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THE FACTORS EFFECT OF FASHION-ORIENTED IMPULSE BUYING BEHAVIOR

Yıl 2014, Cilt: 16 Sayı: 4, 587 - 606, 16.03.2015
https://doi.org/10.16953/deusbed.13631

Öz

Many traditional fashion retailer are struggling with inflexible supply chain and the excess inventory and profit loss due to this inflexibility. But, these problems have been converted into advantages by fast fashion retailers, via adapting quickly to new trends and flexible supply chain management. In this way, they have achieved great success which is the creation of the fast fashion market and development. Therefore, the aim of this study is to determine consumers' perceptions and attitudes effect on purchase behavior in this market. In the study, questionnaires were applied to 387 female students studying at the Atatürk University. For purposes of the study; firstly multiple regression analysis was applied to determine attitudes towards fast fashion retailing, perceived scarcity, perceived low price and the perceived perishability effect on fashion-oriented impulse buying behavior. Then, variables have been ranked in terms of importance level obtained by TOPSIS which is multi-criteria decision making techniques. As a result, independent variables were found have a significant effect on fashion-oriented impulse buying and perceived perishability has the most significant effect in all of other criteria.

Keywords: Fast Fashion, Fashion-Oriented Impulse Buying Behavior, TOPSIS.

Kaynakça

  • Aksu, M., Pektaş, G. Ö. E., Karaboğa, K. (2011). Concepts of fast fashion and artificial scarcity in marketing in the 21th century: Tchibo example. Journal of Naval Science and Engineering, 7 (1): 48-70.
  • Barnes, L. ve Lea-Greenwood, G. (2010). Fast fashion in the retail store environment. International Journal of Retail & Distribution Management, 38 (10): 760-772.
  • Başkaya, O. (2010). Günümüzde modanın algılanış biçimi. Yayımlanmamış Yüksek Lisans Tezi. Mimar Sinan Güzel Sanatlar Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Bellenger, D. D. ve Robertson, D., Hirschman, E. (1978). Impulse buying varies by product. Journal of Advertising Research, 18 (6): 15-18.
  • Bhardwaj, V. ve Fairhurst, A. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20 (1): 165-173.
  • Byun, S. E. (2011). Consumer response to seller-induced perishability: Perceived desirability of products, urge to buy and purchase acceleration. International Journal of Costume, 11 (2): 53-64.
  • Byun, S. E. ve Sternquist, B. (2011). Fast fashion and in-store hoarding: the drivers, moderator and consequences. Clothing and Textiles Research Journal, 29 (3): 187-201.
  • Byun, S. E. ve Sterquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18 (2): 133-147.
  • Byun, S. E., (2006). Here today, gone tomorrow: The antecedents and consequences of in-store hoarding at fast fashion stores. Yayınlanmamış Doktora Tezi. Michigan State University: Department of Advertising, USA.
  • Casidy, R. (2012). Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context. Journal of International Consumer Marketing, 24 (1): 291-299.
  • Chatvijit, S. (2012). Exploring the effects of scarcity, impulse buying, and product returning behavior in the fast fashion environment among female fashion conscious consumers. Yayınlanmamış Yüksek Lisans Tezi. Faculty of The Graduate School at The University of North Carolina, Greensboro, USA.
  • Daniels, A. H. (1951). Fashion merchandising. Harvard Business Review, 29 (3): 51-60.
  • Dittmar, H., Beattie, J. ve Friese, S. (1996). Objects, decision considerations and self-image in men's and women's impulse purchases. Acta psychologica, 93 (1): 187-206.
  • Ergin, A. E. ve Akbay, Ö. H. (2011). Giyim ve gıda ürünleri kategorilerinde tüketicilerin plansız satın alma davranışları üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13 (2): 275-292.
  • Erkmen, T. ve Yüksel, C. A. (2008). Tüketicilerin alışveriş davranış biçimleri ile demografik ve sosyokültürel özelliklerinin incelenmesine yönelik bir araştırma. Ege Akademik Bakış, 8 (2): 683-727.
  • Fairhurst, A. E., Good, L. K., ve Gentry, J. W. (1989). Fashion involvement: An instrument validation procedure. Clothing and Textiles Research Journal, 7 (3): 10-14.
  • Ferdows, K., Lewis ve M., Machuca, J. D. (2003). Zara supply chain forum. International Journal, 4 (2): 62-67.
  • Folger, R. (1992). On wanting what we do not have. Basic & Applied Social Psychology, 13 (1): 123-133.
  • Gierl, H., Plantsch ve M., Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18 (1): 45-61.
  • Gould, S. J. ve Stern, B. B. (1989). Gender schema and fashion consciousness. Psychology & Marketing, 6 (2): 129-145.
  • Han, Y. K., Morgan, G. A., Kotsiopulos, A. ve Kang-Park, J. (1991). Impulse buying behavior of apparel purchasers. Clothing and Textiles Research Journal, 9 (3): 15-21.
  • Seo, J., Hathcote, J. M. ve Sweaney, A. L. (2001). Causal-wear shopping behavior of college men in Georgia, USA. Journal of Fashion Marketing and Management, 5 (3): 208-222.
  • Janiszewski, C. ve Lichtenstein, D. R. (1999). A range theory account of price perception. Journal of Consumer Research, 25 (4): 353-368.
  • Jung, J. M. ve Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance and need for cognitive closure. Psychology & Marketing, 21 (9): 739-753.
  • Kang, M. ve Johnson, K. (2009). Identifying characteristics of consumers who frequently return apparel. Journal of Fashion Marketing & Management, 13 (1): 37-48.
  • Ko, S. (1993). The study of impulse buying of clothing products. Yayınlanmamış Yüksek Lisans Tezi. Seoul National University, Department of Consumer Science, Seoul.
  • Kurtuluş, K. (1998). Pazarlama araştırmaları. (6. Baskı). İstanbul: Avcıol Basım Yayım.
  • Lee, S. Y. (2012). The effect of scarcity on product evaluation. Yayınlanmamış Doktora Tezi. McGill University, Desautels Faculty of Management, USA.
  • Lowson, B., King, R. ve Hunter, A. (1999). Quick response: Managing supply chain to meet consumer demand. New York: John Wiley & Sons.
  • Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic & Applied Social Psychology, 13 (1): 67-78.
  • Moore, C. ve Fernie, J. (2004). Retailing within an international context. International Retail Marketing, 32 (8): 3-37.
  • Packard, V. (1960). The Waste Makers. Harmondsworth: Pelican.
  • Park, E. J., Kim, E. Y. ve Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10 (4): 433-446.
  • Park, J. H. ve O’Neal, G. (2000). Factors and post-purchase evaluation of apparel impulse buying. International Textiles and Apparel Association (ITAA) Proceedings. http://cdm16001.contentdm.oclc.org/cdm/search/collection/p1 6001coll5, (21.01.2014).
  • Parker, J. R. ve Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87 (2): 142-155.
  • Phau, I. ve Lo, C. (2004). Profiling Fashion Innovators: A study of self-concept, impulse buying and internet purchase intent. Journal of Fashion Marketing & Management, 8 (4): 399-411.
  • Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 1 (18): 509-514.
  • Reinach, S. S. (2005). China and Italy: Fast fashion versus prêt a porter-Towards a new culture of fashion. Fashion Theory, 9 (1): 43-56.
  • Rook, D. W. ve Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22 (3): 305-313.
  • Sefai, M. S. (2011). Tedarik zinciri ve analizi yöntemlerinin bir hazır giyim ağına uygulanması. Yayınlanmamış Yüksek Lisans Tezi. Bahçeşehir Üniversitesi Fen Bilimleri Enstitüsü, İstanbul.
  • Suri, R., Kohli, C. ve Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35 (1): 89-100.
  • Szybillo, G. J. (1973). The effects of price and scarcity on the valuation of fashions by fashion opinion leaders and non-opinion leaders. Yayınlanmamış Doktora Tezi. Purdue University, Consumer Psychology Department, Lafayette.
  • Tokatli, N. (2008). Global sourcing: Insights from the global clothing industry- the case of Zara, a fast fashion retailer. Journal of Economic Geography, 8 (1): 21-38.
  • Ünal, S. (2008). İçgüdüsel alışveriş. Ankara: Detay Yayıncılık.
  • Wang, J., Jing, Y., Zhang, C. ve Zhao, J. (2009). Review on multi-criteria decision analysis aid in sustainable energy decision-making. Renewable and Sustainable Energy Reviews, 13 (1): 2263-2278.
  • Wu, C. ve Hsing, S. S. (2006). Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables. Journal of American Academy of Business, 9 (2): 125-132.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits. Advances in Consumer Research, 27 (1): 179-185.

MODA ODAKLI İÇGÜDÜSEL SATIN ALMA DAVRANIŞINA ETKİ EDEN FAKTÖRLER

Yıl 2014, Cilt: 16 Sayı: 4, 587 - 606, 16.03.2015
https://doi.org/10.16953/deusbed.13631

Öz

Günümüzde geleneksel birçok moda perakendecisi, esnek olmayan tedarik zinciri, onun yarattığı aşırı stok ve kâr kayıplarıyla mücadele ederken, hızlı moda perakendecileri esnek tedarik zinciri yönetimi ve yeni trendlere hızla uyum sağlayarak bu problemi avantaja dönüştürmüşlerdir. Bu sayede hızlı moda pazarını oluşturma ve geliştirmede büyük başarı sağlamışlardır. Dolayısıyla çalışma, bu pazarda yer alan tüketicilerin algı ve tutumlarının satın alma davranışlarına etkisini belirlemek amacıyla düzenlenmiştir. Çalışma Atatürk Üniversitesi’nde okuyan kız öğrencilere 387 adet anket uygulaması yoluyla gerçekleştirilmiştir. Araştırmanın amaçları doğrultusunda öncelikle hızlı moda perakendeciliğine yönelik tutum, kıtlık algısı, düşük fiyat algısı ve tükenebilir algısının moda odaklı içgüdüsel satın alma davranışı üzerine etkisini belirlemek için çoklu regresyon analizi yapılmıştır. Sonrasında ise çok kriterli karar verme tekniklerinden TOPSIS yöntemi ile bu değişkenlerin önem sıralaması belirlenmiştir. Söz konusu değişkenlerin moda odaklı içgüdüsel satın alma üzerinde anlamlı bir etkiye sahip olduğu ve kriterler arasında en önemi etkiyi “tükenebilir algısı”nın taşıdığı belirlenmiştir.

Anahtar Kelimeler: Hızlı Moda, Moda Odaklı İçgüdüsel Satın Alma, TOPSIS.

Kaynakça

  • Aksu, M., Pektaş, G. Ö. E., Karaboğa, K. (2011). Concepts of fast fashion and artificial scarcity in marketing in the 21th century: Tchibo example. Journal of Naval Science and Engineering, 7 (1): 48-70.
  • Barnes, L. ve Lea-Greenwood, G. (2010). Fast fashion in the retail store environment. International Journal of Retail & Distribution Management, 38 (10): 760-772.
  • Başkaya, O. (2010). Günümüzde modanın algılanış biçimi. Yayımlanmamış Yüksek Lisans Tezi. Mimar Sinan Güzel Sanatlar Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Bellenger, D. D. ve Robertson, D., Hirschman, E. (1978). Impulse buying varies by product. Journal of Advertising Research, 18 (6): 15-18.
  • Bhardwaj, V. ve Fairhurst, A. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20 (1): 165-173.
  • Byun, S. E. (2011). Consumer response to seller-induced perishability: Perceived desirability of products, urge to buy and purchase acceleration. International Journal of Costume, 11 (2): 53-64.
  • Byun, S. E. ve Sternquist, B. (2011). Fast fashion and in-store hoarding: the drivers, moderator and consequences. Clothing and Textiles Research Journal, 29 (3): 187-201.
  • Byun, S. E. ve Sterquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18 (2): 133-147.
  • Byun, S. E., (2006). Here today, gone tomorrow: The antecedents and consequences of in-store hoarding at fast fashion stores. Yayınlanmamış Doktora Tezi. Michigan State University: Department of Advertising, USA.
  • Casidy, R. (2012). Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context. Journal of International Consumer Marketing, 24 (1): 291-299.
  • Chatvijit, S. (2012). Exploring the effects of scarcity, impulse buying, and product returning behavior in the fast fashion environment among female fashion conscious consumers. Yayınlanmamış Yüksek Lisans Tezi. Faculty of The Graduate School at The University of North Carolina, Greensboro, USA.
  • Daniels, A. H. (1951). Fashion merchandising. Harvard Business Review, 29 (3): 51-60.
  • Dittmar, H., Beattie, J. ve Friese, S. (1996). Objects, decision considerations and self-image in men's and women's impulse purchases. Acta psychologica, 93 (1): 187-206.
  • Ergin, A. E. ve Akbay, Ö. H. (2011). Giyim ve gıda ürünleri kategorilerinde tüketicilerin plansız satın alma davranışları üzerine bir araştırma. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13 (2): 275-292.
  • Erkmen, T. ve Yüksel, C. A. (2008). Tüketicilerin alışveriş davranış biçimleri ile demografik ve sosyokültürel özelliklerinin incelenmesine yönelik bir araştırma. Ege Akademik Bakış, 8 (2): 683-727.
  • Fairhurst, A. E., Good, L. K., ve Gentry, J. W. (1989). Fashion involvement: An instrument validation procedure. Clothing and Textiles Research Journal, 7 (3): 10-14.
  • Ferdows, K., Lewis ve M., Machuca, J. D. (2003). Zara supply chain forum. International Journal, 4 (2): 62-67.
  • Folger, R. (1992). On wanting what we do not have. Basic & Applied Social Psychology, 13 (1): 123-133.
  • Gierl, H., Plantsch ve M., Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18 (1): 45-61.
  • Gould, S. J. ve Stern, B. B. (1989). Gender schema and fashion consciousness. Psychology & Marketing, 6 (2): 129-145.
  • Han, Y. K., Morgan, G. A., Kotsiopulos, A. ve Kang-Park, J. (1991). Impulse buying behavior of apparel purchasers. Clothing and Textiles Research Journal, 9 (3): 15-21.
  • Seo, J., Hathcote, J. M. ve Sweaney, A. L. (2001). Causal-wear shopping behavior of college men in Georgia, USA. Journal of Fashion Marketing and Management, 5 (3): 208-222.
  • Janiszewski, C. ve Lichtenstein, D. R. (1999). A range theory account of price perception. Journal of Consumer Research, 25 (4): 353-368.
  • Jung, J. M. ve Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance and need for cognitive closure. Psychology & Marketing, 21 (9): 739-753.
  • Kang, M. ve Johnson, K. (2009). Identifying characteristics of consumers who frequently return apparel. Journal of Fashion Marketing & Management, 13 (1): 37-48.
  • Ko, S. (1993). The study of impulse buying of clothing products. Yayınlanmamış Yüksek Lisans Tezi. Seoul National University, Department of Consumer Science, Seoul.
  • Kurtuluş, K. (1998). Pazarlama araştırmaları. (6. Baskı). İstanbul: Avcıol Basım Yayım.
  • Lee, S. Y. (2012). The effect of scarcity on product evaluation. Yayınlanmamış Doktora Tezi. McGill University, Desautels Faculty of Management, USA.
  • Lowson, B., King, R. ve Hunter, A. (1999). Quick response: Managing supply chain to meet consumer demand. New York: John Wiley & Sons.
  • Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic & Applied Social Psychology, 13 (1): 67-78.
  • Moore, C. ve Fernie, J. (2004). Retailing within an international context. International Retail Marketing, 32 (8): 3-37.
  • Packard, V. (1960). The Waste Makers. Harmondsworth: Pelican.
  • Park, E. J., Kim, E. Y. ve Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10 (4): 433-446.
  • Park, J. H. ve O’Neal, G. (2000). Factors and post-purchase evaluation of apparel impulse buying. International Textiles and Apparel Association (ITAA) Proceedings. http://cdm16001.contentdm.oclc.org/cdm/search/collection/p1 6001coll5, (21.01.2014).
  • Parker, J. R. ve Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87 (2): 142-155.
  • Phau, I. ve Lo, C. (2004). Profiling Fashion Innovators: A study of self-concept, impulse buying and internet purchase intent. Journal of Fashion Marketing & Management, 8 (4): 399-411.
  • Piron, F. (1991). Defining impulse purchasing. Advances in Consumer Research, 1 (18): 509-514.
  • Reinach, S. S. (2005). China and Italy: Fast fashion versus prêt a porter-Towards a new culture of fashion. Fashion Theory, 9 (1): 43-56.
  • Rook, D. W. ve Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22 (3): 305-313.
  • Sefai, M. S. (2011). Tedarik zinciri ve analizi yöntemlerinin bir hazır giyim ağına uygulanması. Yayınlanmamış Yüksek Lisans Tezi. Bahçeşehir Üniversitesi Fen Bilimleri Enstitüsü, İstanbul.
  • Suri, R., Kohli, C. ve Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35 (1): 89-100.
  • Szybillo, G. J. (1973). The effects of price and scarcity on the valuation of fashions by fashion opinion leaders and non-opinion leaders. Yayınlanmamış Doktora Tezi. Purdue University, Consumer Psychology Department, Lafayette.
  • Tokatli, N. (2008). Global sourcing: Insights from the global clothing industry- the case of Zara, a fast fashion retailer. Journal of Economic Geography, 8 (1): 21-38.
  • Ünal, S. (2008). İçgüdüsel alışveriş. Ankara: Detay Yayıncılık.
  • Wang, J., Jing, Y., Zhang, C. ve Zhao, J. (2009). Review on multi-criteria decision analysis aid in sustainable energy decision-making. Renewable and Sustainable Energy Reviews, 13 (1): 2263-2278.
  • Wu, C. ve Hsing, S. S. (2006). Less is more: How scarcity influences consumers’ value perceptions and purchase intents through mediating variables. Journal of American Academy of Business, 9 (2): 125-132.
  • Youn, S. ve Faber, R. J. (2000). Impulse buying: Its relation to personality traits. Advances in Consumer Research, 27 (1): 179-185.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

İlknur Tüfekçi

Aysel Erciş

Bahar Türk

Yayımlanma Tarihi 16 Mart 2015
Gönderilme Tarihi 15 Temmuz 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 16 Sayı: 4

Kaynak Göster

APA Tüfekçi, İ., Erciş, A., & Türk, B. (2015). MODA ODAKLI İÇGÜDÜSEL SATIN ALMA DAVRANIŞINA ETKİ EDEN FAKTÖRLER. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(4), 587-606. https://doi.org/10.16953/deusbed.13631