Mükemmelim! Peki Satın Aldıklarım?

Year 2025, Volume: 39 Issue: 4, 465 - 483

Özge Elmas Günaydın , Sevtap Ünal

https://doi.org/10.16951/trendbusecon.1630763

Abstract

Mükemmeliyetçilik, bir kişilik özelliğidir ve bu kişiler ulaşılması güç yüksek standartlar belirlerler. Mükemmeliyetçi tüketicilerin yüksek standartları ürün değerlendirme süreçlerini ve dolayısıyla satın alma kararlarını etkilemektedir. Mükemmeliyetçi kişilikleri karar alma süreçlerinde büyük baskılar hissetmelerine neden olmaktadır. Bu tüketiciler için başkalarının onayını almayan ürün tercihleri, en büyük başarısızlık göstergesidir. Bu çalışmanın araştırma sorusunu ise “Mükemmeliyetçilerin bu yoğun hatta yorucu denebilecek hassasiyetleri satın alma amaçlarına göre (kişisel kullanım-hediye verme) farklılık göstermekte midir?”. Çalışmada mükemmeliyetçiliğin hem bireysel tüketim hem de hediye amaçlı cilt bakım ürünü satın alma süreci üzerindeki rolü incelenmiştir. Araştırma İzmir ilinde dokuz kadın katılımcı ile gerçekleştirilmiştir. Veri toplama tekniği olarak yarı yapılandırılmış görüşme tekniğinden yararlanılarak, veriler Maxqda 24 programı aracılığıyla analiz edilmiştir. Analiz sonuçlarına göre mükemmeliyetçi kişilik yapısı; kusursuzluk arayışı ve eleştiri-hata kabul etmeme hassasiyetine sahiptir. Bireysel tüketim amacıyla cilt bakım ürünü satın alırken yüksek standartlar belirleme, araştırma yapma, kusursuzluk arayışı ve arzu edilen standartlara bağlı kalma eğilimleri sergilenmektedir. Hediye verme amaçlı cilt bakım ürünü satın alırken ise kusursuzluk arayışı, araştırma yapma, sosyal onay arayışı ve başarılı olma eğilimleri bulunmaktadır. Bireysel tüketimde ağırlıklı olarak yüksek standartlar belirlenirken, hediye verme davranışında kusursuzluk ve sosyal onay aranmaktadır.

Keywords

Mükemmeliyetçilik , Hediye Verme , Kişisel Tüketim , Cilt Bakım Ürünleri

Ethical Statement

Bu çalışma bilimsel araştırma ve yayın etiği kurallarına uygun olarak hazırlanmıştır. Çalışma, İzmir Katip Çelebi Üniversitesi Sosyal Araştırmalar Etik Kurulu tarafından (Etik Kurul Karar No: 2025/03-04, Etik Kurul Karar Tarihi: 12.02.2025) onaylanmıştır.

I’m Perfect ! What About The Things I Bought?

Abstract

Perfectionism is a personality trait where individuals set high standards that are difficult to achieve. Perfectionist consumers’ high standards influence their product evaluation processes and, therefore, their purchasing decisions. These individuals often feel significant pressure during decision-making. For these consumers, making product choices without seeking approval from others is considered the greatest form of failure. The research question of this study is: "Do perfectionists' intense and even exhausting sensitivities differ based on their purchasing intentions (personal use versus gift-giving)?" This study explores the role of perfectionism in both individual consumption and gift-giving behaviors in the process of purchasing skincare products. The research was conducted with nine female participants in Izmir. Semi-structured interviews were used as the data collection method, and the data was analyzed using Maxqda 24 software. According to the analysis results, perfectionist personality traits are characterized by a pursuit of perfection and sensitivity to criticism and mistakes. When purchasing skincare products for personal use, perfectionist consumers tend to set high standards, conduct research, pursue perfection, and adhere to desired standards. When purchasing skincare products as gifts, they exhibit tendencies such as seeking perfection, conducting research, seeking social approval, and striving for success. While individual consumption is primarily influenced by the setting of high standards, gift-giving behavior is driven by the search for perfection and social approval.

Keywords

Perfectionism , Gift-Giving , Personal Consumption , Skincare Products

Ethical Statement

This study was conducted in accordance with the principles of scientific research and publication ethics. The study was approved by the Ethics Committee of Social Research, Izmir Katip Celebi University (Ethics Committee Approval No: 2025/03-04; Date of Approval: 12.02.2025).

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