IMPACT OF MATERIALISM ON CONSUMPTION BEHAVIOR

Abstract

The concept of consumer behavior has become of prime importance. A lot of scholars have raised their questions regarding the study of the materialism, its concepts, its measures and its implications. The term materialism has a much diversified understanding, where it can be discussed as a well social cultural phenomenon; it can also be a phenomenon which is very personal and individualistic. In this research concept of consumer materialism is studied. The concept of materialism which is used in this research is of Belk (1984).  In order to gauge the Potential relationships and clearer understanding planned behavior. The study aims by using primary data is to examine the consumer need for uniqueness, consumer socialization, perceived behavioral control and Materialism on the consumer’s intentions and consumption behavior. Therefore, a survey, which is based on apparel purchase, is conducted with 507 respondents. In order to test the proposed model, confirmatory factor analysis is applied. The result of the research explains the adopted model and also shows the effect of materialism on the consumption behavior. The model helped the test the influence of materialism on the consumer intention and consumption behavior regarding the apparels.

Keywords

• consumer,Materialism

TÜKETİCİ DAVRANIŞLARI ÜZERİNDEKİ MATERYALİZMİN ETKİSİ

Abstract

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