İNDİRİMLİ MAĞAZALARDA SOSYAL DAMGALAMA VE SOSYAL KİMLİK TEHDİTİ ÜZERİNE BİR ARAŞTIRMA: TÜRKİYE - ARNAVUTLUK ÖRNEĞİ

Year 2023, Volume: 10 Issue: 21, 430 - 458, 28.04.2023

Tülay Yeniçeri Maida Uzuner

https://doi.org/10.58884/akademik-hassasiyetler.1257832

Abstract

Damgalama, itibarsızlaştırma ya da istenmeyen belirti olarak tanımlanmaktadır. Sosyal kimlik tehdidi ise kişisel bir özellik olarak incelenen sosyal kimlik karmaşıklığının yanı sıra hem bireysel özelliklerden hem de çevresel unsurlardan etkilenen bir olgu olarak ifade edilmektedir. Bu çalışmada Türk ve Arnavut toplumlarının indirimli mağazalardan alışveriş davranışında sosyal damgalama ve sosyal kimlik tehdidi itibariyle incelenmesi amaçlanmaktadır. Çalışma kapsamında sosyal damgalama ölçeği ve sosyal kimlik tehdidi ölçeği kullanılarak toplamda 16 soruluk bir anket formu hazırlanmış olup; eğitim durumları, aile toplam gelirleri, cinsiyetleri ve yaşları ile ilgili demografik sorular sorulmuştur. İlgili ülkelerde gönüllü olarak katılım sağlayacak kişilerin desteğiyle, Google form aracılığıyla anket uygulaması yapılmıştır. Uygulanan ankette tüm parametreler incelendiğinde iki ülke arasında istatistiki anlamda farklılık olduğu belirlenmiştir. Tüm bulgular ve değerlendirmeler neticesinde indirimli mağazalarda sosyal damgalama ve sosyal kimlik tehdidine yönelik ülkeler bazında yeni yapılacak olan çalışmalarda farklı sosyal, psikografik ve psikolojik faktörlerin yanı sıra farklı sosyo-ekonomik verilerin üzerinde durularak daha kapsamlı bir profil elde edilebileceği düşünülmektedir.

Keywords

Sosyal Damgalama, Sosyal Kimlik Tehdidi, İndirimli Mağazalar

A RESEARCH ON SOCIAL STIGMA AND SOCIAL IDENTITY THREAT IN DISCOUNT STORES: THE CASE OF TURKEY – ALBANIA

Abstract

Stigma is defined as a discrediting or an undesirable characteristic. Social identity threat, on the other hand, is expressed as a phenomenon that is affected by both individual characteristics and environmental factors, as well as the complexity of social identity, which is examined as a personal feature. In this study, it is aimed to examine the thoughts and behaviors of Turkish and Albanian societies in terms of social stigma and social identity threat in the consumer behavior in discount stores. In the study, a questionnaire consisting of 16 questions was developed using the social stigma scale and the social identity threat scale. In addition, demographic characteristics including the education levels of the consumers, their total family income, their gender and age were asked. A survey in which participants from each of the two countries participated voluntarily was conducted through Google forms. The results of the questionnaire revealed that there was a statistical difference between the two countries. As a result of all the findings and evaluations, it is thought that a more comprehensive profile can be obtained by emphasizing different social, psychographic and psychological factors as well as different socio-economic data in new studies on the basis of countries on social stigma and social identity threat in discount stores.

Keywords

Social Stigma, Social Identity Threat, Discount Stores

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