MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ

Year 2019, Volume: 21 Issue: 2, 715 - 735, 31.12.2019

Yasin Yılmaztürk Çağatay Akdoğan , Özgür Kayapınar

https://doi.org/10.26468/trakyasobed.540638

Cited By: 1

Abstract

: Bugünün tüketicileri,
daha önce olduğundan daha fazla ürün ve hizmet seçeneğine sahip olmalarına
rağmen memnuniyet düzeylerinde aynı oranda bir artış görülmemektedir. Bu durum
tüketici satın alma davranışıyla ilgili görüşleri de değiştirmektedir. Böylelikle
tüketicilerin, ürünleri yalnızca fayda sağlayan somut özellikleri için değil (faydacı
alışveriş); haz ve mutluluk sağladıkları (hedonik alışveriş) için de satın
aldıkları düşünülmektedir. Materyalistler çoğunlukla maddi nesnelerin
kendilerini mutluluğa, yaşam doyumuna ve genel bir refaha ulaştıracağını
düşünmektedir. Bu kapsamda çalışmanın amacı, materyalist değerler ile hedonik
ve faydacı alışveriş arasındaki ilişkiyi ortaya çıkarmak ve bu ilişkinin yaşam
doyumuna etkisini incelemektir. Araştırma kapsamında Trakya, Kırklareli ve
Namık Kemal Üniversitelerinde görevli olan 517 akademisyene ulaşılmış olup
anket yoluyla veriler elde edilmiştir. Araştırmanın amacı doğrultusunda Açıklayıcı
Faktör Analizi ve Doğrulayıcı Faktör Analizi uygulanarak ölçeklerin Yapısal
Eşitlik Modeli’ne (YEM) uygunluğu test edilmiştir. Analiz sonucunda materyalist
değerlerin alt boyutu olan merkeziyet ile hedonik alışveriş arasında;
materyalist değerlerin alt boyutları olan merkeziyet ve mutluluk ile faydacı
alışveriş arasında anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca hedonik
ve faydacı alışveriş ile yaşam doyumu arasında anlamlı bir ilişki olduğu ortaya
çıkmıştır. Son olarak materyalist değerler ile yaşam doyumu arasında hedonik ve
faydacı alışverişin aracılık etkisi ile dolaylı bir ilişki olduğu bulunmuştur. 

Keywords

Materyalist Değerler, Hedonik Alışveriş, Faydacı Alışveriş, Yaşam Doyumu

THE RELATIONSHIP BETWEEN MATERIALIST VALUES AND HEDONIC AND UTILITARIAN SHOPPING TO LIFE SATISFACTION

Abstract

Although today's consumers have more product and
service options than before, there is no parallel increase in the satisfaction
levels of consumers. This also changes opinions about consumer buying behavior. It is thought that consumers have bought products
for not only the their tangible properties (utilitarian shopping) only for utility
but also their pleasure and happiness (hedonic shopping). Materialists often
think that material objects will lead to happiness, life satisfaction and
general well-being. In this context, the aim of the study is to reveal the
relationship between materialistic values and hedonic and utilitarian shopping
and to investigate the effect of this relationship on life satisfaction. 517
academicians from Trakya, Kırklareli and Namık Kemal Universities were reached
within the scope of the study and data were obtained by survey. For the purpose
of the study, fitness of the scales to the Structural Equation Model (SEM) was
tested by using Explanatory Factor Analysis and Confirmatory Factor Analysis.
As a result of the analysis, it was found that there was a significant
relationship between the centralization, which is the sub-dimension of
materialist values and the hedonic shopping; centralization and happiness,
which are the sub-dimension of materialist values and utilitarian shopping. In
addition, there is a significant relationship between hedonic and utilitarian
shopping and life satisfaction. Finally, it has been found that there is an
indirect relationship between materialistic values and life satisfaction with
the mediating effect of hedonic and utilitarian shopping.

Keywords

Materialist Values, Hedonic Shopping, Utilitarian Shopping, Life Satisfaction

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