Moda yaşam tarzı ve kitlesel lüks algısı: Kuşaklar arası bir çalışma

Öz

Kitlesel lüks pazarlaması literatüründe tüketici profillerini ve motivasyonlarını anlamaya yönelik ampirik çalışmalar sınırlıdır. Bu araştırma, moda yaşam tarzı boyutlarının kitlesel lüks algısı üzerindeki etkilerini ve kuşaklar arası farklılıkları incelemektedir. Türkiye'den kartopu örnekleme yöntemiyle ulaşılan 487 tüketiciden toplanan veriler, Yapısal Eşitlik Modellemesi ve tek yönlü varyans analizi ile test edilmektedir. Örneklem dört kuşak grubundan oluşmaktadır: Z Kuşağı, Y Kuşağı, X Kuşağı ve Baby Boomers. Bulgular, Moda Öncülüğünün kitlesel lüks algısını pozitif ve anlamlı şekilde yordadığını (β=0,329, p=0,047), Anti Moda tutumunun ise negatif ve anlamlı etkiye sahip olduğunu (β=-0,381, p=0,046) göstermektedir. İyi Giyinme boyutu beklenmedik biçimde marjinal düzeyde negatif etki göstermektedir (β=-0,222, p=0,059). Bilgi Arayışı, Ekonomiklik ve Moda İlgilenimi boyutlarının anlamlı etkisi tespit edilmemiştir. Kuşaklar arası analizler, Z Kuşağının kitlesel lüks algısının tüm boyutlarında sistematik olarak düşük skorlar aldığını ve büyük etki büyüklüklerine sahip anlamlı farklılıklar bulunduğunu ortaya koymaktadır. Araştırma, kuşak segmentasyonunun psikografik segmentasyondan daha zayıf bir açıklayıcı güce sahip olduğunu göstermekte ve pazarlama uygulayıcılarına hedefleme stratejileri için değerli içgörüler sağlamaktadır.

Anahtar Kelimeler

• Kitlesel lüks
• tüketici yaşam tarzı
• moda yaşam tarzı
• kuşak teorisi.

Etik Beyan

Bu çalışma için etik kurul onayı, Alanya Alaaddin Keykubat Üniversitesi, Sosyal ve Beşeri Bilimler Alanı Bilimsel Araştırma ve Yayın Etiği Kurulu/Komitesinden 19.09.2024 tarihli 2024/14 sayılı karar ile alınmıştır.

Fashion lifestyle and masstige perception, an intergenerational study

Öz

Empirical studies aimed at understanding consumer profiles and motivations in the masstige marketing literature remain limited. This study examines the effects of fashion lifestyle dimensions on masstige perception and generational differences. Data collected from 487 consumers in Türkiye through snowball sampling were tested using Structural Equation Modeling and one-way analysis of variance. The sample consists of four generational groups: Generation Z, Generation Y, Generation X, and Baby Boomers. The findings indicate that Fashion Leadership positively and significantly predicts masstige perception (β=0.329, p=0.047), while Anti-Fashion attitude has a negative and significant effect (β=-0.381, p=0.046). The Well-Dressed dimension unexpectedly shows a marginally negative effect (β=-0.222, p=0.059). No significant effects were found for Information Seeking, Economy-Mindedness, or Fashion Involvement. Cross-generational analyses reveal that Generation Z systematically scores lower across all dimensions of masstige perception, with significant differences of large effect sizes. The study demonstrates that generational segmentation has weaker explanatory power than psychographic segmentation, and provides valuable insights for marketing practitioners in developing targeting strategies.

Anahtar Kelimeler

• Masstige
• consumer lifestyle
• fashion lifestyle
• generational theory.

Etik Beyan

Ethics committee approval for this study was obtained from Alanya Alaaddin Keykubat University, Social Sciences and Humanities Research and Publication Ethics Committee, with decision number 2024/14 dated September 19, 2024.

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