Cilt 10 Sayı 3 (2022): Business & Management Studies: An International Journal
Makaleler

Tüketicilerin yenilenmiş ürün satın alma niyetine etki eden faktörlerin incelenmesi

Mehmet Zahid ECEVİT
Dr. Öğr. Üyesi, Bandırma Onyedi Eylül Üniversitesi, Balıkesir, Türkiye
Orhan DUMAN
Dr. Öğr. Üyesi, Bandırma Onyedi Eylül Üniversitesi, Balıkesir, Türkiye

Yayınlanmış 2022-09-25

Anahtar Kelimeler

  • Yenilenmiş Ürün, Ürün Bilgisi, Çevreye Duyarlılık, Subjektif Normlar, Kalite Algısı, Risk Algısı, Satın Alma Niyeti
  • Refurbished Product, Product Knowledge, Environmental Consciousness, Subjective Norms, Quality Perception, Risk Perception, Purchase Intention

Nasıl Atıf Yapılır

ECEVİT, M. Z., & DUMAN, O. (2022). Tüketicilerin yenilenmiş ürün satın alma niyetine etki eden faktörlerin incelenmesi. Business & Management Studies: An International Journal, 10(3), 997–1010. https://doi.org/10.15295/bmij.v10i3.2098

Özet

Günümüzde var olan tüketim kültüründeki değişimlerle ve işletmeler açısından oluşan hassasiyetlerle birlikte, kullanılmış veya bozuk ürünlerin işletmelere yeniden geri döndürülmesi ve yenileme çabalarıyla birlikte ekonomiye geri kazandırılması sağlanmaktadır. Bu geri dönüşüm çabaları sayesinde, işletmelere yeni ürün üretimi için oluşabilecek çeşitli maliyetlerden kurtulma, tüketicilere de yenilenmiş ürüne daha uygun fiyatlarla sahip olabilme imkanı sağlamaktadır. Kullanılmış veya bozuk ürünlerin ürün yenileme yoluyla ekonomiye kazandırılmasıyla, yeni ürün üretiminde oluşması muhtemel atıklar ve çevreye verilen zarar da bir ölçüde önlenmiş olmaktadır. Bu sebeple, yenilenmiş ürünün, uygun fiyatıyla tüketiciye, daha az maliyetle yeni bir ürün üretilmesini sağlanarak üretici işletmeye ve âtıl ürünlerin geri kazandırılmasıyla çevreye faydalı etkiler sağladığı görülebilmektedir. Bu arada, yenilenmiş ürün daha önce bozulmuş veya kullanılmış olduğu için tüketicilerin kalite ve risk algısının yüksek olabileceğini de dikkate almak gereklidir.  Bu çalışmanın amacı, yenilenmiş ürüne yönelik oluşmuş ürün bilgisi, çevreye duyarlılık, subjektif normlar, kalite algısı, risk algısı ve fayda algısının satın alma niyetine etkisini araştırmaktır. Bu araştırma kapsamında geliştirilen anket Bandırma Onyedi Eylül Üniversitesi öğrencisi olan 360 kişi üzerinde uygulanmış, 292 geçerli anket analizde kullanılmıştır. Araştırma kapsamında önerilen teorik modelin ve hipotezlerin test edilmesinde kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) tercih edilmiştir. Araştırma sonucuna göre ürün bilgisinin fayda ve risk algısı üzerine etkisi anlamlı bulunmamışken, kalite algısı üzerindeki etkisi anlamlı bulunmuştur. Ayrıca ürün bilgisinin satın alma niyetine etkisi de anlamlı bulunmamıştır. Modelimizde satın alma niyetine en fazla etki eden faktörler sırasıyla sübjektif normlar, çevreye duyarlılık, kalite algısı, fayda algısı ve risk algısı olmuştur.

İndirmeler

İndirme verileri henüz mevcut değil.

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