Cilt 14 Sayı 2 (2026): Business & Management Studies: An International Journal
Makaleler

Romantik ilişkisi olan Y ve Z kuşağı kadınlarda bağlanma boyutları ile dürtüsel satın alma davranışı arasındaki ilişki: Bir saha araştırması

PDF (İngilizce)
  • Zehra Nihan Topsakal,
  • Prof. Dr. Dilaver Tengilimoğlu,
  • Prof. Dr. İrem Metin Orta,
  • Merve Mert
Zehra Nihan Topsakal
Atılım Üniversitesi, Ankara, Türkiye
Prof. Dr. Dilaver Tengilimoğlu
Prof. Dr., Atılım Üniversitesi, Ankara, Türkiye
Prof. Dr. İrem Metin Orta
Prof. Dr., Atılım Üniversitesi, Ankara, Türkiye
Merve Mert
Dr., Nişantaşı Üniversitesi, Ankara, Türkiye

Yayınlanmış 25.06.2026

Anahtar Kelimeler

  • Romantic Relationship, Attachment Anxiety, Attachment Avoidance, Impulsive Buying Behaviour, Generation Y and Z
  • Romantik İlişki, Bağlanma Kaygısı, Bağlanma Kaçınması, Dürtüsel Satın Alma Davranışı, Y ve Z Kuşağı

Nasıl Atıf Yapılır

Romantik ilişkisi olan Y ve Z kuşağı kadınlarda bağlanma boyutları ile dürtüsel satın alma davranışı arasındaki ilişki: Bir saha araştırması. (2026). Business & Management Studies: An International Journal, 14(2), 630-643. https://doi.org/10.15295/bmij.v14i2.2720

Telif Hakkı (c) 2026 Zehra Nihan Topsakal- Prof. Dr. Dilaver Tengilimoğlu- Prof. Dr. İrem Metin Orta- Merve Mert

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Romantik ilişkisi olan Y ve Z kuşağı kadınlarda bağlanma boyutları ile dürtüsel satın alma davranışı arasındaki ilişki: Bir saha araştırması. (2026). Business & Management Studies: An International Journal, 14(2), 630-643. https://doi.org/10.15295/bmij.v14i2.2720

Öz

Bu çalışma, romantik ilişkilerde bağlanma boyutlarının tüketici davranışları üzerindeki etkisini incelemeyi amaçlamaktadır. Özellikle, romantik ilişki içinde bulunan Y ve Z kuşağı kadınlarının dürtüsel satın alma eğilimleri üzerinde yetişkin bağlanma boyutlarının (bağlanma kaygısı ve bağlanma kaçınması) etkisi araştırılmıştır. Araştırmada çevrim içi anket yöntemi kullanılmış ve Türkiye’de yaşayan Y ve Z kuşağına mensup 385 kadından kolayda örnekleme yöntemiyle veri toplanmıştır. Analizlerde katılımcıların yaşı ve mevcut romantik ilişkilerinin süresi kontrol değişkeni olarak ele alınarak hiyerarşik regresyon analizi uygulanmıştır. Elde edilen bulgular, bağlanma kaygısının katılımcıların dürtüsel satın alma davranışını anlamlı biçimde etkilediğini, ancak bağlanma kaçınmasının bu davranış üzerinde anlamlı bir etkisinin bulunmadığını göstermektedir. Sonuçlar, yüksek düzeyde bağlanma kaygısına sahip bireylerin ilişkisel stresle başa çıkmak veya öz değerlerini güçlendirmek amacıyla dürtüsel satın alma davranışına başvurabileceklerini ortaya koymaktadır. Bu bulgular, pazarlamacıların özellikle genç yetişkinlerde görülen kompulsif veya dürtüsel tüketici davranışlarını ele alırken bağlanma güvenliğinin rolünü dikkate almaları gerektiğini göstermektedir.

PDF (İngilizce)

Referanslar

  1. Alan, A. G. (2011). Postmodern tüketim kültüründe pazarlama yönelimli halkla ilişkiler (Yayımlanmamış yüksek lisans tezi). Marmara Üniversitesi, Sosyal Bilimler Enstitüsü.
  2. Arriaga, X. B., Kumashiro, M., Simpson, J. A., & Overall, N. C. (2018). Revising working models across time: Relationship situations that enhance attachment security. Personality and Social Psychology Review, 22(1), 71-96. https://doi.org/10.1177/1088868317705257
  3. Arslan, A., & Staub, S. (2015). Kuşak teorisi ve içgirişimcilik üzerine bir araştırma. Kafkas Üniversitesi İktisadi ve İdari Bilimler Dergisi, 6(11), 1-24.
  4. Bartholomew, K., & Horowitz, L. M. (1991). Attachment styles among young adults: A test of a four-category model. Journal of Personality and Social Psychology, 61(2), 226-244. https://doi.org/10.1037/0022-3514.61.2.226
  5. Bowlby, J. (1969). Attachment and loss: Vol. 1. Attachment. Basic Books.
  6. Brennan, K. A., Clark, C. L., & Shaver, P. R. (1998). Self-report measurement of adult romantic attachment: An integrative overview. In J. A. Simpson & W. S. Rholes (Eds.), Attachment theory and close relationships (pp. 46-76). Guilford Press.
  7. Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3rd ed.). Routledge.
  8. Clark, G. I., Rock, A. J., Clark, L. H., & Murray-Lyon, K. (2020). Adult attachment, worry and reassurance seeking: Investigating the role of intolerance of uncertainty. Clinical Psychologist, 24(3), 294-305. https://doi.org/10.1111/cp.12206
  9. DeVellis, R. F. (2016). Scale development: Theory and applications (4th ed.). Sage.
  10. Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org
  11. Dittmar, H. (2005). A new look at compulsive buying: Self-discrepancies and materialistic values as predictors of compulsive buying tendency. Journal of Social and Clinical Psychology, 24(6), 832-859. https://doi.org/10.1521/jscp.2005.24.6.832
  12. Djafarova, E., & Bowes, T. (2021). Instagram made me buy it: Generation Z impulse purchases in the fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  13. Ein-Dor, T., & Hirschberger, G. (2019). Rethinking attachment theory: From a theory of relationships to a theory of individual and group survival. Current Directions in Psychological Science, 28(4), 354-360. https://doi.org/10.1177/0963721419849698
  14. Finkel, E. J., Simpson, J. A., & Eastwick, P. W. (2017). The psychology of close relationships: Fourteen core principles. Annual Review of Psychology, 68, 383-411. https://doi.org/10.1146/annurev-psych-010416-044038
  15. Fraley, R. C., & Roisman, G. I. (2019). The development of adult attachment styles: Four lessons. Current Opinion in Psychology, 25, 26-30. https://doi.org/10.1016/j.copsyc.2018.02.008
  16. Fraley, R. C., & Shaver, P. R. (2000). Adult romantic attachment: Theoretical developments, emerging controversies, and unanswered questions. Review of General Psychology, 4(2), 132-154. https://doi.org/10.1037/1089-2680.4.2.132
  17. Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. McKinsey & Company.
  18. Friedman, M., Rholes, W. S., Simpson, J. A., Bond, M., Diaz-Loving, R., & Chan, C. (2010). Attachment avoidance and the cultural fit hypothesis: A cross-cultural investigation. Personal Relationships, 17(1), 107-126. https://doi.org/10.1111/j.1475-6811.2010.01256.x
  19. Gong, X., Zhang, K. Z. K., Chen, C., Cheung, C. M. K., & Lee, M. K. O. (2024). Understanding consumer impulse buying in the digital environment. Journal of Business Research, 172, 114482. https://doi.org/10.1016/j.jbusres.2023.114482
  20. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
  21. Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., Hill, R., John, D. R., Mittal, C., O'Guinn, T., Piff, P., Roux, C., Shah, A., & Zhu, M. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47(3), 532-550. https://doi.org/10.1007/s11747-018-0604-7
  22. Harma, M., & Sümer, N. (2016). Are avoidant wives and anxious husbands unhappy in a collectivist context? Dyadic associations in established marriages. Journal of Family Studies, 22(1), 63-79. https://doi.org/10.1080/13229400.2015.1024711
  23. Hazan, C., & Shaver, P. R. (1987). Romantic love conceptualised as an attachment process. Journal of Personality and Social Psychology, 52(3), 511-524. https://doi.org/10.1037/0022-3514.52.3.511
  24. Howe, N., & Strauss, W. (2000). Millennials rising: The next great generation. Vintage Books.
  25. Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
  26. Joel, S., Eastwick, P. W., & Finkel, E. J. (2020). Is romantic desire predictable? Machine learning applied to initial romantic attraction. Proceedings of the National Academy of Sciences, 117(48), 30079-30086. https://doi.org/10.1073/pnas.1917036117
  27. Keller, H. (2021). Culture and attachment. Current Opinion in Psychology, 43, 131-136. https://doi.org/10.1016/j.copsyc.2021.06.004
  28. Kenny, D. A., & McCoach, D. B. (2003). Effect of the number of variables on measures of fit in structural equation modeling. Structural Equation Modeling, 10(3), 333-351. https://doi.org/10.1207/S15328007SEM1003_1
  29. Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
  30. Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
  31. Kupperschmidt, B. R. (2001). Multigeneration employees: Strategies for effective management. The Health Care Manager, 19(1), 65-76.
  32. Lyons, S., & Kuron, L. (2014). Generational differences in the workplace: A review of the evidence and directions for future research. Journal of Organizational Behavior, 35(S1), S139-S157. https://doi.org/10.1002/job.1913
  33. Lyons, S., Schweitzer, L., & Ng, E. S. W. (2020). How have careers changed? An investigation of changing career patterns across generations. Journal of Vocational Behavior, 117, 103343. https://doi.org/10.1016/j.jvb.2019.103343
  34. MacCallum, R. C., Roznowski, M., & Necowitz, L. B. (1992). Model modifications in covariance structure analysis: The problem of capitalisation on chance. Psychological Bulletin, 111(3), 490-504. https://doi.org/10.1037/0033-2909.111.3.490
  35. Marsh, H. W., Hau, K. T., & Wen, Z. (2004). In search of golden rules: Comment on hypothesis-testing approaches to setting cutoff values for fit indexes and dangers in overgeneralising Hu and Bentler's (1999) findings. Structural Equation Modeling, 11(3), 320-341. https://doi.org/10.1207/s15328007sem1103_2
  36. Mende, M., Bolton, R. N., & Bitner, M. J. (2017). Decoding customer-firm relationships: How attachment styles help explain customers' preferences. Journal of Consumer Psychology, 27(4), 559-573. https://doi.org/10.1016/j.jcps.2017.07.002
  37. Mikulincer, M., & Shaver, P. R. (2012). An attachment perspective on psychopathology. World Psychiatry, 11(1), 11-15. https://doi.org/10.1016/j.wpsyc.2012.01.003
  38. Mikulincer, M., & Shaver, P. R. (2016). Attachment in adulthood: Structure, dynamics, and change (2nd ed.). Guilford Press.
  39. Mikulincer, M., & Shaver, P. R. (2020). Attachment theory and emotions in close relationships: Exploring the attachment-related dynamics of emotional reactions to relational events. Current Opinion in Psychology, 25, 6-10. https://doi.org/10.1016/j.copsyc.2018.02.004
  40. Otero-López, J. M., & Villardefrancos, E. (2014). Prevalence, sociodemographic factors, psychological distress, and coping strategies related to compulsive buying: A cross-sectional study in Galicia, Spain. BMC Psychiatry, 14, 101. https://doi.org/10.1186/1471-244X-14-101
  41. Overall, N. C., & McNulty, J. K. (2017). What type of communication during conflict is beneficial for intimate relationships? Current Opinion in Psychology, 13, 1-5. https://doi.org/10.1016/j.copsyc.2016.03.002
  42. Overall, N. C., Simpson, J. A., & Fletcher, G. J. O. (2022). Regulation processes in intimate relationships. Current Opinion in Psychology, 43, 221-226. https://doi.org/10.1016/j.copsyc.2021.08.004
  43. Pandelaere, M., & Shrum, L. J. (2020). Self and identity in consumer behavior. Journal of Consumer Psychology, 30(2), 341-344. https://doi.org/10.1002/jcpy.1136
  44. Priporas, C., Stylos, N., & Fotiadis, A. (2017). Generation Z consumers' expectations of interactions in smart retailing. Computers in Human Behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058
  45. Priporas, C., Stylos, N., & Fotiadis, A. (2020). Generation Z consumers and the digital environment. Journal of Retailing and Consumer Services, 54, 102094. https://doi.org/10.1016/j.jretconser.2019.102094
  46. Reise, S. P., Moore, T. M., & Haviland, M. G. (2013). Bifactor models and rotations: Exploring the extent to which multidimensional data yield univocal scale scores. Multivariate Behavioral Research, 48(3), 331-364. https://doi.org/10.1080/00273171.2013.768417
  47. Rodrigues, P., Borges, A., & Antunes, J. (2021). The influence of emotional states on impulse buying behavior. Journal of Retailing and Consumer Services, 61, 102579. https://doi.org/10.1016/j.jretconser.2021.102579
  48. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. https://doi.org/10.1086/209105
  49. Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313. https://doi.org/10.1086/209452
  50. Sakman, E., & Sümer, N. (2024). Cultural correlates of adult attachment dimensions: Comparing the US and Turkey. Cross-Cultural Research, 58(2-3), 208-237. https://doi.org/10.1177/10693971231213258
  51. Schmitt, D. P., Jonason, P. K., Byerley, G. J., Flores, S., Illbeck, B. E., O'Brien, K., ... Li, N. P. (2017). Human mating strategies and romantic relationships across cultures. Personality and Individual Differences, 110, 108-117. https://doi.org/10.1016/j.paid.2017.01.045
  52. Shaver, P. R., & Mikulincer, M. (2014). Adult attachment and emotion regulation. In J. J. Gross (Ed.), Handbook of emotion regulation (pp. 237-250). Guilford Press.
  53. Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
  54. Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.
  55. Sungur, M. A., Duyar, N., Yıkılmaz, H., Boyacı, R., Urhan, H. M., Çetin, G., & İspaha, T. (2017). Evlilik ve eş seçme tutumuna kuşakların etkisi: X ve Y kuşaklarının karşılaştırması. Toplum ve Sosyal Hizmet, 28(1), 69-91.
  56. Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective well-being. Journal of Consumer Marketing, 25(1), 23-33. https://doi.org/10.1108/07363760810845381
  57. Sümer, N. (2006). Yetişkin bağlanma ölçeklerinin kategoriler ve boyutlar düzeyinde karşılaştırılması. Türk Psikoloji Dergisi, 21(57), 1-22.
  58. Şahin, M. C. (2009). Yeni bin yılın öğrencilerinin özellikleri. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 9(2), 155-172.
  59. The jamovi project. (2024). Jamovi (Version 2.6) [Computer software]. https://www.jamovi.org
  60. Thomson, M., Whelan, J., & Johnson, A. R. (2020). Why brands should fear fearful consumers: How attachment style predicts brand ownership and avoidance. Journal of Consumer Psychology, 30(2), 245-260. https://doi.org/10.1002/jcpy.1137
  61. Turkish Statistical Institute. (2022). Statistical indicators. https://www.tuik.gov.tr
  62. Türk Dil Kurumu. (2023, December 24). Türk Dil Kurumu sözlükleri. https://sozluk.gov.tr
  63. Verhagen, T., & van Dolen, W. (2019). The influence of online store beliefs on consumer online impulse buying. Information & Management, 56(3), 103-116. https://doi.org/10.1016/j.im.2018.07.001
  64. Weun, S., Jones, M. A., & Beatty, S. E. (1997). A parsimonious scale to measure impulse buying tendency. In W. M. Pride & G. T. Hult (Eds.), AMA educators' proceedings: Enhancing knowledge development in marketing (pp. 306-307). American Marketing Association.
  65. Williams, S. (2010). Welcome to Generation Z. B&T Magazine, 60(273), 1-12.
  66. Xiao, L., & Nicholson, M. (2023). Consumer impulse buying in the digital era: The role of emotions and online stimuli. Journal of Business Research, 154, 113338. https://doi.org/10.1016/j.jbusres.2022.113338
  67. Zhao, M., Wang, J., & Han, W. (2015). The impact of emotional involvement on online service buying decisions: An event-related potentials perspective. NeuroReport, 26(17), 995-1002. https://doi.org/10.1097/WNR.0000000000000455
  68. Zhao, Z., Chen, M., & Zhang, W. (2019). Social community, personal involvement and psychological processes: A study of impulse buying in the online shopping carnival. Journal of Electronic Commerce Research, 20(4), 255-272.