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MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ

Year 2019, Volume: 21 Issue: 2, 715 - 735, 31.12.2019
https://doi.org/10.26468/trakyasobed.540638

Abstract

: Bugünün tüketicileri,
daha önce olduğundan daha fazla ürün ve hizmet seçeneğine sahip olmalarına
rağmen memnuniyet düzeylerinde aynı oranda bir artış görülmemektedir. Bu durum
tüketici satın alma davranışıyla ilgili görüşleri de değiştirmektedir. Böylelikle
tüketicilerin, ürünleri yalnızca fayda sağlayan somut özellikleri için değil (faydacı
alışveriş); haz ve mutluluk sağladıkları (hedonik alışveriş) için de satın
aldıkları düşünülmektedir. Materyalistler çoğunlukla maddi nesnelerin
kendilerini mutluluğa, yaşam doyumuna ve genel bir refaha ulaştıracağını
düşünmektedir. Bu kapsamda çalışmanın amacı, materyalist değerler ile hedonik
ve faydacı alışveriş arasındaki ilişkiyi ortaya çıkarmak ve bu ilişkinin yaşam
doyumuna etkisini incelemektir. Araştırma kapsamında Trakya, Kırklareli ve
Namık Kemal Üniversitelerinde görevli olan 517 akademisyene ulaşılmış olup
anket yoluyla veriler elde edilmiştir. Araştırmanın amacı doğrultusunda Açıklayıcı
Faktör Analizi ve Doğrulayıcı Faktör Analizi uygulanarak ölçeklerin Yapısal
Eşitlik Modeli’ne (YEM) uygunluğu test edilmiştir. Analiz sonucunda materyalist
değerlerin alt boyutu olan merkeziyet ile hedonik alışveriş arasında;
materyalist değerlerin alt boyutları olan merkeziyet ve mutluluk ile faydacı
alışveriş arasında anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca hedonik
ve faydacı alışveriş ile yaşam doyumu arasında anlamlı bir ilişki olduğu ortaya
çıkmıştır. Son olarak materyalist değerler ile yaşam doyumu arasında hedonik ve
faydacı alışverişin aracılık etkisi ile dolaylı bir ilişki olduğu bulunmuştur. 

References

  • Alpar, R., (2014). Spor, Sağlık ve Eğitim Bilimlerinden Örneklerle Uygulamalı İstatistik ve Geçerlilik- Güvenirlik- SPSS’de Çözümleme Adımları İle Birlikte, Ankara: Detay Yayıncılık.
  • Babin, B. J., Darden, R. W. ve Griffin, M. (1994). Work and / or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644-656.
  • Belk, R. W. (1985). Materialism: traits aspects of living in the material World. Journal of Consumer Research, 12, 265-280.
  • Bridges, E. ve Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314.
  • Byrne, B. M. (2010), Structural Equation Modelling with Amos, Basic Consepts, Applications, and Programing, New York: Routledge Taylor and Francis Group.
  • Christopher, A. N., Saliba, L. ve Deadmarsh, E. J. (2009). Materialism and well-being: The mediating effect of locus of control. Personality and Individual Differences, 46(7), 682–686.
  • Csikszentmihalyi, M. ve Halton, E. R. (1981). The meaning of things: domestic symbols and the self, New York: Cambridge University Press.
  • Çelik, S. (2009). Hazsal ve faydacı tüketim, İstanbul: Derin Yayınevi.
  • Diener, E. D., Emmons, R.A., Larsen, R. J. ve Griffin, S. (1985). The satisfaction with life scale. Journal of Personality Assesment, 48(1), 71-75.
  • Fitzmaurice, J., (2008). Splurge purchases and materialism. Journal of Consumer Marketing, 25(6), 332-338.
  • Goldsmith, R. E., Flynn, L. R., ve Clark, R.A. (2011). Materialism and brand engagement as shopping motivations. Journal of Retailing and Consumer Services, 18(4), 278-284.
  • Hair, J. F., Black, W. C. ve Babin, B. J. (2010). Multivariate Data Analysis: A Global Perspective, Edinburgh: Pearson New International Edition.
  • Jackson, V., Stoel, L. ve Brantley, A. (2011). Mall attributes and shopping value: Difference by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9.
  • Jiang, H., Sun, P., Liu, Y. Ve Pan, M. (2016). Gratitude and late adolescents’ school well-being: The mediating role of materialism. Social Indicator Research, 127(3), 1363–1376.
  • Kasser, T. (2002). The High Price of Materialism, Cambridge: MIT Press.
  • Kasser, T. ve Ryan, R. M. (1996). Further examining the american dream: differential correlates of intrinsic and extrinsic goals. Personality and Social Psychology Bulletin, 22, 280-287.
  • Kilbourne, W.E. ve Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
  • Larsen, V., Sirgy, J.M. ve Wright, N.D. (1999). Materialism: the construct, measures, antecedents, and consequences. Academy of Marketing Studies Journal, 3(2), 78-110.
  • Lins, S., Doka, A., Bottequin, E., Odabasic, A., Pavlovic, S., Merchan, A., … Hylander, F. (2015). The effects of having, feeling, and thinking on impulse buying in european adolescents. Journal of International Consumer Marketing, 27, 414–428.
  • Myers, D.G. (2012). Exploring Social Psychology, New York: McGraw Hill.
  • Oppewal, H. ve Holyoake, B. (2004). Bundling and retail agglomeration effects on shopping behavior. Journal of Retailing and Consumer Services, 11(2), 61-74.
  • Richins, L., M. (2017). Materialism pathways: the processes that create and perpetuate materialism. Journal of Consumer Psychology, 27(4), 480-499.
  • Richins, L., M. ve Dawson, S. (1992). A consumer values orientation for materialism and its measurement: scale development and validation. Journal of Consumer Research, 19(3), 303-316.
  • Roy, R. ve Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11, 81-88.
  • Ryu, K., Han, H. ve Jang, S.S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22, 416-432.
  • Ryan, L. ve Dziurawiec, S. (2001). Materialism and its relationship to life satisfaction. Social Indicators Research, 55(2), 185-197.
  • Scott, K. (2009). Terminal materialism vs. instrumental materialism: Can materialism be beneficial? (Yayınlanmamış Doktora Tezi), Oklahoma State University.
  • Sirgy, J.M. (1998). Materialism and quality of life. Social Indicators Research, 43(3), 227-260.
  • Solberg, E., Diener, E. ve Robinson, M. (2004). Why are materialists less satisfied?, Washington DC: American Psychological Association.
  • Tabachnick, B. G. ve Fidell, L. S. (2013). Using Multivariate Statistics, New Jersey: Pearson.
  • Tsang, J. A., Carpenter, T. P., Roberts, J. A., Frisch, M. B. ve Carlisle, R. D. (2014). Why are materialists less happy? The role of gratitude and need satisfaction in the relationship between materialism and life satisfaction. Personality and Individual Differences, 64, 62–66.
  • Watson, J. (2003). The relationship of materialism to spending tendencies, saving, and debt. Journal of Economic Psychology, 24(6), 723-739.
  • https://en.oxforddictionaries.com/definition/materialism/ Erişim Tarihi 22.02.2019.

THE RELATIONSHIP BETWEEN MATERIALIST VALUES AND HEDONIC AND UTILITARIAN SHOPPING TO LIFE SATISFACTION

Year 2019, Volume: 21 Issue: 2, 715 - 735, 31.12.2019
https://doi.org/10.26468/trakyasobed.540638

Abstract

Although today's consumers have more product and
service options than before, there is no parallel increase in the satisfaction
levels of consumers. This also changes opinions about consumer buying behavior. It is thought that consumers have bought products
for not only the their tangible properties (utilitarian shopping) only for utility
but also their pleasure and happiness (hedonic shopping). Materialists often
think that material objects will lead to happiness, life satisfaction and
general well-being. In this context, the aim of the study is to reveal the
relationship between materialistic values and hedonic and utilitarian shopping
and to investigate the effect of this relationship on life satisfaction. 517
academicians from Trakya, Kırklareli and Namık Kemal Universities were reached
within the scope of the study and data were obtained by survey. For the purpose
of the study, fitness of the scales to the Structural Equation Model (SEM) was
tested by using Explanatory Factor Analysis and Confirmatory Factor Analysis.
As a result of the analysis, it was found that there was a significant
relationship between the centralization, which is the sub-dimension of
materialist values and the hedonic shopping; centralization and happiness,
which are the sub-dimension of materialist values and utilitarian shopping. In
addition, there is a significant relationship between hedonic and utilitarian
shopping and life satisfaction. Finally, it has been found that there is an
indirect relationship between materialistic values and life satisfaction with
the mediating effect of hedonic and utilitarian shopping.

References

  • Alpar, R., (2014). Spor, Sağlık ve Eğitim Bilimlerinden Örneklerle Uygulamalı İstatistik ve Geçerlilik- Güvenirlik- SPSS’de Çözümleme Adımları İle Birlikte, Ankara: Detay Yayıncılık.
  • Babin, B. J., Darden, R. W. ve Griffin, M. (1994). Work and / or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644-656.
  • Belk, R. W. (1985). Materialism: traits aspects of living in the material World. Journal of Consumer Research, 12, 265-280.
  • Bridges, E. ve Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314.
  • Byrne, B. M. (2010), Structural Equation Modelling with Amos, Basic Consepts, Applications, and Programing, New York: Routledge Taylor and Francis Group.
  • Christopher, A. N., Saliba, L. ve Deadmarsh, E. J. (2009). Materialism and well-being: The mediating effect of locus of control. Personality and Individual Differences, 46(7), 682–686.
  • Csikszentmihalyi, M. ve Halton, E. R. (1981). The meaning of things: domestic symbols and the self, New York: Cambridge University Press.
  • Çelik, S. (2009). Hazsal ve faydacı tüketim, İstanbul: Derin Yayınevi.
  • Diener, E. D., Emmons, R.A., Larsen, R. J. ve Griffin, S. (1985). The satisfaction with life scale. Journal of Personality Assesment, 48(1), 71-75.
  • Fitzmaurice, J., (2008). Splurge purchases and materialism. Journal of Consumer Marketing, 25(6), 332-338.
  • Goldsmith, R. E., Flynn, L. R., ve Clark, R.A. (2011). Materialism and brand engagement as shopping motivations. Journal of Retailing and Consumer Services, 18(4), 278-284.
  • Hair, J. F., Black, W. C. ve Babin, B. J. (2010). Multivariate Data Analysis: A Global Perspective, Edinburgh: Pearson New International Edition.
  • Jackson, V., Stoel, L. ve Brantley, A. (2011). Mall attributes and shopping value: Difference by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9.
  • Jiang, H., Sun, P., Liu, Y. Ve Pan, M. (2016). Gratitude and late adolescents’ school well-being: The mediating role of materialism. Social Indicator Research, 127(3), 1363–1376.
  • Kasser, T. (2002). The High Price of Materialism, Cambridge: MIT Press.
  • Kasser, T. ve Ryan, R. M. (1996). Further examining the american dream: differential correlates of intrinsic and extrinsic goals. Personality and Social Psychology Bulletin, 22, 280-287.
  • Kilbourne, W.E. ve Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893.
  • Larsen, V., Sirgy, J.M. ve Wright, N.D. (1999). Materialism: the construct, measures, antecedents, and consequences. Academy of Marketing Studies Journal, 3(2), 78-110.
  • Lins, S., Doka, A., Bottequin, E., Odabasic, A., Pavlovic, S., Merchan, A., … Hylander, F. (2015). The effects of having, feeling, and thinking on impulse buying in european adolescents. Journal of International Consumer Marketing, 27, 414–428.
  • Myers, D.G. (2012). Exploring Social Psychology, New York: McGraw Hill.
  • Oppewal, H. ve Holyoake, B. (2004). Bundling and retail agglomeration effects on shopping behavior. Journal of Retailing and Consumer Services, 11(2), 61-74.
  • Richins, L., M. (2017). Materialism pathways: the processes that create and perpetuate materialism. Journal of Consumer Psychology, 27(4), 480-499.
  • Richins, L., M. ve Dawson, S. (1992). A consumer values orientation for materialism and its measurement: scale development and validation. Journal of Consumer Research, 19(3), 303-316.
  • Roy, R. ve Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11, 81-88.
  • Ryu, K., Han, H. ve Jang, S.S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22, 416-432.
  • Ryan, L. ve Dziurawiec, S. (2001). Materialism and its relationship to life satisfaction. Social Indicators Research, 55(2), 185-197.
  • Scott, K. (2009). Terminal materialism vs. instrumental materialism: Can materialism be beneficial? (Yayınlanmamış Doktora Tezi), Oklahoma State University.
  • Sirgy, J.M. (1998). Materialism and quality of life. Social Indicators Research, 43(3), 227-260.
  • Solberg, E., Diener, E. ve Robinson, M. (2004). Why are materialists less satisfied?, Washington DC: American Psychological Association.
  • Tabachnick, B. G. ve Fidell, L. S. (2013). Using Multivariate Statistics, New Jersey: Pearson.
  • Tsang, J. A., Carpenter, T. P., Roberts, J. A., Frisch, M. B. ve Carlisle, R. D. (2014). Why are materialists less happy? The role of gratitude and need satisfaction in the relationship between materialism and life satisfaction. Personality and Individual Differences, 64, 62–66.
  • Watson, J. (2003). The relationship of materialism to spending tendencies, saving, and debt. Journal of Economic Psychology, 24(6), 723-739.
  • https://en.oxforddictionaries.com/definition/materialism/ Erişim Tarihi 22.02.2019.
There are 33 citations in total.

Details

Primary Language Turkish
Journal Section Article
Authors

Yasin Yılmaztürk This is me 0000-0001-7527-9825

Çağatay Akdoğan 0000-0003-0147-6468

Özgür Kayapınar 0000-0002-2003-5863

Publication Date December 31, 2019
Published in Issue Year 2019 Volume: 21 Issue: 2

Cite

APA Yılmaztürk, Y., Akdoğan, Ç., & Kayapınar, Ö. (2019). MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ. Trakya Üniversitesi Sosyal Bilimler Dergisi, 21(2), 715-735. https://doi.org/10.26468/trakyasobed.540638
AMA Yılmaztürk Y, Akdoğan Ç, Kayapınar Ö. MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ. Trakya Üniversitesi Sosyal Bilimler Dergisi. December 2019;21(2):715-735. doi:10.26468/trakyasobed.540638
Chicago Yılmaztürk, Yasin, Çağatay Akdoğan, and Özgür Kayapınar. “MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ”. Trakya Üniversitesi Sosyal Bilimler Dergisi 21, no. 2 (December 2019): 715-35. https://doi.org/10.26468/trakyasobed.540638.
EndNote Yılmaztürk Y, Akdoğan Ç, Kayapınar Ö (December 1, 2019) MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ. Trakya Üniversitesi Sosyal Bilimler Dergisi 21 2 715–735.
IEEE Y. Yılmaztürk, Ç. Akdoğan, and Ö. Kayapınar, “MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ”, Trakya Üniversitesi Sosyal Bilimler Dergisi, vol. 21, no. 2, pp. 715–735, 2019, doi: 10.26468/trakyasobed.540638.
ISNAD Yılmaztürk, Yasin et al. “MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ”. Trakya Üniversitesi Sosyal Bilimler Dergisi 21/2 (December 2019), 715-735. https://doi.org/10.26468/trakyasobed.540638.
JAMA Yılmaztürk Y, Akdoğan Ç, Kayapınar Ö. MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ. Trakya Üniversitesi Sosyal Bilimler Dergisi. 2019;21:715–735.
MLA Yılmaztürk, Yasin et al. “MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ”. Trakya Üniversitesi Sosyal Bilimler Dergisi, vol. 21, no. 2, 2019, pp. 715-3, doi:10.26468/trakyasobed.540638.
Vancouver Yılmaztürk Y, Akdoğan Ç, Kayapınar Ö. MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ. Trakya Üniversitesi Sosyal Bilimler Dergisi. 2019;21(2):715-3.
Resim

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