GÖSTERİŞ TÜKETİMİNİN MARKA BİLEŞENLERİ VE ÜÇÜNCÜ TARAF ONAYI ARASINDAKİ İLİŞKİSİNDE X, Y, Z KUŞAKLARININ VE DEMOGRAFİK BİLEŞENLERİN ETKİSİ

Yıl 2024, Cilt: 9 Sayı: 1, 219 - 245, 27.06.2024

Vahap Önen , Zeliha Ilgaz

https://doi.org/10.54452/jrb.1411821

Öz

X, Y ve Z kuşaklarının satın alma alışkanlıklarının belirlenmesi büyük bir ilgiyle takip edilen, şirketler ve pazarlama profesyonelleri tarafından uzun yıllardır anlaşılmaya çalışılan bir konudur. Gelişmekte olan ülkelerde gösteriş tüketimi, tüketici satın alma davranışındaki farklı motivasyonlara göre farklılık göstermektedir. Bu nedenle araştırmanın amacı markalı parfüm ürünlerine yönelik gösteriş tüketiminde X, Y ve Z kuşaklarının demografik özellikleri ile marka bileşenleri ve üçüncü taraf onayının ilişkisini ortaya çıkarmaktır.
Öne sürülen etkileri belirlemek için yapısal bir model oluşturulmuş ve ilişkileri ölçmek için hipotez testleri geliştirilmiştir. Araştırma, Türkiye'de markalı parfüm ürün ve/veya ürünlerini kullanan ve en az bir sosyal medya fenomenini takip eden X, Y ve Z kuşağı tüketicileri arasında gerçekleştirilmiştir. Kolayda örnekleme yöntemi kullanılmış ve önerilen araştırma modelinin betimsel analizleri için SPSS ve birinci düzey yapısal eştilik analizleri ile aracılık etkisi analizleri için Smart PLS 4.0 programından yararlanılmıştır.
Araştırma sonuçları, üçüncü taraf onayının gösteriş tüketimi ve marka bileşenleri üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu ortaya çıkarmıştır. Marka bileşenleri, gösteriş tüketimi üzerinde pozitif ve anlamlı bir etkiye sahiptir. Üçüncü taraf onayının X, Y ve Z kuşaklarının demografik özelliklerine göre gösteriş tüketimi üzerinde anlamlı bir etkisi bulunurken marka bileşenlerinin X ve Z kuşaklarının gösteriş tüketimi üzerinde anlamlı bir etkisi bulunmamamıştır. Marka bileşenlerinin Y kuşağının gösteriş tüketimi ve Z kuşağının demografik özellikleri üzerinde aracılık etkisi bulunmaktadır.

Anahtar Kelimeler

Gösteriş tüketimi, X, Y ve Z Kuşakları, marka bileşenleri, üçüncü taraf onayı, aracılık etkisi

THE IMPACT OF GENERATION X, Y, Z, AND DEMOGRAPHICS TRAITS IN THE RELATIONSHIP BETWEEN BRAND COMPONENTS OF CONSPICUOUS CONSUMPTION AND THIRD-PARTY ENDORSEMENT

Öz

The identification of the buying habits of the X, Y and Z generations is a topic that is still being studied and understood by companies and marketing professionals. In developing countries, conspicuous consumption varies according to the different motivations that drive the purchasing behaviour of consumers. Therefore, the aim of this study is to reveal the relationship among the demographic traits of generation X, Y and Z, the brand component and third-party endorsement in conspicuous consumption towards branded perfume products.
A structural model was constructed to identify the put-forward effects and hypothesis tests were developed to measure the relationships. The research was conducted among consumers of generation X, Y, and Z in Turkey who use branded perfume products and follow at least one social media influencer. The convenience sampling method was used and benefited from the SPSS for the descriptive analysis and the Smart PLS 4.0 program for the first-order Structural Equation Modeling and mediating affect analysis of the proposed research model.
The results of the research found that third-party endorsement has positively and significantly impacts conspicuous consumption and brand components. The brand components have a positive and significant effect on conspicuous consumption. Although third-party endorsement had a significant impact on demographic traits of Generation X, Y, and Z conspicuous consumption; brand components had no significant effect on Generation X, and Z conspicuous consumption. Brand components have a mediating effect on Generation Y's conspicuous consumption and demographic traits of Generation Z.

Anahtar Kelimeler

Conspicuous consumption, Generation X, Y and Z, brand components, third-party endorsement, mediating effect

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