Author :
Abstract
Yaşlı bireylerin nüfus oranı hem ömürlerinin artması hem de doğurganlık hızındaki düşüş nedeniyle dünya genelinde hızla artmaktadır. Bu nedenle önemli bir hedef kitle haline gelen yaşlı tüketicilerin paraya karşı tutumlarının belirlenmesi ile satın alma karar süreci ve yaşam doyumuna etkisinin ortaya koyulması amaçlanmaktadır. Araştırmanın örneklemi Ankara ilinde bulunan ve kendi geliri olan, parasını kendi yöneten 65 yaş ve üstü tüketicilerden oluşmaktadır. Çalışmanın verileri anket aracılığıyla toplanmış ve 120 katılımcı ile görüşülmüştür. Çalışma kapsamında veriler yaşam doyumu ölçeği, para tutumu ölçeği ve satın alma karar süreci ölçeği ve demografik bilgi formundan oluşan soru formu ile toplanmıştır. Hiyerarşik regresyon analizi sonuçlarına göre, yaşlı tüketicilerin yaşları ile yaşam doyumları ve paraya ilişkin tutumun güvensizlik alt boyutu ile yaşam doyumları arasındaki ilişkide yaşlıların satın alma kararlarının aracılık ettiği ortaya koyulmuştur. Araştırmada 65 ve üstü tüketicilerin yaşam doyumunun yaşa göre değişebileceği ve yaşın satın alma kararlarının etkili olduğu; para tutumunun alt faktörü olan güvensizlik ile yaşam doyumu arasındaki ilişkide satın alma kararının aracılık ettiği sonucuna ulaşılmıştır.
Keywords
Abstract
The proportion of elderly individuals due to both an increase in their lifespan and a decline in the rate of fertility is frequently increasing in worldwide. Consequently, it is aimed to determine the attitude toward money of the older consumers, who have become an important target group, and to reveal the effects of consumer decision making process and life satisfaction. The sample comprised 120 older people (≥65 years old) who have income, manage income themselves and resided in Ankara City, Turkey. The study's data were collected through a questionnaire and interviewed with 120 participants. Otherwise, life satisfaction, money attitude and consumer decision making and demographic information form were collected. According to hierarchical regression results, consumer decision making moderates the relationship between older consumers age and life satisfaction. In addition to this, it moderates between distrust (sub-scale of money attitude) and life satisfaction. The findings of the present study indicate that among consumers who are 65 and above, life satisfaction transforms with age and consumer decision making moderate between them. On the other hand, there is correlation between distrust which is sub-scale of money attitude and life satisfaction, and consumer decision making moderate between it.
Keywords
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