Tüketicilerin Besin Destek Ürünlerini Satın Alma Eğilimlerinin Planlı Davranış Teorisi Kapsamında Araştırılması
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2022-03-16
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info:eu-repo/semantics/openAccess
Özet
Araştırmanın amacı, tüketicilerin besin destek ürünleri satın alma eğilimlerini ve bu eğilimleri etkileyen faktörleri genişletilmiş PDT kapsamın da belirlemektir. Bu araştırmada, doğru tespitler ve çözümlemeler için; bir sağlık davranışı olan besin destek ürünleri ve tüketici davranışı olan satın alma davranışını bir arada yorumlayabilmek adına bu iki konuda da güvenilirliği ve analiz yeteneğinin gücü kanıtlanmış olan PDT modelinden faydalanılmıştır. PDT’nin tahmin gücünü arttırmak için, bu teoriyi oluşturan boyutlara, öz kimlik ve geçmiş davranış boyutları ilave edilerek genişletilmiştir. Araştırma anketi, detaylı literatür taraması yapıldıktan sonra ve bu çalışmalardan faydalanıp uyarlanarak, geçerlilik ve güvenilirlik analizleri yapılarak oluşturulmuştur. Araştırmanın örneklemini, Karabük ilinde yaşayan 18 yaş ve üzeri 567 kişi oluşturmuştur. Veriler yüz yüze görüşme tekniği ve internet ortamında anket aracılığı ile toplanmıştır. Elde edilen veriler IBM SPSS Statistics 25 paket programı ile hesaplanmıştır. Öncelikle; açımlayıcı, doğrulayıcı, güvenilirlik, normal dağılım, frekans analizlerine tabi tutulmuştur. Sonrasında, oluşturulan 11 hipotezi test etmeye yönelik, tek yönlü varyans analizi, bağımsız örneklem t testi, yapısal eşitlik modeli ve lojistik regresyon analizleri yapılmıştır. Çalışma sonucunda; PDT’nin değişkenleri olan tutum ve öznel norm, ayrıca modele eklenen öz kimlik ve geçmiş davranış boyutlarının besin destek ürünleri satın alma niyeti üzerinde istatistiksel olarak anlamlı etkisinin olduğu tespit edilmiştir. Bununla birlikte, niyetin besin destek ürünleri satın alma davranışı üzerinde yüksek düzeyde etkisinin olduğu görülmüştür. Algılanan davranışsal kontrol boyutunun ise, niyete bağlı olmadan direk olarak besin destek ürünleri satın alma davranışı üzerinde anlamlı ve güçlü bir etkisinin olduğu sonucuna varılmıştır. Araştırmanın sonuçlarının işletmelere, pazarlama uzmanlarına geliştirecekleri stratejilerde ve bundan sonraki bilimsel çalışmalar için de araştırmacılara katkı sağlayacağı düşünülmektedir.
The aim of the research is to determine the consumers' tendency to buy nutritional supplements and the factors affecting these tendencies within the scope of the expanded theory of planned behavior. In this research, for correct determinations and analyzes; In order to interpret the nutritional support products, which is a health behavior, and the purchasing behavior, which is a consumer behavior, the planned behavior theory model, which has proven reliability and analysis ability, was used in these two subjects. In order to increase the predictive power of the planned behavior theory, self-identity and past behavior dimensions have been added to the dimensions that make up this theory. The research questionnaire was brought to the field after a detailed literature review and by making use of and adapting from previous studies, and by making validity and reliability analyzes. The sample of the study consisted of 567 people aged 18 and over living in Karabuk. The data were collected through face-to-face interview technique and online questionnaire. The data obtained were calculated with the IBM SPSS Statistics 25 package program; explanatory, confirmatory, reliability, normal distribution, frequency analyzes were applied. Afterwards, one-way analysis of variance, independent sample t-test, structural equation model and logistic regression analyzes were performed to test the 11 hypotheses. As a result; Attitude and subjective norm, which are the variables of the theory of planned behavior, as well as the dimensions of self-identity and past behavior added to the model have been found to have a statistically significant effect on the intention to purchase nutritional supplements. However, it has been observed that the intention has an effect on the behavior of purchasing high-level nutritional supplements. It was concluded that the perceived behavioral control dimension had a significant and strong effect on the purchase behavior of nutritional supplements directly, regardless of intention. It is thought that the results of the research will contribute to the strategies they will develop for businesses, marketing experts and researchers for future scientific studies."
The aim of the research is to determine the consumers' tendency to buy nutritional supplements and the factors affecting these tendencies within the scope of the expanded theory of planned behavior. In this research, for correct determinations and analyzes; In order to interpret the nutritional support products, which is a health behavior, and the purchasing behavior, which is a consumer behavior, the planned behavior theory model, which has proven reliability and analysis ability, was used in these two subjects. In order to increase the predictive power of the planned behavior theory, self-identity and past behavior dimensions have been added to the dimensions that make up this theory. The research questionnaire was brought to the field after a detailed literature review and by making use of and adapting from previous studies, and by making validity and reliability analyzes. The sample of the study consisted of 567 people aged 18 and over living in Karabuk. The data were collected through face-to-face interview technique and online questionnaire. The data obtained were calculated with the IBM SPSS Statistics 25 package program; explanatory, confirmatory, reliability, normal distribution, frequency analyzes were applied. Afterwards, one-way analysis of variance, independent sample t-test, structural equation model and logistic regression analyzes were performed to test the 11 hypotheses. As a result; Attitude and subjective norm, which are the variables of the theory of planned behavior, as well as the dimensions of self-identity and past behavior added to the model have been found to have a statistically significant effect on the intention to purchase nutritional supplements. However, it has been observed that the intention has an effect on the behavior of purchasing high-level nutritional supplements. It was concluded that the perceived behavioral control dimension had a significant and strong effect on the purchase behavior of nutritional supplements directly, regardless of intention. It is thought that the results of the research will contribute to the strategies they will develop for businesses, marketing experts and researchers for future scientific studies."
Açıklama
Anahtar Kelimeler
Tüketim, Tüketici Davranışı, Planlı Davranış Teorisi, Besin Destek Ürünü, Consumption, Consumer Behavior, Planned Behavior Theory, Nutritional Supplement
