İKİNCİ EL KIYAFETLERİN TEMASLI OLMASI BULAŞMA ETKİSİ OLUŞTURUR MU? DENEYSEL BİR ÇALIŞMA

Öz

İkinci el kıyafetlerin kullanım geçmişi ve ciltle temas derecesi gibi özellikleri, tüketicilerin ikinci el kıyafetleri önceki sahibinin hem “fiziksel” hem de “ruhsal” özünün aktarıcısı olarak algılamalarına yol açabilir. Bu algı, tüketicilerde somut ve/veya soyut, başka bir deyişle spiritüel bulaşma endişelerine yol açabilir. Bu çalışma, bulaşma yasasının kalıcılık ve doz duyarsızlığı ilkelerinin ikinci el kıyafet ürünlerinin algılanması ve satın alınma niyeti üzerindeki etkisini Türkiye'de grup içi deneysel tasarım kullanarak incelemeyi amaçlamaktadır. Sonuçlar, manevi bir arınma tekniği olan yapısal değişimin algılanan bulaşmayı azalttığını ve satın alma olasılığını artırdığını göstermektedir. Öte yandan, ikinci el kıyafet ile temas sayısı arttıkça, algılanan bulaşma da artmakta ve dolayısıyla satın alma olasılığı azalmaktadır. Ayrıca, ikinci el kıyafetin cilde temas derecesi arttıkça, algılanan bulaşma artmakta ve bu da satın alma olasılığını azaltmaktadır.

Anahtar Kelimeler

• Spiritüel bulaşma
• ikinci el kıyafet
• doz duyarsızlığı
• kalıcılık
• tüketici davranışı

IS PREVIOUS TOUCH ON SECOND-HAND CLOTHES PERCEIVED CONTAGIOUS? AN EXPERIMENTAL RESEARCH

Öz

The characteristics of second-hand clothing (SHC), including its history of use and the degree of skin contact, may lead consumers to perceive the SHC as transmitters of both the “physical” and “spiritual” essence of the former owner. This perception may give rise to tangible and/or spiritual (intangible) contamination concerns. This study aims to examine the effect of the permanency and dose insensitivity principles of the law of contagion on the perception of and intention to purchase SHC products by using a within-subject experimental design in Türkiye. The results demonstrate that the structural change, a spiritual purification technique, reduces the perceived contamination and increases the likelihood of purchasing. Conversely, as the number of contacts with the SHC increases, the perceived contamination also increases, thereby reducing the likelihood of purchasing. Furthermore, as the degree of contact of the SHC to the skin increases, the perceived contamination increases, which in turn decreases the likelihood of purchasing.

Anahtar Kelimeler

• Spiritual contagion
• second-hand clothing
• dose insensitivity
• permanency
• consumer behaviour

Destekleyen Kurum

I declare that the current study has received no financial support.

Etik Beyan

Ethical approval for this study was obtained from the Human Research Ethics Committee of Zonguldak Bülent Ecevit University, Türkiye (Protocol No. 484, approved on 2 February 2024).

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