Cilt 4 Sayı 3 (2019): Turkish Journal of Marketing
Makaleler

TÜKETİCİLERİN TAKLİT MÜCEVHERAT SATIN ALMA NİYETİNİ ETKİLEYEN FAKTÖRLERİ KEŞFETME: PLANLI DAVRANIŞ TEORİSİNİN GENİŞLEMESİ

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  • Samir DAS,
  • Md. Mahiuddin SABBIR
Samir DAS
Asistan, Barishal Universitesi, Bangladeş
Md. Mahiuddin SABBIR
Dr. Öğr. Üyesi, Pazarlama Bölümü, Barishal Üniversitesi, Barishal, Bangladeş

Yayınlanmış 25.12.2019

Anahtar Kelimeler

  • Genişletilmiş Planlı Davranış Teorisi (ETPB),
  • Moda Yenilikçiliği,
  • İmitasyon Takı Satın Alma
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

TÜKETİCİLERİN TAKLİT MÜCEVHERAT SATIN ALMA NİYETİNİ ETKİLEYEN FAKTÖRLERİ KEŞFETME: PLANLI DAVRANIŞ TEORİSİNİN GENİŞLEMESİ. (2019). Turkish Journal of Marketing, 4(3), 221-240. https://doi.org/10.30685/tujom.v4i3.61

Öz

Bu çalışma, Bangladeşli tüketicilerin Planlı Davranış Teorisi (TPB) olarak bilinen teorik bir modelin kavramsal olarak genişletilmesi yoluyla taklit mücevher satın alma konusundaki tutum ve niyetini etkileyen faktörleri incelemektedir. Yazarlar, şu yedi faktörden oluşan Genişletilmiş Planlı Davranış Teorisi?ni (ETPB) önermişlerdir: tutum, öznel normlar, algılanan davranış kontrolü, ürün bilgisi, değer bilinci, moda yenilikçiliği ve davranışsal niyet. Faktörlerin etkilerini ölçmek için Yapısal Eşitlik Modellemesi?ne (YEM) başvurulmuş, AMOS 23 programı kullanılmıştır. Analiz sonuçları, taklit mücevher satın almaya yönelik tüketici tutumunu etkilemede değer bilincinin moda yenilikçiliğinden daha önemli olduğunu göstermektedir. Ayrıca, tutum, öznel normlar, algılanan davranış kontrolü ve ürün bilgisi de tüketicilerin taklit mücevher satın almaya yönelik niyetleri üzerinde önemli bir etkiye sahiptir. Çalışma, analizden sonuçlarına dayanarak, ilginç teorik ve yönetimsel uygulamalar önermiştir.

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