Haset ve Özgeciliğin Gösteriş Odaklı Tüketime Etkisi: Kırıkkale’de Bir Araştırma

Yıl 2021, Cilt: 29 Sayı: 48, 75 - 89, 28.04.2021

İbrahim Bozacı

https://doi.org/10.17233/sosyoekonomi.2021.02.04

Öz

Bu araştırmada, hasedin gösteriş odaklı tüketime etkisi ve bu etkide özgeciliğin düzenleyici rolü incelenmektedir. Araştırma kapsamında Kırıkkale İlinde kolayda örnekleme yöntemiyle birincil veri toplanmıştır. Elde edilen veriler IBM AMOS adlı istatistiksel paket programıyla analiz edilmiş, bu kapsamda doğrulayıcı faktör analizleri gerçekleştirilmiş ve yapısal eşitlik modelleri test edilmiştir. Araştırma bulgularına göre, zararlı haset, zararsız haset ve özgeciliğin gösteriş tüketimini etkileyen faktörler olduğu iddiaları desteklenmiştir. Ayrıca, özgeci kişisel özelliğin zararlı hasedin gösteriş odaklı tüketim üzerindeki etkisinde düzenleyici rolü tespit edilmiştir. Son olarak araştırma bulguları yorumlanmış ve işletme ve araştırmacılar için öneriler geliştirilmiştir.

Anahtar Kelimeler

Haset, Zararlı Haset, Zararsız Haset, Özgecilik, Gösteriş Odaklı Tüketim

Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey

Öz

In this research, effect of envy on conspicuous consumption and moderating role of altruism was examined. Within the scope of the research, primary data were collected by convenience sampling method in the Kırıkkale province of Turkey. After performing confirmatory factor analyses, structural equation models were tested over the gathered data with the statistical package program IBM AMOS. According to the findings, the hypotheses of benign envy, malicious envy, and altruism being the possible factors affecting conspicuous consumption were supported. Besides, the moderating role of altruistic personality on the effect of malicious envy on conspicuous consumption has been determined. Finally, several suggestions were developed for firms and researchers based on interpreting the research findings.

Anahtar Kelimeler

Envy, Malicious Envy, Benign Envy, Altruism, Conspicuous Consumption Orientation

Kaynakça

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