Dijital İçerik Üreticilerinin Kadınlarda Lüks Tüketim Davranışı Üzerindeki Etkisi: Satın Alma Sonrası Pişmanlık Üzerine Bir Araştırma

Abstract

Bu çalışma, sosyal medya influencerlarının kadınların lüks tüketim davranışı ve satın alma sonrası pişmanlığı üzerindeki etkisini incelemektedir. Ayrıca materyalizmin bu ilişkilerdeki rolü değerlendirilmiştir. 327 kadın katılımcıdan elde edilen veriler analiz edilmiştir. Bulgular, uzmanlık temelli içeriklerin lüks tüketimi kısmen etkilediğini, materyalizmin ise hem lüks tüketim hem de satın alma sonrası pişmanlık üzerinde güçlü ve pozitif etkiye sahip olduğunu göstermiştir. Güvenilirlik ve çekicilik lüks tüketimi anlamlı biçimde etkilememiştir. Sonuçlar, lüks tüketimin pişmanlık üzerindeki etkisinin materyalizm aracılığıyla dolaylı olarak gerçekleştiğini ortaya koymaktadır.

Keywords

• social media İnfluencer’ları
• lüks tüketim
• materyalizm
• satın alma sonrası pişmanlık
• tüketici davranışı

The Influence of Digital Content Creators on Luxury Consumption Behavior Among Women: A Study on Post-Purchase Regret

Abstract

This study examines the effects of social media influencer characteristics on women’s luxury consumption behavior and post-purchase regret, while also assessing the role of materialism in these relationships. Data were collected from 327 female participants and analyzed quantitatively. The findings show that expertise-based influencer content partially affects luxury consumption, whereas materialism has strong positive effects on both luxury consumption and post-purchase regret. Trustworthiness and attractiveness do not significantly influence luxury consumption, and luxury consumption does not directly predict post-purchase regret. The results indicate that the effect of luxury consumption on regret operates indirectly through materialism.

Keywords

• social media ınfluencers
• luxury consumption
• materialism
• post-purchase regret
• consumer behavior

References

1. Baker, A. M., Moschis, G. P., Ong, F. S., & Pattanapanyasat, R. P. (2013). Materialism and life satisfaction: The role of stress and religiosity. Journal of Consumer Affairs, 47(3), 548–563. https://doi.org/10.1111/joca.12013
2. Bui, M., Krishen, A. S., & Bates, K. (2011). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45(7/8), 1068–1090. https://doi.org/10.1108/03090561111137615
3. Bushra, A., & Bilal, A. (2014). The relationship of compulsive buying with consumer culture and post-purchase regret. Pakistan Journal of Commerce and Social Sciences, 8(3), 590–611.
4. Büyüköztürk, Ş. (2010). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni, SPSS uygulamaları ve yorum (12. baskı). Pegem Akademi.
5. Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2008). Bilimsel araştırma yöntemleri. Pegem Akademi.
6. Charles, C. E., & Immanuel, D. M. (2025). FoMO, materialism and the Gen Z shopping behavior: The impact on online impulse buying and post-purchase regret (with a gender perspective). Jurnal Aplikasi Manajemen, 23(1), 134–157. https://doi.org/10.21776/ub.jam.2025.023.1.08
7. Cleveland, M., Iyer, R., & Babin, B. J. (2023). Social media usage, materialism and psychological well-being among immigrant consumers. Journal of Business Research, 155, 113419. https://doi.org/10.1016/j.jbusres.2022.113419
8. Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2016). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları (4. baskı). Pegem Akademi.

9. Dinh, T. C. T., & Lee, Y. (2024). Social media influencers and followers’ conspicuous consumption: The mediation of fear of missing out and materialism. Heliyon, 10(16), e36387. https://doi.org/10.1016/j.heliyon.2024.e36387
10. Dittmar, H. (2005). A new look at “compulsive buying”: Self discrepancy and materialistic values as predictors of compulsive buying tendency. Journal of Social and Clinical Psychology, 24, 832-859. https://doi.org/10.1521/jscp.2005.24.6.832
11. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://dx.doi.org/10.1016/j.chb.2016.11.009
12. Djafarova, E., & Trofimenko, O. (2019). “Instafamous”: Credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1434–1446. https://doi.org/10.1080/1369118X.2018.1438491
13. Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.
14. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
15. Frederick, S., & Loewenstein, G. (1999). Hedonic adaptation. In D. Kahneman, E. Diener, & N. Schwarz (Eds.), Well-being: The foundations of hedonic psychology (pp. 302–329). Russell Sage Foundation.
16. Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi: Temel ilkeler ve uygulamalı analizler (2. baskı). Seçkin Yayıncılık.
17. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning EMEA.
18. Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). The Guilford Press.
19. Herzberg, F. (2008). One more time: How do you motivate employees? Harvard Business Review Press. Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
20. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
21. Hudders, L., & Pandelaere, M. (2012). The silver lining of materialism: The impact of luxury consumption on subjective well-being. Journal of Happiness Studies, 13(3), 411–437. https://doi.org/10.1007/s10902-011-9271-9
22. Islam, T., Wei, J., Sheikh, Z., Hameed, Z., & Azam, R. I. (2017). Determinants of compulsive buying behavior among young adults: The mediating role of materialism. Journal of Adolescence, 61, 117–130. https://doi.org/10.1016/j.adolescence.2017.10.004
23. Jin, S. V., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of Twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606
24. Jin, S. V., & Ryu, E. (2024). “Vanity fair on Instagram”: The roles of vanity, materialism, social comparison, Instagram usage intensity and market mavenism in social commerce. Telematics and Informatics Reports, 14, 100133. https://doi.org/10.1016/j.teler.2024.100133
25. Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands (2nd ed.). Kogan Page.
26. Kapferer, J.-N., & Valette-Florence, P. (2022). Assessing levers of guilt in luxury consumption: An international perspective. Journal of Product & Brand Management, 31(3), 351–367. https://doi.org/10.1108/JPBM-11-2020-3239
27. Karagöz, Y. (2021). SPSS, AMOS, META uygulamalı nicel, nitel, karma bilimsel araştırma yöntemleri ve yayın etiği (3. baskı). Nobel Yayınevi.
28. Karaman, M. (2023). Keşfedici ve doğrulayıcı faktör analizi: Kavramsal bir çalışma. Uluslararası İktisadi ve İdari Bilimler Dergisi, 9(1), 47–63. https://doi.org/10.29131/uiibd.1279602
29. Ki, C.-W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
30. Kline, B., & Wagner, J. (1994). Information sources and retail buyer decision-making: The effect of product-specific buying experience. Journal of Retailing, 70(1), 75–88. https://doi.org/10.1016/0022-4359(94)90030-2
31. Lai, K., & Green, S. B. (2016). The problem with having two watches: Assessment of fit when RMSEA and CFI disagree. Multivariate Behavioral Research, 51(2–3), 220–239. https://doi.org/10.1080/00273171.2015.1134306
32. Landman, J. (1987). Regret: A theoretical and conceptual analysis. Journal for the Theory of Social Behaviour, 17(2), 135–160. https://doi.org/10.1111/j.1468-5914.1987.tb00092.x
33. Lee, M., Bae, J., & Koo, D. M. (2021). The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal. Asia Pacific Journal of Marketing and Logistics, 33(3), 869-887. https://doi.org/10.1108/APJML-12-2019-0689
34. Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2022). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, 41(1), 78–100. https://doi.org/10.1080/02650487.2021.1964226
35. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
36. Mick, D. G., & DeMoss, M. (1990). Self-gifts: Phenomenological insights from four contexts. Journal of Consumer Research, 17(3), 322–332. https://doi.org/10.1086/208560
37. Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221
38. Nepomuceno, M. V., & Laroche, M. (2015). The impact of materialism and anti-consumption lifestyles on personal debt and account balances. Journal of Business Research, 68(3), 654–664. https://dx.doi.org/10.1016/j.jbusres.2014.08.006
39. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
40. Petty, R. E., & Cacioppo, J. T. (1986). Message elaboration versus peripheral cues. In Communication and persuasion: Central and peripheral routes to attitude change (pp. 141–172). Springer.
41. Reed, A., II, Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310–321. https://dx.doi.org/10.1016/j.ijresmar.2012.08.002
42. Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209–219. https://doi.org/10.1086/383436
43. Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303–316. https://doi.org/10.1086/209304
44. Seçer, İ. (2017). SPSS ve LISREL ile pratik veri analizi: Analiz ve raporlaştırma (3. baskı). Anı Yayıncılık.
45. Shammout, E., D'Alessandro, S., Small, F., & Nayeem, T. (2022). Lifting the curtain on cultural values, materialism and luxury consumption: Evidence from Jordan. Journal of Consumer Behaviour, 21(5), 987-1001. https://doi.org/10.1002/cb.2053
46. Sharda, N., & Bhat, A. (2019). Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption. Journal of Product & Brand Management, 28(7), 800–811. https://doi.org/10.1108/JPBM-09-2017-1564
47. Shrum, L. J., Wong, N., Arif, F., Chugani, S. K., Gunz, A., Lowrey, T. M., Nairn, A., Pandelaere, M., Ross, S. M., Ruvio, A., Scott, K., & Sundie, J. (2013). Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences. Journal of Business Research, 66(8), 1179–1185. https://dx.doi.org/10.1016/j.jbusres.2012.08.010
48. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
49. Tukachinsky, R. H. (2011). Para-romantic love and para-friendships: Development and assessment of a multiple-parasocial relationships scale. American Journal of Media Psychology, 3(1/2), 73–94.
50. Uskun, E., Güblü, M., Evcil, F. Y., Kalaycı, Ö., Kartal, F. M., Önal, Ö., & Kişioğlu, A. N. (2022). İş sağlığı okuryazarlığı ölçeği’nin Türkçe geçerlik ve güvenirliği: Metodolojik bir çalışma. Türkiye Klinikleri Tıp Bilimleri Dergisi, 42(3), 191–203. https://doi.org/10.5336/medsci.2022-88390
51. Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 103506. https://doi.org/10.1016/j.jretconser.2023.103506
52. Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042
53. Watchravesringkan, K. (2012). Cross-cultural equivalence of materialistic values scale (MVS): An exploratory study between the United States and Thailand. Journal of Targeting, Measurement and Analysis for Marketing, 20(3–4), 235–253. https://doi.org/10.1057/jt.2012.19
54. Yildiz, Y., Ay, C., & Özbey, S. (2012). Futbol takımlarında tüketici temelli marka değeri: Bir model önerisi. Ege Akademik Bakış, 12, 1–10.
55. Yılmaztürk, O. E., & Akyol, A. (2020). Materyalist Değerler, Bilişsel Satın Alma ve Satın Alma Sonrası Bilişsel Uyumsuzluk Ölçeklerinin Türkçeye Uyarlanması: Geçerlik ve Güvenirlik Çalışması. Tüketici ve Tüketim Araştırmaları Dergisi, 49(2), 311–342.
56. Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation. Journal of Consumer Psychology, 17(1), 3–18. https://doi.org/10.1207/s15327663jcp1701_3