KOMPULSİF SATIN ALMA: KİŞİSEL FAKTÖRLER, POSTMODERN TÜKETİM ŞEKİLLERİ VE REKLAMA KARŞI TUTUMUN ROLÜNE YÖNELİK BİR ARAŞTIRMA

Öz

Tüketicilerin kontrol edemedikleri, bir dürtü sonucu gerçekleştirdikleri kompulsif satın alma davranışı günümüzde olumsuz ekonomik ve sosyal sonuçları nedeniyle bireyleri ve ülkeleri tehdit eder bir hal almıştır. Bu araştırma; materyalizm, benlik saygısı ve psikolojik rahatsızlıklardan oluşan kişisel faktörlerin; hedonik tüketim, statü tüketimi, gösterişçi tüketim, moda yönelimli tüketim ve içtepisel satın almadan oluşan postmodern tüketim şekillerinin ve reklama karşı tutumun kompulsif satın alma eğilimi üzerindeki rolünü araştırmak için, hazır giyim sektöründe gerçekleştirilmiştir. Yüz yüze ve bırak-topla anket yöntemleri kullanılarak İstanbul, Balıkesir ve Çanakkale illerinde ikamet eden 18 yaş üstü 892 katılımcıdan elde edilen verilerle yapılan analizlerin sonucunda; hedonik tüketimin, materyalizmin ve reklama karşı tutumun kompulsif satın alma eğilimi üstünde anlamlı etkisi bulunmuş, benlik saygısı ve içtepisel satın almanın istatistiksel olarak anlamlı bir belirleyici olmadığı tespit edilmiştir

Anahtar Kelimeler

• Kompulsif Satın Alma,Materyalizm,Benlik Saygısı,Psikolojik Rahat

A Research for the The Role of Personal Factors, Postmodern Consumption Styles and Attitudes Towards Advertising on Compulsive Buying

Öz

Recently compulsive buying behavior, which consumers do not control over and realized by an urge, threats people and countries via its negative economic and social outcomes. This study investigates the role of materialism, self-esteem and psychological diseases as personal factors; hedonic consumption, status consumption, conspicuous consumption, fashion-oriented consumption and impulsive buying as postmodern consumption styles and attitudes towards advertising on compulsive buying tendency within a product specific concept, clothing. Using face-to-face and self-completion survey methods, data was gathered from 892 participants aged 18 years or older in three cities of Turkey. Findings reveal that hedonic consumption, materialism and attitudes towards advertising has significant effect on compulsive buying tendency, while self-esteem and impulsive buying does not significantly predict it

Anahtar Kelimeler

• Compulsive Buying Tendency,Materialism,Self-Esteem,Psychologic Disorders

Kaynakça

1. Atiker, E. (1998). Modernizm ve Kitle Toplumu. Ankara: Vadi Yayınları.
2. Babin, B.J., Darden, W.R. ve Griffin, M. (1994). Work and / or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20 (4), 644-656.
3. Belk, R.W. (1984). Three Scales to Measure Constructs Related to Materialism: Reliability, Validity, and Relationships to Measures of Happiness. Ad- vances in Consumer Research, 11, 291-297.
4. Belk, R.W. (1985). Materialism: Trait Aspects of Living in the Material World. Journal of Consumer Research, 12, 265-280.
5. Belk, R.W. (1988). Possessions and the Extended Self. Journal of Consumer Rese- arch, 15, 139-168.
6. Bilgen, E. (2014). Kompulsif Satın Alma Üzerinde Materyalizm, Statü Tüketimi, Moda Yönelimi ve Paraya Karşı Tutumun Etkisi. Doktora Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
7. Bleuler, E. (1924). Textbook of Psychiatry. New York: MacMillan. Aktaran Lo, H. Ve Harvey, N. (2011). Shopping without Pain: Compulsive Buying and the Effects of Credit Card Availability in Europe and the Far East. Journal of Economic Psychology, 32, 79-92.
8. Bragg, J. (2009). Digging out from dollar 80,000, Money & Main St., (Çevri- miçi), http://edition.cnn.com/2009/LIVING/worklife/09/21/mainstreet. digging.out.of.debt/index.html?eref=rss_us, 18 Autos 2013

9. Brown, S. (1993). Postmodern Marketing, European Journal of Marketing, 27 (4), 19-34.
10. Byrne, B.M. (2010). Structural Equation Modeling with AMOS, New York: Rout- ledge, Aktaran Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modelle- mesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
11. Christenson, G., Faber, R.J., de Swaan, M, Raymond, N.C. vd. (1994). Compul- sive Buying Descriptive Characteristics and Psychiatric Comorbidity. Journal of Clinical Psychiatry, 55 (1), 5-11.
12. D’Astous, A. (1990). An Inquiry into the Compulsive Side of Normal Consu- mers. Journal of Consumer Policy, 13, 15-31.
13. D’Astous, A., Maltais, J. ve Roberge, C. (1990). Compulsive Buying Tendencies of Adolescent Consumers. Advances in Consumer Research, 17, 306-312.
14. DeGraff, J., Wann, D. ve Naylor, T.H. (2005). Affluenza the All Consuming Epide- mic. 2. Bs., Berrett-Koehler Pub.
15. DeSarbo, D.S. ve Edwards, E.A. (1996). Typologies of Compulsive Buying Behavior: A Constrained Clusterwise Regression Approach. Journal of Consumer Psychology, 5 (3), 231-262.
16. Dittmar, H., Beattie, J. ve Friese, S. (1995). Gender Identitiy and Material Sym- bols: Objects and Decision Considerations in Impulse Purchases. Jour- nal of Economic Psychology, 16, 491-511.
17. Dittmar, H. (2005 a). A New Look at ‘Compulsive Buying’: Self-Discrepancies and Materialistic Values as Predictors of Compulsive Buying Tendency. Journal of Social and Clinical Psychology, 24 (5), 832-859.
18. Dittmar, H. (2005 b). Compulsive Buying - A Growing Concern? An Examina- tion of Gender, Age, and Endorsement of Materialistic Values as Predi- ctors. British Journal of Psychology, 96, 467-491.
19. Dubois, B. ve Duquesne (1993). The Market for Luxury Goods Income Versus Culture. European Journal of Marketing, 27 (1), 35-44.
20. Eastman, J.K., Goldsmith, R.E. ve Flynn, L.R. (1999). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Mar- keting Theory and Practice, 7, 41-52.
21. Edwards, E.A. (1993). Development of a New Scale for Measuring Compulsive Buying Behavior. Financial Counseling and Planning, 4, 67-85.
22. Elliott, R. (1994). Addictive Consumption: Function and Fragmentation in Postmodernity. Journal of Consumer Policy, 17, 159-179.
23. Eren, S.S., Eroğlu, F. ve Hacıoğlu, G. (2012). Compulsive Buying Tendencies Through Materialistic and Hedonic Values Among College Students in Turkey. 8th International Strategic Management Conference, 21-23 Haziran, İspanya. (Social and Behavioral Sciences, 58 (12), 1370-1377).
24. Ergin, E.A. (2010). Compulsive Buying Behavior Tendencies: The Case of Tur- kish Consumers. African Journal of Business Management, 4 (3), 333-338.
25. Erkmen, T. ve Yüksel, C.A. (2008). Tüketicilerin Alışveriş Davranış Biçimleri ile Demografik ve Sosyo-Kültürel Özelliklerinin İncelenmesine Yönelik Bir Araştırma. Ege Akademik Bakış, 8 (2), 683-727.
26. Faber, R.J., O’Guinn, T.C. ve Krych, R. (1987). Compulsive Consumption. Ad- vances in Consumer Research, 14 (1), 132-135.
27. Faber, R.J. ve O’Guinn, T.C. (1989). Classifying Compulsive Consumers: Ad- vances in the Development of a Diagnostic Tool, Advances in Consumer
28. Fırat, A.F., Dholakia, N. ve Venkatesh, A. (1995). Marketing in a Postmodern World. European Journal of Marketing, 29 (1), 40-56.
29. Gegez, E. (2007). Pazarlama Araştırmaları, İstanbul: Beta Basın Yayın Dağıtım
30. Barth, 1915. Aktaran Lo, H. Ve Harvey, N. (2011). Shopping without
31. Pain: Compulsive Buying and the Effects of Credit Card Availability in
32. Europe and the Far East. Journal of Economic Psychology, 32, 79-92.
33. Krych, R. (1989). Abnormal Consumer Behaviour: A Model of Addictive Beha- viours. Advances in Consumer Research, 16, 745-748.
34. Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitabevi.
35. Kwak, H., Zinkhan, G.M., DeLorme, D.E. ve Lrsen, T. (2006). Revisiting Nor- mative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior: A Case From South Korea. Journal of In- ternational Consumer Marketing, 18 (3), 57-80.
36. Lejoyeux, M., Ades, J., Tassain, V. Ve Solomon, J. (1996). Phenomenology and Psychopathology of Uncontrolled Buying. American Journal of Psychi- atry, 155, 1524-1529.
37. Lejoyeux, M., Haberman, N., Solomon, J. ve Ades, J. (1999). Comparison of Buying Behavior in Depressed Patients. Comprehensive Psychiatry, 40 (1), 51-56.
38. Lo, H. Ve Harvey, N. (2011). Shopping without Pain: Compulsive Buying and the Effects of Credit Card Availability in Europe and the Far East. Jour- nal of Economic Psychology, 32, 79-92.
39. Magee, A. (1994). Compulsive Buying Tendency as a Predictor of Attitudes and Perceptions. Advances in Consumer Research, 21, 590-594.
40. Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulama- ları. Ankara: Detay Yayıncılık
41. Miranda, M.J. (2009). Engaging the Purchase Motivations to Charm Shoppers. Marketing Intelligence and Planning, 27 (1), 127-145.
42. Moore, M. (2009). Compulsive Shopping Disorder: Is It Real and Can It Be Mea- sured?, Doktora Tezi, Department of Psychology, University of North Carolina.
43. Mueller, A., Mitchell, J.E., Crosby, R.D. vd. (2010). Estimated Prevalence of Compulsive Buying in Germany and its Association with Sociodemog- raphic Characteristics and Depressive Symptoms. Psychiatry Research, 180, 137-142.
44. O’Cass, A. ve McEwen, H. (2004). Exploring Consumer Status and Conspicu- ous Consumption. Journal of Consumer Behaviour, 4 (1), 25-39.
45. Odabaşı, Y. (2012). Postmodern Pazarlama, 3. Bs., İstanbul: Mediacat.
46. O’Guinn, T.C. ve Faber, R.J. (1989). Compulsive Buying: A Phenomenological Exploration. Journal of Consumer Research, 16 (2), 147-157.
47. O’Shaughnessy, J. ve O’Shaughnessy, N.J. (2002). Marketing, the Consumer Society and Hedonism. European Journal of Marketing, 36 (5-6), 524-547.
48. ism, and Compulsive Buying: A Reinquiry and Extension. Journal of the
49. Academy of Marketing Science, 31 (3), 300-311.
50. Rodriguez-Villarino, R., Gonzales-Lorenzo, M., Fernandez-Gonzales, A., Le- merias-Fernandez, M. Ve Foltz, M.L. (2006). Individual Factors Associ- ated with Buying Addiction: An Empirical Study. Addiction Research and Theory, 14 (5), 511-525.
51. Rook, D.W. ve Hoch, S.J. (1985). Consuming Impulses. Advances in Consumer Research, 12, 23-27.
52. Rook, D.W. (1987). The Buying Impulse. Journal of Consumer Research, 14 (2), 189-199.
53. Rook, D.W. ve Fisher, R.J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22 (3), 305-313.
54. Rosenberg, M. (1965). Society and the Adolescent Self-Image. New Jersey: Prince- ton University Press.
55. Scherhorn, G. (1990). The Addictive Trait in Buying Behavior. Journal of Con- sumer Policy, 13, 33-51.
56. Scherhorn, G., Reisch, L.A. ve Raab, G. (1990). Addictive Buying in West Ger- many: An Emprical Study. Journal of Consumer Policy, 13, 355-387.
57. Sohn, S. ve Choi, Y. (2012). A Model of Compulsive Buying: Dysfunctional Beliefs and Self-Regulation of Compulsive Buyers. Social Behaviour and Personality, 40 (10), 1611-1624.
58. Sipahi, B., Yurtkoru, E.S. ve Çinko, M. (2008). Sosyal Bilimlerde SPSS’le Veri An- alizi. 2. Baskı, İstanbul: Beta Yayıncılık.
59. Trauttman-Attman, J. ve Johnson, T.W. (2009). Compulsive Consumption Be- haviours: Investigating Relationships Among Binge Eating, Compul- sive Clothing Buying and Fashion Orientation. International Journal of Consumer Studies, 33, 267-273.
60. Ünsalver, B.Ö. (2011). Alışverişkolik: Tüketirken Tükenen Takıntı. İstanbul: Timaş Yayınları.
61. Valence, G., D’Astous, A. ve Foriter, L. (1988). Compulsive Buying: Concept and Measurement. Journal of Consumer Policy, 11, 419-433.
62. Willaims, A.D. ve Grisham, J.R. (2012). Impulsivity, Emotion Regulation, and Mindful Attentional Focus in Compulsive Buying. Cognitive Therapy and
63. Workman, L. ve Paper, D. (2010). Compulsive Buying: A Theoretical Frame- work. The Journal of Business Inquiry, 9 (1), 89-126.
64. Wu, L. (2006). Excessive Buying: The Construct and a Causal Model. Doktora Tezi, Georgia Institute of Technology.
65. Xu, Y. (2008). The Influence of Public Self-Consciousness and Materialism on Young Consumers’ Compulsive Buying. Young Consumers, 9 (1), 37-48.
66. Yi, S. (2012). Sheame-Proneness as a Risk Factor of Compulsive Buying. Journal of Consumer Policy, 35, 393-410.
67. Yurchisin, J. ve Johnson, K.K. (2004). Compulsive Buying Behavior and Its Re- lationship to Perceived Social Status Associated With Buying, Materi- alism, Self-Esteem and Apparel-Product Involvement. Family and Con- sumer Sciences Research Journal, 32 (3), 291-314.