GENÇ TÜKETİCİLERİN LÜKS MODA MARKALARINI SATIN ALMA NİYETİNİ ETKİLEYEN FAKTÖRLERİN BELİRLENMESİ

Year 2019, Volume: 19 Issue: 2, 221 - 236, 30.04.2019

Sevtap Ünal , Elif Deniz , Nisa Akın

https://doi.org/10.21121/eab.511806

Cited By: 9

Abstract

Bu çalışmanın
amacı genç tüketicilerin lüks markaları satın almasına etki eden faktörleri
tanımlamaktır. Kapsamlı bir literatür taramasıyla beraber; girdi faktörler
olarak statü tüketimi, benlik algılaması netliği, benzersizlik ihtiyacı, sosyal
tüketim motivasyonları, lüks markalara karşı tavır ele alınırken, satın alma
niyeti çıktı faktör olarak irdelenmiştir. Akran baskısının moderatör etkisi de
ayrıca incelenmiştir. Araştırmanın modeli ve geliştirilen hipotezlere
dayanarak, çalışmada kantitatif bir yöntem kullanılmıştır. 400 anket araştırma
hipotezlerini test etmek üzere kullanılmıştır. Araştırma hipotezlerini test
ederken SPSS 20 ve AMOS kullanılarak yapısal eşitlik analizinden
yararlanılmıştır. Bulgulara göre, statü tüketimi ve yaratıcı seçim
(benzersizliğin bir boyutu) sosyal tüketim motivasyonlarını etkilerken benlik
algılaması netliği, popüler olmayan tercih ve benzerliği önleme sosyal tüketim
motivasyonlarını ve satın alma niyetini etkilememektedir. Benlik algılaması
netliği ve sosyal tüketim motivasyonları arası ilişkide akran baskısı moderatör
bir faktördür. Sosyal tüketim motivasyonları lüks bir markaya karşı olan tutumu
etkilerken pozitif tutumlar lüks markayı satın alma niyetini arttırmaktadır.

Keywords

lüks markalar, genç tüketiciler, sosyal tüketim motivasyonları, akran baskısı, satınalma niyeti

DETERMINING THE FACTORS THAT INFLUENCE THE INTENTION TO PURCHASE LUXURY FASHION BRANDS OF YOUNG CONSUMERS

Abstract

The purpose of this
study is to determine the factors that influence the purchase of luxury fashion
brands by young consumers. With the help of a comprehensive literature review;
status consumption, self-concept clarity, need for uniqueness, social
consumption motivations, attitude toward luxury brands as input factors and
purchase intention as output factor are discussed. The moderating effect of
peer pressure is also investigated. Based on the research model and developed
hypotheses, a quantitative method was used in the study. 400 questionnaires
were used to test research hypotheses. A structural equation modeling running
SPSS 20 and AMOS was used in testing research hypothesis. Findings show that
while status consumption and creative choice (one dimension of the uniqueness)
do influence social consumption motives, self-concept clarity, unpopular choice
and avoidance of similarity do not influence social consumption motives and
purchasing intentions. Peer pressure has a moderating effect on the
relationship between self-concept clarity and social consumption motives.
Positive attitudes increase the intention to purchase luxury brands while
social consumption motivations affect the attitude toward a luxury brand. 

Keywords

luxury brands, young consumers, social consumption motivations, peer pressure, purchase intentions

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