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TÜKETİCİLERİ HEDİYE SATIN ALMAYA YÖNELTEN MOTİVASYONLAR

Year 2020, Volume: 4 Issue: 4, 22 - 42, 31.12.2020
https://doi.org/10.47525/ulasbid.796430

Abstract

Hediyeleşmenin toplumsal bir kültür haline geldiği günümüz dünyasında insanlar, pek çok durumda ve pek çok sebeple hediye vermektedirler. Dünyada ve Ülkemizde, bebek doğumları, yıldönümleri, mezuniyet, yılbaşı, anneler günü, sevgililer günü, babalar günü ve daha birçok durumda hediye verilmesi olmazsa olmaz bir hal almıştır. Bunun sonucunda, hediyeleşmeyle ortaya çıkan ekonomik büyüklük, toplam tüketim harcamaları içerisinde çok büyük bir paya sahip olmaktadır. Pazarlama araştırmacıları, tüketicilerin hediye satın alma davranışlarını ve onları motive eden unsurları ayrıca ele alarak incelemektedirler. Ülkemizde bu alanda yapılan çalışmaların yetersiz oluşu nedeniyle öncelikle, hediyelerin hangi motivasyonlarla satın alındığına ilişkin, kapsamlı bir literatür taraması yapılarak hediye ve hediye satın alma motivasyonlarına ilişkin teorik bir çerçeve oluşturulmaya çalışılmıştır. Bu çalışmanın bu alana yönelik daha sonra yapılacak teorik ve ampirik çalışmalara öncülük etmesi ve kaynak oluşturması amaçlanmıştır.

References

  • Aarthy, C. J. & Verma S. (2014). Factors affecting gifting behavior: comparative study of males and females. Hindistan University (https://www.researchgate.net/publication/266477912, 15.06.2017).
  • Armağan, S. (2009). İislam dininde sosyal güvenliğin temel müesseseleri. İslam Hukuku Araştırmaları Dergisi, sy.14, 2009, s. 67-84.
  • Beatty S. E.& Kahle, L. R.& Homer, P. (1991). Personal values and gift-giving behavior: a study across cultures. Journal of Business Research. (22) 149-157.
  • Banks, S.K. (1979). Gift-giving: a reviewand an ınteractive paradigm. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, AnnAbor, MI: Associationfor Consumer Research, Pages: 319-324.
  • Beichen L. & Murshed F. (2015). Culture, expressions of romantic love, and gift-giving. Journal of International Business Research. 2015, Vol. 14 Issue 1, p68-84. 17p.
  • Belk R. W. (1976). It's the thought that counts: a signed digraph analysis of gift-giving. Journal of Consumer Research. Vol. 3, No. 3 (Dec., 1976), pp. 155-162.
  • Belk R.W. (1977). Gift-giving behavior. Part A., Faculty Working Papers, College of Commerce and Business Administration. (University of Illinois at Urbana Champaign).
  • Belk R. W. (1979). Gift-giving behavior, Research. in, 2, (ed.) Jagdish Sheth, (Greenwich, CT: JAI Press), 95-126.
  • Belk, R.W. & Coon, G.S. (1993). Gift giving as agapic love: an alternative to the exchange paradigm based on dating experiences. Journal of Consumer Research, Cilt. 20, sayfa 393 – 417.
  • Belk, R. W. (1996). The meaning of gifts and greeting. Advances. in Consumer Research 23 (1), 13.
  • Camerer, C. (1988). Gifts as economic signals and social symbols. The American Journal of Sociology, Vol. 94, Supplement: Organizations and Institutions: Sociological and Economic Approaches to the Analysis of Social Structure (1988), pp. S180-S214.
  • Cheal, D. (1987). Showing them you love them: gift giving and the dialectic of intimacy. Sociological Review, 35(1):150 – 169.
  • Cheal, D. (1988). The gift economy. London and Newyork: Routledge:, 1988. xi + 228 pp.
  • Chen J. & Kim S. (2013). A comparison of chinese consumers. ıntentions to purchase luxury fashion brands for self-useand for gifts. Journal of International Consumer Marketing, 25: 1, 29-44.
  • Darr, A. (2017). Gift giving in mass consumption markets. current sociology. Vol. 65(1) 92 –112. İnternational Review of Retail. Distribution and Consumer Research, 26: 2, 154-170.
  • Fischer, E. & Arnold, S. J. (1990). More than a labor of love: gender roles and christmas gift shopping. Journal of Consumer Research, Vol. 17, No. 3 (Dec., 1990), pp. 333-345.
  • Garner T.I & Wagner J. (1991). Ekonomic dimensions of household gift giving. Journal of Consumer Research, 18, 368-379.
  • Godbout, J. T. (2003). Armağan dünyası. (Çev: Dilek Hattatoğlu). (1. Baskı). İstanbul: İletişim Yayınları.
  • Goodwin C. Smith K. L. & Spiggle, S. (1990). Gift giving: consumer motivation and the gift purchase process.in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Associationfor Consumer Research, Pages: 690-698.
  • Gregory, C.A.(1982). Gifts and commodities. Academis Press: San Diego.
  • Heeler R. & June F.,Chike O. & Stanley R. (1979). Gift versus personal use brand selection. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, Ann Abor, MI: Associationfor Consumer Research, Pages: 325-328.
  • İnsel, A. (2003). Armağan sorunsalının açtığı ufuk. Jacques T. Godbout. Armağan Dünyası. 9-20. (Çev. Dilek Hattatoğlu). İstanbul: İletişim Yayınları.
  • Kayadibi, F. (2007). İslam’da kalkınmanın dinamik güçleri. İstanbul Üniversitesi İlahiyat Fakültesi Dergisi, Sayı: 15, Yıl: 2007, s:1-24.
  • Kılıçer, T. & Boyraz, E. & vd., (2016). Kadın, erkek, ya da? hediye satın alma davranışında cinsiyet kimliği rolünün etkisi. Ege Akademik Bakış, 16 - Sayı 1 Ocak 2016 SS. 121-133.
  • Komter, A.E. (1996). The gift: an inter disciplinary perspective. Amsterdam: Amsterdam UniversityPress.
  • Komter A.E. & Vollebergh W. (1997). Gift giving and the emotional significance of family and friends. Journal of Marriage and Family.Vol. 59, No. 3, pp. 747-757.
  • Komter, A.E. (2005). Social solidarity and the gift. Cambridge University Press.The Edinburgh Building, Cambridge, United Kingdom.
  • Laroche, M. & Gad S.& Mark C. & Browne E. (2000). Gender differences in information search strategies for a christmas gift. Journal of Consumer Marketing,Vol. 17 Iss 6 pp. 500 – 522.
  • Larsen D. & Watson, J.J. (2001). A guide map to the terrain of gift value. Psychology & Marketing. - New York, NY: Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 18.2001, 8, p. 889.
  • Montesi C. (2015). Gift enigma in economic theory. http://www.damianoperlematologia.it/public/Giftenigmaineconomictheory.pdf (Erişim: 20.06.2017) .
  • Mauss, M. ((1925),1966). The gift forms and functions of exchance archaic societies. Trans. I an Cunnison. London: Cohen& West LTD.
  • Mauss, M., ((1954), 2002). The gift; the form and reason for exchange in archaic societies. 11 New Fetter Lane, London EC4P 4EE.
  • Mitrut, A. & Nordblom, K. (2010). Social norms and gift behavior: theory and evidence from romania. European Economic Review, 54(8), 998-1015.
  • Othman Md. N. & Ong, F. S. & Teng, A.T.M (2005). Occasions and motivations for gift-giving: a comparative study of malay and chinese consumers in urban malaysia. Asia Pacific Management Review, (2005), 10(3).
  • Özdemir, N. (2008). Türk hediyeleşme geleneği ve medya. Uluslararası Sosyal Araştırmalar Dergisi The Journal Of International Social Research, Volume 1/4 Summer 2008, 467-480.
  • Özkan Y. (2007). Consumer’s behavior of gift giving in westernization process in Turkey. Pakistan Journal of Social Sciences, 4 (3) : 467-473.
  • Parsons, A.G. (2002). Brand choice in gift giving: recipient influence. Journal of Product & Brand Management, Vol. 11.
  • Robles, J. S. (2012). Troubles with assessments in gifting occasions. Discourse Studies, 14(6), 753-777.
  • Rugimbana, R. & Donahay, B., Neal, C. & Polonsky, M. J. (2002). The role of social power relations in gift giving on valentine's day. Journal of Consumer Behaviour, 3(1), 63-73.
  • Ruth A.J. & Otnes C. & Brunel F.F. (1999). Gift receipt and the reformulation of ınterpersonal relationships. Journal of Consumer Research. Inc.,Vol. 25, , 385-402, March 1999.
  • Segev R. & Shoham, A. & Ruvio, A. (2013). Gift-giving among adolescents: exploring motives, the effects of givers' personal characteristics and theuse of ımpression management tactics. Journal of Consumer Marketing, Vol. 30 Iss 5 pp. 436 – 449.
  • Shanka T. & Handley B. (2011). Gift giving: an exploratory behavioural study. Asia Pacific Journal of Tourism Research. 16: 4, 359-377.
  • Sherry J.F Jr. (1983). Gift giving in anthropological perspective. Journal of Consumer Research, Cilt. 10, sayfa 157 - 168.
  • Sherry J. F. Jr. & McGrath M. A. (1989). Unpacking the holiday presence: a comparative ethnography of two gift stores. in SV - Interpretive Consumer Research, eds. Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, Pages: 148-167.
  • Sherry J.F. Jr. & McGrath M. A. & Levy, S. J.(1993). The dark side of the gift. Journal of Business Research, Vol 28(3), Nov 1993, 225-244.
  • Tomak, A. & Güney, E. (2014). Kültürel bir değer olarak hediye geleneği ve ekslibris. International Journal of Ex-libris / Vol.1 / Part 2/ s.25-33. Uluslararası Ekslibris Dergisi / Cilt 1 / Bölüm 2.
  • TÜİK, (2018). Raporlar, http://www.tuik.gov.tr/UstMenu.do?metod=temelist (Erişim Tarihi: 07.04.2018).
  • Unitiy Marketing Report. (2017). Gift retailing in 21st century stiyle.http://unitymarketingonline.com/wp-content/uploads/Gift-Retailing-in-21st-Century-Style-White-Paper1.pdf, (Erişim Tarihi: 07.07.2017).
  • Qian W. & Razzaque, M.A. & Keng,K.A. (2007). Chinese cultural values and gift giving behavior. Journal of Consumer Marketing, Vol. 24 Issue: 4,pp. 214-228.
  • Wagner, J. & Garner, T. (1993). Extrahousehold giving in popular gift categories: a socio economic and demographic analysis. in NA - Advances in Consumer Research Volume 20, eds. Leigh Mc Alisterand Michael L. Rothschild, Provo, UT: Associationfor Consumer Research, Pages: 515-519.
  • Wolfinbarger M.F. (1990). Motivations and symbolism in gift-giving behavior. in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Associationfor Consumer Research, Pages: 699-706.
  • Wolfinbarger M. F. & Gilly M. C. (1991). The relationship of gender to gift-giving attitudes: (or, are men ınsensitive clods?). in GCB – Gender and Consumer Behavior Volume 1, eds. Dr. Janeen Arnold Costa, Salt Lake City, UT: Associationfor Consumer Research, Pages: 223-233.
  • Wolfinbarger M.F. & Yale, L.J. (1993). Three motivations for ınterpersonal gift giving: experiental, obligated and practical motivations.in NA - Advances in Consumer Research Volume 20, eds. Leigh Mc Alisterand Michael L. Rothschild, Provo, UT: Associationfor Consumer Research, Pages: 520-526.
  • http://www.reitix.com/Makaleler/Alturizm-Nedir/ID=1280, Erişim Tarihi: (08.08.2017).
  • http://alturizm.nedir.org/ Erişim Tarihi: (08.08.2017).

MOTİVATİONS THAT LEAD CONSUMERS TO GİVE GİFTS

Year 2020, Volume: 4 Issue: 4, 22 - 42, 31.12.2020
https://doi.org/10.47525/ulasbid.796430

Abstract

In today's world where gift exchanging has become a social culture, people give gifts in many situations and for many reasons. In the world and in our country, giving gifts in baby births, anniversaries, graduation, New Year's Day, Mother's Day, Valentine's Day, Father's Day and many more has become a must. As a result, the economic size resulting from the gift purchase has a very large share in total consumption expenditures. Marketing researchers also examine consumer gift buying behavior and the factors that motivate them. Due to the in sufficient studies in this field in our country, firstly, a comprehensive literature review was made regarding the motivations of the gifts, and a theoretical framework on the motivations of gift and gift purchasing was tried to be established. It is aimed that this study will lead to the oretical and empirical studies that will be carried out in this field and create resources.

References

  • Aarthy, C. J. & Verma S. (2014). Factors affecting gifting behavior: comparative study of males and females. Hindistan University (https://www.researchgate.net/publication/266477912, 15.06.2017).
  • Armağan, S. (2009). İislam dininde sosyal güvenliğin temel müesseseleri. İslam Hukuku Araştırmaları Dergisi, sy.14, 2009, s. 67-84.
  • Beatty S. E.& Kahle, L. R.& Homer, P. (1991). Personal values and gift-giving behavior: a study across cultures. Journal of Business Research. (22) 149-157.
  • Banks, S.K. (1979). Gift-giving: a reviewand an ınteractive paradigm. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, AnnAbor, MI: Associationfor Consumer Research, Pages: 319-324.
  • Beichen L. & Murshed F. (2015). Culture, expressions of romantic love, and gift-giving. Journal of International Business Research. 2015, Vol. 14 Issue 1, p68-84. 17p.
  • Belk R. W. (1976). It's the thought that counts: a signed digraph analysis of gift-giving. Journal of Consumer Research. Vol. 3, No. 3 (Dec., 1976), pp. 155-162.
  • Belk R.W. (1977). Gift-giving behavior. Part A., Faculty Working Papers, College of Commerce and Business Administration. (University of Illinois at Urbana Champaign).
  • Belk R. W. (1979). Gift-giving behavior, Research. in, 2, (ed.) Jagdish Sheth, (Greenwich, CT: JAI Press), 95-126.
  • Belk, R.W. & Coon, G.S. (1993). Gift giving as agapic love: an alternative to the exchange paradigm based on dating experiences. Journal of Consumer Research, Cilt. 20, sayfa 393 – 417.
  • Belk, R. W. (1996). The meaning of gifts and greeting. Advances. in Consumer Research 23 (1), 13.
  • Camerer, C. (1988). Gifts as economic signals and social symbols. The American Journal of Sociology, Vol. 94, Supplement: Organizations and Institutions: Sociological and Economic Approaches to the Analysis of Social Structure (1988), pp. S180-S214.
  • Cheal, D. (1987). Showing them you love them: gift giving and the dialectic of intimacy. Sociological Review, 35(1):150 – 169.
  • Cheal, D. (1988). The gift economy. London and Newyork: Routledge:, 1988. xi + 228 pp.
  • Chen J. & Kim S. (2013). A comparison of chinese consumers. ıntentions to purchase luxury fashion brands for self-useand for gifts. Journal of International Consumer Marketing, 25: 1, 29-44.
  • Darr, A. (2017). Gift giving in mass consumption markets. current sociology. Vol. 65(1) 92 –112. İnternational Review of Retail. Distribution and Consumer Research, 26: 2, 154-170.
  • Fischer, E. & Arnold, S. J. (1990). More than a labor of love: gender roles and christmas gift shopping. Journal of Consumer Research, Vol. 17, No. 3 (Dec., 1990), pp. 333-345.
  • Garner T.I & Wagner J. (1991). Ekonomic dimensions of household gift giving. Journal of Consumer Research, 18, 368-379.
  • Godbout, J. T. (2003). Armağan dünyası. (Çev: Dilek Hattatoğlu). (1. Baskı). İstanbul: İletişim Yayınları.
  • Goodwin C. Smith K. L. & Spiggle, S. (1990). Gift giving: consumer motivation and the gift purchase process.in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Associationfor Consumer Research, Pages: 690-698.
  • Gregory, C.A.(1982). Gifts and commodities. Academis Press: San Diego.
  • Heeler R. & June F.,Chike O. & Stanley R. (1979). Gift versus personal use brand selection. in NA - Advances in Consumer Research Volume 06, eds. William L. Wilkie, Ann Abor, MI: Associationfor Consumer Research, Pages: 325-328.
  • İnsel, A. (2003). Armağan sorunsalının açtığı ufuk. Jacques T. Godbout. Armağan Dünyası. 9-20. (Çev. Dilek Hattatoğlu). İstanbul: İletişim Yayınları.
  • Kayadibi, F. (2007). İslam’da kalkınmanın dinamik güçleri. İstanbul Üniversitesi İlahiyat Fakültesi Dergisi, Sayı: 15, Yıl: 2007, s:1-24.
  • Kılıçer, T. & Boyraz, E. & vd., (2016). Kadın, erkek, ya da? hediye satın alma davranışında cinsiyet kimliği rolünün etkisi. Ege Akademik Bakış, 16 - Sayı 1 Ocak 2016 SS. 121-133.
  • Komter, A.E. (1996). The gift: an inter disciplinary perspective. Amsterdam: Amsterdam UniversityPress.
  • Komter A.E. & Vollebergh W. (1997). Gift giving and the emotional significance of family and friends. Journal of Marriage and Family.Vol. 59, No. 3, pp. 747-757.
  • Komter, A.E. (2005). Social solidarity and the gift. Cambridge University Press.The Edinburgh Building, Cambridge, United Kingdom.
  • Laroche, M. & Gad S.& Mark C. & Browne E. (2000). Gender differences in information search strategies for a christmas gift. Journal of Consumer Marketing,Vol. 17 Iss 6 pp. 500 – 522.
  • Larsen D. & Watson, J.J. (2001). A guide map to the terrain of gift value. Psychology & Marketing. - New York, NY: Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 18.2001, 8, p. 889.
  • Montesi C. (2015). Gift enigma in economic theory. http://www.damianoperlematologia.it/public/Giftenigmaineconomictheory.pdf (Erişim: 20.06.2017) .
  • Mauss, M. ((1925),1966). The gift forms and functions of exchance archaic societies. Trans. I an Cunnison. London: Cohen& West LTD.
  • Mauss, M., ((1954), 2002). The gift; the form and reason for exchange in archaic societies. 11 New Fetter Lane, London EC4P 4EE.
  • Mitrut, A. & Nordblom, K. (2010). Social norms and gift behavior: theory and evidence from romania. European Economic Review, 54(8), 998-1015.
  • Othman Md. N. & Ong, F. S. & Teng, A.T.M (2005). Occasions and motivations for gift-giving: a comparative study of malay and chinese consumers in urban malaysia. Asia Pacific Management Review, (2005), 10(3).
  • Özdemir, N. (2008). Türk hediyeleşme geleneği ve medya. Uluslararası Sosyal Araştırmalar Dergisi The Journal Of International Social Research, Volume 1/4 Summer 2008, 467-480.
  • Özkan Y. (2007). Consumer’s behavior of gift giving in westernization process in Turkey. Pakistan Journal of Social Sciences, 4 (3) : 467-473.
  • Parsons, A.G. (2002). Brand choice in gift giving: recipient influence. Journal of Product & Brand Management, Vol. 11.
  • Robles, J. S. (2012). Troubles with assessments in gifting occasions. Discourse Studies, 14(6), 753-777.
  • Rugimbana, R. & Donahay, B., Neal, C. & Polonsky, M. J. (2002). The role of social power relations in gift giving on valentine's day. Journal of Consumer Behaviour, 3(1), 63-73.
  • Ruth A.J. & Otnes C. & Brunel F.F. (1999). Gift receipt and the reformulation of ınterpersonal relationships. Journal of Consumer Research. Inc.,Vol. 25, , 385-402, March 1999.
  • Segev R. & Shoham, A. & Ruvio, A. (2013). Gift-giving among adolescents: exploring motives, the effects of givers' personal characteristics and theuse of ımpression management tactics. Journal of Consumer Marketing, Vol. 30 Iss 5 pp. 436 – 449.
  • Shanka T. & Handley B. (2011). Gift giving: an exploratory behavioural study. Asia Pacific Journal of Tourism Research. 16: 4, 359-377.
  • Sherry J.F Jr. (1983). Gift giving in anthropological perspective. Journal of Consumer Research, Cilt. 10, sayfa 157 - 168.
  • Sherry J. F. Jr. & McGrath M. A. (1989). Unpacking the holiday presence: a comparative ethnography of two gift stores. in SV - Interpretive Consumer Research, eds. Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, Pages: 148-167.
  • Sherry J.F. Jr. & McGrath M. A. & Levy, S. J.(1993). The dark side of the gift. Journal of Business Research, Vol 28(3), Nov 1993, 225-244.
  • Tomak, A. & Güney, E. (2014). Kültürel bir değer olarak hediye geleneği ve ekslibris. International Journal of Ex-libris / Vol.1 / Part 2/ s.25-33. Uluslararası Ekslibris Dergisi / Cilt 1 / Bölüm 2.
  • TÜİK, (2018). Raporlar, http://www.tuik.gov.tr/UstMenu.do?metod=temelist (Erişim Tarihi: 07.04.2018).
  • Unitiy Marketing Report. (2017). Gift retailing in 21st century stiyle.http://unitymarketingonline.com/wp-content/uploads/Gift-Retailing-in-21st-Century-Style-White-Paper1.pdf, (Erişim Tarihi: 07.07.2017).
  • Qian W. & Razzaque, M.A. & Keng,K.A. (2007). Chinese cultural values and gift giving behavior. Journal of Consumer Marketing, Vol. 24 Issue: 4,pp. 214-228.
  • Wagner, J. & Garner, T. (1993). Extrahousehold giving in popular gift categories: a socio economic and demographic analysis. in NA - Advances in Consumer Research Volume 20, eds. Leigh Mc Alisterand Michael L. Rothschild, Provo, UT: Associationfor Consumer Research, Pages: 515-519.
  • Wolfinbarger M.F. (1990). Motivations and symbolism in gift-giving behavior. in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Associationfor Consumer Research, Pages: 699-706.
  • Wolfinbarger M. F. & Gilly M. C. (1991). The relationship of gender to gift-giving attitudes: (or, are men ınsensitive clods?). in GCB – Gender and Consumer Behavior Volume 1, eds. Dr. Janeen Arnold Costa, Salt Lake City, UT: Associationfor Consumer Research, Pages: 223-233.
  • Wolfinbarger M.F. & Yale, L.J. (1993). Three motivations for ınterpersonal gift giving: experiental, obligated and practical motivations.in NA - Advances in Consumer Research Volume 20, eds. Leigh Mc Alisterand Michael L. Rothschild, Provo, UT: Associationfor Consumer Research, Pages: 520-526.
  • http://www.reitix.com/Makaleler/Alturizm-Nedir/ID=1280, Erişim Tarihi: (08.08.2017).
  • http://alturizm.nedir.org/ Erişim Tarihi: (08.08.2017).
There are 55 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Arzu Şeker

Yavuz Cömert 0000-0002-7580-7197

Publication Date December 31, 2020
Submission Date September 17, 2020
Published in Issue Year 2020 Volume: 4 Issue: 4

Cite

APA Şeker, A., & Cömert, Y. (2020). TÜKETİCİLERİ HEDİYE SATIN ALMAYA YÖNELTEN MOTİVASYONLAR. Uluslararası Anadolu Sosyal Bilimler Dergisi, 4(4), 22-42. https://doi.org/10.47525/ulasbid.796430

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