An Investigation of Personal Values, Hedonic and Utilitarian Consumption and Social Comparison in Wedding Shopping in Terms of Socio-demographic Variables

Year 2022, Volume: 12 Issue: 2, 441 - 464, 31.12.2022

Melda Aslan , Ayfer Aydıner Boylu

https://doi.org/10.31679/adamakademi.1061726

Abstract

This study aims to identify physical and virtual environment where the consumer search and gather information about the products (white goods, furniture, kitchenware, home textiles, dinnerware, etc.) they plan to buy before marriage. Also, it aims to reveal the values of the consumer, hedonic and utilitarian consumption trends, and the social comparison situation in premarital shopping, in terms of demographic characteristics. Within the scope of the study, the participants were reached by the online survey method and the data were analyzed with 463 participants. According to the results of the research, the participants collects information about the products (white goods, furniture, kitchenware, home textiles, dinnerware, etc.) mostly by visiting the stores and secondly by doing research on the internet (the related product's web page, forums, blogs, social media, etc.). However, the hedonic and utilitarian consumption tendencies of the participants vary according to gender; income level makes a difference in terms of hedonic consumption.

Keywords

Personal Values, Hedonic, Utilitarian, Social Comparison, Wedding Shopping

Evlilik Öncesi Alışverişte Kişisel Değerler, Hedonik ve Faydacı Tüketim ve Sosyal Karşılaştırmanın Sosyo-Demografik Değişkenler Açısından İncelenmesi

Abstract

Bu çalışmada, tüketicinin evlilik öncesi satın almayı planladığı beyaz eşya, mobilya, mutfak eşyası, ev tekstili, yemek takımı vb. ürünlere yönelik bilgi topladığı fiziki ve sanal mecraların ortaya konulması amaçlanmıştır. Bununla birlikte tüketicinin sahip olduğu değerlerin, evlilik öncesi alışverişteki hedonik ve faydacı tüketim eğilimlerinin ve sosyal karşılaştırma durumunun da demografik özellikler açısından ortaya konulması çalışmanın amaçları arasındadır. Çalışma kapsamında katılımcılara çevrimiçi anket yöntemiyle ulaşılmış ve 463 katılımcı ile veriler analiz edilmiştir. Araştırma sonuçlarına göre, katılımcıların en fazla mağazaları ziyaret ederek ve ikinci sırada da internet üzerinden (ilgili ürünün web sayfası, forumlar, bloglar, sosyal medya vb.) araştırmada bulunarak beyaz eşya, mobilya, mutfak eşyası, ev tekstili, yemek takımı vb. ürünlere yönelik bilgi topladığı görülmektedir. Bununla birlikte, katılımcıların hedonik ve faydacı tüketim eğilimleri cinsiyete göre değişmekte; gelir düzeyi ise hedonik tüketim açısından farklılık yaratmaktadır.

Keywords

Kişisel Değerler, Hedonik, Faydacı, Sosyal Karşılaştırma, Evlilik Alışverişi

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