KENDİNİ GÖSTERİM VE KİŞİLERARASI ETKİLEŞİMİN GÖSTERİŞÇİ TÜKETİM ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Yıl 2010, Cilt: 28 Sayı: 1, 105 - 139, 30.06.2010

Uğur Güllülü , Sevtap Ünal Bilsen Bilgili

Öz

 Gösterişçi tüketim, kişinin çevresine
statü veya prestijini göstermek amacı ile yaptığı alışverişler, şeklinde
tanımlanmaktadır. Bu nedenle bu alışverişlerde lüks, pahalı ürünler tercih
edilmektedir. Gösterişçi tüketimi yönlendiren bir başka boyut ise çevrenin
ürüne verdiği tepkidir. Kişinin çevresi ürünü prestij ürün olarak değerlendiriyor
ise tüketicinin tatmin düzeyi artmaktadır. Bu nedenle gösterişçi tüketimde
kişilik özellikleri ve çevreden etkilenme düzeyi oldukça yönlendirici
olmaktadır. Bu çalışmada da gösterişçi tüketimde kişilik özelliklerinden
kendini gösterim ve çevreden etkilenme düzeyi olan kişilerarası etkileşimin
rolü incelenmek amaçlanmıştır. Ayrıca gösterişçi tüketimin sadece özellikli
ürün grubunda değil her ürün grubunun prestij imajına sahip markalarında geçerli
tüketim kalıbı olup olmadığı belirlenmeye çalışılmıştır. Üniversite öğrencileri
üzerinde yapılan anket çalışması sonucuna göre jean markası tercihinde
gösterişçi tüketim eğilimi bulunmaktadır ve bu eğilimde kişilerarası etkileşim
ile kendini gösterimin etkisi bulunmaktadır. 

Anahtar Kelimeler

Tüketici davranışı, gösterişçi tüketim, kendini gösterim, kişilerarası etkileşim

Research into Determining the Effects of Self-Monitoring and Interpersonal Influences on Conspicuous Consumption

Öz

Conspicuous
consumption is defined as the shoppings done by the person in order to show
his/her status or prestige. That’s why luxurious and expensive products are
prefered in these shoppings. Another factor directing the conspicuous
consumption is the reaction of the social environment to the product. If the
social environment of the person condisers the product as prestigious, the
satisfaction level of the consumer will be higher. Therefore, personality
traits and level of exposure to social environment are quite directive in
conspicuous consumption. This study aimed to examine the role of interpersonal
influence, which is a level of exposure to social environment, and
self-monitoring, one of personality traits. Additionally, we tried to determine
whether conspicuous consumption is a consumption pattern not only in specialty
products group but also in all brands building up prestige image of every
product group. According to the results of the questionnaire study conducted
among university students, tendency toward conspicuous consumption shows itself
in their choice of jeans brands, and interpersonal influence and
self-monitoring have effect on this tendency.

Anahtar Kelimeler

Consumer behavior, conspicuous consumption, self-monitoring, interpersonal influence

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