S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi

BAKIRTAS, Hulya

S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi

Hülya BAKIRTAŞ (Aksaray Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Aksaray, Türkiye)

Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi

23 0

Yıl: 2013 Cilt: 15 Sayı: 25 Sayfa Aralığı: 47 - 55 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi

Öz:

Mağaza atmosferi, tüketiciyi mağazaya çeken, mağaza içerisinde daha fazla vakit geçirmesine ve harcama yapmasına neden olan önemli bir unsurdur. Pazarlama yazınında yapılan çalışmalar mağaza atmosferinin, tüketicilerin hem duygusal ve bilişsel değerlendirmelerini hem de davranışsal tepkilerini önemli bir düzeyde etkilediğini ileri sürmektedir. Günümüz perakende mağazalarının büyük bir kısmının tüketiciyi cezp etmek amacıyla katlandığı mağaza atmosferi oluşturma ve geliştirme maliyetleri, bu öngörüyü destekler niteliktedir. Bu çalışmanın amacı uyarıcıorganizma- tepki paradigması [S-O-R] temelinde mağaza atmosferi ve duygulara ilişkin yapılmış çalışmaların analiz bulgularını ve sonuçlarını inceleyerek, pazarlamada tüketici duyguları açısından mağaza atmosferinin önemini literatür temelinde açıklamaktır. Bu yolla politika yapıcılara ve akademik çevrelere teorik temelli destek sağlamaktır. Ayrıntılı olan bu çalışmadaki paradigma, literatür temelli hazırlanmıştır.

Anahtar Kelime:

Konular: İşletme İktisat

Importance in marketing of store atmosphere and emotion at S-O-R paradigm fundamental: A literature review

Öz:

Store atmosphere is a major factor which attracts to store to customer, cause to more time and money spending at store. Studies in marketing literature argue that this factor affects customer s both emotional and cognitive assessment and conative responses importantly. Building store atmosphere and development costs incurred to be able to attract to customer of a large majority of present day retail stores have supported to foresight that. The study aim is to examine results and analysis findings of studies regarding store atmosphere and emotion on the basis stimulusorganism- response [S-O-R] paradigm, explained on the basis literature importance of store atmosphere in terms of customer emotion at marketing. The introduction of existing paradigm in a detailed study prepared on particular literature.

Anahtar Kelime:

Konular: İşletme İktisat

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	BAKIRTAS H (2013). S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. , 47 - 55.
Chicago	BAKIRTAS Hulya S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. (2013): 47 - 55.
MLA	BAKIRTAS Hulya S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. , 2013, ss.47 - 55.
AMA	BAKIRTAS H S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. . 2013; 47 - 55.
Vancouver	BAKIRTAS H S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. . 2013; 47 - 55.
IEEE	BAKIRTAS H "S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi." , ss.47 - 55, 2013.
ISNAD	BAKIRTAS, Hulya. "S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi". (2013), 47-55.

APA	BAKIRTAS H (2013). S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 15(25), 47 - 55.
Chicago	BAKIRTAS Hulya S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi 15, no.25 (2013): 47 - 55.
MLA	BAKIRTAS Hulya S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, vol.15, no.25, 2013, ss.47 - 55.
AMA	BAKIRTAS H S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi. 2013; 15(25): 47 - 55.
Vancouver	BAKIRTAS H S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi. 2013; 15(25): 47 - 55.
IEEE	BAKIRTAS H "S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi." Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 15, ss.47 - 55, 2013.
ISNAD	BAKIRTAS, Hulya. "S-O-R paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: bir literatür incelemesi". Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi 15/25 (2013), 47-55.