A RESEARCH ON COMPULSIVE PURCHASE BEHAVIOR IN THE CONTEXT OF MATERIALIST ATTITUDE AND PRESTIGE SENSITIVITY

Yıl 2024, Cilt: 11 Sayı: 24, 692 - 719, 27.04.2024

Ayşen Akyüz , Asena Temelli Coşgun

https://doi.org/10.58884/akademik-hassasiyetler.1383987

Öz

Understanding consumption, which is indisputably one of the most important phenomena of our age, is among the main goals of many disciplines. Consumption motivations, personal and social reasons that lead individuals to purchase behavior constitute the primary effort of most researches. Studies conducted in line with this effort reveal that individuals have motivations to gain social status and prestige through consumption, to convey meaning about themselves, and to reflect the ideal "me" through consumption in the modern capitalist world order. So much so that individuals shape their purchasing behavior with their desires independent of their real needs, and solve the negative emotions, anxiety and stress in their lives with chronic buying action. With the present study, it is aimed to make inferences about the materialistic tendencies, prestige sensitivities and compulsive purchasing behaviors of consumers. In line with the determined purpose, a survey was conducted with 308 participants. The obtained data were analyzed statistically. Materialistic attitude, prestige sensitivity and compulsive purchase were examined in the context of gender, age, income, education level and active working life, which are the independent variables of our study, and at the same time, the effect of materialistic tendencies and prestige sensitivity on compulsive buying behavior was analyzed.

Anahtar Kelimeler

compulisve purchase, materialism, presetige sensitivity, materialist attitude

MATERYALİST TUTUM VE PRESTİJ HASSASİYETİ BAĞLAMINDA KOMPULSİF SATIN ALMA DAVRANIŞI ÜZERİNE BİR ARAŞTIRMA

Öz

Çağımızın tartışmasız en önemli olgularından biri olan tüketimi anlayabilmek birçok disiplinin temel amaçları arasındadır. Tüketim motivasyonları, bireyleri satın alma davranışına götüren kişisel ve toplumsal sebepler çoğu araştırmanın birincil çabasını oluşturmaktadır. Bu çaba doğrultusunda gerçekleştirilen araştırmalar modern kapitalist dünya düzeni içerisinde bireylerin tüketim aracılığıyla, maddi sahiplik ile toplumsal statü ve prestij kazanma, kendilerine dair anlam aktarımı yapma, ideal olan “ben”i yansıtma motivasyonlarına sahip olduklarını ortaya koymaktadır. Öyle ki bireyler satın alma davranışını gerçek ihtiyaçlarından bağımsız arzularıyla şekillendirmekte, yaşamlarındaki olumsuz duyguları, kaygı ve stresi kronik satın alma eylemi ile çözmektedir. Mevcut çalışma ile tüketicilerin materyalist eğilimleri, prestij hassasiyetleri ve kompulsif satın alma davranışlarıyla ilgili çıkarımlar yapmak amaçlanmaktadır. Belirlenen amaç doğrultusunda 308 katılımcı ile anket çalışması gerçekleştirilmiştir. Elde edilen veriler istatistiki analize tabi tutulmuş materyalist tuttum ve prestij hassasiyeti katılımcıların cinsiyet, yaş, gelir, eğitim düzeyi ve aktif çalışma hayatları bağımsız değişkenleri bağlamında incelenmiş aynı zamanda materyalist eğilimlerin ve prestij hassasiyetinin kompulsif satın alma davranışı üzerindeki etkisi analiz edilmiştir.

Anahtar Kelimeler

Kompulsif satın alma, Materyalizm, Prestij hassasiyeti, Materyalist tutum

Kaynakça

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