ANNE KIZ BAĞLILIĞI VE SOSYAL KARŞILAŞTIRMA MOTİVASYONUNUN BİRLİKTE ALIŞVERİŞ VE BİRLİKTE TÜKETİM ÜZERİNDEKİ ETKİSİ: YETİŞKİN KIZ ÇOCUKLARI ÜZERİNE BİR ARAŞTIRMA

Abstract

Geçmiş çalışmalar ergenlik çağındaki kızlarla anneleri arasında tüketim ile ilgili kuşaklararası etkileri gösterirken, sınırlı sayıda araştırma yetişkin kızlar ile anneleri arasındaki tüketim etkileşimlerine odaklanmıştır. Bu araştırmanın amacı, yetişkin kızlar ile anneleri arasındaki bağlılığın, hedonik birlikte alışveriş, moda ürünlerinde birlikte tüketim ve annenin stilini değiştirme eğilimi ile ilişkisinde sosyal karşılaştırma motivasyonunun etkisini belirlemektir. Diğer bir ifadeyle, bu çalışma yetişkin kızlar ile anneleri arasındaki tüketim etkileşimlerini sosyal karşılaştırma teorisi perspektifinden incelemektedir. Veriler, anneleriyle alışveriş yapan, 18 ila 35 yaş arası 380 kadın katılımcıdan anket yöntemi ile toplanmıştır. Katılımcılar yargısal örnekleme tekniği ile belirlenmiştir. Değişkenler arasındaki ilişkileri belirlemek amacıyla yapısal eşitlik modelleme (SEM) yaklaşımı kullanılmıştır. Sonuçlar, yetişkin kızlar ile annelerinin bağlılıklarının, annenin sosyal karşılaştırma motivasyonu üzerinde pozitif yönde çok güçlü bir etkisinin olduğunu göstermektedir. Annelerin sosyal karşılaştırma motivasyonu, ortak alışverişte hissedilen hazcı duyguları pozitif yönde ve güçlü şekilde etkilemektedir. Annelerin sosyal karşılaştırma motivasyonu, yetişkin kızların annenin stilini değiştirme rolü üzerinde de pozitif yönde etkilidir. Sosyal karşılaştırma motivasyonu moda ürünlerinde kızıyla birlikte tüketim üzerinde de düşük düzeyde etkilidir. Sonuçlar moda sektöründeki markaların geliştirecekleri pazarlama iletişim mesajları için ipuçları sunmaktadır.

Keywords

• Sosyal karşılaştırma motivasyonu
• Bağlılık
• Hedonik birlikte alışveriş
• Birlikte tüketim
• Moda ürünlerinde giyim tarzı

THE EFFECT OF MOTHER-DAUGHTER CONNECTEDNESS AND SOCIAL COMPARISON MOTIVATION ON CO-SHOPPING AND CO-CONSUMPTION: A RESEARCH ON ADULT DAUGHTERS

Abstract

Although extensive research has been carried out on intergenerational effects related to consumption between adolescent daughters and their mothers, few studies have focused on consumption interaction between adult daughters and their mothers. This study aims to determine whether social comparison motivation affects the relationship between the mother-adult daughter connectedness and their hedonic co-shopping, co-consumption of fashion products, and inclination to change mothers' clothing styles. In other words, the current study examines the consumption interaction between adult daughters and their mothers from the perspective of social comparison theory. Data for this study were collected employing survey methodology with 380 females aged 18-35 who shop with their mothers. The respondents were determined through the judgmental sampling technique. The structural equation modeling (SEM) approach was used to identify the causal relationships between variables. The results show that the mother-adult daughter connectedness positively affects the mothers' social comparison motivation. Mothers' social comparison motivation positively and significantly influences hedonic co-shopping. It also positively affects the role of adult daughters in changing their mothers' clothing styles and the co-consumption of fashion products. However the effect of social comparison motivation on these two variables is lower than the effect on hedonic co-shopping. The findings of this study suggest some practical clues for marketing communication messages that brands in the fashion sector will develop.

Keywords

• Social comparison motivation
• Connectedness
• Hedonic co-shopping
• Co-consumption
• Clothing style in fashion products

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