Araştırma Makalesi
Yıl 2019,
Cilt: 20 Sayı: 2, 212 - 229, 30.11.2019
Öz
Tiksinme pazarlama alanında ihmal
edilen olumsuz duygulardan biri olmuştur. Bu alanda yapılan bazı çalışmalar
tiksinme uyaranı varlığının tüketici davranışına etkisine odaklansa da, çok azı
tüketicilerin tiksinme duyarlılığı konusuna dikkat etmektedir. Bu çalışmanın
amacı, tüketici tiksinme duyarlılığının tüketici davranışı üzerindeki etkisini
incelemektir. 380 üniversite öğrencisine kolayda örnekleme ile anket
uygulanmaktadır. Bu nedenle araştırma bulguları genelleştirilemez. Araştırma
hipotezlerini test etmek için kısmi en küçük kareler yapısal eşitlik
modellemesi kullanılmaktadır. Bulgular, tüketicilerin tiksinme
duyarlılıklarının riskten kaçınmaları üzerinde olumlu etkisi olduğunu
göstermektedir. Bunun yanında, riskten kaçınmanın tüketicilerin genel marka
sadakatleri üzerinde pozitif etkisi olduğu görülmektedir. Bu çalışma, tiksinme
duyarlılığının tüketici davranışları üzerindeki rolünü gösteren huy temelli bir
mekanizmanın varlığına kanıt sunmaktadır. Başka değişle, tiksinme uyaranı
olmasa bile tiksinme duyarlılığı tüketici davranışı üzerinde etkide
bulunabilir. Sonuç olarak, bu çalışmanın pazarlama literatürüne katkı sağlaması
beklenmektedir.
Anahtar Kelimeler
Kaynakça
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KASPER (1995), “The complex relationship between consumer satisfaction and brand loyalty”, Journal of Economic Psychology, Vol16; 311-329. BRYANT, Fred B.; Paul R. YARNOLD ve Laurence G. GRIMM (1996), “Toward a Measurement Model of the Affect Intensity Measure: A Three-Factor Structure”, Journal of Research in Personality, Vol30; 223-247. Bryman, A. ve Bell, E. (2007). Business Research Methods (2. baskı). Oxford: OUP Cases, A. (2002). Percieved risk and risk reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research, 12 (4), 375-394. CHAUDHURI, Arjun (1997), “Consumption emotion and perceived risk: A macro-analytic approach”, Journal of Business Research, Vol39; 81-92. CHAUDHURI, Arjun (1998), “Product class effects on perceived risk: The role of emotion”, International Journal of Research in Marketing, Vol15; 157-168. DAHL, Darren; Kristina D. FRANKENBERGER ve Rajesh V. MANCHANDA (2003), “Does It Pay to Shock? 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MISHRA, Mukesh Kumar; Ankit KESHARWANI ve Dolly DAS (2016), “The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry”, Journal of Indian Business Research, Vol8, 78-97. Mitchell, V. M. (1999). Consumer perceived risk: Conceptualization and models. European Journal of Marketing, 33 (1/2), 163-195. MONFARED, Amir Reza Konjkav; Saeed FATHI ve Bahram RANJBARIAN (2017), “Perceived risks of individual investors in the capital market: the antecedences and consequences”, International Journal of Business Innovation and Research, Vol14; 259-277. MOORE, David J. (2004), “Affect Intensity, Gender and the Expression of Emotion in Response to Advertising Appeals”, Advances in Consumer Research, Vol31; 29-30. Morales, A. C. ve Fitzsimons, G. J. (2007). Product contagion: Changing consumer evaluations through physical contact with “disgusting” products. Journal of Marketing Research, 44 (2), 272-283. Nakip, M. (2006). Pazarlama araştırmaları (2. baskı). Ankara: Seçkin. Odabaşı, Y. ve Barış, G. (2011). Tüketici davranışı (11.baskı). İstanbul: MediaCat. Olatunji, B. O., Cisler, J. M., Deacon, B. J., Connolly, K., Lohr, J. M. (2007). The disgust propensity and sensitivity scale-revisited: Psychometric properties and specificity in relation to anxiety disorder symptoms. Journal of Anxiety Disorders, 21, 918-930. OLIVER, Richard L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol63; 33-44. Overveld, W. J. M., Jong, P. J., Peters, M. L., Cavanagh, K., Davey, G. C. L. (2006). Disgust propensity and sensitivity scale: Seperate constructs that are differentially related to specific fears. Personality and Individual Differences, 41, 1241-1252. QUALLS, William J. ve Christopher P. PUTO (1989), “Organizational climate and decision framing: An integrated approach to analysing industrial buying decision”, Journal of Marketing Research, Vol26; 179-192. Peter, J. P. ve Olson, J. C. (2010). Consumer behavior & marketing strategy (9. Baskı). New York: McGraw-Hill. Peter, J. P. ve Ryan, M. J. (1976). An investigation of percieved risk at the brand level. Journal of Marketing Research, 13 (2), 184-188. PETROWSKI, Katja; Sören PAUL; Gabriele SCHMUTZER; Marcus ROTH; Elmar BRAHLER; Cornelia ALBANI (2010), “Domains of disgust sensitivity: revisited factor structure of the questionnaire for the assessment of disgust sensitivity (QADS) in a cross-sectional, representative german survey”, BMC Medical Research Methodology, Vol10; 1-11. Plutchik, R. (1980). Emotion: A Psycho Evolutionary Synthesis. New York:Harper and Row. PLUTCHIK, Robert (1982), “A psychoevolutionary theory of emotions”, Social Science Information, Vol21; 529-553. RANDLER, Christoph; Inga H. DESCH; Viola Otte im KAMPE; Peter WÜST-ACKERMANN (2017), “Anxiety, disgust and negative emotions influence food intake in humans”, International Journal of Gastronomy and Food Science, Vol7, 11-15. Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35 (1), 56-61. Rozin, P. ve Fallon, A. E. (1987). A perspective on disgust. Psychological Review, 94 (1), 23-41. Rozin, P., Fallon, A. E. ve Mandell, R. (1984). Family resemblance in attitudes to food. Developmental Psychology, 20, 309-314. Rozin, P., Haidt, J. ve McCauley, C. R. (2008). Disgust. Handbook of emotions (3. Baskı). (Ed: M. Lewis, J. M. Haviland-Jones, L. F. Barrett). New York: The Guilford Press. SHIMP, Terence A. ve Elnora W. STUART (2004), “The role of disgust as an emotional mediator of advertising effects”, Journal of Advertising, Vol33; 43-53. Solomon, M.R., Bamossy, G., Askegaard, S., Hogg., M.K. (2010). Consumer Behaviour A European Perspective (4. baskı). Harlow: Prentice Hall. SPARKS, Adam Maxwell; Daniel M.T. FESSLER; Kai Qin CHAN; Ashwini ASHOKKUMAR; Colin HOLBROOK (2018), “Disgust as a Mechanism for Decision Making Under Risk: Illuminating Sex Differences and Individual Risk-taking Correlates of Disgust Propensity”, Emotion, Vol18; 942-958. Stone, R. N. ve Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27 (3), 39-50. SUN, Jin (2014), “How risky are services? An empirical investigation on the antecedents and consequences of perceived risk for hotel service”, International Journal of Hospitality Management, Vol37; 171-179. VIAR-PAXTON, Megan A.; Chad EBESUTANI; Eun Ha KIM; Thomas OLLENDICK; John YOUNG; Bunmi O. OLATUNJI (2015), “Development and Initial Validation of the Child Disgust Scale”, Psychol Assess, Vol27; 1082-1096.
Toplam 1 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Kasım 2019 |
| Gönderilme Tarihi | 4 Mart 2019 |
| Yayımlandığı Sayı | Yıl 2019Cilt: 20 Sayı: 2 |
Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.