Materyalist Eğilim ve Tüketici Ahlakının Gösterişçi Tüketim Eğilimi Üzerindeki Etkisi

Yıl 2019, Güz, 359 - 378, 09.12.2019

Gizem Tokmak

https://doi.org/10.21733/ibad.628704

Cited By: 2

Öz

Günümüzde çoğu
insan için ürün satın almanın ardında yatan temel sebep, ürünün birincil
faydasını ifade eden rasyonel temelden uzaklaşmış durumdadır. İnsanlar
genellikle sosyal onay almak, statülerini göstermek, başkaları tarafından
takdir edilmek vb. sebepleri barındıran ikincil fayda için ürün satın alma
davranışı göstermektedir. Ürünün rasyonel faydasını yok sayıp ikincil faydasına
yönelik yapılan tüketim, gösterişçi tüketim olarak isimlendirilmektedir. Bu
çalışmada gösterişçi tüketim eğilimi üzerinde materyalist eğilim ve ahlaki
tüketim eğilimi ile birlikte demografik değişkenlerden cinsiyet ve aylık
harcama miktarının anlamlı bir etkisi olup olmadığının tespit edilmesi
amaçlanmıştır. Yapılan çoklu doğrusal regresyon analizi sonucunda, bahsi geçen
değişkenlerin gösterişçi tüketim üzerinde anlamlı etkisi olduğu; bağımsız
örneklem t testi sonucunda ise kadınlar ve erkekler arasında gösterişçi tüketim
eğilimi açısından anlamlı bir farklılık olduğu tespit edilmiştir. 

Anahtar Kelimeler

Gösterişçi Tüketim, Materyalist Eğilim, Tüketici Ahlakı

Effects of Materialistic Tendency and Ethical Consumerism on Conspicuous Consumption Tendency

Öz

Nowadays,
the basic reason behind purchasing is far from rational basis indicating
primary benefit. People generally show purchasing behaviour for secondary
benefit including receiving social acceptance, showing status, being
appreciated by others and etc. The consumption behaviour and/or tendency
oriented to secondary benefit by disregarding the rational benefit is named as
conspicuous consumption. In this study, it was aimed to determine whether sex
and monthly spending amount variables with materialistic tendency and ethical consumption
tendency have effect on conspicuous consumption tendency or not. With this
purpose 200 female and 200  male students
studying in F.E.A.S. at a public university 
were determined and questionnaire method was applied as a data
collecting method. The study was pursued in 2018 spring term and completed in 3
months. As a result of multiple regression analysis applied on the collected
data, it was determined that the aforementioned variables have significant
effect on conspicuous consumption; and as a result of independent sample t test
it was determined that there is a significant difference between females and
males in terms of conspicuous consumption tendency.

Anahtar Kelimeler

Conspicuous Consumption, Materialistic Tendency, Ethical Consumerism

Kaynakça

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