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Kadin, Erkek, Ya Da? Hediye Satin Alma Davranisinda Cinsiyet Kimligi Rolunun Etkisi

Author

Listed:
  • Tugba KILICER

    (Gaziosmanpasa Universitesi I.I.B.F)

  • Elif BOYRAZ

    (Gaziosmanpasa Universitesi I.I.B.F)

  • Adem TUZEMEN

    (Gaziosmanpasa Universitesi I.I.B.F)

Abstract

Bu calismanin amaci tuketicilerin hediye satin alma davranislarinda cinsiyetlerinin ve cinsiyet kimligi rollerinin etkisini ortaya koymaktir. Bu baglamda bir devlet universitesinin akademik ve idari personeli anakutle olarak belirlenmis ve kolayda ornekleme yontemiyle belirlenen 320 personele yuzyuze anket uygulanmistir. Elde edilen veriler SPSS paket programi yardimiyla frekans, bagimsiz iki orneklem t-testi, faktor analizi, tek yonlu varyans analizi ve kumeleme analizine tabi tutulmustur. Sonuclar kadinlarla erkeklerin hediye satin alma davranislarinin farklilastigini, kadinlarin hediyeye daha cok onem atfettiklerini ve erkeklerden daha cok hediye satin aldiklarini gostermektedir. Katilimcilar cinsiyet kimligi rollerine gore kumelere ayrilmis ve androjenler, belirsizler ve feminenler olmak uzere uc kume elde edilmistir. En az hediye satin alan kume belirsizler kumesi iken, en cok hediye satin alan kume androjenler kumesidir. Bu bulgular isiginda uygulayicilara ve arastirmacilara oneriler gelistirilmistir.

Suggested Citation

  • Tugba KILICER & Elif BOYRAZ & Adem TUZEMEN, 2016. "Kadin, Erkek, Ya Da? Hediye Satin Alma Davranisinda Cinsiyet Kimligi Rolunun Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 16(1), pages 121-133.
    • Handle: RePEc:ege:journl:v:16:y:2016:i:1:p:121-133
    DOI: 10.21121/eab.2016119958
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    More about this item

    Keywords

    Hediye satin alma ve verme; Cinsiyet Kimligi; Feminen; Maskulen;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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