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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
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.

References

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

Year 2020, Volume: 23 Issue: 43, 311 - 344, 30.06.2020
https://doi.org/10.31795/baunsobed.672289

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.

References

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  • Ali, M., Amir, M. ve Akram, M. W. (2016). The Factors Affecting Attitudes and Purchase Intent For Luxury Fashion Goods: An Empirical Study of Pakistani Market. Arabian Journal of Business and Management Review, 5(6), 1-19.
  • Allison, G. M. (2008). A Cross-Cultural Study of Motivation for Consuming Luxuries. Doktora Tezi, Lincoln University.
  • Alpar, R. (2013). Uygulamalı Çok Değişkenli İstatistiksel Yöntemler, Ankara: Detay Yayıncılık.
  • Asch, S. E. (1956). Studies of Independence and Conformity. Psychological Monographs: General and Applied, 70(9), 1-70.
  • Aziz, A. (2008). Sosyal Bilimlerde Araştırma Yöntemleri ve Teknikleri, Ankara: Nobel Yayın Dağıtım.
  • Bachmann, F., Walsh, G. ve Hammes, E. K. (2018). Consumer Perceptions of Luxury Brands: An Owner-Based Perspective. European Management Journal, 1-12, https://doi.org/10.1016/j.emj.2018.06.010
  • Bearden, W. O. ve Etzel, M. J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9, 183-194.
  • Bearden, W. O., Netemeyer, R. G. ve Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15, 473-481.
  • Bearden, W. ve Rose, R. L. (1990). Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity. Journal of Consumer Research, 16(4), 461-471.
  • Beran, T. (2015). Research Advances in Conformity to Peer Pressure: A Negative Side Effect of Medical Education. Health Professions Education, 1, 19-23. http://dx.doi.org/10.1016/j.hpe.2015.11.004
  • Bernheim, B. D. ve Exley, C. L. (2015). Understanding Conformity: An Experimental Investigation. Harvard Business School Working Paper, 16-070, 1-61.
  • Berns, G. S., Chappelow, J., Zink, C. F., Pagnoni, G., Martin-Skurski, M. E. ve Richards, J. (2005). Neurobiological Correlates of Social Conformity and Independence During Mental Rotation. Biological Psychiatry, 58, 245-253.
  • Bian, Q. ve Forsythe, S. (2012). Purchase Intention for Luxury Brands: A Cross Cultural Comparison. Journal of Business Research, 65, 1443-1453.
  • Bikhchandani, S., Hirshleifer, D. ve Welch, I. (1998). Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades. Journal of Economic Perspective, 12(3), 151-170.
  • Bond, R. ve Smith, P. B. (1996). Culture and Conformity: A Meta-Analysis of Studies Using Asch’s (1952, 1956) Line Judgment Task. Psychology Bulletin, 119(1), 111–137.
  • Burmaoğlu, S., Polat, M. ve Meydan, C. H. (2013). Örgütsel Davranış Alanında İlişkisel Analiz Yöntemleri ve Türkçe Yazında Aracılık Modeli Kullanımı Üzerine Bir İnceleme. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 13(1), 13-26.
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  • Chan, W. Y., To, C. K. M. ve Chu, W. C. (2015). Materialistic Consumers Who Seek Unique Products: How Does Their Need for Status and Their Affective Response Facilitate the Repurchase Intention of Luxury Goods?. Journal of Retailing and Consumer Services, 27, 1–10.
  • Charles, Y. ve Howard, C. (2016). An Investigation of the Factors Which Influence Repurchase Intentions Towards Luxury Brands. American Society of Business and Behavioral Sciences, 23(1), 576-582.
  • Chen, C. Y., Chao, C. H., Lee, Y. J. ve Pei-chuan, TSAI (2012). Exploration of the Differences in Taiwanese women’s Purchasing Decisions Towards Luxury Goods and General Products. African Journal of Business Management, 6(2), 548-561.
  • Choo, H. J., Moon, H., Kim, H. ve Yoon, N. (2012). Luxury Customer Value. Journal of Fashion Marketing and Management: An International Journal, 16(1), 81-101.
  • Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J. ve Gornik-Durose, M. (1999). Compliance With a Request in Two Cultures: The Differential Influence of Social Proof and Commitment / Consistency on Collectivists and Individualists. Personal. Social Psychology Bulletion, 25(10), 1242–1253.
  • Coleman, S. (2010). The Spatial Diffusion Of Social Conformity: The Case Of Voting Participation. Munich Personal RePEc Archive, Paper No 23057. http://mpra.ub.uni-muenchen.de/23057/
  • Coultas, J. C. ve van Leeuwen, E. J. (2015). Conformity: Definitions, Types, and Evolutionary Grounding. Evolutionary Perspectives on Social Psychology: 189-202. DOI 10.1007/978-3-319-12697-5_15.
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There are 98 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Business
Authors

Emrah Tokgöz 0000-0003-3761-9934

Publication Date June 30, 2020
Submission Date January 8, 2020
Acceptance Date May 1, 2020
Published in Issue Year 2020 Volume: 23 Issue: 43

Cite

APA Tokgöz, E. (2020). LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(43), 311-344. https://doi.org/10.31795/baunsobed.672289

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