GÖSTERİŞSİZ TÜKETİM MOTİVASONU VE DENEYİMSEL DEĞERİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ: TÜKETİCİ BİLİNCİNİN ARACI ROLÜ

Öz

Tüketim toplumunun yaygınlaşan dinamikleri, abartılı ve gösterişe dayalı tüketim eylemlerinin değişmesine yol açmıştır. Günümüzde gösterişli lüks tüketim yerini daha örtük, sade ancak daha erişilemez bir lüks anlayışına bırakmaya başlamıştır. Gittikçe yaygınlaşan bu tüketim biçimi, incelikli sosyal mesajlar içeren mal ve hizmetler aracılığıyla kendini göstermektedir. Bu çalışmanın amacı, tüketicilerin gösterişsiz tüketim motivasyonlarının ve deneyimsel değer algılarının satın alma niyeti üzerindeki etkisinin belirlenmesi ve bu ilişkilerde tüketici bilincinin rolünün araştırılmasıdır. Bu doğrultuda, Türkiye’de yaşayan ve lüks giyim ürünlerine ilgi duyan 18 yaş ve üzeri 488 tüketiciyle anket çalışması gerçekleştirilmiştir. Çalışma kapsamında katılımcılara çevrimiçi anket metodu uygulanmıştır. Elde edilen veriler, SPSS 26 ve AMOS 24 programıyla test edilmiştir. Gösterişsiz tüketim motivasyonunun ve deneyimsel değerin satın alma niyetini üzerinde etkili olduğu belirlenmiştir. Ayrıca tüketicilerin satın alma niyetlerini şekillendiren gösterişsiz tüketim motivasyonu ve deneyimsel değer algıları arasındaki ilişkide, tüketici bilincinin kısmi aracılık etkisi gösterdiği sonucuna ulaşılmıştır. Gösterişsiz tüketimin bir lüks tüketim biçimi olarak nitelendirilmesine karşın, özünde bilinçli tüketici davranışına dönüştüğü araştırmanın özgün bulgusunu ortaya koymaktadır. Çalışma sonuçları, tüketicilerin gösterişsiz tüketim eğilimlerinin anlaşılması noktasında akademik literatüre katkı sağlamasının yanı sıra gizli lüks pazarına girmek isteyen moda, üretim ve reklam sektörlerine yönelik değerli çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Gösterişsiz Tüketim Motivasyonu
• Deneyimsel Değer
• Tüketici Bilinci
• Sessiz Tüketim
• Gösterişsiz Lüks

THE EFFECT OF INCONSPICUOUS CONSUMPTION MOTIVATION AND EXPERIENTIAL VALUE ON PURCHASING BEHAVIOUR: THE MEDIATING ROLE OF CONSUMER CONSCIOUSNESS

Öz

The expanding dynamics of consumer society have led to a transformation in exaggerated and ostentatious consumption behaviours. Today, flamboyant luxury consumption is beginning to give way to a more implicit, understated, yet more inaccessible perception of luxury. This increasingly prevalent form of consumption manifests itself through goods and services that carry subtle social messages. The objective of this study is to determine the impact of consumers' inconspicuous consumption motivations and experiential value perceptions on their purchase intentions, as well as to investigate the role of consumer consciousness within these relationships. In this context, a survey was conducted with 488 consumers aged 18 and over, residing in Türkiye, who have an interest in luxury apparel. An online survey method was applied to the participants. The data obtained were tested using SPSS 26 and AMOS 24 software. It was determined that inconspicuous consumption motivation and experiential value have a significant effect on purchase intention. Furthermore, the results indicate that consumer consciousness exerts a partial mediating effect on the relationship between inconspicuous consumption motivation and experiential value perceptions, which shape consumers' purchase intentions. The original finding of this research reveals that, despite being categorised as a form of luxury consumption, inconspicuous consumption essentially transforms into conscious consumer behaviour. In addition to contributing to the academic literature regarding the understanding of consumers' inconspicuous consumption tendencies, the study results offer valuable insights for the fashion, manufacturing, and advertising sectors seeking to enter the "quiet luxury" market.

Anahtar Kelimeler

• Inconspicuous Consumption Motivation
• Experiential Value
• Consumer Consciousness
• Quiet Consumption
• Inconspicuous Luxury

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