Pleasure Seeking Motivation in Luxury Product and Luxury Product Purchase Intention: The Moderating Role of Consumer Social Conformity and Gender

Year 2020, Volume: 23 Issue: 43, 311 - 344, 30.06.2020

Emrah Tokgöz

https://doi.org/10.31795/baunsobed.672289

Abstract

For consumers, it has been argued that purchasing luxury products is an important individual motivation in having pleasure. Consumer may be affected by people around them when making purchasing decisions. The main reason underlying this behavioral effect is defined as consumer social conformity. The force of consumer social conformity may differ in terms of gender. The aim of the study is to reveal the moderating role of consumer social conformity and gender in the relationship between pleasure seeking motivation in luxury product and luxury product purchase intention. The questionnaire was conducted to 422 participants. To perform moderating analysis, PROCESS Macro software was used by installing SPSS program. It is revealed that the effect of pleasure seeking motivation in luxury product on the luxury product purchase intention is more effective for consumers with high social conformity. This effect is more powerful for women with high consumer social conformity.

Keywords

Pleasure Seeking Motivation in Luxury Product, Luxury Product Purchase Intention, Consumer Social Conformity, PROCESS Macro Model

LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ

Abstract

Tüketiciler için lüks ürün satın almanın, mutluluğu yakalamada önemli bir bireysel motivasyon olduğu ileri sürülmektedir. Tüketici satın alma kararları verirken çevresindeki insanlardan etkilenebilir. Bu davranışsal etkinin altında yatan temel neden tüketici sosyal uyumu olarak tanımlanmaktadır. Tüketici sosyal uyumunun şiddeti cinsiyet açısından farklılık gösterebilir. Araştırmanın amacı, lüks üründe mutluluk arama motivasyonu ile lüks ürün satın alma niyeti arasındaki ilişkide, tüketici sosyal uyumu ve cinsiyetin düzenleyici rolünün belirlenmesidir. Oluşturulan anket 422 katılımcıya uygulanmıştır. Araştırmada, SPSS programına yüklenerek kullanılan, PROCESS Makro yazılımı düzenleyici analizi yapılmasına yardımcı olmuştur. Sonuçlara göre lüks üründe mutluluk arama motivasyonunun lüks ürün satın alma niyeti üzerindeki etkisi sosyal uyumu yüksek olan tüketicilerde daha fazla etkilidir. Bu etkinin, sosyal uyumu yüksek olan kadın tüketicilerde daha güçlü olduğu anlaşılmıştır.

Keywords

Lüks Üründe Mutluluk Arama Motivasyonu, Lüks Ürün Satın Alma Niyeti, Tüketicinin Sosyal Uyumu, PROCESS Makro Model

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