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Hazır Giyim Sektöründe Faydacı ve Hedonik Tüketimin Moda Liderliği Üzerine Etkisinin İncelenmesi

Year 2018, Volume: 2 Issue: 1, 27 - 50, 31.01.2018
https://doi.org/10.29023/alanyaakademik.355478

Abstract



Tüketicilerin tüketim tarzları, hedonik ve faydacı
tüketim ile moda liderliği davranışları arasındaki ilişkileri belirlemeye
yönelik olan bu araştırma, ilişkisel ve betimsel araştırma modelinde kurgulanmıştır.
Bu çerçevede tüketim tarzı olarak yaygın bir şekilde ele alınan hedonik ve
faydacı tüketim ile moda liderliğini açıklayan moda yenilikçiliği ve moda fikir
liderliği arasındaki ilişkiyi ve tüketicilerin ele alınan değişkenler bazında
ortak özelliklerinin açıklanmasına yönelik kümelerin hangi özelliklere sahip
olduğu belirlenmeye çalışılmaktadır. Araştırmanın örneklemini 18 yaşından büyük
tüketiciler oluşturmaktadır. Araştırmanın örneklemi 450 birimden oluşmakta ve bu
örneklem büyüklüğü güven aralığı formülüne göre belirlenmiştir. Araştırmanın
veri toplama tekniği yapılandırılmış ankettir. Araştırma katılımcılarına
kolayda örnekleme yöntemine göre ulaşılmıştır. Araştırma verileri karşılıklı
görüşme şeklinde gönüllü katılımcılardan anketörler aracılığıyla elde edilmiştir.
 Elde edilen veriler tanımlayıcı ve
yorumlayıcı çok değişkenli istatistiksel analiz teknikleriyle analiz
edilmiştir. Araştırma hipotezlerinin test edilmesinde yapısal eşitlik
modelinden yararlanılmıştır. Ayrıca birimlerin doğal küme yapıları k-means
kümeleme analiziyle test edilmiştir. Analizler sonucunda,
hedonik tüketimin
moda ürün satın almayı, modayı takip etmeyi ve moda fikir liderliğini
etkilediği belirlenmiştir. Faydacı tüketimin ise, moda ürün satın almayı ve
modayı takip etmeyi etkilemediği; moda fikir liderliğini etkilediği belirlenmiştir.
K-means kümeleme analizi sonucunda ise, üç ayrı küme yapısı olduğu
belirlenmiştir.




References

  • ABRAHAMSON, E. (1996). “Management Fashion”, Academy of Management Review, 21 (1): 254-285.
  • ATTMANN, J.T. JOHNSON, T.W. (2009). “Compulsive Consumption Behaviours: Invatigating Relationships Among Binge Eating, Compulsive Clothing Buying and Fashion Orientation”, International Journal of Consumer Studies, 33 (1): 267-273.
  • BABIN, B.J., DARDEN, W.R., & GRIFFIN, M. (1994). “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20 (4): 644-656.
  • BAIG, E. & KHAN, S. (2010). “Emotional Satisfaction and Brand Loyalty in Hospitality Industry”, International Bulletin of Business Administration, (7): 62-66.
  • BAILEY, L.R. & SEOCK, Y.K. (2010). “The Relationship of Fashion Leadership, Fashion Magazine Content and Loyalty Tendency”, Journal of Fashion Marketing and Management, 14 (1): 39-57.
  • CHO, S. & WORKMAN, J.E. (2011). “Gender, Fashion Innovativeness and Opinion Leadership, and Need For Touch”, Journal of Fashion Marketing and Management, 15 (3): 363-382.
  • ÇİVİTÇİ, Ş. (2004). Moda Pazarlama, Asil Yayınları: Ankara.
  • ÇOKLUK, Ö., ŞEKERCİOĞLU, G., & BÜYÜKÖZTÜRK, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları, Pegem Akademi: Ankara.
  • ERCİŞ, A. & TÜRK, B. (2012). “Tüketici Yenilikçiliğinin Moda Ürünleri Benimseme Eğilimi Üzerindeki Etkileri”, 1. İşletme Yönetimi ve Kurumsal Sosyal Sorumluluk Uluslararası Bilimsel Kongresi, 23-25 Kasım 2012, Bakü, Azerbaycan.
  • ERSUN, A.N. & YILDIRIM, F. (2010). “Consumer Involvement and Brand Sensitivity of University Students in Their Choice of Fashion Products”, Marmara Üniversitesi İİBF Dergisi, 18 (1): 313-333.
  • FLYNN, L.R., GOLDSMITH, R.E. & EASTMAN, J.K. (1996). “Opinion Leaders and Opinion Seekers: Two New Measurement Scales”, Journal of Academy of Marketing Science (JAMS), 24 (2):137-147.
  • GOLDSMITH, R.E., KIM, D., FLYNN, L.R. & KIM, W.M. (2005). “Price Sensitivity and Innovativeness For Fashion Among Korean Consumers”, The Journal of Social Psychology, 145 (5): 501-508.
  • GOLDSMITH, R.E. & HOFACKER, C.F. (1991). “Measuring Consumer Innovativeness'', Journal of the Academy of Marketing Science (JAMS), 19 (3): 209-221.
  • GOLDSMITH, R.E., FREIDEN, J. B., & KILSHEIMER, J.C. (1993). “Social Values and Female Fashion Leadership: A Cross‐Cultural Study”, Psychology & Marketing, 10 (5): 399-412.
  • HARBEN, B. & KIM, S. (2008). “Attitude Toward Fashion Advertisements with Political Content: Impact of Opinion Leadership and Perception of Advertisement Message”, International Journal of Consumer Studies, 32 (1): 88-98.
  • HIZAL, G.S.G. (2003). “Bir İletişim Biçimi Olarak Moda: Modus”un Sınırları”, İletişim Araştırmaları, 1(1): 65-86.
  • JORDAN, Y. & SIMPSON, M.N. (2006). “Consumer Innovativeness Among Females in Spesific Fashion Stores in the Menlyn Shopping Centre”, Journal of Familiy Ecology and Consumer Sciences, 34 (1): 32-40.
  • KIM, H.S. (2006). “Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers”, Journal of Shopping Center Research, 13 (1): 57-79.
  • KNOX, S. & WALKER, D. (2001). “Measuring and Managing Brand Loyalty”, Journal of Strategic Marketing, 9 (1): 111-128.
  • LAW, K.M. ZHANG, Z.M. & LEUNG, C.S. (2004). “Fashion Change and Fashion Consumption: The Chaotic Perspective”, Journal of Fashion Marketing and Management, 8 (4): 362-374.
  • MCKINNEY, L.N., TRAYLOR, D.L. KINCADE, D.H. & HOLLOMAN, L.O. (2004). “Selected Social Factors and Clothing Buying Behaviour Patterns of Black College Consumers”, Int. Rev. Of Retail, Distribution and Consumer Research, 14 (4): 389-406.
  • MEB (2008). Mesleki Eğitim ve Öğretim Sisteminin Güçlendirilmesi Projesi-Megep: Moda, Halkla İlişkiler ve Organize Hizmetleri, Ankara.
  • MICHON, R., YU, H., SMITH, D. & CHEBAT, J.C. (2007). “The Shopping Experience of Female Fashion Leaders”, International Journal of Retail & Distribution Management, 35 (6): 488-501.
  • MILLER, K. (2013). "Hedonic Customer Responses to Fast Fashion and Replicas", Journal of Fashion Marketing and Management: An International Journal, 17 (2): 160-174.
  • MORGAN, L.R. & BIRTWISTLE, G. (2009). “An Investigation of Young Consumers’ Disposal Habits”, International Journal of Consumer Studies, 33 (1): 190-198.
  • NOH, M., RUNYAN, R. & MOSIER, J. (2014). "Young Consumers' Innovativeness and Hedonic/Utilitarian Cool Attitudes", International Journal of Retail & Distribution Management, 42 (4): 267-280.
  • O’CASS, A. (2004). “Fashion Clothing Consumption: Antecedents and Consequences of Fashion Clothing Involvement”, European Journal of Marketing, 38 (7): 869-882.
  • PARK, H.J., BURNS, L.D. & RABOLTS, N.J. (2007). “Fashion Innovativeness, Materialism, and Attitude Toward Purchasing Foreign Fashion Goods Online Across National Borders: The Moderating Effect of Internet Innovativeness”, Journal of Fashion Marketing and Management, 11 (2): 201-214.
  • PETERS, C. SHELTON, J.A. & THOMAS, J.B. (2011). “Self-Concept and The Fashion Behavior of Women Over 50”, International of Fashion Marketing and Management, 15 (3): 291-305.
  • RYOU, E.J. (2001). “A Study on Consumers’ Characteristics According to Their Fashion Lidership-Focused on Body Cathexis, Self-Efficacy and Shopping Orientation”, J.Kor.Soc. Cloth., 3 (5): 403-408.
  • SHOHAM, A. & RUVIO, A. (2008). “Opinion Leaders and Foolowers: A Replication and Extension”, Psychology & Marketing, 25 (3): 280-297.
  • STUDAK, C.M. & WORKMAN, J.E. (2004). “Fashion Groups, Gender, and Boredom Proneness”, International Journal of Consumer Studies, 28 (1): 66-74.
  • WORKMAN, J.E. & LEE, S.H. (2011). “Materialism, Fashion Consumers and Gender: A Cross-Cultural Study”, International Journal of Consumer Studies, 35 (1): 50-57.
  • WORKMAN, J.E. & STUDAK, C.M. (2006). “Fashion Consumers and Fashion Problem Recognition Style”, International Journal of Consumer Studies, 30 (1): 75-84.
  • VIEIRA, V.A. (2009). “An Extended Theoretical Model od Fashion Clothing Involvement”, Journal of Fashion Marketing and Management, 13. (2): 179-200.
  • VIRVILAITE, R. SALADIENE, V. & ZYINKLYTE, J. (2011). “The Impact of External and Internal Stimuli on Impulsive Purchasing”, Economics and Management, 16 (1): 1329-1336.
Year 2018, Volume: 2 Issue: 1, 27 - 50, 31.01.2018
https://doi.org/10.29023/alanyaakademik.355478

Abstract

References

  • ABRAHAMSON, E. (1996). “Management Fashion”, Academy of Management Review, 21 (1): 254-285.
  • ATTMANN, J.T. JOHNSON, T.W. (2009). “Compulsive Consumption Behaviours: Invatigating Relationships Among Binge Eating, Compulsive Clothing Buying and Fashion Orientation”, International Journal of Consumer Studies, 33 (1): 267-273.
  • BABIN, B.J., DARDEN, W.R., & GRIFFIN, M. (1994). “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20 (4): 644-656.
  • BAIG, E. & KHAN, S. (2010). “Emotional Satisfaction and Brand Loyalty in Hospitality Industry”, International Bulletin of Business Administration, (7): 62-66.
  • BAILEY, L.R. & SEOCK, Y.K. (2010). “The Relationship of Fashion Leadership, Fashion Magazine Content and Loyalty Tendency”, Journal of Fashion Marketing and Management, 14 (1): 39-57.
  • CHO, S. & WORKMAN, J.E. (2011). “Gender, Fashion Innovativeness and Opinion Leadership, and Need For Touch”, Journal of Fashion Marketing and Management, 15 (3): 363-382.
  • ÇİVİTÇİ, Ş. (2004). Moda Pazarlama, Asil Yayınları: Ankara.
  • ÇOKLUK, Ö., ŞEKERCİOĞLU, G., & BÜYÜKÖZTÜRK, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve Lisrel Uygulamaları, Pegem Akademi: Ankara.
  • ERCİŞ, A. & TÜRK, B. (2012). “Tüketici Yenilikçiliğinin Moda Ürünleri Benimseme Eğilimi Üzerindeki Etkileri”, 1. İşletme Yönetimi ve Kurumsal Sosyal Sorumluluk Uluslararası Bilimsel Kongresi, 23-25 Kasım 2012, Bakü, Azerbaycan.
  • ERSUN, A.N. & YILDIRIM, F. (2010). “Consumer Involvement and Brand Sensitivity of University Students in Their Choice of Fashion Products”, Marmara Üniversitesi İİBF Dergisi, 18 (1): 313-333.
  • FLYNN, L.R., GOLDSMITH, R.E. & EASTMAN, J.K. (1996). “Opinion Leaders and Opinion Seekers: Two New Measurement Scales”, Journal of Academy of Marketing Science (JAMS), 24 (2):137-147.
  • GOLDSMITH, R.E., KIM, D., FLYNN, L.R. & KIM, W.M. (2005). “Price Sensitivity and Innovativeness For Fashion Among Korean Consumers”, The Journal of Social Psychology, 145 (5): 501-508.
  • GOLDSMITH, R.E. & HOFACKER, C.F. (1991). “Measuring Consumer Innovativeness'', Journal of the Academy of Marketing Science (JAMS), 19 (3): 209-221.
  • GOLDSMITH, R.E., FREIDEN, J. B., & KILSHEIMER, J.C. (1993). “Social Values and Female Fashion Leadership: A Cross‐Cultural Study”, Psychology & Marketing, 10 (5): 399-412.
  • HARBEN, B. & KIM, S. (2008). “Attitude Toward Fashion Advertisements with Political Content: Impact of Opinion Leadership and Perception of Advertisement Message”, International Journal of Consumer Studies, 32 (1): 88-98.
  • HIZAL, G.S.G. (2003). “Bir İletişim Biçimi Olarak Moda: Modus”un Sınırları”, İletişim Araştırmaları, 1(1): 65-86.
  • JORDAN, Y. & SIMPSON, M.N. (2006). “Consumer Innovativeness Among Females in Spesific Fashion Stores in the Menlyn Shopping Centre”, Journal of Familiy Ecology and Consumer Sciences, 34 (1): 32-40.
  • KIM, H.S. (2006). “Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers”, Journal of Shopping Center Research, 13 (1): 57-79.
  • KNOX, S. & WALKER, D. (2001). “Measuring and Managing Brand Loyalty”, Journal of Strategic Marketing, 9 (1): 111-128.
  • LAW, K.M. ZHANG, Z.M. & LEUNG, C.S. (2004). “Fashion Change and Fashion Consumption: The Chaotic Perspective”, Journal of Fashion Marketing and Management, 8 (4): 362-374.
  • MCKINNEY, L.N., TRAYLOR, D.L. KINCADE, D.H. & HOLLOMAN, L.O. (2004). “Selected Social Factors and Clothing Buying Behaviour Patterns of Black College Consumers”, Int. Rev. Of Retail, Distribution and Consumer Research, 14 (4): 389-406.
  • MEB (2008). Mesleki Eğitim ve Öğretim Sisteminin Güçlendirilmesi Projesi-Megep: Moda, Halkla İlişkiler ve Organize Hizmetleri, Ankara.
  • MICHON, R., YU, H., SMITH, D. & CHEBAT, J.C. (2007). “The Shopping Experience of Female Fashion Leaders”, International Journal of Retail & Distribution Management, 35 (6): 488-501.
  • MILLER, K. (2013). "Hedonic Customer Responses to Fast Fashion and Replicas", Journal of Fashion Marketing and Management: An International Journal, 17 (2): 160-174.
  • MORGAN, L.R. & BIRTWISTLE, G. (2009). “An Investigation of Young Consumers’ Disposal Habits”, International Journal of Consumer Studies, 33 (1): 190-198.
  • NOH, M., RUNYAN, R. & MOSIER, J. (2014). "Young Consumers' Innovativeness and Hedonic/Utilitarian Cool Attitudes", International Journal of Retail & Distribution Management, 42 (4): 267-280.
  • O’CASS, A. (2004). “Fashion Clothing Consumption: Antecedents and Consequences of Fashion Clothing Involvement”, European Journal of Marketing, 38 (7): 869-882.
  • PARK, H.J., BURNS, L.D. & RABOLTS, N.J. (2007). “Fashion Innovativeness, Materialism, and Attitude Toward Purchasing Foreign Fashion Goods Online Across National Borders: The Moderating Effect of Internet Innovativeness”, Journal of Fashion Marketing and Management, 11 (2): 201-214.
  • PETERS, C. SHELTON, J.A. & THOMAS, J.B. (2011). “Self-Concept and The Fashion Behavior of Women Over 50”, International of Fashion Marketing and Management, 15 (3): 291-305.
  • RYOU, E.J. (2001). “A Study on Consumers’ Characteristics According to Their Fashion Lidership-Focused on Body Cathexis, Self-Efficacy and Shopping Orientation”, J.Kor.Soc. Cloth., 3 (5): 403-408.
  • SHOHAM, A. & RUVIO, A. (2008). “Opinion Leaders and Foolowers: A Replication and Extension”, Psychology & Marketing, 25 (3): 280-297.
  • STUDAK, C.M. & WORKMAN, J.E. (2004). “Fashion Groups, Gender, and Boredom Proneness”, International Journal of Consumer Studies, 28 (1): 66-74.
  • WORKMAN, J.E. & LEE, S.H. (2011). “Materialism, Fashion Consumers and Gender: A Cross-Cultural Study”, International Journal of Consumer Studies, 35 (1): 50-57.
  • WORKMAN, J.E. & STUDAK, C.M. (2006). “Fashion Consumers and Fashion Problem Recognition Style”, International Journal of Consumer Studies, 30 (1): 75-84.
  • VIEIRA, V.A. (2009). “An Extended Theoretical Model od Fashion Clothing Involvement”, Journal of Fashion Marketing and Management, 13. (2): 179-200.
  • VIRVILAITE, R. SALADIENE, V. & ZYINKLYTE, J. (2011). “The Impact of External and Internal Stimuli on Impulsive Purchasing”, Economics and Management, 16 (1): 1329-1336.
There are 36 citations in total.

Details

Primary Language Turkish
Subjects Economics
Journal Section Makaleler
Authors

Aydın Kayabaşı

Hakan Kiracı 0000-0001-9230-3102

Publication Date January 31, 2018
Acceptance Date January 25, 2018
Published in Issue Year 2018 Volume: 2 Issue: 1

Cite

APA Kayabaşı, A., & Kiracı, H. (2018). Hazır Giyim Sektöründe Faydacı ve Hedonik Tüketimin Moda Liderliği Üzerine Etkisinin İncelenmesi. Alanya Akademik Bakış, 2(1), 27-50. https://doi.org/10.29023/alanyaakademik.355478