AN EMPIRICAL STUDY ON THE EFFECT OF LIFESTYLE ON CONSPICUOUS CONSUMPTION

Öz

Consumer lifestyles function as fundamental determinants of decision-making processes and define the strategic roles of individuals within the contemporary marketing ecosystem. In the modern era, consumption has transcended its traditional role of fulfilling biological or functional necessities, evolving instead into a sophisticated instrument for identity construction and a signifier of social stratification. This paradigm shift has intensified conspicuous consumption—a behavioral pattern where individuals prioritize luxury and high-visibility commodities to augment their social prestige. Such consumption patterns are intrinsically linked to the “privileged imagery” projected by a product rather than its inherent utilitarian utility. Consequently, lifestyle constructs have become indispensable variables in analyzing these behavioral tendencies. This research examines the impact of diverse lifestyle dynamics on inclinations toward conspicuous consumption. Utilizing data obtained from an online survey administered to 249 participants between May 9 and May 30, 2022, a multiple regression analysis was conducted. The empirical findings indicate that a fashion-oriented lifestyle serves as the most significant predictor, directly catalyzing conspicuous consumption behaviors. In contrast, variables such as excitement-seeking, religiosity, and leadership-oriented lifestyles were found to yield no statistically significant impact on status-driven expenditures. The study concludes that the pursuit of social status is predominantly mediated through visual aesthetics and fashion-centric consumption frameworks.

Anahtar Kelimeler

• Lifestyle
• Conspicuous Consumption
• Consumer Behaviour

YAŞAM TARZININ TÜKETİCİLERİN GÖSTERİŞÇİ TÜKETİM EĞİLİMLERİNE ETKİSİ ÜZERİNE BİR UYGULAMA

Öz

Tüketici yaşam tarzları, bireylerin satın alma süreçlerini ve pazarlama dünyasındaki rollerini belirleyen temel unsurlar olarak karşımıza çıkmaktadır. Günümüzde tüketim, sadece biyolojik veya işlevsel ihtiyaçları giderme aracı olmaktan çıkmış; bir kimlik inşası ve statü sembolü haline gelmiştir. Bu değişim, bireyin toplum içindeki prestijini artırmak amacıyla lüks ve dikkat çekici ürünlere yöneldiği gösterişçi tüketim davranışını doğurmuştur. Gösterişçi tüketim, ürünün kullanım değerinden ziyade, sunduğu "ayrıcalıklı imaj" ile ilgilidir. Bireylerin yaşam tarzları ise gösterişçi tüketim eğilimleri hakkında önemli bilgiler sunan kavram haline gelmiştir. Araştırmada, farklı yaşam tarzı dinamiklerinin tüketicilerin gösterişçi tüketim eğilimleri üzerindeki etkisi incelenmektedir. 9-30 Mayıs 2022 tarihleri arasında 249 katılımcıyla gerçekleştirilen online anket verilerine dayanan regresyon analizi, çarpıcı sonuçlar ortaya koymuştur. Bulgulara göre, gayret eden yaşam tarzı, gösterişçi tüketim eğilimini doğrudan ve anlamlı şekilde tetikleyen en güçlü faktördür. Buna karşın; heyecan seven, dindar ve lider yaşam tarzı özelliklerinin, gösteriş amaçlı harcamalar üzerinde belirgin bir etkisi saptanmamıştır. Bu durum, statü arayışının özellikle görsel trendler ve moda üzerinden şekillendiğini kanıtlamaktadır.

Anahtar Kelimeler

• Yaşam Tarzı
• Gösterişçi Tüketim
• Tüketici Davranışı

Kaynakça

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