THE DIMENSIONS OF CONSUMERS’ SHOPAHOLIC BEHAVIORS AND SCALE DEVELOPMENT

Year 2016, Volume: 3 Issue: 1, 64 - 86, 30.03.2016

Yeliz Bas

https://doi.org/10.17261/Pressacademia.2016116530

Abstract

Shopaholism is a kind of obsessed habit concerning an individual’s consumption decisions. In the context of this habit, individuals engaged in a busy shopping action and they are not able to evaluate outcomes of their behaviors or they loose their control on the evaluation of these excessive shopping outcomes. Different dimensions of shopaholism have being described by different dimensions in various researches. These dimensions are impulsive, compulsive, materialist and addictive consumption behaviors. In the literature, scales that are created to measure the dimensions of this shopping behavior, predominantly evaluates respondents for each dimension separetly. Therefore, it is really hard to decide a respondent’s group in the cluster analysis. To this end, it is assumed that it would be useful to develop a new scale in the context of scales and definitions for each dimension that exists in the literature. Thus, it is predicted that each respondents’ consumpion style would be discovered through the proposed scale. Consequently, a shorter and easier scale which identifies respondants more clearly is developed. The validity and reliability values of the new scale are considerably high. The research was caried out through face to face surveys on 251 respondents who were selected according to an appropriate sampling method and live in Düzce. The data evaluated with the exploratory and confirmatory factor analyses, clustering analysis and frequency tables. Analyses were performed by the SPSS 16.0 and Amos 20.0 and Excel programs.

Keywords

Compulsive, impulsive, addiction, metarialism, shopping

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