Sanal Kompulsif Satın Almanın Tetikleyicisi Olarak Statü Tüketimi, Moda Yönelimlilik ve Sosyal Karşılaştırmanın İncelenmesi

Yıl 2023, Cilt: 10 Sayı: 1, 271 - 292, 31.01.2023

Özgür Çengel Yaman Öztek

https://doi.org/10.30626/tesamakademi.1229977

Öz

Bu makale, sanal kompulsif satın almayı, statü tüketimi, moda yönelimi ve sosyal karşılaştırma gibi çeşitli post-modern tüketim modelinin bir fonksiyonu olarak ileri süren teorik bir çerçeve sunmaktadır. Bu bağlamda çalışmanın amacı, Türk tüketicilerin sanal kompulsif satın alma davranışında statü tüketimi, moda odaklı tüketim eğilimi ve sosyal karşılaştırmanın rolünü ortaya koymaktır. İstanbul'da ikamet eden 22 yaş ve üzeri üniversite mezunu 601 katılımcıdan elde edilen verilerle gerçekleştirilen regresyon analizinin bulgularına göre sanal kompulsif satın alma; moda odaklı tüketimin dört boyutu olan moda karşıtı tutum, moda ilgisi, moda liderliği ve iyi giyinmenin öneminden önemli ölçüde etkilenmektedir. Ayrıca, statü tüketimi ve sosyal karşılaştırma da sanal kompulsif satın alma üzerinde olumlu bir etkiye sahiptir. Çalışmanın son kısmında, bulguların pazarlama uygulamaları ve tüketici davranışı literatürü ile ilgili sonuçları tartışılmıştır.

Anahtar Kelimeler

Sanal Kompulsif Satın Alma Davranışı, Statü Tüketimi, Moda Odaklı Tüketim, Sosyal Karşılaştırma.

Investigating Status Consumption, Fashion Orientation and Social Comparison as the Trigger Factors of Online Compulsive Buying

Öz

This paper presents a theoretical framework which asserts online compulsive buying as a function of several post-modern consumption pattern like status consumption, fashion orientation and social comparison. For this purpose, aim of this paper is to investigate the role of status consumption, fashion-oriented consumption tendency and social comparison on online compulsive buying behavior among Turkish consumers. In order to realize multiple-regression analysis, necessary data were collected from 601 participants via online questionnaire. According to the findings of the analysis, online compulsive buying is affected by the four dimensions of fashion-oriented consumption, which are anti-fashion attitude, fashion leadership, fashion interest and the importance of being well-dressed. Moreover, status consumption and social comparison has also a significant influence on online compulsive buying This paper discusses the results regarding the marketing applications and consumer research literature.

Anahtar Kelimeler

Online Compulsive Buying Behavior, Status Consumption, Fashion-Oriented Consumption, Social Comparison

Kaynakça

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