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GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ

Year 2021, Volume: 8 Issue: 1, 479 - 507, 26.03.2021
https://doi.org/10.30798/makuiibf.858836

Abstract

Gösterişçi tüketim, tüketici davranışlarının en eski konularından bir tanesidir. Veblen’den günümüze araştırmacılar; kişilerin, arzuladıkları kimliklere ve karakterlere seçtikleri ürünlerle ulaştıklarını söylemektedir. Bu çalışmada; tüketicilerin gösterişçi tüketimleri, Veblen’in Aylak Sınıfın Teorisi bağlamında ele alınarak, kuşaklar arası bir kıyasa gidilmiştir Araştırmanın amacı, gösterişçi tüketimin temel motivasyonlarını ve bu motivasyonlar arasındaki ilişkiyi ortaya çıkarmak, bu yapının kuşaklara göre değişimini anlamaktır. Araştırma kapsamında; online ve yüz yüze anket yöntemleri ile 20 Temmuz- 15 Ekim 2019 tarihleri arasında 477 kişiden anket toplanmıştır. Elde edilen veriler; kikare analizi, frekans analizi, bağımsız t-testi, MANOVA testi, keşfedici faktör analizi, doğrulayıcı faktör analizi ve yol analizleri kullanılarak, SPSS ve AMOS paket programları yardımıyla analiz edilmiştir. Yapısal eşitlik modellemesi ile tüketicilerin sosyal kabul ihtiyacının ve statü arayışının gösterişçi tüketimlerini pozitif yönde etkilediği; prestij duyarlılıklarının ise gösterişçi tüketimlerini negatif yönde etkilediği belirlenmiştir. Gösterişçi tüketim eğiliminde tüketicilerin cinsiyeti ve gelirine göre anlamlı bir farklılık görülmezken yaş değişkenine ilişkin anlamlı sonuçlar elde edilmiştir. Araştırmanın sonuçları, ulaşılan bulgular çerçevesinde tartışılmış, araştırmacılara ve uygulamacılara birtakım öneriler sunulmuştur.

References

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EXAMINING THE CONSPICUOUS CONSUMPTION AND MOTIVATIONS IN TERMS OF GENERATIONS

Year 2021, Volume: 8 Issue: 1, 479 - 507, 26.03.2021
https://doi.org/10.30798/makuiibf.858836

Abstract

Conspicuous consumption is one of the oldest subjects of consumer behavior. From Veblen to now, researchers reveal that people reach the identities and characters they desire with the products they choose. In this study, the conspicuous consumption of the consumers has been handled within the context of Veblen's Theory of the Leisure Class and a generational comparison has been made. The aim of this research is to reveal the basic motivations of conspicuous consumption and the relationship between these motivations, to understand the change of this structure according to generations. In the scope of the research; Questionnaires were collected from 477 people between 20 July - 15 October 2019 using online and face-to-face survey methods. The obtained data was analyzed using the SPSS and AMOS package programs by using chi-square analysis, frequency analysis, independent t-test, MANOVA test, exploratory factor analysis, confirmatory factor analysis and path analysis. Structural equation modelling determined that the need for social acceptance and seeking status in consumers positively affected the conspicuous consumption, while the sensitivity of prestige negatively affected their conspicuous consumption. While no significant difference was observed in the conspicuous consumption trend according to the gender and income of the consumers, significant results were obtained regarding the age variable. The results of the research were discussed within the framework of the findings.

References

  • Afsahhosseini, F. A., & Kamali, K. (2014). The influence of buying price, prestige sensitivity and brand consciousness on behavior and buying decisions of compulsive consumers. Applied Mathematics in Engineering, Management and Technology, 2(5), 128-137.
  • Allison, G. (2008). A cross-cultural study of motivation for consuming luxuries. A thesis submitted in partial fulfilment of the requirements for the Degree of Doctor of Philosophy, Lincoln University.
  • Aslay, F., Ünal S. & Akbulut Ö. (2013). Materyalizmin statü tüketimi üzerindeki etkisini belirlemeye yönelik bir araştırma. Atatürk Üniversitesi, İİBF Dergisi, 27(2). 43-62.
  • Assimos, B. M., Pinto, M.R., Leite, S.R. & Andrade, L.M. (2019). Conspicuous consumption and its relation to brand consciousness, status consumption and self-expression. Brazilian Business Review, 16 (4), 350-368.
  • Aydın, G., & Altuntaş, B. K. (2015). Y-jenerasyonunda sözsüz iletişim yönetimi olarak gösterişçi tüketim kullanımıyla ilgili deneysel bir çalışma. İletişim Çalışmaları Dergisi (7), 110-131.
  • Bagwell, L. S. & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
  • Bahri-Ammani, N., Coulibaly, D. & Mimoun, M. S. B. (2020). The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept. Journal of Retailing and Consumer Services. 52. 1-11.
  • Bao, Y. & Mandrik, C. A. (2004). Discerning store brand users from value consciousness consumers: the role of prestige sensitivity and need for cognition. Advances in Consumer Research, 31, 707-712.
  • Barut, D. ve Güneş, S. (2018). Gösterişçi tüketimin nedenleri ve mobilya firmalarının gösteriş üzerine geliştirdikleri algı. International Journal of Academic Value Studies, 4(18), 81-8.
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  • Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139‐168.
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  • Boğa, Ö. & Başçı, A. (2016). Ağızdan ağıza pazarlamanın gösterişçi tüketim üzerine etkisi. Marmara Üniversitesi Öneri Dergisi, 12(45), 439-489.
  • Brown, T. A. (2006). Confirmatory factor analysis for applied research. The Guilford Press, New York.
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  • Charles, K. K., Hurst, E. & Roussanov, N. (2009). Conspicuous consumption and race. The Quarterly Journal of Economics, 124(2), 425–467. doi:10.1162/qjec.2009.124.2.425
  • Chaudhuri, H., Mazumdar, S. & Ghoshal, A. (2011). Conspicuous consumption orientation: conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10, 216-224.
  • Çınar, İ. (2014). Ölüm kaygısı ve gösterişçi tüketim eğilimi. Iğdır Üniversitesi Sosyal Bilimler Dergisi (5), 89-104.
  • Clark, R. A., Zboja, J. J., & Goldsmith, R. E. (2007). Status consumption and role-relaxed consumption: a tale of two retail consumers. Journal of Retailing and Consumer Services, 14(1), 45-59.
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  • Corneo, G & Jeanne, O. (1997). Conspicuous consumption, snobbism and conformism. Journal of Public Economics 66 .55-71.
  • Danzer, A. M., Dietz, B. & Gatskova, K. & Schmillen, A. (2014). Showing off to the new neighbors? Income, socioeconomic status and consumption patterns of internal migrants. Journal of Comparative Economics, Elsevier, 42(1), 230-245.
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There are 98 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Cansu Tor-kadıoğlu 0000-0003-1663-9282

Mehmet Yağcı 0000-0002-7293-4246

Publication Date March 26, 2021
Submission Date January 12, 2021
Published in Issue Year 2021 Volume: 8 Issue: 1

Cite

APA Tor-kadıoğlu, C., & Yağcı, M. (2021). GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 8(1), 479-507. https://doi.org/10.30798/makuiibf.858836