İndirimli Lüks Moda Ürünlerinde Tüketiciler Neyi Hedefliyor? Başarı Hedefi Teorisi Perspektifinden Bir Profil Araştırması

Yıl 2024, Cilt: 24 Sayı: 3, 983 - 1008, 30.09.2024

Tuğba Kılıçer

https://doi.org/10.18037/ausbd.1442867

Öz

Bu araştırmanın amacı indirimli lüks moda ürünlerini satın alan tüketicilerin profillerini ortaya çıkarmaktır. Araştırmada başarı hedefi teorisine dayalı olarak tüketicilerin lüks moda ürünlerini indirimli satın alma hedefleri incelenmiştir. Çalışma nicel araştırma metodolojisine göre tasarlanmıştır. Araştırmada yargısal örneklem tekniğinden yararlanarak indirimli lüks moda ürünlerini satın alan 184 tüketiciye ulaşılmıştır. Veriler anket tekniğinden yararlanılarak toplanmıştır. Verilerin analizinde doğrulayıcı faktör analizinden, kümeleme analizinden, tek yönlü varyans analizinden ve betimsel analizlerden yararlanılmıştır. Faktör analizi sonuçları lüks moda ürünlerinde tüketicilerin indirim yakalama hedeflerinin; uzmanlaşma, gurur yaşama ve sosyal onay boyutlarından oluştuğunu doğrulamaktadır. Kümeleme analizi sonuçları bu hedeflere göre katılımcıların üç kümede toplandığını göstermektedir. Sportif tüketiciler, rekabet odaklılar ve mesafeliler olarak adlandırılan kümelerin uzmanlaşma, gurur yaşama ve sosyal onay düzeyleri anlamlı olarak farklılaşmaktadır. Her üç küme arasında lüks moda ürünlerindeki indirim karşısında duyulan memnuniyet ve markayı tekrar satın alma değişkenleri açısından da anlamlı farklılıklar bulunmaktadır.

Anahtar Kelimeler

Moda Perakendeciliği, Lüks Ürünlerde İndirim, Başarı Hedefi Teorisi

Etik Beyan

Çalışma için Tokat Gaziosmanpaşa Üniversitesi Sosyal ve Beşeri Araştırmalar Etik Kurulu’ndan 10.07.2023 tarihli ve 312726 sayılı toplantısının 01.19 nolu kararı ile etik kurul onayı alınmıştır.

What Do Consumers Target in Price-Off Luxury Fashion Products? A Profile Study from the Perspective of Achievement Goal Theory

Öz

The purpose of this research is to reveal the profiles of consumers who buy luxury fashion products at a discount. Based on achievement goal theory, the study examines consumers' goals of buying price-off luxury fashion products. The study was designed according to quantitative research methodology. Using judgmental sampling technique, 184 consumers who bought products from the discount campaigns of luxury fashion products were reached. Questionnaire technique was used to collect the data. Confirmatory factor analysis, cluster analysis, one-way analysis of variance and descriptive analysis were used to analyze the data. Factor analysis results confirm that consumers' discount-seeking goals in luxury fashion products consist of mastery goal, pride goal and social approval goal. The results of the cluster analysis show that the respondents are grouped into three clusters according to these goals. The clusters named as sport consumers, competition-oriented consumers and distanced consumers differ significantly in terms of mastery, pride and social approval levels. There are also significant differences between the three clusters in terms of satisfaction about price-off luxury fashion products and repurchase intention variables.

Anahtar Kelimeler

Fashion Retailing, Price-Off Luxury Products, Achievement Goal Theory

Kaynakça

• Aksoy, H. (2019). Türk tüketicilerin lüks ürün satın alma davranışları üzerinde dinin etkisinin analiz edilmesi. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 18(2), 581-596. https://doi.org/10.21547/jss.508965
• Allen, J. B. (2003). Social motivation in youth sport. Journal of Sport and Exercise Psychology, 25(4), 551-567. https://doi.org/10.1123/jsep.25.4.551
• Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
• Bardach, L., Oczlon, S., Pietschnig, J. ve Lüftenegger, M. (2020). Has achievement goal theory been right? A meta-analysis of the relation between goal structures and personal achievement goals. Journal of Educational Psychology, 112(6), 1-82. Erişim adresi: https://www.researchgate.net/publication/336434862
• Bardhi, F. ve Arnould, E. J. (2005). Thrift shopping: Combining utilitarian thrift and hedonic treat benefits. Journal of Consumer Behaviour: An International Research Review, 4(4), 223-233. https://doi.org/10.1002/cb.12
• Bellenger, D. N. ve Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92. Erişim adresi: https://www.researchgate.net/publication/247270959_Profiling_the_Recreational_Shopper
• Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd Ed.). Newyork: Routledge Taylor & Francis Group
• Cabigiosu, A. (2020). Digitalization in the luxury fashion industry: Strategic branding for millennial consumers. Switzerland: Palgrave Macmillan Cham.
• Carr, D. (2005). The psychological consequences of midlife men’s social comparisons with their young adult sons. Journal of Marriage and Family, 67(February), 240–250. https://doi.org/10.1111/j.0022-2445.2005.00018.x
• D'Arpizio, C., Levato, F., Prete, F. ve Montgolfier, J. (2023). Renaissance in uncertainty: Luxury builds on its rebound. Bain and Company Report, 17. Erişim adresi: https://www.bain.com/insights/renaissance-in-uncertainty-luxury-builds-on-its-rebound/
• Dehon, C., Weems, C. F., Stickle, T. R., Costa, N. M. ve Berman, S. L. (2005). A cross-sectional evaluation of the factorial invariance of anxiety sensitivity in adolescents and young adults. Behaviour Research and Therapy, 43(6), 799-810. https://doi.org/10.1016/j.brat.2004.06.008
• Fischer, E. ve Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17(3), 333-345. https://doi.org/10.1086/208561
• Giovannini, S., Xu, Y. ve Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of fashion marketing and management, 19(1), 22-40. doi: 10.1108/JFMM-08-2013-0096
• Hair, Jr. J. F., Black, W. C., Babin, B. J. ve Anderson, R.E. (2014). Multivariate data analysis (7th Ed.). Newyork: Pearson New International Edition.
• Hess, Jr. L. R. ve Ring, L. (2014). Off-price versus price-off: use of discriminant analysis to identify competitive differences across retail formats. International Journal of Retail & Distribution Management, 42(10), 902-928. https://doi.org/10.1108/IJRDM-02-2013-0038
• Işık, U. (2018). The impact of pre-competition estimated results for elite archers on performance according to achievement goal theory. World journal of education, 8(4), 146-158. Erişim adresi: https://files.eric.ed.gov/fulltext/EJ1189514.pdf
• Kapferer, J. N. (2016). The challenges of luxury branding. F. D. Riley, J. Singh, C. Blankson (Editör). The routhledge companion to contemporary brand management içinde (s. 473-491). Newyork: Routhledge Taylor & Francis Group.
• Kashif, M., Korkmaz Devrani, T., Rehman, A. ve Samad, S. (2021). Love is not blind: investigating a love-hate transition among luxury fashion brand consumers. Journal of Fashion Marketing and Management: An International Journal, 25(4), 625-643. doi: 10.1108/JFMM-04-2020-0058
• Khouja, M. ve Zhou, J. (2017). An off-price retailer with two ordering opportunities and demand updating. International Journal of Production Economics, 188, 128-138. https://doi.org/10.1016/j.ijpe.2017.03.023
• Khouja, M., Liu, X. ve Zhou, J. (2020). To sell or not to sell to an off-price retailer in the presence of strategic consumers. Omega, 90(2020), 1-17. https://doi.org/10.1016/j.omega.2018.11.011
• Kim, J. H. (2019). Imperative challenge for luxury brands: Generation Y consumers’ perceptions of luxury fashion brands’e-commerce sites. International Journal of Retail & Distribution Management, 47(2), 220-244. doi: 10.1108/IJRDM-06-2017-0128
• Kline, R. B. (2011). Principles and practice of structural equation modeling (3nd Ed.). Newyork: Guilford Press.
• Köseoğlu, K. I., Ulusu, Y. ve Yönet, Ö. (2023). Postmodern, lüks moda tüketim kültüründe geleneksel kadın imgesi: Aysha dergisi örneği. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 14(37), 161-188. https://doi.org/10.21076/vizyoner.1103656
• Lee, H., Rothenberg, L. ve Xu, Y. (2020). Young luxury fashion consumers' preferences in multi-channel environment. International Journal of Retail & Distribution Management, 48(3), 244-261. https://doi.org/10.1108/IJRDM-11-2018-0253
• Li, G., Li, G. ve Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522. https://doi.org/10.1016/j.jbusres.2011.10.019
• Loureiro, S. M. C., Jiménez-Barreto, J. ve Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 1-12. https://doi.org/10.1016/j.jretconser.2020.102211
• Maden, D. (2014). Lüks marka yönetimi: Lüks tüketim motivasyonuna yönelik bir analiz. (Yayınlanmamış doktora tezi). Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
• Malhotra, N. K. (2007). Marketing research an applied orientation (5th Ed.). Upper Saddle River: Prentice-Hall.
• Mortimer, G., Fazel-e-Hasan, S. M., O’Donnell, K. A. ve Strebel, J. (2018). Measuring the experience of off-price fashion shopping: scale development and validation. Journal of Fashion Marketing and Management: An International Journal, 22(4), 454-475. https://DOI 10.1108/JFMM-01-2018-0005
• Mortimer, G., Grimmer, M., Grimmer, L., Wang, S. ve Su, J. (2022). A cross cultural examination of “off-price” fashion shopping. International Journal of Retail & Distribution Management, 50(12), 1494-1517. https://DOI 10.1108/IJRDM-09-2021-0457
• Nicholls, J. G. (1984). Achievement motivation: Conceptions of ability, subjective experience, task choice, and performance. Psychological Review, 91(3), 328-346. Erişim adresi: https://psycnet.apa.org/doi/10.1037/0033-295X.91.3.328
• O’Donnell, K. A., Strebel, J. ve Mortimer, G. (2016). The thrill of victory: Women and sport shopping. Journal of Retailing and Consumer Services, 28, 240-251. http://dx.doi.org/10.1016/j.jretconser.2015.10.005
• O'Donnell, K. ve Strebel, J. (2009). Sport shoppers: An important new segment. A. L. McGill ve S. S. Duluth (Eds.). Advances in consumer research içinde (s. 93-96). MN: Association for Consumer Research.
• O'Guinn, T. C. ve Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of Consumer Research, 16(2), 147-157. https://doi.org/10.1086/209204
• Pintrich, P. R. (2000). An achievement goal theory perspective on issues in motivation terminology, theory, and research. Contemporary Educational Psychology, 25(1), 92-104. https://doi.org/10.1006/ceps.1999.1017
• Sage, L. ve Kavussanu, M. (2007). Multiple goal orientations as predictors of moral behavior in youth soccer. The Sport Psychologist, 21(4), 417-437. https://doi.org/10.1123/tsp.21.4.417
• Sakarya Pehlivan, A. (2023). Türkiye'de lüks pazarı hareketlendi: 6 kritik trend. Economist. Erişim adresi: https://www.ekonomist.com.tr/makale/luks-markalar-turkiye-deki-yatirimlarini-hizlandirdi-44100
• Senko, C. (2016). Achievement goal theory: A story of early promises, eventual discords, and future possibilities. K. Wentzel ve D. Miele (Editör). Handbook of motivation at school içinde (s. 75-95). Newyork: Routhledge Taylor & Francis Group.
• Senko, C., Hulleman, C. S. ve Harackiewicz, J. M. (2011). Achievement goal theory at the crossroads: Old controversies, current challenges, and new directions. Educational Psychologist, 46(1), 26-47. https://doi.org/10.1080/00461520.2011.538646
• Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C. ve Härter, M. (2010). Confirmatory factor analysis and recommendations for improvement of the autonomy‐preference‐index (API). Health Expectations, 13(3), 234-243. https://doi.org/10.1111/j.1369-7625.2009.00584.x
• Stuntz, C. P. ve Weiss, M. R. (2009). Achievement goal orientations and motivational outcomes in youth sport: The role of social orientations. Psychology of Sport and Exercise, 10(2), 255-262. doi:10.1016/j.psychsport.2008.09.001
• Tığlı, M.ve Akyazgan, M. A. (2003). Özellikli (lüks) tüketim ürünlerinde enderlik prensibi ve bir uygulama. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 5, 21-37. Erişim adresi: https://dergipark.org.tr/tr/download/article-file/252073
• Türkdemir, P. (2022). Sahte lüks moda ürünlerini satın alma niyetine ahlaki yargı ve marka dikkat çekiciliğinin etkileri. İşletme Araştırmaları Dergisi, 14(3), 2654-2668. https://doi.org/10.20491/isarder.2022.1525
• Tynan, C., McKechnie, S.ve Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163. https://doi.org/10.1016/j.jbusres.2009.10.012
• Ünal, S., Deniz, E. veAkın, N. (2019). Determining the factors that influence the intention to purchase luxury fashion brands of young consumers. Ege Academic Review, 19(2), 221-236. https://doi.org/10.21121/eab.511806
• Vernor, J. D., Amundson, M. F., Johnson, J. A. ve Rabianski, J. (1993). Shopping center appraisal and analysis. (2nd ed.). Chicago, IL: Appraisal Institute.
• Vigneron, F.ve Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15. Erişim adresi: https://www.researchgate.net/publication/284218609_A_Review_and_a_Conceptual_Framework_of_Prestige-Seeking_Consumer_Behavior
• Wiedmann, K. P., Hennigs, N. ve Siebels, A. (2007). Measuring consumers' luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, 7, 1-21. Erişim adresi: http://www.amsreview.org/articles/wiedmann07-2007.pdf
• Yetmen, G. (2021). Lüks moda giyim markalarının dijital dönüşümü. IBAD Sosyal Bilimler Dergisi, (10), 161-187. https://doi.org/10.21733/ibad.847841
• Yıldız, G. (2023). Lüks pazarı kabına sığmıyor. Marketing Türkiye, 0(0), 0-0. Erişim adresi: https://www.marketingturkiye.com.tr/haberler/luks-pazari-buyume/
• Zhang, B., Carpenter, J. M. ve Brosdahl, D. J. (2011). Shopping orientations and retail format choice among Generation Y apparel shoppers. Journal of Textile and Apparel, Technology and Management, 7(1), 1-13. Erişim adresi: https://jtatm.textiles.ncsu.edu/index.php/JTATM/article/view/1147
• Zusho, A. ve Clayton, K. (2011) Culturalizing achievement goal theory and research, Educational Psychologist, 46(4), 239-260. https://doi.org/10.1080/00461520.2011.614526