rahman, Z (2015). Brand experience anatomy in retailing: An interpretive structural modeling approach. Journal of Retailing and Consumer Services, 24, 60-69.
  45. Kim, H. S. (2006). Using hedonic and utilitarian shopping motivations to profile ınner city consumers. Journal of Shopping Center Research, 13(1), 57-79.
  46. Klein, J.F.; Falka, T.; Esch, F.R. & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69, 5761-5767.
  47. Kraisornsuthasinee, S. & Swierczek, F. W. (2018). Beyond consumption: The promising contribution of voluntary simplicity. Social Responsibility Journal, 14(1), 80-95.
  48. Lee, M. S. W. & Youn Ahn, C. S. (2016).Anti-consumption, materialism, and consumer well-being. The Journal of Consumer Affairs, Spring, 18-47.
  49. Librova, H. (2008). The environmentally friendly lifestyle: simple or complicated?. Czech Sociological Review, 44(6), 1111-1128.
  50. Madran, C. & Kabakçı, Ş. (2002). Tüketici davranışını etkileyen bir faktör olarak yaşam tarzı: Çukurova Üniversitesinde okuyan kız öğrencilerin yaşam tarzı tiplerinin belirlenmesine yönelik bir araştırma. Dokuz Eylül Üniversitesi İ.İ.B.F. Dergisi, 17(1), 81-94.
  51. Marchand, A. (2009). Responsible consumption and design for sustainability. University of Calgary, Faculty ff Graduate Studies: Kanada, PHD.
  52. McGouran, C. & Prothero, A. (2016). Enacted voluntary simplicity ? Exploring the consequences of requesting consumers to ıntentionally consume less. European Journal of Marketing, 50(1/2), 189-212.
  53. Mishra, A., Dash, S. B. & Cyr, D.(2014). Linking user experience and consumer-based brand equity: The moderating role of consumer expertise and lifestyle.Journal of Product & Brand Management, 23(4/5), 333-348.
  54. Monopolis, A. N. (2010). Voluntary simplicity, authentic happiness, and ecological sustainability. University of California, Santa Barbara: California, PHD.
  55. Murray, M. C. (2005). Simple wellness: Perceptions of health ın persons who practice voluntary simplicity. Seattle University: Washington, PHD.
  56. Nadzri, W.N.M, Musa, R., Muda, M & Hassanc, F. (2016). The Antecedents of brand experience within the national automotive ındustry. Procedia Economics and Finance, 37, 317-323.
  57. Nepomuceno, M. V. & Laroche, M. (2016). Do i fear death? The effects of mortality salience on anti-consumption lifestyles. The Journal of Consumer Affairs, 50(1), 124-144.
  58. Nolen, T. P. (1994). Choosing voluntary simplicity as a lifestyle. The University of North Carolina: Greensboro, PHD.
  59. Nunnally, J. C. (1978). Psychometric theory. 2nd Edition, McGraw-Hill: New York.
  60. Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423.
  61. O?Mahony, D. (2005). The voice of the earth: towards an ecological spirituality. The Furrow, 56(3), 152-159.
  62. Odabası, Y. & Barıs, G. (2003). Tüketici davranışı. 2. Baskı. İstanbul: MediaCat.
  63. Odabaşı, Y. (2014). Postmodern pazarlama tüketim ve tüketici. MediaCat Yayıncılık: İstanbul.
  64. Özgül, E. (2010). Tüketicilerin değer yapıları, gönüllü sade yaşam tarzı ve sürdürülebilir tüketim üzerindeki etkileri. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 117-150.
  65. Özgül, E. (2011). Tüketicilerin sosyo-demografik özelliklerinin hedonik tüketim ve gönüllü sade yaşam tarzları açısından değerlendirilmesi. Ege Akademik Bakış, 11(1), 25-38.
  66. Pallant, J. (2007). A Step by step guide to data analysis using SPSS for Windows. New York: McGraw Hill, Open University Press.
  67. Pelikan, V., Galcanova, L. & Kala, L. (2017). Ecological habitus intergenerationally reproduced: the children of czech ?voluntary simplifiers? and their lifestyle. Journal of Consumer Culture, 1-21.
  68. Pine, B. J. & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business School Press, Massachusetts.
  69. Pravet, I. & Holmlund, M. (2018). Signing up for voluntary simplicity ? Consumer motives and effects. Society and Business Review, 13(1), 80-99.
  70. Rahmawati, R. & RoyDo, B. (2014). Shopping motivation on purchase ıntention: Can loyalty program and corporate ımage enhance such relationship? Asia-Pacific Management and Business Application, 2(3), 154-169.
  71. Richins, M. L. & Dawson, S. (1992). A consumer values orientation for materialism and ıts measurement: Scale developmentand validation. Journal of Consumer Research, 19(3), 303-316.
  72. Roubanis, J. L. (2009). Comparison of environmentally responsible consumerism and voluntary simplicity lifestyle between U.S. and Japanese female college students. Family and Consumer Sciences Research Journal, 37(2), 210-218.
  73. Sandlin, J. A. & Walther, C. S. (2009). Complicated simplicity moral ıdentity formation and social movement learning in the voluntary simplicity movement. Adult Education Quarterly, 59(4), 298-317.
  74. Shim, S. I. (2012). Enhancing brand loyalty through brand experience: Application of online flow theory. Auburn University, Auburn, Alabama, PHD.
  75. Tabachnick, B. G. & Fidell, L. S. (2007). Using multivariate statistics. Boston: Pearson Education.
  76. Tauber, E.M. (1972). Why do people shop? Journal of Marketing, 36, 46-49.
  77. Uygun, M. & Akın, E. (2012). Markaların işlevsel, sembolik ve deneyimsel yararlarına ilişkin tüketici değerlendirmelerinin incelenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 12(2), 107-122.
  78. Uygun, M., Mete, S. & Güner, E. (2014). Tüketicilerin alışveriş motivasyonları ile ağızdan ağıza iletişim davranışları arasındaki ilişkiler. Organizasyon ve Yönetim Bilimleri Dergisi, 6(1), 35-56.
  79. Walther, C. S., Sandlin, J. A. & Wuensch, K. (2016). Voluntary simplifiers, spirituality and happiness. Humanity & Society, 40(1), 22-42.
  80. Wu, D. E., Thomas, J. B., Moore, M. & Carroll, K. (2013). Voluntary simplicity: The great American apparel diet. Journal of Fashion Marketing and Management: An International Journal, 17(3), 294-305.
  81. Zavestoski, S. (1998). The self-concept and values in the development of environmental concern and concern for the problem of overconsumption. Washington State University: Washington, PHD.

Benzer Makaleler

Bu makale için ayrıca gelişmiş bir benzerlik araması başlat yapabilirsiniz.