TY  - JOUR
T1  - Mükemmelim! Peki Satın Aldıklarım?
TT  - I’m Perfect ! What About The Things I Bought?
AU  - Günaydın, Özge Elmas
AU  - Ünal, Sevtap
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.16951/trendbusecon.1630763
JF  - Trends in Business and Economics
JO  - Trend Bus Econ
PB  - Atatürk Üniversitesi
WT  - DergiPark
SN  - 2822-2652
SP  - 465
EP  - 482
VL  - 39
IS  - 4
LA  - tr
AB  - 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.
KW  - Mükemmeliyetçilik
KW  - Hediye Verme
KW  - Kişisel Tüketim
KW  - Cilt Bakım Ürünleri
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UR  - https://doi.org/10.16951/trendbusecon.1630763
L1  - https://dergipark.org.tr/tr/download/article-file/4569006
ER  -