KİŞİSEL FAKTÖRLER VE REKLAMA YÖNELİK TUTUMLARIN KOMPULSİF SATIN ALMA EĞİLİMİ ÜZERİNDEKİ ETKİLERİ

Abstract

Satın alma davranışının kontrolünde yaşanan yetersizlik, beraberinde kompulsif satın alma davranışını getirmektedir. Konu, günümüzde yoğun şekilde çalışılmasına rağmen, Türkiye’de gerçekleştirilmiş az sayıda çalışma olduğu görülmektedir. Bu çalışma, tüketim kültürü bağlamında; kişisel faktörler materyalizm, benlik saygısı ve psikolojik bozukluklar , reklam ve kompulsif satın alma eğilimi arasındaki ilişkileri, hazır giyim sektöründe ortaya koymayı amaçlamaktadır. Yüz yüze ve bırak - topla anket yöntemleri kullanılarak 892 tüketiciden veri toplanmıştır. Yapısal Eşitlik Modellemesi ve Hiyerarşik Regresyon Analizi kullanılarak gerçekleştirilen çalışma bulguları, çalışmaya dahil edilen kişisel faktörlerin ve reklama karşı tutumların kompulsif satın alma eğilimi üzerinde anlamlı seviyede etki yaptığını göstermektedir. Ayrıca, reklama karşı tutumun, kişisel faktörlerin kompulsif satın alma üzerine yaptığı etkide oynadığı moderatör rol, kısmi şekilde anlamlı bulunmuştur. Sonuç bölümünde, elde edilen bulgular tartışılarak, gelecek çalışmalar için önerilerde bulunulmuştur

Keywords

• Kompulsif Satın Alma, Kişisel Faktörler, Materyalizm, Benlik Saygısı, Psikolojik Bozukluklar.

THE EFFECTS OF PERSONAL FACTORS AND ATTITUDES TOWARDS ADVERTISING ON COMPULSIVE BUYING TENDENCY

Abstract

Compulsive buying, inability to control the purchasing behavior has been recently studied extensively; however, few studies have been conducted in Turkey. This paper intended to examine the relationships among personal factors materialism, self-esteem and mental disorders , advertising and compulsive buying tendency CBT within a productspecific concept e.g. clothing in the context of consumer culture. A total of 892 consumers participated in the study through face-to-face and self-completion survey methods. Employing Structural Equation Modeling and Hierarchical Regression Analysis, the results revealed that all personal factors and attitudes towards advertising ATA significantly affect CBT. Further, the moderator effect of ATA on the relationship between personal factors and CBT was partially confirmed. Finally, results were discussed and potential recommendations for further research were suggested

Keywords

• Compulsive buying, Personal factors, Advertising, materialism, Self-esteem, Mental disorders, Stress, Anxiety, Depression.

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