Duygusal zekânın satın alma davranışı üzerine etkisi: Baküdeki AVM'leri tercih eden müşteriler üzerine bir araştırma
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Duygusal zekâ, bu karmaşık süreçte müşterilerin gerek kendilerini ve gerek yakın çevrelerinde cereyan eden eylemleri izlemek, ayırt etmek; bu bilgileri karar verme sürecinde kullanabilme yeteneğini içerisinde barındırmaktadır. Bu özelliğinden yola çıkarak duygusal zekânın müşterilerin satın alma davranışları üzerinde etkisi olup olmadığının araştırılması amaçlanmıştır. Araştırmanın evrenini Bakü'deki AVM'leri ziyaret eden müşteriler oluşturmaktadır. Kolayda örnekleme yönteminin uygulandığı çalışmaya toplam 499 müşteri katılmıştır. Söz konusu müşterilerden veriler yüzyüze anket tekniği ile toplanmıştır. Toplanan veriler SPSS ile analiz edilmiştir. Çalışma sonucunda müşterilerin orta düzeyde duygusal ve sosyal yönden orta düzeyde becerili oldukları, kendilerini kontrol edebildikleri ve kendilerini mutlu hissettikleri, buna bağlı olarak da duygusal zekâlarının orta düzeyde olduğu tespit edilmiştir. Bununla birlikte katılımcıların kısmen satın almaya karşı koyamadıkları, bu süreçte duygu çatışması yaşamakla birlikte ruh hallerini yönetebildikleri oranda duygularını olumluya çevirebildikleri belirlenmiştir. Çalışmada müşterilerin duygusal zekâ düzeyleri ile satın alma davranışları tanımlayıcı bilgileri açısından karşılaştırılmış ve farklı sonuçlar elde edilmiştir. Çalışmada duygusal zekânın satın alma davranışlarını etkilediği belirlenmiştir. Duygusal zekâ alt boyutlarından olan duygusallık ve sosyal becerilerin, satın almaya karşı koyamama davranışını ve ruh halinin yönetimini anlamlı bir şekilde etkilediği bulunmuştur. Duygusal zekâ alt boyutlarından olan özkontrol ve sosyal becerilerin, duyguların çatışmasına etkide bulundukları tespit edilmiştir. Bununla birlikte sosyal becerilerin alışverişe yönelik olumlu duyguları etkilediği belirlenmiştir
Emotional intelligence is the ability to monitor and distinguish the actions taking place both in the customers themselves and in their immediate environment in this complex process; It includes the ability to use this information in the decision-making process. Based on this feature, it is aimed to investigate whether emotional intelligence has an effect on customers' purchasing behavior. The population of the research consists of customers visiting shopping malls in Baku. A total of 499 customers participated in the study in which the convenience sampling method was applied. Data from these customers were collected by face-to-face survey technique. The collected data were analyzed with SPSS. As a result of the study, it was determined that the customers were moderately emotionally and socially skilled, they could control themselves and felt happy, and therefore their emotional intelligence was moderate. However, it was determined that the participants were partially unable to resist purchasing, and although they experienced emotional conflict in this process, they were able to turn their emotions into positive ones to the extent that they could manage their mood. In the study, customers' emotional intelligence levels and purchasing behaviors were compared in terms of descriptive information and different results were obtained. In the study, it was determined that emotional intelligence affects purchasing behavior. It has been found that emotionality and social skills, which are sub-dimensions of emotional intelligence, significantly affect purchasing behavior and mood management. It has been determined that self-control and social skills, which are sub-dimensions of emotional intelligence, affect the conflict of emotions. However, it has been determined that social skills affect positive emotions towards shopping.
Emotional intelligence is the ability to monitor and distinguish the actions taking place both in the customers themselves and in their immediate environment in this complex process; It includes the ability to use this information in the decision-making process. Based on this feature, it is aimed to investigate whether emotional intelligence has an effect on customers' purchasing behavior. The population of the research consists of customers visiting shopping malls in Baku. A total of 499 customers participated in the study in which the convenience sampling method was applied. Data from these customers were collected by face-to-face survey technique. The collected data were analyzed with SPSS. As a result of the study, it was determined that the customers were moderately emotionally and socially skilled, they could control themselves and felt happy, and therefore their emotional intelligence was moderate. However, it was determined that the participants were partially unable to resist purchasing, and although they experienced emotional conflict in this process, they were able to turn their emotions into positive ones to the extent that they could manage their mood. In the study, customers' emotional intelligence levels and purchasing behaviors were compared in terms of descriptive information and different results were obtained. In the study, it was determined that emotional intelligence affects purchasing behavior. It has been found that emotionality and social skills, which are sub-dimensions of emotional intelligence, significantly affect purchasing behavior and mood management. It has been determined that self-control and social skills, which are sub-dimensions of emotional intelligence, affect the conflict of emotions. However, it has been determined that social skills affect positive emotions towards shopping.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, İşletme Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
