Spor Sahalarından Mağaza Vitrinlerine: Karanlık Üçlü'nün Lüks Tüketim Üzerindeki Etkisi

Öz

Bu çalışma, Karanlık Üçlü kişilik özelliklerinin (yani Makyavelizm, narsisizm ve psikopati) sporcuların lüks tüketim niyetleri üzerindeki etkisini, özellikle beğenilme arzusunun aracılık rolüne odaklanarak incelemektedir. Araştırma, göze çarpan tüketim teorisinden yararlanarak, sosyal açıdan istenmeyen kişilik özelliklerinin bireyleri lüks tüketim yoluyla prestij ve sosyal onay aramaya nasıl yönlendirdiğini araştırmaktadır. Araştırma, amaçlı örnekleme yöntemi kullanılarak Türkiye'de aktif olarak spor yapan toplam 358 sporcu üzerinde gerçekleştirilmiştir. Veriler, Kısmi En Küçük Kareler Yapısal Eşitlik Modeli (PLS-SEM) yaklaşımı kullanılarak analiz edilmiştir. Bulgular, narsisizm ve psikopatinin, beğenilme arzusuyla hareket ederek lüks tüketim üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Buna karşın, Makyavelizm önemli bir dolaylı etki göstermiyor. Bu çalışmanın sonuçları, Karanlık Üçlü'nün her bir özelliğinin tüketici davranışını etkilediği benzersiz psikolojik mekanizmaları ortaya koymaktadır. Bu çalışma, kişilik psikolojisi, spor ve lüks tüketim arasındaki kesişme noktasına yeni bir bakış açısı sunarak mevcut literatüre katkı sağlamaktadır. Ayrıca, pazarlamacılar, marka yöneticileri ve spor psikologları için pratik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Narsizim
• Psikopati
• Makyavelizm
• Lüks tüketim
• Arzu

From Sports Fields to Storefronts: The Dark Triad's Impact on Luxury Consumption

Öz

The present study examines the effect of the Dark Triad personality traits (i.e. Machiavellianism, narcissism and psychopathy) on athletes' luxury consumption intentions, focusing particularly on the mediating role of the desire to be liked. The research draws on conspicuous consumption theory to explore how socially undesirable personality traits drive individuals to seek prestige and social approval through luxury consumption. A total of 358 active athletes in Turkey were the subjects of the study, which was conducted using purposive sampling. The data were analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings indicate that narcissism and psychopathy exert a substantial influence on luxury consumption, operating through the desire to be liked. In contrast, Machiavellianism does not demonstrate a significant indirect effect. The results of this study demonstrate the unique psychological mechanisms through which each trait of the Dark Triad influences consumer behaviour. The present study contributes to the existing literature by offering a novel perspective on the intersection of personality psychology, sports, and luxury consumption. Furthermore, it provides practical implications for marketers, brand managers, and sports psychologists. This study reveals that athletes’ luxury consumption is driven not only by personal gratification but also by the pursuit of social approval and visibility. These findings offer practical insights for marketing professionals, sports managers, and psychologists to develop more psychologically attuned branding, sponsorship, and athlete support strategies.

Anahtar Kelimeler

• Narcissism
• Psychopathy
• Machiavellianism
• Luxury consumption
• Desire

Kaynakça

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