Tüketici Heterojenliği Işığında Sosyal Medya Kaynaklı Yalnızlığın Kompulsif Satın Almaya Etkisi: Bir Gizli Profil Analizi

Öz

Bu çalışma, sosyal medya kaynaklı yalnızlığın materyalist değerler (merkezilik, mutluluk, başarı) aracılığıyla kompulsif satın alma üzerindeki etkisini ve bu süreçteki tüketici heterojenliğini incelemeyi amaçlamaktadır. Araştırma kapsamında, 987 dijital tüketiciden toplanan veriler PLS-SEM ve FIMIX-PLS teknikleriyle analiz edilmiştir. Küresel model sonuçları, yalnızlığın materyalizmi tetikleyerek kompulsif satın almaya yol açtığını doğrulamaktadır. Ancak gizli profil analizi iki farklı segmentin varlığını ortaya koymuştur. Birinci segmentte yalnızlık, materyalizm ve kompulsif satın almayı güçlü bir şekilde tetiklenmiştir. Buna karşın, ikinci segmentte yalnızlığın bu süreçte itici bir güç olmadığı, davranışın materyalist merkezilikten kaynaklandığı saptanmıştır. Sonuçlar, dijital pazarlamada homojen tüketici varsayımının yetersizliğini vurgulamaktadır.

Anahtar Kelimeler

• Yalnızlık
• Kompulsif Satın Alma
• Materyalizm
• Gizli Profil Analizi
• FIMIX-PLS

The Effect of Social Media-Induced Loneliness on Compulsive Buying in the Context of Consumer Heterogeneity: A Latent Profile Analysis

Öz

This study aims to examine the effect of social media-induced loneliness on compulsive buying through materialistic values (centrality, happiness, success) and to explore consumer heterogeneity in this process. Within the scope of the research, data collected from 987 digital consumers were analyzed using PLS-SEM and FIMIX-PLS techniques. The results of the global model confirm that loneliness triggers materialism, which in turn leads to compulsive buying. However, latent profile analysis revealed two distinct segments. In the first segment, loneliness strongly triggers materialism and compulsive buying. In contrast, in the second segment, it was found that loneliness is not a driving force in this process, and the behavior stems from materialistic centrality. The results highlight the inadequacy of the homogeneous consumer assumption in digital marketing.

Anahtar Kelimeler

• Loneliness
• Compulsive Buying
• Materialism
• Latent Profile Analysis
• FIMIX-PLS

Kaynakça

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