Analyzing the Motivations of Consumers to Buy Counterfeit Products According to Expectancy Theory: A Study on Generation Z

Öz

Although counterfeit products first emerged in the 1970s, they are widely used by consumers today. The reasons why consumers prefer counterfeit products are low price, fast access to the product, status consumption, quality perception, and many other reasons. Although many studies have been conducted on consumers' reasons for purchasing counterfeit products, the fact that the counterfeit product market is increasing steadily on a yearly basis increases the importance of the issue. The purpose of this study is to examine the motivation of Generation Z, which shows purchasing behaviors in line with intangible values (prestige, image, etc.) more than previous generations and attaches importance to ostentatious and status consumption, to purchase counterfeit products according to expectancy theory. According to the findings obtained from the analysis given in the study, it was revealed that instrumentality has a low-level significant relationship with the motivation to purchase counterfeit products, while valence and expectancy have a medium-level significant relationship with the motivation to purchase counterfeit products. In addition, it was found that there was a significant difference in the participants' motivation to purchase counterfeit products according to family monthly income, while there was no significant difference in their motivation to purchase counterfeit products according to gender, mother's education level, father's education level and number of siblings.

Anahtar Kelimeler

• Counterfeit Product
• Expectancy Theory
• Purchase Motivation
• Generation Z.

Tüketicilerin Taklit Ürün Satın Alma Motivasyonunun Beklenti Teorisine Göre İncelenmesi: Z Kuşağı Üzerine Bir Araştırma

Öz

Taklit ürünler ilk olarak 1970’li yıllarda ortaya çıkmış olmakla birlikte günümüzde tüketiciler tarafından oldukça yaygın olarak kullanılmaktadır. Tüketicilerin taklit ürün tercih etme gerekçeleri düşük fiyat, ürüne hızlı erişim imkânı, statü tüketimi, kalite algısı ve daha birçok nedenden kaynaklanmaktadır. Tüketicilerin taklit ürün satın alma gerekçelerine yönelik çok sayıda çalışma yapılmış olmasına karşın taklit ürün pazarının yıl bazında istikrarlı bir artış gösteriyor olması konunun önemini ortaya koymaktadır. Bu çalışmanın amacı önceki kuşaklara nazaran daha fazla soyut değerler (prestij, imaj, vb.) doğrultusunda satın alma davranışları gösteren, gösterişçi ve statü tüketimine önem veren Z kuşağının taklit ürün satın alma motivasyonunu beklenti teorisine göre incelemektir. Çalışmada verilen analizi sonucu elde edilen bulgulara göre; araçsallığın taklit ürün satın alma motivasyonuyla düşük düzeyde anlamlı bir ilişkiye sahip olduğu görülürken değerlik ve beklentinin ise taklit ürün satın alma motivasyonuyla orta düzeyde anlamlı bir ilişkiye sahip olduğu ortaya konmuştur. Ayrıca aile aylık gelirine göre katılımcıların taklit ürün satın alma motivasyonlarında anlamlı bir farklılık olduğu tespit edilirken cinsiyet, anne eğitim düzeyi, baba eğitim düzeyi ve kardeş sayısına göre taklit ürün satın alma motivasyonlarında anlamlı bir farklılık olmadığı görülmüştür.

Anahtar Kelimeler

• Taklit Ürün
• Beklenti Teorisi
• Satın Alma Motivasyonu
• Z Kuşağı.

Kaynakça

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