Author :
Abstract
Beş duyudan biri olan dokunma duyusu bireyler tarafından ürün satın alım öncesi bir değerlendirme aracı olarak kullanılmaktadır. Tüketicilerin mağazadan satın almada karşılaşacaklarını düşündükleri fiyat dezavantajı online alışverişe yönlenmelerine neden olmakla birlikte, dokunma ihtiyacına sahip olmaları da mağazadan alışverişe yöneltmektedir. Bunun yanında mağazadan satın almak için harcayacakları çaba da mağazadan satın alma niyetini etkilemektedir. Ancak mağaza içinde fiyat karşılaştırması yapabilme kolaylığı, risk faktörüne ilişkin algılarını etkileyebileceğinden satın alma niyetleri de pozitif yönde etkilenebilmektedir. Çalışmada bireylerin dokunma ihtiyacını ve bu bağlamda mağazadan alışveriş eğilimlerinin ne doğrultuda olduğunu inceleme konusu yapmışlardır. Katılımcılardan yeni bir cep telefonu satın aldıklarını düşünmeleri istenmiş ve sonrasında araştırma soruları yöneltilmiştir. Araştırma sonucunda kadın ve erkekler arasında dokunma ihtiyacı düzeyi bakımından bir farklılık gözlemlenmemekle birlikte, dokunma ihtiyacı arttıkça mağazadan satın alma davranışının da arttığı gözlemlenmiştir. Ayrıca algılanan çaba ve algılanan risk arttıkça, mağazadan satın alıma niyeti azalış göstermekle birlikte, dokunma ihtiyacı ile birlikte bu negatif etkilerde azalma gözlemlenmiştir.
Keywords
Abstract
Touch sense, which is one of the five senses, is used by individuals as a pre-purchase evaluation tool. While the price disadvantage that consumers think they will encounter while purchasing from the store causes them to turn to online shopping, but their need for touch also leads them to shopping from the store. In addition, the effort they will spend to buy from the store also affects their intention to buy from the store. However, since the ease of making price comparisons in the store may affect their perceptions of the risk factor, so that their purchase intentions may also be positively affected. In this study, the subject of examining the need for touch of individuals and in this context, in which direction their shopping tendencies are. Participants were asked to think that they had purchased a new mobile phone, and then research questions were asked. As a result of the research, no difference was observed between men and women in terms of the level of need for touch, but it was observed that as the need for touch increased, so did the behavior of buying from the store. In addition, as the perceived effort and perceived risk increased, the intention to buy from the store decreased, on the other hand, these negative effects decreased with the need for touch.
Keywords
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