STATÜ TÜKETİMİ VE YABANCI ÜRÜN HAYRANLIĞININ YABANCI ÜRÜN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: ALGILANAN DEĞERİN ARACI ROLÜ

Öz

Bu çalışmanın amacı, statü tüketiminin yabancı ürün hayranlığı üzerindeki etkisini ve yabancı ürün hayranlığının algılanan duygusal değer ile sosyal değer aracılığıyla yabancı ürün satın alma niyetine nasıl yansıdığını ampirik olarak incelemektir. Araştırma kapsamında statü tüketimi, yabancı ürün hayranlığı, duygusal değer, sosyal değer ve yabancı ürün satın alma niyeti arasındaki doğrudan ve dolaylı ilişkiler test edilmiştir. Çalışmada nicel araştırma yaklaşımı benimsenmiş; veriler kesitsel araştırma tasarımı çerçevesinde kolayda örnekleme yöntemiyle toplanmıştır ve 380 veri analize dahil edilmiştir. Araştırma verileri SmartPLS 4 programı kullanılarak Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) ile analiz edilmiştir. Bulgular, araştırma modelinde geliştirilen dokuz hipotezin tamamının desteklendiğini göstermektedir. Sonuçlara göre statü tüketimi, yabancı ürün hayranlığını pozitif ve anlamlı biçimde etkilemektedir. Yabancı ürün hayranlığı ise yabancı ürün satın alma niyetini hem doğrudan hem de duygusal ve sosyal değer aracılığıyla dolaylı olarak artırmaktadır. Ayrıca duygusal değerin, satın alma niyetinin oluşumunda sosyal değere kıyasla daha güçlü bir rol oynadığı belirlenmiştir. Bu sonuçlar, yabancı ürün hayranlığının tüketici karar sürecinde merkezi bir açıklayıcı mekanizma olduğunu ortaya koymaktadır.

Anahtar Kelimeler

• Statü Tüketimi
• Yabancı Ürün Hayranlığı
• Duygusal Değer
• Sosyal Değer
• Yabancı Ürün Satın Alma Niyeti

THE EFFECT OF STATUS CONSUMPTION AND FOREIGN PRODUCT ADMIRATION ON FOREIGN PRODUCT PURCHASE INTENTION: THE MEDIATING ROLE OF PERCEIVED VALUE

Öz

The purpose of this study is to empirically examine the effect of status consumption on admiration for foreign products and to investigate how such admiration translates into foreign product purchase intention through perceived emotional value and social value. Specifically, the study tests the direct and indirect relationships among status consumption, admiration for foreign products, emotional value, social value, and foreign product purchase intention. A quantitative research approach was adopted, and data were collected through a cross-sectional research design using convenience sampling. A total of 380 valid responses were included in the analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings demonstrate that all nine hypotheses proposed in the research model were supported. The results show that status consumption has a positive and significant effect on admiration for foreign products. Furthermore, admiration for foreign products positively influences foreign product purchase intention both directly and indirectly through emotional value and social value. Emotional value was also found to exert a stronger effect on purchase intention than social value. Overall, these findings suggest that admiration for foreign products serves as a central explanatory mechanism in the consumer decision-making process.

Anahtar Kelimeler

• Status Consumption
• Foreign Product Admiration
• Emotional Value
• Social Value
• Foreign Product Purchase Intention

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