The Effect of Narcissistic Personality Traits on Social Media Addiction and Conspicuous Consumption

Yıl 2019, Cilt: 11 Sayı: 18, 1373 - 1407, 30.06.2019

Mutlu Yüksel Avcılar Sema Atalar

https://doi.org/10.26466/opus.553969

Cited By: 4

Öz

The purpose of this study is to determine the effect of narcissism on
social media addiction and propensity to engage in conspicuous consumption.
When the existing literature was examined in a detailed way it was determined
that there were not any single studies to determine the effect of narcissistic
personality traits on social media addiction level and conspicuous consumption.
To fill this gap in the literature is the main motivation of this study. The
required data were obtained by using the convenience sampling and the
face-to-face survey method with 708 students studying at Gaziantep University.
The hypotheses stated in the conceptual model of the study were tested multiple
regression analysis (mediate effect analysis) using the PROCESS macro developed
by Hayes. The analysis result shows that the level of narcissism affects social
media addiction and conspicuous consumption tendency in a positive and
statistically significant way. In addition, the mediation impact analysis
reveals that social media addiction has a partial mediation effect between
narcissism and conspicuous consumption. The findings of the study could
contribute to the literature and might be useful for researchers investigating
the conspicuous consumption in future studies.

Anahtar Kelimeler

Narcissism, Social media addiction, Conspicuous consumption

Narsistik Kişilik Özelliklerinin Sosyal Medya Bağımlılık Düzeyi ve Gösterişçi Tüketim Eğilimleri Üzerine Etkisinin Tespiti

Öz

Bu çalışmanın amacı, narsisizm düzeyinin, sosyal medya bağımlılığı ve
gösterişçi tüketim eğilimleri üzerine etkisini tespit etmektir. Konuyla ilgili
alanyazın incelendiğinde; narsistik kişilik özelliklerinin sosyal medya
bağımlılık düzeyi ve gösterişçi tüketim eğilimleri üzerine etkisinin tespitine
yönelik çalışmanın olmadığı tespit edilmiştir. Literatürde yer alan bu boşluğu
doldurmak bu çalışmanın temel motivasyonunu oluşturmaktadır. Analiz için
gerekli olan veriler, kolayda örnekleme yöntemi ile Gaziantep Üniversitesinde
öğrenim gören 708 kullanıcıdan yüz yüze anket yöntemi kullanılarak elde
edilmiştir. Araştırmanın kavramsal modelinde belirtilen hipotezler, çoklu
regresyon analizi (aracı etki analizi) Hayes tarafından geliştirilen PROCESS
makrosu kullanılarak test edilmiştir. Analiz sonuçlarına göre narsisizm
düzeyinin, sosyal medya bağımlılık düzeyi ile gösterişçi tüketim eğilimlerini
pozitif yönde ve istatistiksel olarak anlamlı bir şekilde etkilediği tespit
edilmiştir. Ayrıca, aracı etki analiz sonuçlarına göre sosyal medya bağımlılık
düzeyi, narsisizm ile gösterişçi tüketim değişkenleri arasında kısmi aracılık
etkisine sahip olduğu belirlenmiştir. Çalışma sonucunda elde edilen bulguların
alanyazına katkıda bulunacağı ve gelecek dönemlerde gösterişçi tüketim
eğilimlerini araştıran çalışmalarda araştırmacılara yararlı olacağı
düşünülmektedir.

Anahtar Kelimeler

Narsisizm, Sosyal medya bağımlılığı, Gösterişçi tüketim

Kaynakça

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