Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi

Year 2019, Volume: 18 Issue: 2, 581 - 596, 01.04.2019

Hasan Aksoy

https://doi.org/10.21547/jss.508965

Cited By: 1

Abstract

Bu çalışma, dinin potansiyel lüks marka müşterilerinin
satın alma kararlarını etkileyip etkilemediğini incelemeyi amaçlamaktadır. Genel
olarakİslam dininin, hayatın her yönünde takipçilerine kılavuzluk ettiğine
inanılmaktadır. Bu yüzden, İslam'ın tüketicinin satın alma davranışını nasıl
etkilediğini bilmek çalışmanın ana amaçlarından olacaktır. Elde edilen bulgular,
pazarlamacıların, Türk tüketicilerinin dini inançlara dayalı olarak satın alma
lüks niyetini daha iyi anlamalarına yardımcı olmak için faydalıdır. Veriler
SPSS ve AMOS 20 programı kullanılarak analiz edilmiştir. Çalışmaya 400
katılımcı olmuştur, veriler temizlendikten sonra, 232 kişi % 58’lik bir cevaplama
oranıyla anketleri tamamlanmıştır. Çalışmanın bulguları, dini inancın davranışa
yönelik inanç, normatif inançlar ve lüks ürünlere yönelik satın alma
niyetlerini etkilemediğini ortaya koymaktadır. Ayrıca, bulgular sadece öznel
normlar ile lüks ürünlere yönelik satın alma niyetleri arasında pozitif ve
anlamlı bir ilişki olduğunu göstermektedir. Bu makale, lüks marka yöneticilerine,
dinin tüketicilerin satın alma kararları üzerindeki etkisi konusunda bilgi
sahibi olmaları açısından faydalı katkılar sağlayacaktır. Bu sayede,
pazarlamacılar etkili pazarlama stratejileri oluşturabilir ve tüketicilerin
dini inançları, tutumları ve öznel normlarıyla uyumlu ürünler ve hizmetler
sunabilirler.

Keywords

Lüks ürün satın alma niyeti, Dini inanış, Sebepli eylem Teorisi

Analyzing the Role of Religion on Luxury Product Purchase Behavior of Turkish Consumers

Abstract

This study intends to analyze whether religion
affects the intention to purchase luxury goods of the customers. It is
considered that Islam is a religion that canalizes to its believers respecting
all directions of life. Therefore, it will be the main purpose to understand
how Islam influences consumers’ buyer behavior. These findings are beneficial
for the marketers toward a better understanding of Turkish consumers' luxury
intention to purchase based on religious beliefs. Data were analyzed by using
SPSS and AMOS 20 program. Of the more than 400 respondents filled in the
questionnaires, after cleaning the data; 232 of them completed the survey in
full, with a response rate of % 58. Findings of the research point out that
religiosity may not affect attitude towards beliefs, normative beliefs,
purchase intention towards luxury products. Further, the findings indicate that
there is a positive and significant relationship only between intention to
purchasing luxury goods and subjective norms. The study could maintain
beneficial inclusions for managers of luxury brands as they would obtain
informed respecting the influence of religion on consumers’ decision-making
process; therefore, marketers may build effective competitive marketing
strategies and offer products which are harmonious with consumers’, attitudes,
religious beliefs and subjective norms.

Keywords

Intention to purchase luxury goods, Religious beliefs, Theory of reasoned action

References

• Abu Auf, M., A., Salniza, B., M. & Salleh R., Z. (2016). The mediating role of religious orientation on the relationship between luxury values and buying behavior in Riyadh, Saudi Arabia. International Business Management, 10, 1565-1574
• Ahmad, M. & Kadir, S.A. (2013). Characteristics of entrepreneurs and the practice of Islamic values in influencing the success of small medium enterprises in Kelantan and Selangor. Journal of Social and Development Sciences, 4(5), 229-235
• Ajitha, S. & Sivakumar, V.J. (2017). Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39(C), 103-113
• Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhland & J. Beckman (Eds.), Action-control: From cognition to behavior, pp. 11-39 Heidelberg: Springer
• Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago: Dorsey Press
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211
• Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, N.J: Prentice-Hall
• Alam, S., S. & Sayuti, N., M. (2011). Applying the theory of Planned Behavior (TPB) in halal food purchasing", International Journal of Commerce and Management, 21 (1), 8 – 20
• Allport, G. (1967). Attitudes. In M. Fishbein (Ed.), Readings in attitude theory and measurement. New York: John Wiley & Sons. Anders
• Allport, G. W. & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology, 5, 432-443
• Arli D., Tjiptono F. & Porto R. (2015). The impact of moral equity, relativism and attitude on individuals’ digital piracy behavior in a developing country. Marketing Intelligence & Planning, 33 (3), 348-365
• Asad, T. (1986). The Idea of an Anthropology of Islam, Center for Contemporary Arab Studies, Georgetown University, 1986
• Ashraf, S., Hafeez, M., H., Yaseen, A. & Hasnain, A. (2017). Do they care what they believe? Exploring the impact of religiosity on intention to purchase luxury products. Pakistan Journal of Commerce and Social Sciences, 11 (2), 428-447
• Belk, R.W. (1995). Collecting as luxury consumption: Effects on individuals and households. Journal of Economic Psychology, 16, 477-490
• Berry, C.J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation (Ideas in Context), University of Glasgow, Publisher: Cambridge University Press
• Boonghee Y. & Seung-H. L. (2009). Buy Genuine Luxury Fashion Products Or Counterfeits?", in NA - Advances in Consumer Research, 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, 280-286
• Budiman, A. & O'Cass, A. (2007). Studying the Effects of Materialism, Religiosity and Status Consumption on Subjective Well-Being: An Indonesian Perspective.conferences. anzmac
• Burroughs, J., E. & Rindfleisch, A. (2002). Materialism and Well-Being: A Conflicting Values Perspective. Journal of Consumer Research, 29(3), 348-370
• Cervellon, M. & Shammas, L. (2013). The Value of Sustainable Luxury in Mature Markets: A Customer-Based Approach. The Journal of Corporate Citizenship, (52), 90-101
• Chang, M.K. (1998). Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. Journal of Business Ethics, 17 (16), 1825–1834
• Choudhury, M.A. (1983). Principles of Islamic economics. Middle Eastern Studies, 19(1), 93–103. Christodoulides, G., Michaelidou, N. & Lee, C. (2009). Measuring perceived brand luxury: An evaluation of the BLI scale. Journal of Brand Management, 16(5):395-405
• Cloutier, D. (2012). the Problem of Luxury in the Christian Life. Journal of the Society of Christian Ethics, 32 (1), 3-20
• Conner, M. & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464
• Conner, M., Kirk, S. F. L., Cade, J. E. & Barrett, J. H. (2001). Why do women use dietarysupplements? The use of the theory of planned behavior to explore beliefs about their use. Social Science and Medicine, 52, 621–633
• Davies, I., A. & Lee, Z., Ahonkhai, I. (2012). Do Consumers Care About Ethical-Luxury? Journal of Business Ethics, 106 (1):37-51
• Dawson, S. & Bamossy G. (1991). If We are What we Have, What are We When We don’t Have?: An exploratory Study of Materialism Among Expatriate Americans. Journal of Social Behavior and Personality, 6, 363–384
• Diyanet Işleri Başkanlığı (2014). Turkiye’de Dini Hayat Arastirmasi. Ankara: Diyanet İşleri Başkanlığı
• Dubois, B., Czellar, S. & Laurent, G. (2005), Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Marketing Letters, 16 (2), 115-128
• Dubois, B., Czellar, S. Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316
• Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and ourist satisfaction. Tourism Management, 46, 477-488
• Essoo, N. & Dibb, S. (2004). Religious influences on shopping behavior: an exploratory study. Journal of Marketing Management, 20, 683-712
• Euromonitor. 2018, Luxury goods declines in 2017 as a result of poor performances by luxury cars and hotel,http://www.portal.euromonitor.com/portal/analysis/tab
• Eurostat,https://ec.europa.eu/eurostat/search?p_auth=pyZ7ybWN&p_p_id=estatsearchportlet_WAR_estatsearchportlet&p_p_lifecycle=1&p_p_state=maximized&p_p_mode=view&_estatsearchportlet_WAR_estatsearchportlet_action=search&text=luxury+turkey.
• Fam, K.S. ,Waller, D.S. & Erdogan, B.Z. (2004). The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing, 38 (5/6), 537-55
• Fassnacht, M., Kluge, P. & Mohr, H. (2013). Pricing Luxury Brands: Specificities, Conceptualization and Performance Impact. Marketing, 35(2), 104-117
• Fauzi,W., I., M., Muhammad, N., Mokhtar, S. S. M. & Yusoff, R., Z. (2016). What Motivate Muslim Consumer to Patronage Islamic Based– retail Store? International Review of Management and Marketing, 6 (7) 199-203
• Fionda, A.M. & Moore, C.M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16 (5-6), 347-363
• Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co
• Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations. 16(3), 233–239
• Fishbein, M. (1980). Theory of reasoned action: Some applications and implications. In H. Howe & M. Page (Eds.), Nebraska Symposium on Motivation, 1979 (pp. 65-116). Lincoln, NE: University of Nebraska Press
• Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass: Addison-Wesley Pub. Co.
• Fornell, C. & Larcker, D. F. (1988). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18 (3), 382-388
• Gayatri, G. & Hume, M., Mort, G.S. (2011). the role of Islamic culture in service quality research. Asian Journal on Quality, 12(1), 35-53
• Geertz, C. (1973). Thick Description: Towards an Interpretive Theory of Culture. In The Interpretation of Cultures. Basic Books.
• Gerard, P., Claire, W. (2003). Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong. Journal of Consumer Marketing, 20 (2), 157-169
• Gino, F., Norton, M. I. & Ariely, D. (2010). The counterfeit self: The deceptive costs of faking it. Psychological Science, 21 (5), 712- 720
• Gözaydın, İ., B. (2008). Religion, Politics, and Turkey’s EU Accession, Religion, Politics, and the Politics of Religion in Turkey Editors: Jung, D., Raudvere, Catharina (Eds.), 159-176
• Guoxin, L., Guofeng L. & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65 (10), 1516-1522
• Han, H., Hsu, I.T. & Sheu, C. (2010). Application of the theory of planned behavior of green hotel choice: testing the effect of environmental friendly activities. Tourism Manage. 31 (3), 325–334
• Hanzaee, K. H., & Ramezani, M. R. (2011). Intention to Halal Products in the World Markets. Interdisciplinary Journal of Research in Business, 1(5), 1-7
• Hwang, J. & Seong Ok Lyu O., S. (2018). Understanding first-class passengers' luxury value perceptions in the US airline industry. Tourism Management Perspectives, 28, 29-40
• Kahf, M. (1992).Theory of consumption. In S. Tahir (Ed), Readings in microeconomics: An Islamic perspective. Malaysia: Longman.
• Kassim, N. M. & Zain, M. M. (2016). Quality of lifestyle and luxury purchase inclinations from the perspectives of affluent Muslim consumers. Journal of Islamic Marketing, 7(1), 95-119
• Keller, K. L. (2001). Building customer-based brand equity: creating brand resonance requires carefully sequenced brand-building efforts. Marketing Management, 10 (2), 15-19
• Kumar, V., Aaker, D. A. & Day, G. S. (2002). Essentials of marketing research (2nd ed.). New York Wiley
• Lada, S., Tanakinjal, G.H. & Amin, H. (2009). Predicting intention to choose Halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2 (1), 66-76
• Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Marketing Letters, 16 (2), 115-128
• LeBon, G. (1895). The crowd. London: F. Unwin.
• Loureiro, S., M., C. & Branco de Araújo C., M. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21 (3), 394-400
• Lung, C., K., Chai, L.T. & Zulkufly, R. (2008). Religiosity as a predictor of consumer ethical behaviour: a comparative study between public and private university students in Malaysia. Journal of Business Systems, Governance and Ethics, 3, 43-56
• Mandeville, B. (1714). The Fable of the Bees: Or, Private Vices, Publick Benefits: With an Essay on Charity and Charity-Schools, Creative Media Partners, LLC, 2018
• Mannan, M.A. (1984). the Making of Islamic Economic Society, International Association for Islamic Banks, Cairo, 55-74
• Mawdudi, S.A.A. (1969). First principles of Islamic economics. Leicestershire, UK: The Islamic Foundation. Published in English in 2011
• McAleer, M. & Mao, N. (2017). Theravada Buddhism and Thai Luxury Fashion Consumption, Journal of Reviews on Global Economics, Lifescience Global, 6, 58-67
• McKinsey, (2014). https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/size-isnt-everything-turkeys-fast-growing-luxury-market
• Melika, H. & Muris C. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an International Journal, 13 (2), 231-245
• Mishra, D., Akman, I. &Mishra, A. (2014). Theory of Reasoned Action application for Green Information Technology acceptance. Computers in Human Behavior, 36, 29-40
• Mishra, D., Akman, I. Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316
• Mortelmans, D. (2005). Sign values in processes of distinction: The concept of luxury. Semiotica, 157–1/4 497–520
• Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108-120
• Netemeyer, G.R., Krishan, B., Pulling, C., Wang, G., Yağcı, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and Validating Measures of Facets of Customer-Based Brand Equity. Journal of Business Research, 57, 209-224
• Ngo, L., V., Northey, G., Tran, Q. & Septianto, F. (2018). The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases. Journal of Retailing and Consumer Services, 44, 178-181
• Nia, A. & Zaichkowsky, J.L. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485-498
• Nueno, J.,L. & Quelch, J.,A. (1998). The mass marketing of luxury. Business Horizons, 41 (6), 61-68
• Nunnally, J. (1978). Psychometric theory. New York: McGraw-Hill
• Nwankwo, S., Hamelin, N. & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21 (5), 735-744
• Peck, J. (2005). Struggling with the Creative Class. IJURR, 29 (4), 740-770
• Phau, I. & Teah, M. (2009). Devil wears (counterfeit) Prada: A study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27
• Rahman, O., Wong, K., K. & Yu, H. (2016). The effects of mall personality and fashion orientation on shopping value and mall patronage intension. Journal of Retailing and Consumer Services, 28, 55-164
• Rehman, A.U. & Shabbir, M.S. (2010). The relationship between religiosity and new product adoption. Journal of Islamic Marketing, 1 (1), 63-9
• Richins, M. L. & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316
• Romani S., Grappi S. &, Dalli D. (2012). Emotions that Drive Consumers Away from Brands: Measuring Negative Emotions toward Brands and their Behavioral Effects. International Journal of Research in Marketing, 29 (1), 55-67
• Rutherford, L. G. & De Vaney, S. A. (2009). Utilizing the theory of planned behavior to understand convenience use of credit cards. Journal of Financial Counseling and Planning, 20(9), 48-63
• Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, 2(1), 3-20
• Smith, A. (1776). Ulusların Zenginliği, Alan Yayıncılık, 2002
• Sujan,M. & Bettman, J.,R, (1989). The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema. Journal of Marketing Research, 26(4), 454-467
• Summers, T.A., Belleau, B., D. & Yingjiao Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management: An International Journal, 10 (4), 405-419
• Tan, J. & Vogel, C. (2008). Religion and trust: An experimental study. Journal of Economic Psychology, 29 (6), 832-848
• Teimourpour, B. & Hanzaee H.K (2011). The impact of culture on luxury consumption behavior among Iranian consumers. Journal of Islamic Marketing, 2 (3), 309-328
• Tieman, M., Jack, G.A.J., Vorst V.D. & Ghazali, M.C. (2012). Principles in Halal supply chain management. Journal of Islamic Marketing, 3(3), 217-243
• TUİK, 2017. http://www.tuik.gov.tr/PreTabloArama.do?metod=search.
• Trafimow, D. (1998). Attitudinal and normative processes in health behavior. Psychology and Health, 13, 307-317
• Veblen, Thorstein. (1899). The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. New York: Macmillan
• Vigneron, F & Johnson, L. W. (1999). A Review and a Conceptual Framework of Prestige Seeking Consumer Behavior. Academy of Marketing Science Review, (3/1), 2-8
• Vigneron, F. & Johnson, L.W. (2004). Measuring perceptions of brand luxury. J. Brand Manag. 11 (6), 484–506
• Wicklund, R., A. & Gpllwitzer, P., M. (1981). Symbolic self-completion, attempted influence, and self-deprecation. Basic and Applied Social Psychology, 2 (2), 89-114
• Wiedmann, K. P., Hennigs, N. & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26 (7), 625- 651
• William E. H. & Stanforth, N. (2007) Cohort perception of luxury goods and services. Journal of Fashion Marketing and Management: An International Journal, 11 (2), 175-188