Sürdürülebilir Kalkınma Amaçları
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- MakaleYalnız künye2025The Effect of Consumer Minimalism on Sustainable Consumption: The Mediator Role of Perceived Consumer Effectiveness
Yildiz, Tugba; Devecı, Fatma Gorgün
This study aims to determine the effect of consumer minimalism on sustainable consumption and to reveal the mediation effect of perceived consumer effectiveness. The research sample consisted of 1010 consumers aged 18 and above. Structural equation modeling and Process Macro were utilized in data analysis. According to the findings “clutter removal” and “longevity” have an effect on “perceived consumer effectiveness”. Perceived consumer effectiveness has an effect on “rethinking”, “reusing”, “refurbish”, “reuse” and “repurpose”. Further, “clutter removal” and “cautious shopping” has a direct effect on “rethinking”, “refurbish” and “reuse”. “Longevity” has a direct effect on “reusing”, “refurbish” and “repurpose”. Finally, “self-sufficiency” has a direct effect on “rethinking”, “refurbish" and “repurpose”. Mediation effects have been revealed by adding the “perceived consumer effectiveness” variable to the direct effect model for the “clutter removal” and “longevity” dimensions.
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İncele - MakaleAçık Erişim2025TOURIST DECISION-MAKING WHEN SELECTING A DESTINATION: AN ANALYTICAL HIERARCHY PROCESS ANALYSIS OF CONSUMPTION VALUES
Turk, Bahar; Yildiz, Tugba; Dursun, Mehmet Tahir
Within the context of tourism-related activities, numerous factors may influence a traveller's choice of destinations. Therefore, it is crucial to understand which factors will mostly influence destination selection. It is common knowledge that in a destination selection process, people are likely to visit sites they believe are worthwhile. The Analytical Hierarchy Process (AHP) was used in the study, and the data were collected from twelve experts, including six academicians of tourism and destination marketing, and six tour guides with more than ten years of experience in the sector. The research aims to determine the priority order of consumption values in determining the preferences of tourists for the destinations they have selected. The results show that epistemic value was the most important factor in determining a tourist's choice of destination. Moreover, it was found that the following dimensions, namely functional value, i.e., worth the money, emotional value, i.e., feel secure, social value, i.e., meet friendly and hospitable people, epistemic value, i.e., providing novelty experiences, and conditional value, i.e., personal safety have also been given priority. By identifying the priorities of a tourist in the destination selection process, it is envisaged that tourism businesses operating in tourist destinations will be able to provide better value-added activities, such as in food and beverage, lodging, entertainment, and travel agencies. In providing theoretical and empirical information for those involved in the sector, a more efficient process is thus ensured. With the help of this knowledge of what is expected of tourists as consumers, it will be easier to develop comprehensive strategies and solutions.
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İncele - MakaleYalnız künye2024Havayolu şirketlerinde kurum itibarının müşteri memnuniyeti, güven ve telafi memnuniyeti çerçevesinde ele alınması
Yildiz, Tugba; Altun, Melek
Bu çalışma telafi memnuniyetinin müşteri memnuniyeti ve güveni üzerindeki etkisi ile bu iki değişkenin kurum itibarı üzerindeki etkisinin belirlenmeyi amaçlanmıştır. Müşteri memnuniyeti ve güveni rekabet avantajı elde etmede havayolu şirketlerine fırsatlar sunmaktadır. Memnuniyet sağlanması ve güven kazanımı noktasında hizmet sunumu sırasında ortaya çıkabilecek hataların telafi edilme sürecinin göz önünde bulundurulması gerekmektedir. Bu bağlamda çalışmada müşterilerin şirkete güven duyması ve memnun olması açısından telafi memnuniyetinin etkisi de belirlenmeye çalışılmıştır. Verilerin toplanma sürecinde çevrimiçi anket yönetimi ile katılımcılara ulaşılmıştır. Havayolu ile seyahat eden ve şikâyetine çözüm bulunan 402 katılımcının anket formu değerlendirmeye alınmıştır. Araştırma sonuçlarına göre telafi memnuniyeti müşteri memnuniyeti ve güveni üzerinde, müşteri memnuniyeti ve güveni ise kurum itibarı üzerinde olumlu etkiye sahiptir.
AtıfTR Dizin2İncele - MakaleAçık Erişim2024Üniversite Öğrencilerinin Yeşil Ürünleri Satın Almaya Yönelik Tutumlarının Çevre Bilgileri, Tüketim Değerleri ve Reklama Duyarlılıkları Kapsamında Araştırılması
Yildiz, Tugba; Korkutata, Zeynep
Bu çalışma çevre bilgisi kapsamında yeşil tüketim değerleri ile yeşil reklama duyarlılığın yeşil ürünleri satın almaya yönelik tutum üzerindeki etkilerini incelemeyi amaçlamaktadır. Ürün seçimine giden süreçte bilginin rolü doğrultusunda çevre bilgisinin yeşil tüketim değerleri üzerindeki etkisi araştırılmıştır. Bireyin tüketim değerlerinin iletişim sürecine ve ürünlere olan bakış açısına etkisini belirlemek için ise tüketim değerlerinin satın almaya yönelik tutum ve yeşil reklama duyarlılık üzerindeki etkisi incelenmiştir. İletişim stratejilerinin yeşil pazarlama sürecindeki rolünü ele almak için ise yeşil reklama duyarlılığın satın almaya yönelik tutum üzerindeki etkisi belirlenmeye çalışılmıştır. Verilerin analizinde SPSS 20 istatistik programı kullanılmış ve regresyon analizi yapılmıştır. 375 öğrencinin yer aldığı çalışmanın sonuçlarına göre çevre bilgisi yeşil tüketim değerleri üzerinde olumlu yönde etkilidir. Bunun yanı sıra yeşil tüketim değerlerinin yeşil reklama duyarlılık ve çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu da görülmüştür. Son olarak yeşil reklama duyarlılığın çevre dostu ürünleri satın almaya yönelik tutum üzerinde olumlu etkisi olduğu tespit edilmiştir.
AtıfTR Dizin1İncele - MakaleAçık Erişim2024A research on the evaluation of hotel customers’ citizenship behaviors in the experiencescape
Yildiz, Tugba; Devecı, Fatma Gorgün
Customer citizenship behavior provides many advantages to businesses in the service sector. In order to obtain these advantages, the antecedents of the variable must be determined. Therefore, this research aims to determine the direct, indirect, and mediating effects for customer citizenship behavior within the scope of Experiencescape from a marketing perspective in the hospitality industry. For this reason, in addition to customer citizenship behavior, Experiencescape, memorable tourism experience, and customer satisfaction variables were included in the research model. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “localness,” and “escapism” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences also effect on customer satisfaction and “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Besides this, customer satisfaction is effect on the “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.
- MakaleAçık Erişim2022Click or avoid the advertising: a research on consumers’ online in-video advertising watching behaviors
Yildiz, Tugba; Devecı, Fatma Gorgün
This study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.
AtıfOpenAlex2TR Dizin1İncele - MakaleAçık Erişim2022Health-Seeking Consumer: Cognitive Dissonance Encountered After Panic Buying
Yildiz, Tugba; Devecı, Fatma Gorgün
This study aims to specify whether the “health-seeking” consumers’ information overload and cyberchondria that arise as a result of the information they acquire, cause panic buying and whether these purchases can later cause cognitive dissonance. The study sample, for which an online survey method was preferred, consisted of consumers aged 18 years and older who stated that they made panic purchases due to health concerns. Structural equation modeling and mediation analyses were applied to analyze the data in the study, which included 400 participants. The findings showed that health information seeking has an effective on information overload; both information and communication overload have an effective on cyberchondria; cyberchondria has an effective on panic buying and cognitive dissonance dimensions. Panic buying has an effective on cognitive dissonance dimensions and has a mediating effect between cyberchondria and cognitive dissonance dimensions. People's health concerns are a constant, which will in turn lead to a cycle of seeking information. With this foresight, the research investigates the consumers’ panic buying. However, proposed research model does not end with panic buying. The focus is on the response of the consumer after these purchases, and this is thought to be a contribution to the literature.
AtıfOpenAlex3İncele - MakaleAçık Erişim2022Investigation of green consumers 'subjective well being within the scope of purchase behavior, attitudes and personality traits
Erciş, Aysel; Yildiz, Tugba
Environmental problems that increase with global developments require individuals to behave more envi- ronmentally. The determination of this requirement depends on increasing the awareness of individuals and motivating green consumer behaviors. At this point, one of the most important factors is the happiness and satisfaction levels of people's lives, known as subjective well-being. The increase in the subjective well-being of individuals creates a win-win relationship between the environment and the consumer, and presents the gains of being a green consumer back to the consumer as life satisfaction. In this study, personality traits were first examined in order to define green consumers correctly. Later, the effect of personality traits on the environment and helping attitudes was revealed, and finally, the effect of green purchasing behavior on sub- jective well-being, which is an important indicator of social welfare, was investigated. The results revealed that personality traits affect green consumers' attitudes towards both the environment and helping, and these attitudes have an effect on green purchasing behavior. In addition, it was determined that green purchasing behavior was effective on the output variable of the model, subjective well-being.
AtıfOpenAlex5TR Dizin2İncele - MakaleAçık Erişim2021A Research on the Changing Shopping Behaviors with the COVID19 Process within the Framework of Consumer Thinking Styles
Yildiz, Tugba; Devecı, Fatma Gorgün
In this study, it has been discussed that the effect of consumer thinking styles on COVID-19 risk perception and involvement and the effects of these two variables on attitudes towards social distancing. At the same time, it has been tried to determine the effect of COVID-19 involvement on COVID-19 risk perception and whether the attitude towards social distancing reveals the changing shopping behavior. The main population of the research, in which the online survey method was used, consisted of consumers aged 18 and older, who stated that there were changes in their shopping behaviors during the COVID-19 process. According to the results of the study, which included 406 participants, judgmental thinking style has an effect on COVID19 risk perception and involvement, executive thinking style has an effect on COVID-19 involvement. In addition to this, COVID-19 involvement has an effect on COVID-19 risk perception and these two variables have an effect on attitude towards social distancing. Lastly, it has been determined that the attitude towards social distancing has an effect on the changing shopping behavior.
- MakaleAçık Erişim2020Alışveriş ve moda yöneliminde itici güç olarak benliği ifade etme ve moda yenilikçiliğinin değerlendirilmesi
Türk, Bahar; Yildiz, Tugba
Moda endüstrisi için daha etkili adımların atılması ve ekonomik canlanma için alışveriş ve moda yönelimleri önemli etkenler olarak kabul edilmektedir. Bu anlamda ekonomi ve moda arasındaki bağ söz konusu iki değişkenin öncüllerinin araştırılmasını gerekli kılmaktadır. Ayrıca moda ve alışveriş yöneliminin doğru tespiti için bireylerin benlikleri ifade etme eğilimlilerinin ve sahip oldukları moda yenilikçiliğinin göz önünde bulundurulması gerekmektedir. Bu doğrultuda araştırmanın amacı moda yenilikçiliği ve benliği ifade etme değişkenlerinin; alışveriş yönelimi üzerindeki (alışverişten keyif alma, maliyet bilinci, gelenekçilik, pratiklik, planlama ve takip etme alt boyutları ile) etkileri ile moda yönelimi üzerindeki (moda liderliği, moda ilgisi, iyi giyimli olmanın önemi ve anti-moda tutum alt boyutları ile) etkisini belirleyerek, moda sektörünün baş aktörü olan tüketicilerin davranış kalıplarının anlaşılması ve bu doğrultuda sektöre önerilerde bulunulmasıdır. Bu amaç doğrultusunda, araştırma modeli yapısal eşitlik analizi ile test edilmiş; moda yenilikçiliği ve benliği ifade etmenin moda yöneliminin alt boyutlarının tamamı üzerinde etkili olduğu görülmüştür. Bununla birlikte moda yenilikçiliği, alışveriş yönelimi boyutlarından alışverişten keyif alma, maliyet bilinci ve planlama üzerinde etkili iken, benliği ifade etmenin alışverişten keyif alma ve planlama üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir.
- MakaleAçık Erişim2020INVESTIGATION OF CONSUMERS 'ORGANIC FOOD PURCHASES IN THE CONTEXT OF THE RELATIONSHIP OF PERSONAL VALUES AND INDIVIDUAL FACTORS
Ercis, Aysel; Yildiz, Tugba; Deveci, F. Gorgun
In this study, it was aimed to determine the factors affecting consumers organic food purchase intention. In this direction; individual factors of personal values, attitude towards purchasing organic food of individual factors, and the effect of this variable on the organic food purchase intention was investigated. The role of moderator in the relationship between subjective norms' organic food purchasing attitude and organic food purchase intention is discussed. According to the results of the research, while personal values affect individual factors; while health and environmental consciousness have an impact on the attitude towards purchasing organic food, price consciousness has no effect. In addition, the findings show that the attitude towards purchasing organic food has an impact on the purchase intention. Finally, the subjective norm has a moderator effect between the organic food purchase intention and the attitude towards purchasing organic food.
AtıfWoS5OpenAlex5İncele - MakaleAçık Erişim2019Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption
Ünal, Sevtap; Deveci, F. Gorgun; Yildiz, Tugba
The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen's Planned Behavior Theory (TPB) is used to explain consumers' organic food selection behaviors. In addition, the moderating role of uncertainty about organic foods and the mediating role of the price of organic foods were tested. Data were gathered via a survey of consumers of organic foods in Turkey. The research model was tested by Structural Equation Modeling (SEM) via Smart PLS3. The findings showed that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivate consumers to buy organic foods. In addition, environmental concern and negative emotions influence on attitudes towards organic foods and purchase intentions. On the other hand, subjective norms and self-monitoring do not influence attitudes towards organic foods and subsequent purchase intentions. Uncertainty has a moderating effect on the relationship between attitudes and purchase intentions whereas price has no mediating effect on the relationship between attitudes and purchase intentions.
AtıfWoS11OpenAlex19İncele - MakaleYalnız künye2018Yeşil aklamanın algılanan risk, kalite ve memnuniyet üzerindeki etkisi
Yapraklı, Tevfik Şükrü; Yildiz, Tugba
ÖZ Bu araştırmanın amacı çevre dostu olduğunubelirten elektronik ürünlere yönelik tüketicilerinalgıladıkları risk, kalite, kafa karışıklığı vememnuniyeti üzerinde yeşil aklamanın etkisiniincelemektir. Ayrıca güven üzerinde algılanan risk vetüketicinin kafa karışıklığının etkisi araştırılırken,ağızdan ağıza iletişim üzerinde algılanan kalite,memnuniyet ve güvenin etkisi de araştırılmıştır. Buçalışma Erzurum il sınırlarında yaşayan tüketicilereuygulanmış olup 389 anket değerlendirmeyealınmıştır. Verilerin analizinde SPSS 20 istatistikprogramı kullanılmış olup, güvenilirlik testi veregresyon analizleri yapılmıştır. Yeşil aklamanınalgılanan risk ve kafa karışıklığı üzerinde etkisibulunur iken, algılanan kalite ve memnuniyetüzerinde etkisi bulunmamaktadır. Diğer bir eldeedilen sonuç ise güven üzerinde algılanan risk ve kafakarışıklığının etkisi bulunmaz iken, ağızdan ağızailetişim üzerinde algılanan kalite, memnuniyet vegüvenin etkisi bulunmaktadır.
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