The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media

Eti, Hasan Selçuk

doi:10.26466/opusjsr.1091941

The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media

Hasan Selçuk ETİ (Tekirdağ Namık Kemal Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Tekirdağ, Türkiye)

OPUS Toplum Araştırmaları Dergisi

3 3

Yıl: 2022 Cilt: 19 Sayı: 46 Sayfa Aralığı: 289 - 297 Metin Dili: İngilizce DOI: 10.26466/opusjsr.1091941 İndeks Tarihi: 29-07-2022

The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media

Öz:

This study aims to examine the relationship between women's self-confidence and conspicuous consumption tendency on social media. The research was designed in a relational screening model. The study sample consists of 311 university students reached by a simple random sampling method. A questionnaire form was used to collect data in the research. The questionnaire form consists of a demographic information form, self-confidence scale, and conspicuous consumption scale. Within the scope of the study, descriptive statistical analyses, correlation analyses, regression analyses, t-tests and ANOVA analyses were conducted. As a result of the analyses, it has been determined that self-confidence has negative and significant effects on conspicuous consumption. In addition, it has been determined that self-confidence differs significantly according to marital status, and income and conspicuous consumption differs significantly according to marital status. In terms of firms and policymakers, the self-confidence of individuals has been concluded that it is an essential factor that determines the purchasing behavior of consumers. In this context, another crucial point is that individuals with high self-confidence have relatively fewer demands for conspicuous consumption.

Anahtar Kelime: Self-Confidence Social Media Conspicuous Consumption

Öz:

Bu araştırmada kadınların özgüvenleri ile sosyal medyada gösterişçi tüketim eğilimi arasındaki ilişkinin incelenmesi amaçlanmıştır. Bunun yanında söz konusu değişkenlerin seviyesinin katılımcıların sosyodemografik özelliklerine göre farklılık gösterme durumları da incelenmiştir. Araştırma ilişkisel tarama modelinde tasarlanmıştır. Araştırmanın örneklemini basit tesadüfi örnekleme yönetimiyle ulaşılan 311 üniversite öğrencisi oluşturmaktadır. Araştırmada veri toplamak maksadıyla anket formu kullanılmıştır. Anket formunda demografik bilgi formu, özgüven ölçeği ve gösterişçi tüketim ölçeği yer almaktadır. Çalışma kapsamında betimsel istatistiksel analizler, korelasyon analizi, regresyon analizi, t-testi ve ANOVA analizleri gerçekleştirilmiştir. Analizler neticesinde özgüvenin gösterişçi tüketim üzerinde olumsuz yönde anlamlı etkisinin olduğu tespit edilmiştir. Bunun yanında özgüvenin medeni duruma ve gelir durumuna göre, gösterişçi tüketimin ise medeni duruma göre anlamlı şekilde farklılık gösterdiği tespit edilmiştir. Bireylerin özgüveninin, firmalar ve politika yapıcılar açısından; tüketicilerin satın alma davranışını belirleyen önemli bir unsur olduğu sonucuna ulaşılmıştır. Bu açıdan bakıldığında, diğer bir önemli nokta ise özgüveni yüksek bireylerin, gösterişli tüketime olan taleplerinin nispeten daha az olmasıdır.

Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

Akın, A (2007). Özgüven ölçeğinin geliştirilmesi ve psikometrik özellikleri. Abant İzzet Baysal Üniversitesi Eğitim Fakültesi Dergisi, 7(2), 167-176.
Argan, M., & Tokay-Argan, M. (2018). Fomsumerism: A theoretical framework. International Journal of Marketing Studies, 10(2), 109-117.
Atalar, S. (2019). Sosyal medya bağımlılık düzeyinin gösterişçi tüketim eğilimleri üzerine etkisinin tespiti. Yayımlanmamış Yüksek Lisans Tezi. Osmaniye Korkut Ata Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı.
Baker, A. M., Moschis, G. P., Ong, F. S., & Pattanapanyasat, R. P. (2013). Materialism and life satisfaction: The role of stress and religiosity. Journal of Consumer Affairs, 47(3), 548-563.
Barzoki, M. H., Tavakol, M., & Vahidnia, A. (2014). Effects of sexual objectification on conspicuous consumption and materialism. Sexuality Research and Social Policy, 11(2), 153-162.
Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140.
Fontes, A., & Fan, J. X. (2006). The effects of ethnic identity on household budget allocation to status conveying goods. Journal of Family and Economic Issues, 27(4), 643-663.
Gao, L., Wheeler, S. C., & Shiv, B. (2009). The “shaken self”: Product choices as a means of restoring self-view confidence. Journal of Consumer Research, 36(1), 29-38.
Hammad, H., & El-Bassiouny, N. (2018). 'I shop therefore I am': social and psychological transformations in conspicuous consumption. Luxury Research Journal, 1(4), 303-324.
Karasar, N. (2009). Bilimsel araştırma yöntemi (20.Basım). Ankara: Nobel Yayın Dağıtım.
Kotler, P., & Keller, K. L. (2016). Marketing management. Edinburgh: Pearson Education, Inc.
Legendre, T. S., Jo, Y. H., Han, Y. S., Kim, Y. W., Ryu, J. P., Jang, S. J., & Kim, J. (2019). The impact of consumer familiarity on edible insect food product purchase and expected liking: The role of media trust and purchase activism. Entomological Research, 49(4), 158-164.
Lehdonvirta, V. (2010). Online spaces have material culture: goodbye to digital post-materialism and hello to virtual consumption. Media, Culture & Society, 32(5), 883-889.
O’Cass, A., & Frost, H. (2002). Status brands: Examining the effects of non‐product‐related brand associations on status and conspicuous consumption. Journal of Product and Brand Management, 11(2), 67–88.
Qattan, J., & Al Khasawneh, M. (2020). The Psychological Motivations of Online Conspicuous Consumption: A Qualitative Study. International Journal of E-Business Research (IJEBR), 16(2), 1-16.
Sivanathan, N., & Pettit, N. C. (2010). Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology, 46(3), 564-570.
Sklair, L. (1998). The transnational capitalist class and global capitalism: the case of the tobacco industry. Political Power and Social Theory, 12, 3-44.
Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555-561.
Veblen, T. (1899). Mr. Cummings's Strictures on" The Theory of the Leisure Class". Journal of Political Economy, 8(1), 106-117.
Wang, Y., & Griskevicius, V. (2014). Conspicuous consumption, relationships, and rivals: Women's luxury products as signals to other women. Journal of consumer research, 40(5), 834-854.
Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L., & Anggraeni, C. P. (2018). The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.

APA	Eti H (2022). The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. , 289 - 297. 10.26466/opusjsr.1091941
Chicago	Eti Hasan Selçuk The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. (2022): 289 - 297. 10.26466/opusjsr.1091941
MLA	Eti Hasan Selçuk The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. , 2022, ss.289 - 297. 10.26466/opusjsr.1091941
AMA	Eti H The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. . 2022; 289 - 297. 10.26466/opusjsr.1091941
Vancouver	Eti H The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. . 2022; 289 - 297. 10.26466/opusjsr.1091941
IEEE	Eti H "The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media." , ss.289 - 297, 2022. 10.26466/opusjsr.1091941
ISNAD	Eti, Hasan Selçuk. "The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media". (2022), 289-297. https://doi.org/10.26466/opusjsr.1091941

APA	Eti H (2022). The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. OPUS Toplum Araştırmaları Dergisi, 19(46), 289 - 297. 10.26466/opusjsr.1091941
Chicago	Eti Hasan Selçuk The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. OPUS Toplum Araştırmaları Dergisi 19, no.46 (2022): 289 - 297. 10.26466/opusjsr.1091941
MLA	Eti Hasan Selçuk The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. OPUS Toplum Araştırmaları Dergisi, vol.19, no.46, 2022, ss.289 - 297. 10.26466/opusjsr.1091941
AMA	Eti H The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. OPUS Toplum Araştırmaları Dergisi. 2022; 19(46): 289 - 297. 10.26466/opusjsr.1091941
Vancouver	Eti H The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media. OPUS Toplum Araştırmaları Dergisi. 2022; 19(46): 289 - 297. 10.26466/opusjsr.1091941
IEEE	Eti H "The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media." OPUS Toplum Araştırmaları Dergisi, 19, ss.289 - 297, 2022. 10.26466/opusjsr.1091941
ISNAD	Eti, Hasan Selçuk. "The Relationship Between Women's Self-Confidence, and Conspicuous Consumption Tendency on Social Media". OPUS Toplum Araştırmaları Dergisi 19/46 (2022), 289-297. https://doi.org/10.26466/opusjsr.1091941