Araştırma Makalesi
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BANDWAGON, VEBLEN VE SNOB ETKİSİNİN ÇEVRİMİÇİ LÜKS ÜRÜN SATIN ALMA VE SATMA NİYETİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2021, Cilt: 30 Sayı: 3, 111 - 125, 31.12.2021
https://doi.org/10.35379/cusosbil.986508

Öz

Değişen tüketici davranışları ile birlikte çevrimiçi alışverişin tüketiciler tarafından yaygın ve hızlı bir şekilde kullanılması ile birlikte çevrimiçi platformlar önemli bir seçenek halini almıştır. Bu çalışmada tüketicilerin Bandwagon, Veblen ve Snob etkisinin çevrimiçi birinci el lüks ürün satın alma niyeti, çevrimiçi ikinci el lüks ürün satın alma niyeti, taklit ürün satın alma niyeti ve 2. El lüks ürün satma niyetleri üzerindeki etkisi üzerinde durulmaktadır. Çevrimiçi anket yöntemiyle 344 tüketiciden toplanan veri PLS-SEM Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi ile incelenmiştir. Araştırma sonucuna göre; Bandwagon etkisinin çevrimiçi 1. el satın alma niyeti, çevrimiçi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. El satma niyeti üzerinde etkili olduğu tespit edilmiştir. Snob etkisinin çevrimiçi 1. el satın alma niyeti üzerinde etkili olduğu tespit edilmiştir. Buna karşın, çevrimiçi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. El satma niyeti üzerinde benzer bir etki görülememiştir. Veblen etkisinin ise çevrimiçi 1. El satın alma niyeti, çevrimiçi 2. el satın alma niyeti ve 2. El satma niyeti üzerinde etkili olduğu tespit edilmiş olup taklit ürün satın alma niyeti üzerinde benzer bir etkiye rastlanılmamıştır.

Kaynakça

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Toplam 68 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Sahure Gonca Telli 0000-0002-8238-3185

Samet Aydın 0000-0003-2275-4682

Didem Gezmişoğlu Şen 0000-0002-3043-1114

Yayımlanma Tarihi 31 Aralık 2021
Gönderilme Tarihi 24 Ağustos 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 30 Sayı: 3

Kaynak Göster

APA Telli, S. G., Aydın, S., & Gezmişoğlu Şen, D. (2021). BANDWAGON, VEBLEN VE SNOB ETKİSİNİN ÇEVRİMİÇİ LÜKS ÜRÜN SATIN ALMA VE SATMA NİYETİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30(3), 111-125. https://doi.org/10.35379/cusosbil.986508