Cilt 4 Sayı 2 (2019): Turkish Journal of Marketing
Makaleler

TÜKETİCİ İLGİLENİM VE ÜRÜN BİLGİ DÜZEYLERİNİN SATIN ALMA KARARLARI ÜZERİNDEKİ ROLÜNE İLİŞKİN BİR ARAŞTIRMA

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  • Gözde KANDEMİR,
  • Serdar PİRTİNİ, Prof. Dr.,
  • Azra BAYRAKTAR, Prof. Dr.
Gözde KANDEMİR
Doktora Öğrencisi, Marmara Üniversitesi
Serdar PİRTİNİ, Prof. Dr.
Prof. Dr., Marmara Üniversitesi, İşletme Fakültesi
Azra BAYRAKTAR, Prof. Dr.
Doç. Dr., Marmara Üniversitesi, İşletme Fakültesi

Yayınlanmış 17.09.2019

Anahtar Kelimeler

  • Tüketici İlgilenimi, Ürün Bilgi Düzeyi, Bilgi Arama Niyeti, Satın Alma Niyeti.
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

TÜKETİCİ İLGİLENİM VE ÜRÜN BİLGİ DÜZEYLERİNİN SATIN ALMA KARARLARI ÜZERİNDEKİ ROLÜNE İLİŞKİN BİR ARAŞTIRMA. (2019). Turkish Journal of Marketing, 4(2), 162-183. https://doi.org/10.30685/tujom.v4i2.57

Öz

Araştırmanın amacı, tüketicilerin faydacı (akıllı telefon) ve hedonik (kozmetik ürünler) ürünlerle ilgili sahip oldukları tüketici ilgilenimi ve bilgi düzeylerinin, satın alma kararlarıyla olan ilişkisini incelemektir. Bu çalışmada veriler, pazarlama araştırmalarında veri toplamada yaygın olarak kullanılan anket yöntemi ile toplanmıştır. Araştırma 456 üniversite öğrencisi ile yapılmıştır. Araştırmada faktör analizi, bağımsız t testi, tek yönlü varyans (ANOVA) ve korelasyon analizi kullanılmıştır. Araştırma sonuçları incelendiğinde akıllı telefonlar ile ilgili yapılan araştırmada tüketici ilgilenimi ölçeği içerisinde olan ilgi, hedonik değer, algılanan riskin önemi faktörleri ile ürün bilgi düzeylerinin bilgi arama ve satın alma niyeti faktörleri için erkeklerin algısının istatistiki açıdan anlamlı düzeyde yüksek olduğu sonucu ortaya çıkmıştır.  Kozmetik ürünlerle ilgili yapılan araştırmada yapılan t-testi analizinde tüketici ilgilenimi değişkeni içerisinde yer alan ilgi, ürünlerin hedonik değeri ve işaret değeri faktörleri ile ürün bilgi düzeyi, bilgi arama ve satın alma niyetleri değişkenlerinde kadınların algısı istatistiki açıdan anlamlı düzeyde yüksektir.

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