THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS

Berk Benli; Murat Ferman

doi:10.17261/Pressacademia.2019.1038

Araştırma Makalesi

THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS

Yıl 2019, Cilt: 6 Sayı: 2, 103 - 127, 30.06.2019

Berk Benli Murat Ferman

https://doi.org/10.17261/Pressacademia.2019.1038

Öz

Purpose - The study investigates the influence of cultural dimensions on the two important outcomes of today’s consumer society; conspicuous consumption and online compulsive buying behavior. Also, another aspect of this research is to see if conspicuous consumption orientation has connections with online compulsive buying behavior. Lastly, it attempts to show whether conspicuous consumption and online compulsive buying behavior varies across cultures and the role of demographics.

Methodology - The study employed two samples from two nations (Turkey and The United States) that have distinct cultural orientations. 663 participants from Istanbul and 597 participants from Washington D.C were used in analysis.

Findings - Based on the models tested in two samples, the findings show that collectivism, power distance and masculinity have significant effect on conspicuous consumption in both nations yet the most impactful cultural dimensions vary based on the nation. Also, it has been discovered that collectivism, power distance and uncertainty avoidance were in relation with online compulsive buying behavior in both nations yet masculinity was not. Finally, conspicuous consumption and online compulsive behavior were found to be positively correlated.

Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in different cultural setting. Future studies should focus on the link between cultural dimensions at the individual level and other important elements within consumer behavior literature such as impulse buying, brand loyalty, fashion orientation, advertisement and brand attitude.

Anahtar Kelimeler

Conspicuous consumption, cultural dimensions, online compulsive buying behaviour

Kaynakça

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Ali, S. & Sudan, S. (2018). Influence of Cultural Factors on Impulse Buying Tendency: A Study of Indian Consumers. Vision: The Journal of Business Perspective. 22. 097226291775024. 10.1177/0972262917750247.
Ayoun, M.B., & Moreo, P. (2008). The influence of the cultural dimension of uncertainty avoidance on business strategy development: A cross-national study of hotel managers. International Journal of Hospitality Management. 27. 65-75. 10.1016/j.ijhm.2007.07.008.
Babin, B. J., Darden. W. R., Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value, Journal of Consumer Research, Volume 20, Issue 4, March 1994, Pages 644–656.
Baumgartner, H., & Steenkamp. J. B. (1996), “Exploratory consumer buying behavior: conceptualization and measurement”, International Journal of Research in Marketing, Vol. 13, pp. 121-137.
Belk, R. (1988). Possessions as the Extended Self. Journal of Consumer Research. 15. 139-68. 10.1086/209154.
Bezzaouia, M., & Joanta, A. R. (2016). The relationships between cultural values and consumer motivations for purchasing luxury brands. Ecoforum Journal, 5(1), 150-161.
Black, D. W. (2007). A review of compulsive buying disorder. World Psychiatry, 6(1), 14- 18.
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Bolarinwa, O. (2016). Principles and methods of validity and reliability testing of questionnaires used in social and health science researches. The Nigerian postgraduate medical journal. 22. 195-201. 10.4103/1117-1936.173959.
Bouchet, D. (1995). Marketing and the redefinition of ethnicity in: Marketing in a Multicultural World, (Eds.) Janeen A. Costa B., and Gary B., London UK: Sage, London, pp. 68-94.
Bragg, J. (2009). Digging Out From $80,000 in Debt. Retrieved from: CNN.com.
Browne, B. A., Kaldenberg, D. O., (1997) Conceptualizing self‐monitoring: links to materialism and product involvement, Journal of Consumer Marketing, Vol. 14 Issue: 1, pp. 31-44.
Burroughs, J., & Rindfleisch, A. (2002). Materialism and Well‐Being: A Conflicting Values Perspective. Journal of Consumer Research, 29(3), 348-370. doi:10.1086/344429.
Caldwell-Harris, C. L., & Aycicegi, A. (2006). When personality and culture clash: The psychological distress of allocentrics in an individualist culture and idiocentrics in a collectivist culture. Transcultural Psychiatry, 43(3), 331-361.
Campbell, A. (1976). Subjective measures of well-being. American psychologist, 31(2), 117-174.
Campbell, C. (1995). Conspicuous confusion? A critique of Veblen’s theory of conspicuous consumption. Sociological Theory 13(1): 37-47.
Campbell, C. (2000). Shopaholics, spendaholics, and the question of gender. In A. Benson (Ed.), I shop, therefore I am: Compulsive buying and the search for self (pp. 57–75). New York: Aronson.
Chacko, P. S., Ramanathan, H. N. (2015). Materialism and Conspicuous Consumption– The Extend Matters. A Study among Consumers in Kerala. International Journal of Emerging Research in Management &Technology, 4(5), 381-387.
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Markeing Science Review, 2006, 11, 1-18.
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De Mooij, M. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. London, UK: Sage Publications.
De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
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Dittmar, H. (2005). Compulsive buying – a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology, 96, 467-491.
Donthu, N. & Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39, 52– 58.
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Yıl 2019, Cilt: 6 Sayı: 2, 103 - 127, 30.06.2019

Berk Benli Murat Ferman

https://doi.org/10.17261/Pressacademia.2019.1038

Öz

Kaynakça

Akagun Ergin, E. (2010). Compulsive buying behavior tendencies: The case of Turkish consumers. African Journal of Business Management. 4. 333-338.
Ali, S. & Sudan, S. (2018). Influence of Cultural Factors on Impulse Buying Tendency: A Study of Indian Consumers. Vision: The Journal of Business Perspective. 22. 097226291775024. 10.1177/0972262917750247.
Ayoun, M.B., & Moreo, P. (2008). The influence of the cultural dimension of uncertainty avoidance on business strategy development: A cross-national study of hotel managers. International Journal of Hospitality Management. 27. 65-75. 10.1016/j.ijhm.2007.07.008.
Babin, B. J., Darden. W. R., Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value, Journal of Consumer Research, Volume 20, Issue 4, March 1994, Pages 644–656.
Baumgartner, H., & Steenkamp. J. B. (1996), “Exploratory consumer buying behavior: conceptualization and measurement”, International Journal of Research in Marketing, Vol. 13, pp. 121-137.
Belk, R. (1988). Possessions as the Extended Self. Journal of Consumer Research. 15. 139-68. 10.1086/209154.
Bezzaouia, M., & Joanta, A. R. (2016). The relationships between cultural values and consumer motivations for purchasing luxury brands. Ecoforum Journal, 5(1), 150-161.
Black, D. W. (2007). A review of compulsive buying disorder. World Psychiatry, 6(1), 14- 18.
Bleuler E (1924) Textbook of Psychiatry, translated by AA Brill. London: Allen and Unwin; originally published as Lehrbuch der Psychiatrie, 4th edition.
Bolarinwa, O. (2016). Principles and methods of validity and reliability testing of questionnaires used in social and health science researches. The Nigerian postgraduate medical journal. 22. 195-201. 10.4103/1117-1936.173959.
Bouchet, D. (1995). Marketing and the redefinition of ethnicity in: Marketing in a Multicultural World, (Eds.) Janeen A. Costa B., and Gary B., London UK: Sage, London, pp. 68-94.
Bragg, J. (2009). Digging Out From $80,000 in Debt. Retrieved from: CNN.com.
Browne, B. A., Kaldenberg, D. O., (1997) Conceptualizing self‐monitoring: links to materialism and product involvement, Journal of Consumer Marketing, Vol. 14 Issue: 1, pp. 31-44.
Burroughs, J., & Rindfleisch, A. (2002). Materialism and Well‐Being: A Conflicting Values Perspective. Journal of Consumer Research, 29(3), 348-370. doi:10.1086/344429.
Caldwell-Harris, C. L., & Aycicegi, A. (2006). When personality and culture clash: The psychological distress of allocentrics in an individualist culture and idiocentrics in a collectivist culture. Transcultural Psychiatry, 43(3), 331-361.
Campbell, A. (1976). Subjective measures of well-being. American psychologist, 31(2), 117-174.
Campbell, C. (1995). Conspicuous confusion? A critique of Veblen’s theory of conspicuous consumption. Sociological Theory 13(1): 37-47.
Campbell, C. (2000). Shopaholics, spendaholics, and the question of gender. In A. Benson (Ed.), I shop, therefore I am: Compulsive buying and the search for self (pp. 57–75). New York: Aronson.
Chacko, P. S., Ramanathan, H. N. (2015). Materialism and Conspicuous Consumption– The Extend Matters. A Study among Consumers in Kerala. International Journal of Emerging Research in Management &Technology, 4(5), 381-387.
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Markeing Science Review, 2006, 11, 1-18.
Chaudhuri, H., R., Majumdar, S., & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
Ciarrocchi, J. W., Kirschner, N. M., & Fallik, F. (1991). Personality dimensions of male pathological gamblers, alcoholics, and dually addicted gamblers. Journal of Gambling Studies, 7(2), 133-141. http://dx.doi.org/10.1007/BF01014528
Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2003). Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed.). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.
D’Astous, A. (1990). An Inquiry into the Compulsive Side of Normal Consumers. Journal of Consumer Policy, 13 (1), 15-32
Dawar N., Parker P., & Price L. J. (1996). A cross-cultural study of interpersonal information exchange, Journal of International Business Studies, 27(3), 497-516.
De Mooij, M. (2010). Global marketing and advertising: Understanding cultural paradoxes, (3rd Edition). Thousand Oaks, CA: Sage.
De Mooij, M. (1998). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, CA: Sage.
De Mooij, M. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. London, UK: Sage Publications.
De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
Demaree, H. A., DeDonno, M. A., Burns, K. J., Feldman, P., & Everhart, D. E. (2009). Trait dominance predicts risk-taking. Personality and Individual Differences, 47(5), 419-422.
Dittmar, H. (2005). Compulsive buying – a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology, 96, 467-491.
Donthu, N. & Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39, 52– 58.
Eastman, J. K., Calvert, S., Campbell, D. & Fredenberger, B. (1997). The relationship between status consumption and materialism: A cross-cultural comparison of Chinese, Mexican and American students. Journal of Marketing Theory and Practice, 5, 52–66.
Faber, R. J., & O’Guinn, T. O. Krych. R. (1987). Compulsive consumption. Advances in Consumer Research, 14(1), 132-135.
Faber, R. J., & O'Guinn, T. C. (1992). A clinical screener for compulsive buying. Journal of Consumer Research, 19(3), 459-469.
Faber, R. J., Christenson, G. A., De Zwaan, M., & Mitchell, J. (1995). Two forms of compulsive consumption: Comorbidity of compulsive buying and binge eating. Journal of Consumer Research, 22(3), 296-304.
Frank, R. H. (1999). Luxury fever: Money and happiness in an era of excess. Princeton, NJ: Princeton University Press.
Gilman, N. (1999). Thorstein Veblen’s neglected feminism. Journal of Economic Issues, 32, 689–711.
Glatt, M. M., & Cook, C. C. (1987). Pathological spending as a form of psychological dependence. British Journal of Addiction, 82(11), 1257-1258.
Goldsmith R., Flynn L., Clark, R., (2012). Motivators of market mavenism in the retail environment. Journal of Retailing and Consumer Services. 19. 390–397. 10.1016/j.jretconser.2012.03.005.
Hassay, D. N., & Smith, M. C. (1996). Compulsive buying: An examination of the consumption motive. Psychology & Marketing, 13(8), 741-752.
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's Value Survey. Journal of Cross-Cultural Psychology, 15(4), 417-433.
Hofstede G., Hofstede G. J., Minkov M. (2010). Cultures and organizations: Software of the mind (3rd. edition). New York, NY: McGraw-Hill.
Hwa-Froelich, D. A., & Vigil, D. C. (2004). Three aspects of cultural influence on communication: A literature review. Communication Disorders Quarterly, 25(3), 107-118.
Inkeles, A., & Levinson, D. J. (1969). National character: The study of modal personality and sociocultural systems. In: Lindzey, G. and Aronson, E. (eds), The handbook of social psychology, 4. Addison-Wesley, MA.
Jan-Benedict E. M. Steenkamp, Hofstede, F., & Wedel, M. (1999). A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, 63(2), 55-69. DOI:10.2307/1251945
Kacen, J. J. & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior, Journal of Consumer Psychology, 12(2), 163–176.
Keltner, D., Gruenfeld, D. H., & Anderson, C. (2003). Power, approach, and inhibition. Psychological Review, 110(2), 265-284.
Kerin, R. A., Hartley, S. W., & Rudelius, W. (2011). Marketing, 10th ed. Irvin, NY:McGraw-Hill.
Kim, Y., & Zhang, Y. (2014). The impact of power-distance belief on consumers’ preference for status brands. Journal of Global Marketing, 27(1), 13-29.
Kim, J., & Mueller, C. W. (1978).Quantitative Applications in the Social Sciences: Factor analysis. Thousand Oaks, CA: SAGE Publications, Inc. doi: 10.4135/9781412984256
Kraepelin E. (1915). Psychiatrie, 8th ed. Leipzig, DE: Barth.
Kroeber‐Riel, W., Weinberg, P., Gröppel‐Klein, A. (2009). Konsumentenverhalten, 9. Aufl, München, DE: Vahlen.
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Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	İngilizce
Konular	İşletme
Bölüm	Articles
Yazarlar	Berk Benli Bu kişi benim 0000-0002-7515-0623 Murat Ferman Bu kişi benim 0000-0003-4019-0219
Yayımlanma Tarihi	30 Haziran 2019
Yayımlandığı Sayı	Yıl 2019 Cilt: 6 Sayı: 2

Kaynak Göster

APA	Benli, B., & Ferman, M. (2019). THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS. Journal of Management Marketing and Logistics, 6(2), 103-127. https://doi.org/10.17261/Pressacademia.2019.1038

Makale Dosyaları

Tam Metin

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