THE ROLE OF SELF-ESTEEM AND MATERIALISM ON CONSPICUOUS CONSUMPTION TENDENCY: A FUTURISTIC APPROACH

Year 2020, Volume: 19 Issue: 37, 535 - 550, 01.06.2020

Mehmet Öztek Özgür Çengel

Abstract

Expanding our understanding of consumer research in postmodern consumption culture, it is important to research the impact of different subjects on conspicuous consumption. The purpose of this study is to determine the futuristic role of self-esteem and materialism on conspicuous consumption. A questionnaire was employed to a non-probabilistic convenience sample of 601 consumers through over two-weeks period by a research company. The findings showed that the conspicuous consumption is more likely to be affected by three dimensions of materialism, specifically success and happiness dimensions. However, self-esteem didn’t have a significant effect on conspicuous consumption.

Keywords

Conspicuous Consumption Tendency, Self-Esteem, Materialism

BENLİK SAYGISI VE MATERYALİZMİN GÖSTERİŞÇİ TÜKETİM EĞİLİMİNDEKİ ROLÜ: GELECEĞE AİT BİR YAKLAŞIM

Abstract

Postmodern tüketim kültürde tüketim araştırmalarını anlamamızı geliştirirken, diğer konuların gösterişçi tüketim üzerine etkilerinin araştırılması önemlidir. Bu çalışmanın amacı benlik saygısı ve materyalizmin gösterişçi tüketim üzerinde geleceğe ait rolünü belirlemektir. Bir anket tesadüfi olmayan kolayda örnekleme yöntemiyle oluşturulmuş 601 tüketiciye iki haftalık periyotla araştırma şirketi tarafından uygulanmıştır. Bulgular göstermektedir ki gösterişçi tüketimin materyalizmin üç boyutundan, özellikle başarı ve mutluluk boyutlarından etkilenmesi daha olasıdır. Ancak, benlik saygısının gösterişçi tüketim üzerine önemli bir etkisi bulunmamaktadır.

Keywords

Gösterişçi Tüketim Eğilimi, Benlik Saygısı, Materyalizm

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