GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ

Cansu TOR KADIOĞLU, (Tarsus Üniversitesi, Uygulamalı Bilimler Fakültesi, Mersin, Türkiye)
Mehmet YAĞCI (Mersin Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Mersin, Türkiye)
Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
28 1
Yıl: 2021 Cilt: 8 Sayı: 1 Sayfa Aralığı: 479 - 507 Metin Dili: Türkçe DOI: 10.30798/makuiibf.858836 İndeks Tarihi: 29-07-2022

GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ

Öz:
Gösterişçi tüketim, tüketici davranışlarının en eski konularından bir tanesidir.Veblen’den günümüze araştırmacılar; kişilerin, arzuladıkları kimliklere ve karakterlereseçtikleri ürünlerle ulaştıklarını söylemektedir. Bu çalışmada; tüketicilerin gösterişçitüketimleri, Veblen’in Aylak Sınıfın Teorisi bağlamında ele alınarak, kuşaklar arası birkıyasa gidilmiştir Araştırmanın amacı, gösterişçi tüketimin temel motivasyonlarını vebu motivasyonlar arasındaki ilişkiyi ortaya çıkarmak, bu yapının kuşaklara göredeğişimini anlamaktır. Araştırma kapsamında; online ve yüz yüze anket yöntemleri ile20 Temmuz- 15 Ekim 2019 tarihleri arasında 477 kişiden anket toplanmıştır. Elde edilenveriler; ki kare analizi, frekans analizi, bağımsız t-testi, MANOVA testi, keşfedici faktöranalizi, doğrulayıcı faktör analizi ve yol analizleri kullanılarak, SPSS ve AMOS paketprogramları yardımıyla analiz edilmiştir. Yapısal eşitlik modellemesi ile tüketicilerinsosyal kabul ihtiyacının ve statü arayışının gösterişçi tüketimlerini pozitif yöndeetkilediği; prestij duyarlılıklarının ise gösterişçi tüketimlerini negatif yönde etkilediğibelirlenmiştir. Gösterişçi tüketim eğiliminde tüketicilerin cinsiyeti ve gelirine göreanlamlı bir farklılık görülmezken yaş değişkenine ilişkin anlamlı sonuçlar eldeedilmiştir. Araştırmanın sonuçları, ulaşılan bulgular çerçevesinde tartışılmış,araştırmacılara ve uygulamacılara birtakım öneriler sunulmuştur.
Anahtar Kelime: Tüketici Davranışı Gösterişçi Tüketim Yapısal Eşitlik Modeli Veblen

EXAMINING THE CONSPICUOUS CONSUMPTION AND MOTIVATIONS IN TERMS OF GENERATIONS

Öz:
Conspicuous consumption is one of the oldest subjects of consumer behavior. From Veblen to now, researchers reveal that people reach the identities and characters they desire with the products they choose. In this study, the conspicuous consumption of the consumers has been handled within the context of Veblen's Theory of the Leisure Class and a generational comparison has been made. The aim of this research is to reveal the basic motivations of conspicuous consumption and the relationship between these motivations, to understand the change of this structure according to generations. In the scope of the research; Questionnaires were collected from 477 people between 20 July - 15 October 2019 using online and face-to-face survey methods. The obtained data was analyzed using the SPSS and AMOS package programs by using chi-square analysis, frequency analysis, independent t-test, MANOVA test, exploratory factor analysis, confirmatory factor analysis and path analysis. Structural equation modelling determined that the need for social acceptance and seeking status in consumers positively affected the conspicuous consumption, while the sensitivity of prestige negatively affected their conspicuous consumption. While no significant difference was observed in the conspicuous consumption trend according to the gender and income of the consumers, significant results were obtained regarding the age variable. The results of the research were discussed within the framework of the findings.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Tor Kadıoğlu C, Yagci M (2021). GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. , 479 - 507. 10.30798/makuiibf.858836
Chicago Tor Kadıoğlu Cansu,Yagci Mehmet GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. (2021): 479 - 507. 10.30798/makuiibf.858836
MLA Tor Kadıoğlu Cansu,Yagci Mehmet GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. , 2021, ss.479 - 507. 10.30798/makuiibf.858836
AMA Tor Kadıoğlu C,Yagci M GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. . 2021; 479 - 507. 10.30798/makuiibf.858836
Vancouver Tor Kadıoğlu C,Yagci M GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. . 2021; 479 - 507. 10.30798/makuiibf.858836
IEEE Tor Kadıoğlu C,Yagci M "GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ." , ss.479 - 507, 2021. 10.30798/makuiibf.858836
ISNAD Tor Kadıoğlu, Cansu - Yagci, Mehmet. "GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ". (2021), 479-507. https://doi.org/10.30798/makuiibf.858836
APA Tor Kadıoğlu C, Yagci M (2021). GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(1), 479 - 507. 10.30798/makuiibf.858836
Chicago Tor Kadıoğlu Cansu,Yagci Mehmet GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 8, no.1 (2021): 479 - 507. 10.30798/makuiibf.858836
MLA Tor Kadıoğlu Cansu,Yagci Mehmet GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol.8, no.1, 2021, ss.479 - 507. 10.30798/makuiibf.858836
AMA Tor Kadıoğlu C,Yagci M GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021; 8(1): 479 - 507. 10.30798/makuiibf.858836
Vancouver Tor Kadıoğlu C,Yagci M GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2021; 8(1): 479 - 507. 10.30798/makuiibf.858836
IEEE Tor Kadıoğlu C,Yagci M "GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ." Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8, ss.479 - 507, 2021. 10.30798/makuiibf.858836
ISNAD Tor Kadıoğlu, Cansu - Yagci, Mehmet. "GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ". Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 8/1 (2021), 479-507. https://doi.org/10.30798/makuiibf.858836
Sayfa Oluşturulma Tarihi
23-04-2024 18:56

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