Analyzing Motivational Determinants of Shopping Addiction Tendency

Yıl 2019, Cilt: 19 Sayı: 1, 61 - 74, 01.01.2019

Özge Kirezli , Fatma Müge Arslan

https://doi.org/10.21121/eab.2019148775

Cited By: 7

Öz

Shopping addiction tendency is defined as being so occupied
about shopping that consumers become driven by uncontrollable shopping urges
and as a result of facing negative psychological, social and financial
consequences. Based on a field study on university students (N=372), this paper
examines hedonic shopping, escapism and negative mood reduction, as
motivational determinants of shopping addiction tendency, which is a relatively
less studied area of consumer behavior in Turkey. The findings indicate that,
hedonic shopping, escapism and negative mood reduction all have significant
effect on shopping addiction. Getting its mainstream studies from compulsive
buying literature, shopping addiction literature focuses mainly on the
enjoyment gathered from shopping action However this study provides new
insights into potential antecedents of shopping addiction as negativity
avoidance and escapism, which are negative psychological states with respect to
shopping addicts quest for shopping enjoyment.

Anahtar Kelimeler

Shopping Addiction Tendency , Hedonic Shopping , Negative Mood Reduction , Escapism

Alışveriş Bağımlılığının Motivasyonel Öğelerinin Belirlenmesi

Öz

Alışveriş bağımlılığı; bireylerin iç ve dış faktörlerden
kaynaklanan psikolojik gerilimleri ile baş etmek adına yapılan kontrolsüz ve
aşırı alışveriş yapma olarak tanımlanabilir. Üniversite öğrencileri üzerinde
yapılan bir saha çalışması doğrultusunda (N=372), bu çalışma alışveriş
bağımlılığına motivasyonel anlamda etkisi olduğu düşünülen hedonik alışveriş,
gerçeklerden kaçış ve olumsuz ruh halini düzeltme faktörlerini incelemektedir.
Araştırmanın sonuçları, her üç bağımsız değişkenin de alışveriş bağımlılığını
anlamlı biçimde etkilediğini ortaya koymaktadır. Satın alma ve alışveriş
bağımlılığı literatüründe bu çalışmayı farklı kılan unsur, bağımsız değişken
olarak keyif ve ruh halini düzeltme gibi psikolojiyi olumlu etkisi olan
öğelerle negative bir durum olan bağımlılığı açıklamaya çalışma hedefidir.
Zira, bağımlılık literatürü çoğunlukla negatif olay ne nedenler üzerinde
durmaktadır. 

Anahtar Kelimeler

Alışveriş Bağımlılığı Eğilimi; Satın Alma Bağımlılığı Eğilimi; Hedonik Tüketim; Gerçeklerden Kaçış ; Negatif Ruh halini Düzeltme

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