Tüketici Mutluluğu ve Tatmini Aynı Anlama mı Gelir? Satın Alma Niyeti Bu Denkleme Nasıl Uyar?
DOI:
https://doi.org/10.63556/tisej.2025.1536Anahtar Kelimeler:
Dijital Tüketici Davranışı- Doğrusal Olmayan Modeller- Tüketici Tatmini- Satın Alma Niyeti- Tüketici MutluluğuÖzet
Tüketici davranışlarını anlamada mutluluk ve tatmin, özellikle dijitalleşmenin perakende satışlarda ve tüketici alışkanlıklarında yarattığı karmaşık dinamikler içinde giderek artan bir önem taşımaktadır. Bu anlayış, firmaların rekabet avantajı elde etmesinde kritik bir rol oynamaktadır. Bu çalışma, Bandura'nın Üçlü Determinizm Modeli'ni teorik bir çerçeve olarak kullanarak, dijital platformlardan yapılan alışverişlerde tüketici tatmini ile anlık ve uzun dönemli mutluluk arasındaki doğrusal olmayan ilişkileri ve bu etkileşimi satın alma niyetinin seviyelerine göre test etmeyi amaçlamaktadır. Toplam 429 katılımcıyla yürütülen çalışmada; tatmin ve mutluluk türleri arasındaki karmaşık yapı ve etkileşim, polinom modeller aracılığıyla incelenmiştir. Bu doğrusal olmayan modellerin basit doğrusal modellere göre uygunluğu istatistiksel olarak açıklanmıştır. Araştırma sonucunda, tüketici tatmini ile hem anlık mutluluk hem de esenlik (uzun dönemli mutluluk) arasındaki ilişkinin doğrusal olmadığına dair temel hipotezler desteklenmiştir. Bu doğrusal olmayan etkileşimlerin, tüketicilerin mevcut tatmin ve mutluluk düzeylerine göre tanımlanan farklı segmentlerde değişkenlik gösterdiği ortaya konmuştur. Çalışmayla özellikle dijital tüketiciler üzerine yazılmış olan mevcut literatüre doğrusal olmayan çözüm bakış açısının kazandırıldığı düşünülmektedir. Elde edilen bulgular, tüketici tatmini ve mutluluğu arasındaki doğrusal olmayan etkileşimin, pazarlama stratejilerinin tüketicilerin farklı "tatmin-mutluluk" profillerine göre daha esnek, hedef odaklı ve segmente özel olması gerektiğini göstermektedir. İşletmelerin, bu doğrusal olmayan dinamikleri anlayarak müşteri deneyimini iyileştirmesi, uzun vadede müşteri bağlılığını artırma potansiyeli taşımaktadır.
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