Examining the Effect of Parental Overcontrol on Social Anxiety and Conspicuous Consumption: A Study Young Consumers

Yıl 2024, Cilt: 14 Sayı: 2, 239 - 256, 31.07.2024

İbrahim Bozacı Havva Hacer Geçmiş Yüksel

Öz

Emotions or emotional experiences have recently become a prominent topic in the marketing literature as a variable that influences consumers. At this point, problematic family communication and interactions, such as parental over control, can affect the emotional development of children and young people in the long run. This situation can be expected to have reflections on consumer behavior. However, it is seen that scientific knowledge on the effects of parental over control, which can even be expressed as a type of traumatic experiences in childhood on consumers is limited. This study aims to reveal the possible effects of parental over control on social anxiety and conspicuous consumption of young people. In this descriptive field study, a questionnaire including the research variables was administered to vocational high school students. The construct validity and reliability of the primary data obtained were examined and the research findings were revealed through regression analysis. Parental over control was found to positively affect social anxiety dimensions (social anxiety new, negative evaluation anxiety and social anxiety general). In addition, it is understood that parental over control also positively affects young people’s conspicuous consumption. On the other hand, it was determined that social anxiety did not affect conspicuous consumption and did not play a mediating role in the effect of parental over control on conspicuous consumption. It is hoped that the findings of this interdisciplinary research will be useful for the literature on conspicuous consumption and parental over control.

Anahtar Kelimeler

Parental Overcontrol, Social Anxiety, Conspicuous, Consumption.

AŞIRI EBEVEYN KONTROLÜNÜN SOSYAL KAYGI ve GÖSTERİŞ TÜKETİMİNE ETKİSİNİN İNCELENMESİ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Öz

Son zamanlarda duygular veya duygusal deneyimlerin tüketicileri etkileyen değişkenler arasında olduğu, pazarlama yazınında dikkat çeken bir konu haline gelmiştir. Bu noktada aşırı ebeveyn kontrolü gibi sorunlu aile içi iletişim ve etkileşimler, çocukların ve uzun vadede gençlerin duygusal gelişimini etkileyebilmektedir. Bu durumun tüketici davranışlarına yansımalarının olması beklenebilir. Ancak çocukluk döneminde yaşanan travmatik deneyimlerin bir türü olarak dahi ifade edilebilen aşırı ebeveyn kontrolünün, tüketiciler üzerinde etkilerine ilişkin bilimsel bilginin kısıtlı olduğu görülmektedir. Bu araştırmada, aşırı ebeveyn kontrolünün gençlerin sosyal kaygı ve gösteriş tüketimine olası etkilerini ortaya koymak amaçlanmaktadır. Betimsel saha çalışması niteliğinde olan bu araştırmada, önlisans öğrencileriyle araştırma değişkenlerini içeren bir anket uygulaması gerçekleştirilmiştir. Elde edilen birincil verilerin yapısal geçerlilik ve güvenilirliği incelenmiş ve regresyon analiziyle araştırma bulguları ortaya konulmuştur. Aşırı ebeveyn kontrolünün sosyal kaygı boyutlarını (sosyal kaygı yeni, olumsuz değerlendirilme kaygısı ve sosyal kaygı genel) pozitif yönde etkilediği tespit edilmiştir. Bununla birlikte, aşırı ebeveyn kontrolünün, gençlerin gösteriş tüketimini de pozitif yönde etkilediği anlaşılmaktadır. Diğer taraftan sosyal kaygının gösteriş tüketimini etkilemediği ve aşırı ebeveyn kontrolünün gösteriş tüketimine etkisinde aracılık rolü üstlenmediği belirlenmiştir. Disiplinler arası bir bakış açısıyla gerçekleştirilen araştırma bulgularının, gösteriş tüketimi ve aşırı ebeveyn kontrolü yazını bakımından yararlı olması umulmaktadır.

Anahtar Kelimeler

Aşırı Ebeveyn Kontrolü, Sosyal Kaygı, Gösteriş Tüketimi, Tüketim

Etik Beyan

Araştırma kapsamında Kırıkkale Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu'ndan 203236 numaralı etik izin alınmıştır. İlgili etik ilkelere uyduğumu onaylarım.

Destekleyen Kurum

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Kaynakça

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