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Tüketicilerin Sosyo-Demografik Özelliklerinin Hedonik Tüketim ve Gönüllü Sade Yaşam Tarzları Açısından Değerlendirilmesi

Year 2011, Volume: 11 Issue: 1, 25 - 38, 01.02.2011

Engin Özgül

Abstract

Çalışmada hedonik tüketim nedenleri ve Gönüllü Sade Yaşam Tarzı arasındaki ilişkiler ve bu iki olgu açısından tüketicilerin sosyo demografik özelliklerinin belirlenmesi amaçlanmıştır. Bu amaçla hedonik tüketim nedenleri ve gönüllü sade yaşam tarzı ölçekleri kullanılarak İzmir ilinde kota örneklemesi yoluyla 427 kişi ile anket yapılmıştır: Araştırmada tüketicilerin hedonik satın almaya ilişkin 5 nedene sahip olduğu ve GSYT’nın 4 boyuttan oluştuğu tespit edilmiştir. Hedonik tüketim nedenleri ile GSYT arasındaki ilişki analizlerine göre alışverişte macera ve fikir edinme yönelimi yüksek tüketicilerin GSYT’nın belirgin şekilde düşük olduğu, değer elde etmek ve başkalarını mutlu etme üzerine kurulu bir hedonik davranışa sahip tüketicilerin ise GSYT yönelimleri daha yüksek olduğu tespit edilmiştir. Alışverişin sosyalleşme olarak görülmesinin ise GSYT üzerinde genel olarak belirleyici bir özellik olmadığı ancak bu tüketici grubunun yaşamın maddi olmayan yönlerine daha fazla önem verdiği sonucuna varılmıştır. GSYT en yüksek grubun karakteristik özelliklerinin değer yönelimli alışverişler yapan, alışverişlerinde başkalarını mutlu etmeyi de amaç edinen, eğitim ve gelir düzeyi nispeten daha düşük, orta ve üstü yaşta, evli ve kadın tüketiciler olduğu saptanmıştır

Keywords

hedonik tüketim gönüllü sade yaşam tarzı

References

  • Arnold, J. M. ve Reynolds, K. E. (2003) “Hedonic Shopping Motivations” ,Journal of Retailing, 79: 77-95.
  • Barton, L. (1981) “ Voluntary Simplicity Lifestyles and Energy Conservation”, Journal of Consumer Research, 8: 223-234.
  • Bearden, W., Netemeyer, R.G. ve Teel, J.E. (1989) “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research, 19: 473-481.
  • Bloch, P.H., Ridgway, N.M., ve Sherrell, Daniel L. (1989)“Extending the Concept of Shopping: An Investigation of Browsing Activity”, Journal of the Academy of Marketing Science, 17(1): 13– 21.
  • Büyüköztürk, Ş. (2009) Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, 10. Baskı, Ankara, Pegem Yayıncılık.
  • Cowles, D., Crosby, L.A. (1986) “Measure Validation in Consumer Research: A Confirmatory Factor Analysis of the Voluntary Simplicity Lifestyle Scale” Advances in Consumer Research, 13(1): 392-397.
  • Elgin, D. (1993) Voluntary Simplicity: Toward a Way of Life that is Outwardly Simple, Inwardly Rich, New York, William Morrow and Company Inc.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., ve Black, W. C. (1998) Multivariate Data Analysis, Upper Saddle River, NJ,Prentice Hall.
  • Hirschman, E. C., ve Holbrook, M. B. (1982) “Hedonic Consumption: Emerging Concepts”, Journal of Marketing, : 92–101.
  • Huneke, M.E. (2005) “The Face of the Un-consumer: An Empirical Examination of the Practice of Voluntary Simplicity in the United States”, Psychology and Marketing, 22: 527–
  • Iwata , O. (1997) “Attitudinal and Behavioral Correlates of Voluntary Simplicity Lifestyles”, Social Behavior and Personality, 25: 233-240.
  • Iwata, O. (2006) “An Evaluation of Consumerism and Lifestyle as Correlates of a Voluntary Simplicity Lifestyle”, Social Behavior and Personality, 34(5): 557-568.
  • Johnson, B. (2004) “Simply Identity Work? The Voluntary Simplicity Movement” Qualitative Sociology, 27(4), 527-530.
  • Myer, D. (2003) “Wealth and Happiness: A Limited Relationship”, Doherty et al.(eds.) Voluntary Simplicity: Responding the Consumer Culture, Maryland, Rowman and Littlefield Puplisers Inc.
  • Nakip, M. (2003) Pazarlama Araştırmaları Teknikler ve SPSS Destekli Uygulamalar, Ankara, Seçkin Yayıncılık.
  • Odabaşı, Y. (2006) Tüketim Kültürü – Yetinen Toplumun Tüketen Topluma Dönüşümü, İstanbul, Sistem Yayıncılık.
  • Özdamar, K. (1999) Paket Programları ile İstatistiksel Veri Analizi-1, 2.Baskı, Eskişehir, Kaan Kitapevi.
  • Özgül, E. (2008) “Tüketicilerin Değer Yönelimleri, Gönüllü Basit Yaşam Tarzı ve Sürdürülebilir Tüketim Üzerindeki Etkileri”, 13.Ulusal Pazarlama Kongresi Bildiri Kitabı, Adana.
  • Shama, A. (1985) “The Voluntary Simplicity Consumer”, The Journal of Consumer Marketing, 2: 57-63.
  • Solomon, M. R. (2004) Tüketici Krallığının Fethi, çeviren: Selin Çetinkaya, İstanbul, MediaCat Kitapları.
  • Tauber, E. M. (1972) “Why do people shop?”, Journal of Marketing, 36: 46–49.
  • Tian, K. T., Bearden, W., Hunter, G. L. (2001) “Consumers’ need for Uniqueness: Scale development and validation”,Journal of Consumer Research, 28: 50-66.
  • Torlak, Ö., Altunışık, R. Özemir, R., (2006) Yeni Müşteri, İstanbul, Hayat Yayınları.
  • Westbrook, R. A., Black, W. (1985) “A Motivation-Based

Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles

Year 2011, Volume: 11 Issue: 1, 25 - 38, 01.02.2011

Engin Özgül

Abstract

In this study, it has been purposed to determine the relationship between the reasons of hedonic consumption and Voluntary Simplicity Lifestyle ((VSL) and socio demographic characteristics in regard of both subjects. With this purpose, quota sampling surveys were made with 427 people in İzmir province by using the questionnaire including reasons of hedonic consumption and voluntary simplicity lifestyle scales (VSL). It is point out with the research that consumers have 5 different reasons of hedonic consumption and VSL consist 4 dimensions. According to correlation analysis between the reason of hedonic consumption and VSL, consumers who have high adventure and idea tendency on shopping have less VSL level and consumers who have high hedonic behavior in value and role shopping high VSL conscious. Social shopping behavior is not significant effect on VSL although it is concluded that the group of consumers with high social shopping orientation gives an importance to non-material aspect of life. It is also found that the characteristics of highest VSL orientation group are have high orientation of value shopping, role shopping, relatively less education and income level, middle and older age, married and female consumers

Keywords

hedonic consumption voluntary simplicity life sytle

References

  • Arnold, J. M. ve Reynolds, K. E. (2003) “Hedonic Shopping Motivations” ,Journal of Retailing, 79: 77-95.
  • Barton, L. (1981) “ Voluntary Simplicity Lifestyles and Energy Conservation”, Journal of Consumer Research, 8: 223-234.
  • Bearden, W., Netemeyer, R.G. ve Teel, J.E. (1989) “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research, 19: 473-481.
  • Bloch, P.H., Ridgway, N.M., ve Sherrell, Daniel L. (1989)“Extending the Concept of Shopping: An Investigation of Browsing Activity”, Journal of the Academy of Marketing Science, 17(1): 13– 21.
  • Büyüköztürk, Ş. (2009) Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, 10. Baskı, Ankara, Pegem Yayıncılık.
  • Cowles, D., Crosby, L.A. (1986) “Measure Validation in Consumer Research: A Confirmatory Factor Analysis of the Voluntary Simplicity Lifestyle Scale” Advances in Consumer Research, 13(1): 392-397.
  • Elgin, D. (1993) Voluntary Simplicity: Toward a Way of Life that is Outwardly Simple, Inwardly Rich, New York, William Morrow and Company Inc.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., ve Black, W. C. (1998) Multivariate Data Analysis, Upper Saddle River, NJ,Prentice Hall.
  • Hirschman, E. C., ve Holbrook, M. B. (1982) “Hedonic Consumption: Emerging Concepts”, Journal of Marketing, : 92–101.
  • Huneke, M.E. (2005) “The Face of the Un-consumer: An Empirical Examination of the Practice of Voluntary Simplicity in the United States”, Psychology and Marketing, 22: 527–
  • Iwata , O. (1997) “Attitudinal and Behavioral Correlates of Voluntary Simplicity Lifestyles”, Social Behavior and Personality, 25: 233-240.
  • Iwata, O. (2006) “An Evaluation of Consumerism and Lifestyle as Correlates of a Voluntary Simplicity Lifestyle”, Social Behavior and Personality, 34(5): 557-568.
  • Johnson, B. (2004) “Simply Identity Work? The Voluntary Simplicity Movement” Qualitative Sociology, 27(4), 527-530.
  • Myer, D. (2003) “Wealth and Happiness: A Limited Relationship”, Doherty et al.(eds.) Voluntary Simplicity: Responding the Consumer Culture, Maryland, Rowman and Littlefield Puplisers Inc.
  • Nakip, M. (2003) Pazarlama Araştırmaları Teknikler ve SPSS Destekli Uygulamalar, Ankara, Seçkin Yayıncılık.
  • Odabaşı, Y. (2006) Tüketim Kültürü – Yetinen Toplumun Tüketen Topluma Dönüşümü, İstanbul, Sistem Yayıncılık.
  • Özdamar, K. (1999) Paket Programları ile İstatistiksel Veri Analizi-1, 2.Baskı, Eskişehir, Kaan Kitapevi.
  • Özgül, E. (2008) “Tüketicilerin Değer Yönelimleri, Gönüllü Basit Yaşam Tarzı ve Sürdürülebilir Tüketim Üzerindeki Etkileri”, 13.Ulusal Pazarlama Kongresi Bildiri Kitabı, Adana.
  • Shama, A. (1985) “The Voluntary Simplicity Consumer”, The Journal of Consumer Marketing, 2: 57-63.
  • Solomon, M. R. (2004) Tüketici Krallığının Fethi, çeviren: Selin Çetinkaya, İstanbul, MediaCat Kitapları.
  • Tauber, E. M. (1972) “Why do people shop?”, Journal of Marketing, 36: 46–49.
  • Tian, K. T., Bearden, W., Hunter, G. L. (2001) “Consumers’ need for Uniqueness: Scale development and validation”,Journal of Consumer Research, 28: 50-66.
  • Torlak, Ö., Altunışık, R. Özemir, R., (2006) Yeni Müşteri, İstanbul, Hayat Yayınları.
  • Westbrook, R. A., Black, W. (1985) “A Motivation-Based
There are 24 citations in total.

Details

Other ID JA22YY27AF
Journal Section Collection
Authors

Engin Özgül This is me

Publication Date February 1, 2011
Published in Issue Year 2011 Volume: 11 Issue: 1

Cite

APA Özgül, E. (2011). Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles. Ege Academic Review, 11(1), 25-38.
AMA Özgül E. Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles. ear. February 2011;11(1):25-38.
Chicago Özgül, Engin. “Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles”. Ege Academic Review 11, no. 1 (February 2011): 25-38.
EndNote Özgül E (February 1, 2011) Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles. Ege Academic Review 11 1 25–38.
IEEE E. Özgül, “Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles”, ear, vol. 11, no. 1, pp. 25–38, 2011.
ISNAD Özgül, Engin. “Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles”. Ege Academic Review 11/1 (February 2011), 25-38.
JAMA Özgül E. Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles. ear. 2011;11:25–38.
MLA Özgül, Engin. “Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles”. Ege Academic Review, vol. 11, no. 1, 2011, pp. 25-38.
Vancouver Özgül E. Evaluations of Consumers’ Socio-Demographic Characteristics in Terms of Hedonic Consumption and Voluntary Simplicity Life Styles. ear. 2011;11(1):25-38.