Materyalizm, Gösterişci Tüketim ve Utanma Duygusunun Taklit Ürün Satın Alma Niyeti Üzerindeki Etkileri ve Tutumun Aracılık Rolü

Öz

Taklitçilik eski dönemlerden itibaren var olan, yaşanan teknolojik gelişmelerle beraber günümüzde daha da yaygın bir hale gelen ve üzerinde durulması gereken önemli bir konudur. Özellikle lüks ürün olarak ifade edilen pahalı ürünleri satın almak isteyen ancak ekonomik gücü yeterli olmayan tüketiciler, bu ürünlerin taklitlerini satın alma davranışında bulunmaktadırlar. Statü sahibi olmak, gösterişte bulunmak, materyalizme önem vermek gibi birçok farklı motivasyonlarla özellikle genç tüketiciler tarafından taklit ürünler satın alınmaktadır. Bu çerçevede araştırmanın amacı materyalizm, gösterişçi tüketim ve utanma duygusunun taklit ürün satın alma niyeti üzerinde etkileri ve bu etkilerde taklit ürünlere yönelik tutumun aracılık rolünü üniversite öğrencileri örnekleminde ortaya çıkarmaktır. Bu amaçla hazırlanan çevrimiçi anket formu ile veriler toplanmış ve veri toplama sürecinde 477 üniversite öğrencisinin ankete katılım sağladığı belirlenmiştir. Elde edilen verilerin analizi sonucunda, üniversite öğrencilerinin materyalizm ve gösterişçi tüketim davranışları ile taklit ürün satın alma niyeti arasında pozitif yönde anlamlı ilişki; utanma duyguları ile taklit ürün satın alma niyeti arasında ise negatif yönde anlamlı ilişki olduğu belirlenmiştir. Ayrıca materyalizm, gösterişçi tüketim ve utanma duygusunun taklit ürün satın alma niyeti üzerindeki etkilerinde, taklit ürünlere yönelik tutumun tam aracılık rolüne sahip olduğu sonucuna da ulaşılmıştır. Elde edilen bu sonuçlar, teorik ve uygulama yönelik önemli katkılar sağlamaktadır.

Anahtar Kelimeler

• Taklit Ürün
• Materyalizm
• Gösterişçi Tüketim
• Utanma Duygusu
• Satın Alma Niyeti

The Effect of Materialism, Conspicuous Consumption and Sense of Shame on Intention to Purchase Counterfeit Products and the Mediating Role of Attitude

Öz

Counterfeiting is an essential issue that has existed since ancient times and has become more prevalent today with technological advancements, and it should be highlighted. Consumers who desire to buy expensive products, particularly luxury items, but lack the financial means to do so engage in the practice of purchasing counterfeits of these products. Counterfeit products are purchased mostly by young customers for a variety of reasons, including having prestige, showing off, and emphasizing materialism. The goal of this study, under this paradigm, is to disclose the impacts of materialism, conspicuous consumption, and sense of shame on the intention to purchase counterfeit products, as well as the mediating function of attitude toward counterfeit products in these effects in a sample of university students. Data were collected for this purpose using an online survey form, and it was discovered that 477 university students engaged in the survey during the data collection procedure. The data analysis revealed a significant positive relationship between university students' materialism and conspicuous consumption behaviors and intention to purchase counterfeit products, as well as a significant negative relationship between their sense of shame and intention to purchase counterfeit products. Furthermore, it was established that attitudes regarding counterfeit products play a significant mediating role in the impacts of materialism, conspicuous consumption, and a sense of shame on the intention to purchase counterfeit products. These findings provide significant theoretical and practical contributions.

Anahtar Kelimeler

• Counterfeit Product
• Materialism
• Conspicuous Consumption
• Sense of Shame
• Purchase Intention

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