RELATIONSHIP BETWEEN MATERIALISTIC VALUES STATUS CONSUMPTION AND IMPULSIVE BUYING

Yıl 2018, Cilt: 16 Sayı: 1, 1 - 19, 30.09.2018

Emrah Tokgöz

https://doi.org/10.11611/yead.441781

Cited By: 7

Öz

There
are still shortcomings in the researches that reveal what kind of consumer
values return to consumption behaviour. One of these consumer values is
materialism which is a enduring belief in a particular mode of behavior. For
this reason, in the study, it is aimed that relationships between status
consumption, impulsive buying and the sub-dimensions of materialistic values;
centrality, success and happiness is revealed using Structural Equation Model
(SEM). As a sampling method, sampling method according to clusters was used
which is one of the probability-based sampling methods. In the scope of the
research, using self-completion survey method, ages between 17 and 24, were selected resulting in 589 usable completed questionnaires. According
to the results of the model, in total of materialistic values have significant
and positive direct impact on status and impulsive consumption while status
consumption has moderation effect between materialistic values and impulsive
consumption. Further, only one of the sub-dimensions of materialistic values
(centrality, happiness, success), success has positive direct impact on status
consumption and impulsive buying while status consumption has moderation effect
between success and impulsive consumption. Other sub-dimensions of materialistic
values, centrality and happiness have not direct impact on status consumption
and impulsive buying.

Anahtar Kelimeler

Materialistic Values, Status Consumption, Impulsive Buying

MATERYALİST DEĞERLER STATÜ TÜKETİMİ VE DÜRTÜSEL SATIN ALMA ARASINDAKİ İLİŞKİ

Öz

Alanyazında, tüketici
değerlerinin tüketim davranışına nasıl dönüştüğünü ortaya koyan araştırmalarda
eksiklikler görülmektedir. Söz konusu tüketici değerlerinden birisi olarak
ileri sürülen materyalizm; belirli bir davranış kalıbı veya kalıcı bir inanç
olarak ifade edilmektedir. Bu nedenle araştırmada, materyalist değerlerin alt
boyutları olan; maddi edinim, başarı ve mutluluk ile statü tüketimi ve dürtüsel
satın alma arasındaki ilişkileri ortaya koymayı amaçlayan Yapısal Eşitlik
Modeli (YEM) oluşturulmuştur. Örnekleme yöntemi olarak; olasılığa dayalı
örnekleme yöntemlerinden, kümelere göre örnekleme yöntemi kullanılmıştır.
Araştırma kapsamında, bırak-topla yöntemiyle, 17-24 yaşlarındaki öğrencilerden
kullanılabilir durumda 589 adet anket elde edilmiştir. Oluşturulan modelin
sonuçlarına göre, toplamda materyalist değerlerin statü tüketimi ve dürtüsel
satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin,
materyalist değerler ile dürtüsel satın alma davranışı arasında düzenleyici
etkisi olduğu belirlenmiştir. Ayrıca, materyalist değerlerin alt boyutlarından
(maddi edinim, başarı ve mutluluk), sadece başarı boyutunun statü tüketimi ve
dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü
tüketiminin, başarı boyutu ile dürtüsel satın alma davranışı arasında
düzenleyici etkisi olduğu ortaya konmuştur. Diğer alt boyutlar olan maddi
edinim ve mutluluğun statü tüketimi ve dürtüsel satın alma üzerinde anlamlı
etkileri olmadığı anlaşılmıştır.

Anahtar Kelimeler

Materyalist Değerler, Statü Tüketimi, Dürtüsel Satın Alma

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