EXAMINATION OF THE TENDENCIES TO PERCEIVE RETRO PRODUCTS AND PURCHASING BEHAVIORS WITHIN THE FRAMEWORK OF Y AND Z GENERATION OF CONSUMERS

Hülya Karaburgu; Yunus Dursun

Makale detayları

EXAMINATION OF THE TENDENCIES TO PERCEIVE RETRO PRODUCTS AND PURCHASING BEHAVIORS WITHIN THE FRAMEWORK OF Y AND Z GENERATION OF CONSUMERS

Yazarlar:

Hülya Karaburgu | Yunus Dursun

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.315-338

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286672

pISSN:

2757-7031

Anahtar kelimeler:

Özet:

 The aim of this study is to reveal the tendencies to perceive retro products and purchasing behaviors of the Y and Z generation of consumers living in Turkey. In addition, another aim is to present an overview of the habit phenomenon, emotion factor and the impacts of strategies that are designed to effect the purchasing behavior of retro products by the Y and Z generation of consumers. An online survey was carried out with 676 participants in the study. The obtained data were analyzed with SPSS and AMOS programs. Cross-table statistics, descriptive statistics, confirmatory factor analysis, independent sample t-test, and pearson correlation analysis were utilized to analyze the data. According to the results of analyses, while it was observed that there was a significant difference between the fashion sub-dimension of the tendency to perceive retro products and the Y and Z generation of consumers, no difference was observed in the sub-dimensions of nostalgia, personal motivation, old-new and luxury. It was determined that there is no significant difference between the purchasing behavior of retro products and the Y and Z generation of consumers. Finally, it was determined that there is a meaningful relationship on the same direction between the tendencies to perceive retro products and their purchasing behaviors.

 The aim of this study is to reveal the tendencies to perceive retro products and purchasing behaviors of the Y and Z generation of consumers living in Turkey. In addition, another aim is to present an overview of the habit phenomenon, emotion factor and the impacts of strategies that are designed to effect the purchasing behavior of retro products by the Y and Z generation of consumers. An online survey was carried out with 676 participants in the study. The obtained data were analyzed with SPSS and AMOS programs. Cross-table statistics, descriptive statistics, confirmatory factor analysis, independent sample t-test, and pearson correlation analysis were utilized to analyze the data. According to the results of analyses, while it was observed that there was a significant difference between the fashion sub-dimension of the tendency to perceive retro products and the Y and Z generation of consumers, no difference was observed in the sub-dimensions of nostalgia, personal motivation, old-new and luxury. It was determined that there is no significant difference between the purchasing behavior of retro products and the Y and Z generation of consumers. Finally, it was determined that there is a meaningful relationship on the same direction between the tendencies to perceive retro products and their purchasing behaviors.

 The aim of this study is to reveal the tendencies to perceive retro products and purchasing behaviors of the Y and Z generation of consumers living in Turkey. In addition, another aim is to present an overview of the habit phenomenon, emotion factor and the impacts of strategies that are designed to effect the purchasing behavior of retro products by the Y and Z generation of consumers. An online survey was carried out with 676 participants in the study. The obtained data were analyzed with SPSS and AMOS programs. Cross-table statistics, descriptive statistics, confirmatory factor analysis, independent sample t-test, and pearson correlation analysis were utilized to analyze the data. According to the results of analyses, while it was observed that there was a significant difference between the fashion sub-dimension of the tendency to perceive retro products and the Y and Z generation of consumers, no difference was observed in the sub-dimensions of nostalgia, personal motivation, old-new and luxury. It was determined that there is no significant difference between the purchasing behavior of retro products and the Y and Z generation of consumers. Finally, it was determined that there is a meaningful relationship on the same direction between the tendencies to perceive retro products and their purchasing behaviors.

 Bu çalışmanın amacı; Türkiyede yaşayan, Y ve Z kuşağı tüketicilerinin, retro ürünleri algılama eğilimleri ile satın alma davranışlarını ortaya çıkarmaktır. Bunun yanında bir diğer amaç; Y ve Z kuşağı tüketicilerinin, retro ürünleri satın alma davranışlarında alışkanlık olgusu, duygu faktörü ve yapılan stratejilerin etkisine yönelik bir bakış sunmaktır. Çalışmada 676 katılımcıyla çevrimiçi anket gerçekleştirilmiştir. Elde edilen veriler SPSS ve AMOS programları ile analiz edilmiştir. Verilerin analizi için, çapraz tablo istatistikleri, betimleyici istatistikler, doğrulayıcı faktör analizi, bağımsız örneklem t-testi ve pearson korelasyon analizi kullanılmıştır. Analizin sonuçlarına göre; retro ürünleri algılama eğilimlerinin moda alt boyutu ile Y ve Z kuşağı tüketicileri arasında anlamlı bir farklılık bulunduğu gözlemlenirken, geçmişe özlem, kişisel motivasyon, eski-yeni ve lüks alt boyutlarında herhangi bir farklılık gözlemlenmemiştir. Retro ürünleri satın alma davranışı ile Y ve Z kuşağı tüketicileri arasında da anlamlı bir farklılık olmadığı tespit edilmiştir. Son olarak, retro ürünleri algılama eğilimleri ile satın alma davranışları arasında aynı yönlü ve anlamlı bir ilişki olduğu sonucu saptanmıştır.

Makale detayları

EXAMINATION OF THE TENDENCIES TO PERCEIVE RETRO PRODUCTS AND PURCHASING BEHAVIORS WITHIN THE FRAMEWORK OF Y AND Z GENERATION OF CONSUMERS

Yazarlar:

Hülya Karaburgu | Yunus Dursun

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.315-338

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286672

pISSN:

2757-7031

Retro marketing

Retro product

Nostalgia

Purchasing behavior

Generations

Retro pazarlama

Retro ürün

Nostalji

Satın alma davranışı

Kuşaklar

Sayı

Makale detayları

Yazarlar: Hülya Karaburgu | Yunus Dursun

Yayıncı: Erciyes University

Dergi: Erciyes Akademi Vol.37 Issue 1, pp.315-338

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001286672

pISSN: 2757-7031

Sayı

Yazarlar:

Hülya Karaburgu | Yunus Dursun

Yayıncı:

Erciyes University

Dergi:

Erciyes Akademi Vol.37 Issue 1, pp.315-338

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286672

pISSN:

2757-7031