Z KUŞAĞINDA DAVRANIŞSAL FİNANS ÖNYARGILARININ FİNANSAL OKURYAZARLIK VE TÜKETİM DAVRANIŞLARIYLA İLİŞKİSİ

Abstract

Bu çalışma, Z kuşağının finansal karar alma süreçlerinde etkili olan davranışsal finans önyargılarını ve bu önyargıların finansal okuryazarlık ile tüketim davranışlarıyla ilişkisini incelemektedir. Araştırmada aşırı güven, sürü davranışı, zihinsel muhasebe ve yatırım eğilimleri temel bilişsel eğilimler olarak ele alınmış ve genç bireylerin finansal davranışlarıyla birlikte bütüncül bir yapıda değerlendirilmiştir. Veriler Niğde Sosyal Bilimler Meslek Yüksekokulu öğrencilerinden elde edilmiş; faktör analiziyle alt boyutlar belirlenmiş, ardından t-testi, ANOVA ve regresyon analizleri uygulanmıştır. Bulgular, davranışsal önyargıların cinsiyet ve yaş gibi demografik değişkenlere göre farklılaştığını, ancak finansal bilgi düzeyinin her zaman davranışla örtüşmediğini göstermektedir. Özellikle yüksek finansal okuryazarlığa rağmen dürtüsel tüketimin sürmesi, bilgi-davranış uyumuna yönelik literatüre eleştirel bir katkı sunmaktadır. Örneklem sınırlı olmakla birlikte çalışma, Z kuşağının dijitalleşme temelli finansal eğilimlerini anlamaya yönelik önemli bir çerçeve sağlamaktadır

Keywords

• Davranışsal Finans
• Aşırı Güven
• Sürü Davranışı
• Zihinsel Muhasebe
• Finansal Okuryazarlık.

Supporting Institution

Bu çalışma herhangi bir kurum/kuruluş tarafından desteklenmemiştir.

Ethical Statement

Bu araştırma, Niğde Ömer Halisdemir Üniversitesi Bilimsel Araştırma ve Yayın Etiği Kurulu’nun 15.04.2025 tarihli ve 2025/05-60 sayılı kararıyla etik açıdan uygun bulunmuştur.

THE RELATİONSHİP BETWEEN BEHAVİORAL FİNANCE BİASES AND FİNANCİAL LİTERACY AND CONSUMPTİON BEHAVİORS IN GENERATİON Z

Abstract

This study examines the behavioral finance biases that influence the financial decision-making processes of Generation Z and explores how these biases relate to financial literacy and consumption behavior. The analysis focuses on four key tendencies—overconfidence, herding, mental accounting, and investment inclination—and evaluates them within a unified framework rather than as isolated constructs. Data were collected from students at Niğde Social Sciences Vocational School. Exploratory factor analysis was used to identify sub-dimensions, followed by t-tests, ANOVA, and regression analyses. The findings show that behavioral biases vary across demographic characteristics such as gender and age, while financial knowledge does not always translate into consistent financial behavior. Notably, impulsive consumption persists even among individuals with higher financial literacy, offering a critical perspective on the assumed knowledge–behavior alignment. Although the sample is limited to a single institution, the study provides a valuable foundation for understanding the digitalization-driven financial tendencies of Generation Z.

Keywords

• Behavioral Finance
• Overconfidence
• Herding Behavior
• Mental Accounting
• Financial Literacy

Supporting Institution

This study was not supported by any institution or organization.

Ethical Statement

This research was approved as ethically appropriate by the Scientific Research and Publication Ethics Committee of Niğde Ömer Halisdemir University with the decision dated 15 April 2025 and numbered 2025/05-60.

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