BANDWAGON, VEBLEN VE SNOB ETKİSİNİN ÇEVRİMİÇİ LÜKS ÜRÜN SATIN ALMA VE SATMA NİYETİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Year 2021, , 111 - 125, 31.12.2021

Sahure Gonca Telli , Samet Aydın , Didem Gezmişoğlu Şen

https://doi.org/10.35379/cusosbil.986508

Cited By: 2

Abstract

Değişen tüketici davranışları ile birlikte çevrimiçi alışverişin tüketiciler tarafından yaygın ve hızlı bir şekilde kullanılması ile birlikte çevrimiçi platformlar önemli bir seçenek halini almıştır. Bu çalışmada tüketicilerin Bandwagon, Veblen ve Snob etkisinin çevrimiçi birinci el lüks ürün satın alma niyeti, çevrimiçi ikinci el lüks ürün satın alma niyeti, taklit ürün satın alma niyeti ve 2. El lüks ürün satma niyetleri üzerindeki etkisi üzerinde durulmaktadır. Çevrimiçi anket yöntemiyle 344 tüketiciden toplanan veri PLS-SEM Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi ile incelenmiştir. Araştırma sonucuna göre; Bandwagon etkisinin çevrimiçi 1. el satın alma niyeti, çevrimiçi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. El satma niyeti üzerinde etkili olduğu tespit edilmiştir. Snob etkisinin çevrimiçi 1. el satın alma niyeti üzerinde etkili olduğu tespit edilmiştir. Buna karşın, çevrimiçi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. El satma niyeti üzerinde benzer bir etki görülememiştir. Veblen etkisinin ise çevrimiçi 1. El satın alma niyeti, çevrimiçi 2. el satın alma niyeti ve 2. El satma niyeti üzerinde etkili olduğu tespit edilmiş olup taklit ürün satın alma niyeti üzerinde benzer bir etkiye rastlanılmamıştır.

Keywords

Bandwagon etkisi, Snob etkisi, Veblen etkisi, İkinci el alışveriş, Satın alma niyeti

References

• Abbes, İ., Hallem, Y., & Taga, N. (2020). Second-hand shopping and brand loyalty: The role of online collaborative redistribution platforms. Journal of Retailing and consumer Services .
• Amaldoss, W. ve Jain, S. (2005). Conspicuousconsumptionandsophisticatedthinking. Management Science, 51(10), 1449-1466.
• Amatulli, C., Pino, G., Deangelis, M., & Cascio, R. P. (2018). Understanding purchase determinants of luxury vintage products. Psychology and Marketing, 35 (1).
• Akın, M . (2020). Çevrimiçi ikinci el alışveriş motivasyonları: ölçek uyarlama çalışması. Uygulamalı Sosyal Bilimler Dergisi, 4(2), 74-88.
• Ang, S. H., Cheng, P. S., Lim, E. A. C., &Tambyah, S. K. (2001). Spot the difference: Consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219e235.
• Bahri-Ammaria, N., Coulibalyb , D Mimounc, M.S. (2020). The bandwagon luxury consumption in Tunisiancase: Theroles of independent and interdependent self concept. Journal of Retailing and Consumer Services , 52 , 101903.
• Balasubraman, S., Raghunathan, R., &Mahajan, V. (2005). Consumers in a multi channel environment: Product utility, processutility, andchannelchoice. Journal of Interactive Marketing, 19(2), 12-30
• Chaudhuri, H.R., Majumdar, S., 2006. Of diamondsanddesires: understanding conspicuous consumption from a contemporary marketing perspective. Acad. Market. Science. Review. 11, 1–18. Clark, D. (2006). Counterfeiting in China: A blue print for change. China Business Review, 33(1), 14.
• Çakır, İ., & Dedeoğlu, A. Ö. (2020). İkinci el giysi satın alımında algılanan risklerin satın alma niyeti üzerine etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (27), 55-72
• Das, M., Habib, M., Saha, V., Jebarajakirthy, C., (2021). Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance. Journal of Retailingand Consumer Services, 61, 102582
• Das, M., Jebarajakirthy, C., 2020. Impact of acculturationto western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in theAsia-Pacific region. J. Retailing Consum. Serv. 56 (C)
• Davidson, A., Nepomuceno, M.V., Laroche, M., 2017. Shame on you: when materialism leads to purchase intentions toward counterfeit products. J. Bus. Ethics 1–16.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
• Deniz, E. (2020). Çevrimiçi ikinci-el giyim eşyası satın almaya etki eden faktörlerin incelenmesi. Itobiad: Journal of the Human &Social Science Researches, 9(2), 1487-1519.
• De Matos, C. A., Ituassu, C. T., &Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: A reviewand extension. Journal of Consumer Marketing, 24(1), 36e47.
• Dubois, B., Duquesne, P., 1993. The market forluxurygoods: incomeversus culture. Eur. J. Market. 27 (1), 35–44
• Fassnacht, M.,Dahm, J.-M. (2018). TheVeblen effect and (in)conspicuous consumption. Luxury Research Journal, 1(4), 343–371.
• Fishbein, M.; IcekAjzen;Belief, Attitude, Intentionand Behavior: An Introduction to Theory and Reserach, Reading MA: AddisonWesley, 1975.
• Fornell, C., &Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurem enterror. Journal of Marketing Research, 18(1), 39-50.
• Gierl, H., Huettl, V. 2010. Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing, 27 (3), 225-235
• Ghosh, A., Varshney, S., 2013. Luxurygoodsconsumption: a conceptualframeworkbased on literaturereview. S. Asian J. Manag. 20 (2), 146–159.
• Guiot, D., & Roux, D. (2010). A Second-hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers. Journal of Retailing , 355-371.
• Han, S. L., Kim, K., 2020. Role of consumption values in the luxury brand experience: moderating effects of category and the generation gap. J. Retailing Consum. Serv. 57, 102249.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., &Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling. Thousand Oaks: Sage
• Hassan, S., Husic-Mehmedovic ́ ́, M., Duverger, P., 2015. Retaining the allure of luxury brands during an economic down turn. J. Fash. Mark. Manag. 19, 416–429
• Hvass, K. K. (2015). Business model innovation through second-hand retailing: A fashion industry case. Journal of Corporate Citizenship, 57, 11-32.
• Husic, M., Cicic, M. (2009). Luxuryconsumptionfactors. Journal of Fashion Marketing and Management, 13(2), 231e245.
• Islam, T., Pitafi, A.H., Akhtar, N., Xiaobei, L., 2021. Shame Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use. Journal of Retailing and Consumer Services. 62, 102596.
• Kapferer, J-N., Valette-Florence, P. (2021). Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations. Journal of Business Research, 132, 301-313
• Kapferer, J.-N., Valette-Florence, P., 2018. Theimpact of brand penetration and awareness on luxury brand desirability. J. Bus. Res. 83, 38–50.
• Kapferer, J-.N., Vincent, B., 2008. Luxe Oblige, Eyrolles-Ed. d'Organisations, Paris.
• Kastanakis, M. N., ve Balabanis, G. (2012). Between the mass and the class: Antecedents of the“bandwagon” luxury consumption behavior. Journal of Business Reserach, 65(10), 1399-1407
• Kastanakis, M. N., ve Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences' perspective. Journal of Business Reserach, 67(10), 2147-2154
• Kessous, A., & Valette-Florence, P. (2019). From Prada to Nada”: Consumers and their luxury products: A contrast. Journal of Business Research , 313-327.
• Korkmaz, İ., Dal, N.E., (2020) Kıtlık Teorisi Ve Bandwagon Etkisi Çerçevesinde Covıd-19 Salgınının Tüketici Davranışı Açısından İncelenmesi. Eurasian Journal of Researches in SocialandEconomics (EJRSE), 7(11), 88-125
• Llamas, R., Thomsen, T.U., 2016. The luxury of igniting change by giving: transforming yourself while transforming others' lives. Journal Business Research. 69 (1), 166–176.
• Leibenstein, H. (1950. )Bandwagon, snob ve veblen effects in the theory of consumers’ deman. QuarterlyJournal Of Economics, 64, 183-207
• Lipovetsky, G., Roux, E., 2003. Le luxeéternel, de l'Agedusacréautempsdesmarques. EditionsGallimard, Paris.
• Mundel, J., Huddleston, P., &Vodermeier, M. (2017). What are affordable luxuries? An exploratory study of consumers’ perceptions. Journal of Retailing and Consumer Services, 35(1), 68–75.
• Nia, A., &Zaichkowsky, J. L. (2000). Do counterfeits devaluethe owner ship of luxurybrands? Journal of Product &Brand Management, 9(7), 485e497.
• Norashikin, N. (2009). A study on consumers' attitude towards counterfeit products in Malaysia (Unpublished master'sthesis). Kuala Lumpur, Malaysia: Graduate School of Business Faculty of Business and Accountancy University of Malaya.
• Nwankwo, S., Hamelin, N., Khaled, M., 2014. Consumer values, motivation and purchase intention for luxury goods. J. Retailing Consum. Serv. 21 (5), 735–744.
• Nyeck, S., 2004. LuxuryBrands Online and Offline: The Case of French Brands.TheEuropeanRetail Digest 41.
• Padmavathy, C., Swapana, M., & Paul, J. (2019). Online second-hand shopping motivation – Conceptualization, scale development, and validation. Journal of Retailing and Consumer Services , 19-32.
• Park, J., Hyun, H., Thavisay, T., 2021. A study of antecedentsandoutcomes of socialmedia WOM towardsluxurybrandpurchaseintention. J. RetailingConsum. Serv. 58, 102272.
• Phau, I., Sequeira, M., &Dix, S. (2009). Consumers' willingnesstoknowinglypurchasecounterfeitproducts. Direct Marketing: An International Journal, 3(4), 262e281.
• Phau, I., &Teah, M. (2009). Devilwears (counterfeit) Prada: A study of antecedent sand outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15e27.
• Reddy, S. (2008). There'snothing else like it in theworld. Newsweek.
• Reichheld, F. F., Markey, R. G., &Hopton, C. (2000). E-customer loyalty applying the traditional rules of business for online success. European Business Journal, 12(4), 173-179
• Richins, M.L., 2004. The material values scale: measurement properties and development of a short form. J. Constr. Res. 31 (1), 109–119.
• Singh, L.R., Sahni, S.K., 2019. Materialism as predictor of purchase intention towards counterfeit products: a conceptual framework. he IUP J. Manag. Res. XVIII, 53–63.
• Srinivasan, S.R., 2015. Impact of education on purchase behaviour of luxury brands. Bus. Manag. Rev. 5, 66–80.
• Shukla, P. 2012. The influence of value perceptions on luxury purchase intentions in developed and emerging markets.International Marketing Review, 29 (6), 574-596
• Shankar, A., Jain, S., 2021. Factors affecting luxury consumers’ webrooming intention: a moderated-mediation approach. J. RetailingConsum. Serv. 58, 102306.
• Shukla, P., &Rosendo-Rios, V. (2021) Intraandinter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets. International Business Review,Elsevier, vol. 30(1).
• Statista; 2020a. (2020). 06 13, 2021 tarihinde statista.com. adresinden alındı
• Statista; 2020b. (2020). 06 13, 2021 tarihinde statista.com. adresinden alındı
• Statista; 2020c. (2020). 06 13, 2021 tarihinde statista.com. adresinden alındı.
• Solomon, M. R. (2006). Consumer Behavior: Buying, Having and Being. International 7th Ed. UpperSaddleRiver. NJ: Pearson
• Telli, G., Aydın, S., & Gezmişoğlu Şen, D. (2021). COVID-19 Sürecinde Çevrimiçi İkinci El Ürün AlışverişineYönelik Tutum ve Satın Alma Niyeti Üzerine Bir Araştırma. Journal of Aksaray University Faculty of Economics and Administrative Sciences, 13 (2), 11-22. Tian, K.T., McKenzie, K. 2001. The long-termpredictive validity of the consumers’ need for uniqueness scale.Journal of Consumer Psychology, 10 (3), 171-193
• Ting, M., Goh, Y., Isa, S.M. 2016. Determining consumer purchase intentions toward counterfeit luxury goods in Malaysia. Asia Pacific Management Review. 21, 219–230.
• Thomsen, T. U.,Holmquist, J., VonWallpach, S., Hemetsberger, A., &Belk, R. W. (2020). Conceptualizing unconventional luxury. Journal of Business Research, 116(August), 441–445.
• Turunen, L. L., Cervellon, M.-C., & Carey, L. D. (2019, Aralık). Selling Second-hand Luxury: Empowerment and Enactment of Social Roles. Journal of Business Research .
• Turunen, L. L., &Leipamaa-Leskinen, H. (2015). Pre-loved luxury: Identifying the meaning of second-hand luxury possessions. Journal of Product &Brand Management, 24(1), 57-65.
• Vigneron, F., Johnson, L.W., 1999. A reviewand a conceptual frame work of prestige seeking consumer behavior. Acad. Market. Science. Review. 1999 (1), 1–15.
• Vijayasarathy, L. R. (2004). Predicting consumer intention stouse on-line shopping: The case for an augmented technology acceptance model. Information and Management, 41(6), 747-762
• Veblen, T., The Theory of theLeisure Class, New York: MacMillian, 1899; Republished London: Unwin Books, 1970, available at: http://xroads.virginia.edu/~HYPER/VEBLEN/ veblenhp.html.
• Wang, Y., Sun, S., Song, Y., 2011. Chinese luxury consumers: motivation, attitude and behavior. J. Promot. Manag. 17 (3), 345–359.
• Yapraklı, Ş., Noksan, E., Unalan, M.,Tüketicilerin Sosyal Sorumluluk Projelerine Yönelik Genel Tutumlarının Marka Sadakati Ve Satın Alma Niyeti Üzerindeki Etkisi, MCBÜ Sosyal Bilimler Dergisi , 15(4), 2017.