Although it has been widely discussed in the literature, no scale has yet been developed to measure the consumption aspect of death. This study aims to develop a domain-specific death-related status consumption (DRSC) scale to bridge this gap in the field. Results reveal the following three dimensions of the scale: conspicuousness, planning, and showing respect. In four studies, which collate the views of 1,302 participants, both students and adults, the DRSC demonstrates internal consistency and validity across cultures (Turkey, the U.S., and culturally diverse sample). The importance of such a scale for the field is discussed. Tam Metin
This study aims to compare the demographics and behavioral characteristics of consumers who adopt voluntary simplicity as a daily lifestyle process, focusing on one developed country and one developing country. Data were accordingly collected from 589 US and Turkish consumers who define themselves as voluntary simplifiers. Although other studies found that voluntary simplifiers have same demographic characteristics, our results indicate that Turkish and US simplifiers do not vary statistically in terms of demographic variables such as income class, marital status, number of children, and gender but do vary statistically in terms of education, age, and working hours. They also vary in terms of the deliberate shortening of working hours. The results reveal that several behavioral and demographic characteristics of consumers who adopt the same lifestyle philosophy may vary based on their culture and the conditions of their country. Findings in the discussion section are aligned with previous studies in the literature and with socioeconomic and demographic indicators of the two countries.
Despite the availability of several domain-specific instruments and its obvious drawbacks, it is interesting that the SERVQUAL scale is still used in health care settings. For this reason, the main aim of this study was to compare two different service quality scales in a health care setting. We compared the fit of the SERVQUAL model with a domain-specific model through confirmatory factor analysis using AMOS. The results showed that the domain-specific scale was superior to SERVQUAL within the context of a health care environment. We believe that using/modifying a generalized scale is not a good approach when we have domain-specific alternatives available. Tam metin
Organik gıdalara olan talep ve organik gıda tüketiminin popülaritesi her geçen gün artmaktadır. Organik gıdaları tüketmek ülkemizde yalnızca belirli bir kitlenin
benimsediği bir yaşam tarzına özgü olmaktan çıkmış ve artık birçok Türk tüketicinin ortak noktası haline gelmiştir. Buna rağmen düzenli olarak organik gıda satın alan Türk
tüketicilerin motivasyonları hakkında bilinenler oldukça azdır. Bu çalışmada Zaltman Metafor Çıkarım Tekniği kullanılarak sekiz Türk tüketici ile görüşülmüştür. Bu
çalışmada uygulanan metafor analizi, organik gıda tüketen tüketicilerin motivasyonlarının anlaşılmasına katkı sağlamaktadır. Analiz sonuçlarına göre; üç derin metafor (bireysel perspektif, toplumsal perspektif ve kazanım/fayda), dokuz tematik kategori (sağlıklı yaşam, sosyal statü aracı, lezzete düşkünlük, doğaya uyumlu yaşama, geçmişe duyulan özlem, çevre bilinci, kültürü yansıtması, yerel ekonomiye destek, iyi hissetme) ve dokuz kavramsal metafor (kalkan, burjuvazi, gurme, doğasever, gelenekçi, koruyucu melek, ayna, tutucu, anti-depresan) ortaya çıkarılmıştır. Tam Metin
Consumer researchers specifically interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity. Although a large number of studies have examined reference group influence on consumer behaviors, no research has yet evaluated the need for popularity in the consumption context. With this aim, the main purpose of this study is to investigate the effect of the need for popularity on purchase decisions and impulse-buying behavior concerning fashion clothing. Accordingly, this study explores the relationships between fashion clothing purchase decision involvement, need for popularity and fashion-oriented impulse buying. Using a sample of Amazon Mechanical Turk (MTurk) participants (n = 333), this study finds that (1) the need for popularity positively influences purchase decision involvement and impulse-buying behavior concerning fashion clothing and (2) the involvement in purchase decisions concerning fashion clothing positively influences fashion-oriented impulse buying. This research advances the understanding of the need for popularity in the context of fashion consumption. Implications and limitations for future research are discussed and consumer researchers are called to pay attention to this promising research area. Tam Metin
Consumer researchers specifically interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity. This paper examines the academic literature on brand loyalty and presents a comprehensive bibliography on the subject via classification schemes molded in the examination. With this purpose, this study scanned seven different online databases and accessed about 400 studies published between 2001 and 2015. Among these, this study examined 140 empirical research papers, the primary research topic of which is brand loyalty and classified them according to various beneficial factors. Classification schemes were formed by examining three 5-year periods (2001–2005, 2006–2010, and 2011–2015). We classified the research papers into three categories on the basis of their approaches to measuring brand loyalty: the behavioral approach, the attitudinal approach, or the multi-domain approach that combines the first two approaches. A yearly examination reveals that more studies adopted the multi-domain approach than either of the two other singular approaches. As the only study with an inclusive review of all the research studies on brand loyalty between 2001 and 2015, this study provides a comprehensive resource to marketing practitioners and researchers interested in brand loyalty to aid them in their work. Tam Metin
No studies have yet compared similar touristic destinations in terms of brand personality perceptions and attitudes towards destination. For this reason, this study aims to compare Safranbolu and Beypazarı, which are similar touristic destinations located in Turkey. Accordingly, destination personality scale (Ekinci and Hosany 2006), as the measure of destination personality perception was used. Data were collected from 209 tourists visiting Safranbolu (n=101) and Beypazarı (n=108). Results show that although destination personality perceptions among tourists visiting Safranbolu and Beypazarı did not differ significantly, attitudes towards destination differed. Practical and theoretical implications are discussed in the conclusion. Tam Metin
This study aims to understand why customers switch their service providers and to investigate the relationship between the customers’ reasons of switching and their intentions to come back (repurchase). First of all, an extensive literature review was performed on the topic of ‘’switching’’, on which not much of academic research has been conducted previously, and automotive industry was selected as the field of study as a result of its high sensitivity to the customer defections. The data was obtained by the telephone surveys made with 1902 customers, all who have switched their authorized service providers to unauthorized ones. Thus, the results were obtained according to the actual behaviors of switching, not to the intentions or attitudes. Within the frame of a model containing nine independent variables, the reasons of the customers for switching, and the relationships between their reasons of switching and intentions to repurchase were examined. Variables that have been proven to influence the customers’ switching behaviors and their intentions of repurchasing are service quality, customer satisfaction, commitment, value, attitudes toward switching, subjective norms, switching costs, variety seeking and alternative attractiveness. However, the effects of only four of these variables (customer satisfaction, alternative attractiveness, switching costs and attitudes toward switching) were regarded as truly meaningful. The most effective variable on the customers’ intentions for coming back is accepted to be the satisfaction. The final outcome of the research is to produce useful knowledge for the academicians and managers to understand the underlying factors of the switching behaviors of the customers and to learn how to manage them in today’s age of the customer. Tam Metin
Bu çalışmanın amacı tüketicilerin materyalizm, bireyselcilik ve öz-benzeşim düzeylerinin tüketici isimleri aracılığıyla kişiselleştirilmiş reklamlara yönelik tutumları ve bu tür reklamları sosyal ağlarda paylaşma niyetleri üzerindeki etkilerini incelemektir. Bu amaçla, verilerin toplanmasında kartopu örnekleme yöntemi benimsenmiş, sosyal medya üzerinden kullanıcılar çalışmaya davet edilmiş ve bu daveti ağlarındaki diğer kişilerle paylaşmaları istenmiştir. Çalışma kapsamında elde edilen 144 veri, Smart PLS paket programı aracılığıyla analiz edilmiştir. Araştırma sonuçları tüketicilerin markaya yönelik öz benzeşim düzeylerinin ilgili markanın kişiselleştirilmiş reklamlarına yönelik tutum ve ilgili reklamları sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı etkileri olduğuna işaret etmektedir. Ayrıca elde edilen bulgular, tüketicilerin materyalizm düzeyleri ve kişiselleştirilmiş reklama
yönelik tutumlarının ilgili reklamları sosyal ağlarda paylaşma niyeti üzerinde olumlu yönde anlamlı
etkileri olduğunu göstermektedir.
Bu çalışmada cep telefonu kullanıcılarının tecrübelerine yönelik online yorumları nitel bir araştırma yöntemi olan netnografi yöntemini benimseyerek incelemek amaçlanmıştır. Çalışmada tüketicilerin tecrübelerini paylaşmalarında online alışveriş sitelerindeki yorum platformlarını ne şekilde kullandıklarına odaklanılmıştır. Bu doğrultuda, araştırmacılar üç farklı alışveriş sitesinde yer alan tüketici tecrübelerini yansıtan değerlendirmeleri takip etmişler ve 2500 yorumu okuyarak arşivlemişlerdir. Bu yorumlardan tüketicilerin ürün ve hizmet tecrübelerini içeren ve araştırma sorusuyla alakalı olan 337 yorum seçilmiştir. Verilerin analizi sonucunda beş temel kategoriye ulaşılmıştır: (1) yardımlaşma ve bilgi paylaşımı, (2) gösterişçi tüketim davranışı, (3) öneri ve tavsiyede bulunma,
(4) marka ve modelleri karşılaştırma ve (5) fiziksel temas. Araştırma sonuçları online ortamlarda tüketici tecrübesinin anlaşılmasına katkı sağlamakta ve online yorumlama platformlarının netnografik araştırmadaki potansiyel önemini vurgulamaktadır. Tam Metin
Sosyal ağ siteleri, işletmelerin marka mesajlarını yaymak için önemli mecralardan birisidir. Bu
çalışmada tüketicilerin Facebook’ta marka temelli içerikleri yaymalarının temelindeki güdüler
sorgulanmıştır. Veriler bir odak grup görüşmesi ve bireysel mülakatlar aracılığıyla toplamda 22
katılımcıdan elde edilmiştir. Verilerin analizinde sürekli karşılaştırmalı analiz yöntemi
kullanılmıştır. Verilerin analizi sonucunda üç temel tema ve belirli alt temalara ulaşılmıştır: (1)
sürekli iletişimde kalma: (i) ağızdan ağıza iletişim, (ii) kolay ve hızlı erişim, (iii) fırsatları takip
etme; (2) Sosyal fayda: (i) referans grup etkisi; (3) eğlenme. Araştırma sonuçları tüketicilerin
sosyal ağlarda marka temelli içerikleri yaymalarının temelinde yer alan güdüleri ortaya
koymakta ve tüketici-marka etkileşiminde sosyal ağ sitelerinin önemini vurgulamaktadır. Tam Metin
For a long time, consumer researchers have been interested in many concepts borrowed from social psychology because this field concerns the behavior of individuals in the presence of other individuals or groups (Engel et al., 1967). For instance, status-seeking behavior and materialism are common topics examined by researchers in social psychology and consumer research. However, despite their importance and widespread use in social psychology, concepts such as perceived popularity, the need for popularity, and peer popularity have been largely ignored in the consumer research literature. The need for popularity can be associated with self-concept theory, which has been extensively studied within the context of consumer behavior. From the consumption perspective, self-concept theory tries to answer questions such as ” What does a consumer feel about how others see him/her? ” (social self) and ” How would a consumer like others to see him/her ” (ideal social self) (Sirgy, 1982). From this perspective, it can be argued that the need for popularity affects a wide range of consumer behaviors. Accordingly, this research first examines the need for popularity in detail and then explores the relationships among the need for popularity, materialism, status consumption and conspicuous consumption through the use of structural equation modeling. For this purpose, data was collected from U.S. residents (n=211) via Amazon Mechanical Turk. Results indicate that the need for popularity positively influences materialism, status consumption and conspicuous consumption. Overall, this research advances the understanding of the need for popularity in the consumption context, discusses the implications, and calls upon consumer researchers to pay attention to this promising research area.
Despite its importance in interpersonal relations, respect has been ignored in the consumer research and marketing literature. Research on this promising topic has lagged because there is no measure of the construct. The present paper describes the development of a scale to measure respect in the marketplace. Subscale items were developed to measure three potential dimensions of respect in the marketplace: recognition, acceptance and protection. The first study was designed to purify the scale. Data were collected from 168 MTurk – respondents. Exploratory factor analysis from the first survey suggested a scale with two factors and 15 items. The second study was designed to further purify the scale and to test construct validity using confirmatory factor analysis. Data were collected from 271 undergraduate students in total. Results demonstrate that the scale is multidimensional, internally consistent and unrelated to theoretically distinct constructs, providing evidence of construct validity and discriminant validity. Tam Metin
In this study, it is aimed to examine the commenting behavior of consumers on Youtube technology channels by using netnography as a qualitative research technique. The study focuses on commenting behavior of Youtube users on product review videos. The study reviewed the most popular videos of five different product review channels. Comments were archived by reading about 5,000 comments. Data were analyzed through constant comparative procedure (Glaser & Strauss (1967) After the analysis procedure, five dimensions and five sub-dimensions were reached:
1) Comparing products and services, 2) acquisition of infor.mation, 2.1) receiving feedback 3) criticism, 3.1) verbal criticism, 3.2) technical expectation and criticism, 3.3) Post-purchase service, 4) Seeking balance between quality, price and value 5) Advice and recommendation. The results
contribute to understanding commenting behavior of consumers and emphasize the importance of
product review videos in analyzing user experinces and expectations for consumer researchers.
QR code applications allow marketers to communicate with current and potential customers and aim to make the consumption process enjoyable and convenient. This study aims to examine the consumers’ behavioral intentions to use mobile QR code applications during their consumption experiences. In this sense, the entertainment factor has been included in the research model by taking the technology acceptance model (TAM) as the basis. Apart from that, as the most fundamental purpose of the QR code applications is the
ease of usage, the ease of usage included in the technology acceptance model has not been incorporated in the measurement model of this research. The data collected from 350 undergraduate students has been analyzed by using a SmartPLS 3.0 package program. The results of the research indicate that the entertainment factor positively influences perceived usefulness, (2) that the perceived usefulness positively influences the attitude and (3) the attitude positively influences the behavioral intention. Meanwhile, it has been observed that perceived usefulness does not significantly influence behavioral intention. The results of the research generally emphasize the importance of the entertainment factor during the usage of QR code applications, which is a mobile marketing communication instrument. These results
illustrate the necessity for researchers and mobile application developers to take into account the entertainment factor in developing mobile applications that are associated with the
consumption experience in particular.
Respect comes from French, meaning to look back at relationships. Revolution, also French, defines a great chance or a circuit around an object and back to the starting point. Our research on the nature of respect in the marketplace culture indicates respect is a disposition of caring about the needs of marketplace partners, implying responsibility to listen, emphatize and safe-guard. Its presence or absence evokes emotion in participants and observers. Facial expression analysis shows that people feel happy observing respect and surprised when it is absent. Marketplace culture requires respect revolution – a change from individuals focusing on themselves to caring about others. Vive la révolution!
DO TOUCH. Interact with the visual tactile and spatial depictions of the presence (absence) of respect.
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Tipping is a form of consumer behavior that exists in many cultures. Tipping as a form of behavior has generally been investigated in the field of social psychology. A few studies in consumer research literature have examined tipping behavior from the consumers’ point of view. In this study,
in-depth interviews were conducted with a total of twelve waiters about why consumers tip. Based on thematically coded categories of recorded audiotapes, six prominent themes emerged from the data: (1) customer relationship, (2) service quality, (3) impress others, (4) social obligation (social
pressure), (5) conspicuous consumption and (6) instant psychological situations. In addition, the results shows that consumers pay attention to such criteria as sincere communication, taste, cleaning and food presentation when they give tips. Tam Metin
Changing patient expectations have pushed hospital managers to reconsider the service processes which affect operational performance perceived by patients. No studies investigated the
impact of patient’s attitude towards health care staffs and satisfaction with previous visits on organizational performance in a health care setting. For this reason, our main aim is to void this gap in the literature. With this aim, we collected data from 143 outpatients who regularly visit the same hospital in Turkey. The scales used in this study were selected from the existing literature. A 3-item scale (Homburg, Müller and Klarmann, 2011) was used to measure patient’s attitude toward the healthcare staffs, a 5-item scale (Pagel and Gobeli, 2009) was used to measure operational performance and, a 4-item scale was used to measure satisfaction with previous visits. All statistical analyses were done with spss 20.0. The results showed that patient’s attitudes toward the healthcare staffs and satisfaction with previous visits were positively related to operational performance.
Popülarite ihtiyacı ve benzersiz olma ihtiyacı gibi tüketime ilişkin kavramlar, günümüze dek özellikle sosyal psikoloji literatüründe genellikle Y kuşağı tüketicileriyle ilişkilendirilmiştir. Bununla birlikte, tüketici araştırması literatüründe, bu yapıların genç yaş grubuna dahil tüketicilerin satın alma davranışını ne ölçüde etkilediği yeteri düzeyde çalışılmamıştır. Bu çalışmada; Y kuşağı tüketicilerin popülarite ihtiyacı, benzersizlik ihtiyacı ve seçilen bir Türk markasına ilişkin algıları ve satın alma niyetleri arasındaki ilişkiler incelenmiştir. Veriler 195 üniversite öğrencisinden yüz yüze anket yöntemi uygulanarak elde edilmiştir. Araştırma sonuçları, Y kuşağı tüketicilerin popülarite ve benzersizlik ihtiyaçları ile satın alma niyetleri arasında olumlu ve anlamlı bir ilişki olduğunu ortaya koymuştur. Benzersizlik ihtiyacı; “benzerlikten kaçınma ve sıra dışı seçim” faktörlerinden oluşmaktadır. Benzerlikten kaçınma faktörü ile tüketicilerin ilgili markaya yönelik algıları arasında anlamlı bir ilişki saptanamamış, sıra dışı seçim faktörü ile tüketicilerin marka algıları arasında anlamlı bir ilişki bulunmuştur. Buna ek olarak, marka algısı faktörünün alt yapısı olan algılanan duygusal değerin; hem sıra dışı seçim faktörü hem de popülarite ihtiyacı ile satın alma niyeti arasında aracı role sahip olduğu belirlenmiştir. Araştırma sonuçları ilgili literatür doğrultusunda tartışılmış, araştırmanın kısıtları belirtilmiş ve sonuç kısmında gelecekte yürütülecek çalışmalar için araştırmacılara ve uygulamacılara önerilerde bulunulmuştur
Son yıllarda, sosyal medya gibi gelişen alternatif İnternet pazarlaması araçlarının tüketiciler tarafından kullanımı önemli düzeyde artmıştır. Bu durum her ne kadar işletmelerin elektronik posta pazarlaması faaliyetlerini geri planda bırakmasına neden olsa da etkin bir biçimde yürütülen elektronik posta pazarlaması faaliyetlerinin mükemmel sonuçlar doğuracağı gerçeğini değiştirmemiştir. Kitabın bu bölümünde ilk olarak izin temelli elektronik posta pazarlamasının önemi açıklanmış; ardından elektronik posta listelerinin oluşturulması ve yönetilmesi ele alınmıştır. Bunu takiben etkili elektronik posta yazım süreci, elektronik posta pazarlamasının etkinliğinin ölçümü ve elektronik posta pazarlamasında karşılaşılan teknik problemler irdelenmiştir.
Voluntary Simplicity is a consumer lifestyle that was first observed in the post-modern era in the 1970s (Elgin and Mitchell 1977), and which has grown steadily (Shama 1988; Iyer and Muncy 2009) and materialized in various ways. The current societal focus on carbon footprints, sustainability, green lifestyles, food sourcing and product sharing reflect, to varying degrees consumers’ desires to simplify their lives in socially responsible ways. This chapter presents the results of an exploratory, discovery-oriented examination of the voluntary simplicity lifestyle trend within the context of ritual consumption practices and purchases associated with the final rite of passage: death. We provide evidence of lifestyle simplification and its underlying, motivating factors through examination of the basic ritual elements proposed by Rook (1985): (1) ritual scripts, (2) ritual artifacts, (3) ritual actors and roles, and (4) ritual audiences. Dramatic and recent changes in the consumption of death have materialized from individuals’ conscious choices to simplify their own endings, with subsequent profound impact on these four elements. However, like any complex consumption phenomenon, we hypothesize that other demographic and psychographic factors also impact the consumption of death today.
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