Dijital İçerik Üreticilerinin Kadınlarda Lüks Tüketim Davranışı Üzerindeki Etkisi: Satın Alma Sonrası Pişmanlık Üzerine Bir Araştırma

Öz

Bu çalışma, sosyal medya influencerlarının kadınların lüks tüketim davranışı ve satın alma sonrası pişmanlığı üzerindeki etkisini incelemektedir. Ayrıca materyalizmin bu ilişkilerdeki rolü değerlendirilmiştir. 327 kadın katılımcıdan elde edilen veriler analiz edilmiştir. Bulgular, uzmanlık temelli içeriklerin lüks tüketimi kısmen etkilediğini, materyalizmin ise hem lüks tüketim hem de satın alma sonrası pişmanlık üzerinde güçlü ve pozitif etkiye sahip olduğunu göstermiştir. Güvenilirlik ve çekicilik lüks tüketimi anlamlı biçimde etkilememiştir. Sonuçlar, lüks tüketimin pişmanlık üzerindeki etkisinin materyalizm aracılığıyla dolaylı olarak gerçekleştiğini ortaya koymaktadır.

Anahtar Kelimeler

• social media İnfluencer’ları
• lüks tüketim
• materyalizm
• satın alma sonrası pişmanlık
• tüketici davranışı

The Influence of Digital Content Creators on Luxury Consumption Behavior Among Women: A Study on Post-Purchase Regret

Öz

This study examines the effects of social media influencer characteristics on women’s luxury consumption behavior and post-purchase regret, while also assessing the role of materialism in these relationships. Data were collected from 327 female participants and analyzed quantitatively. The findings show that expertise-based influencer content partially affects luxury consumption, whereas materialism has strong positive effects on both luxury consumption and post-purchase regret. Trustworthiness and attractiveness do not significantly influence luxury consumption, and luxury consumption does not directly predict post-purchase regret. The results indicate that the effect of luxury consumption on regret operates indirectly through materialism.

Anahtar Kelimeler

• social media ınfluencers
• luxury consumption
• materialism
• post-purchase regret
• consumer behavior

Kaynakça

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