BENLİK, KENDİNİ İZLEME VE GÖSTERİŞÇİ TÜKETİM İLİŞKİSİNE YÖNELİK BİR ARAŞTIRMA

Year 2019, Volume: 9 Issue: 2, 361 - 390, 01.07.2019

Eda Yılmaz Alarçin

Abstract

Tüketiciler sahip oldukları benliğe bağlı olarak üyesi olmak istedikleri ya da oldukları referans grupları içerisinde belirli davranışlar sergilemektedirler. Bu davranışları o gruba ait olmak, o gruptan bir kabul almak için zaman zaman değiştirmekte ve kendi davranışlarını bu uğurda sürekli izlemektedirler. Bu noktada kişinin oluşturduğu imajı destekleyen; referans gruplarında daha fazla tanınmasına, onay almasına olanak sağlayan en önemli değişkenlerden birisi gösteriştir. Kişi, satın aldığı markalar ile bulunduğu grup tarafından değerlendirilebilmektedir. Bu nedenle tüketici, kendisine statü sağlayacak markaları daha fazla satın alma eğilimi gösterebilmektedir. Bu çalışmanın amacı benlik kavramı ve kendini izleme ile gösterişçi tüketim arasında anlamlı bir ilişkinin var olup olmadığının ölçülmesidir. Ayrıca kendini izleme ve gösterişçi tüketim eğiliminin demografik özelliklere göre farklılaşıp farklılaşmadığı da test edilmektedir. Üniversite öğrencileri üzerinde uygulanan bu çalışmada veri toplama yöntemi olarak anket kullanılmış ve 400 kişi ile yüz yüze görüşme yapılmıştır. Bu araştırmada birbiriyle ilişkili çok sayıdaki değişkeni az sayıda, anlamlı ve birbirinden bağımsız faktörler haline getirmek amacıyla çok değişkenli istatistik tekniklerinden olan “keşfedici faktör analizi”nden ve faktör grupları arasında anlamlı bir ilişkinin olup olmadığını ölçmek için “korelasyon analizi”nden yararlanılmıştır. Bunun yanı sıra fark testlerinden “bağımsız gruplar t- testi” kullanılmıştır.

Keywords

Benlik, Kendini İzleme, Gösterişçi Tüketim

A Study on the Relationship Between Self- Consept, Self- Monitoring and Conspicuous Consumption

Abstract

Consumers exhibit specific behaviors within the reference groups which they belong to or they want to be a member of, depending on the self they have. They change these behaviors from time to time either to belong that group or to get an acceptance from that group and they are constantly following their own behavior for this cause. At this point, one of the most important variables that allow them to get more recognition and approval in the reference groups and that support the image created by the person is the conspicuous. The person can be evaluated with by the group members within the group in which he is involved for the brands he purchased. Therefore, the consumer may tend to buy more the brands that will provide him a status. The aim of this study is to measure whether there is a significant relationship between self-concept and self-monitoring with conspicuous consumption. It is also tested whether the self-monitoring and conspicuous consumption trend differs according to demographic characteristics. In this study applied on university students, a questionnaire was used as a data collection method and a face-to-face interview was conducted with 400 people. In this research, exploratory factor analysis, which is one of the multivariate statistical techniques, has been used to make a large number of interrelated variables a few, meaningful and independent factors; correlation analysis has been used to determine whether there was a significant relationship between factor groups. In addition, independent groups t-test was used for the difference tests.

Keywords

Self- Concept, Self- Monitoring, Conspicuous Consumption

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