NDLI: Tüketi̇ci̇ Davranişlarinin Satin Alma Ni̇yeti̇ Üzeri̇ndeki̇ Etki̇si̇nde Eti̇ği̇n Araci Rolü

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Tüketi̇ci̇ Davranişlarinin Satin Alma Ni̇yeti̇ Üzeri̇ndeki̇ Etki̇si̇nde Eti̇ği̇n Araci Rolü

Content Provider	Semantic Scholar
Author	Aygün, Hülya
Copyright Year	2018
Abstract	Businesses that want to succeed in a highly competitive environment are trying to influence consumers' purchasing behaviour through advertisements. Ads that serve to satisfy the feeling of need created with hedonic messages purchase a product in order to eliminate bring some ethical problems. The ultimate aim of this study is to investigate the moderating role of ethics on the effect of hedonic, utilitarian and ethical consumer behaviour models on purchasing intention. As the tools of data collection, four measuring instruments: "Hedonic Consumption Scale", "Utility Consumption Scale", "Ethical Consumption Scale" and "Purchase Intention Scale" were used with a personal information form. In addition, the perceptions of the participants on the hedonic, utilitarian and ethical consumer behaviours and purchasing intentions of the participants were compared in terms of various variables. In this study, 534 participants from Istanbul aged 18-64 were selected using "Snowball Sampling Method". The data collected via an electronic questionnaire was analysed. As a result, it was found that there is a significant relationship between hedonic consumer behaviour and utilitarian consumer behaviour; hedonic consumer and utilitarian consumer behaviour has a significant effect on the purchasing intention; the ethical consumption behaviour of the individual influences the purchasing intention; the ethical consumer behaviour does not have a moderating role on purchasing intention of hedonistic consumer behaviour and the ethical consumer behaviour acts as a moderator on purchasing intention of utilitarian consumer behaviour.
Starting Page	4666
Ending Page	4684
Page Count	19
File Format	PDF HTM / HTML
DOI	10.26449/sssj.917
Volume Number	4
Alternate Webpage(s)	http://www.sssjournal.com/Makaleler/1916842307_36_4-23.ID917.%20Ayg%C3%BCn_4666-4684.pdf
Alternate Webpage(s)	https://doi.org/10.26449/sssj.917
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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