MATERYALİST DEĞERLER İLE HEDONİK VE FAYDACI ALIŞVERİŞ ARASINDAKİ İLİŞKİNİN YAŞAM DOYUMUNA ETKİSİ

Öz

: Bugünün tüketicileri, daha önce olduğundan daha fazla ürün ve hizmet seçeneğine sahip olmalarına rağmen memnuniyet düzeylerinde aynı oranda bir artış görülmemektedir. Bu durum tüketici satın alma davranışıyla ilgili görüşleri de değiştirmektedir. Böylelikle tüketicilerin, ürünleri yalnızca fayda sağlayan somut özellikleri için değil (faydacı alışveriş); haz ve mutluluk sağladıkları (hedonik alışveriş) için de satın aldıkları düşünülmektedir. Materyalistler çoğunlukla maddi nesnelerin kendilerini mutluluğa, yaşam doyumuna ve genel bir refaha ulaştıracağını düşünmektedir. Bu kapsamda çalışmanın amacı, materyalist değerler ile hedonik ve faydacı alışveriş arasındaki ilişkiyi ortaya çıkarmak ve bu ilişkinin yaşam doyumuna etkisini incelemektir. Araştırma kapsamında Trakya, Kırklareli ve Namık Kemal Üniversitelerinde görevli olan 517 akademisyene ulaşılmış olup anket yoluyla veriler elde edilmiştir. Araştırmanın amacı doğrultusunda Açıklayıcı Faktör Analizi ve Doğrulayıcı Faktör Analizi uygulanarak ölçeklerin Yapısal Eşitlik Modeli’ne (YEM) uygunluğu test edilmiştir. Analiz sonucunda materyalist değerlerin alt boyutu olan merkeziyet ile hedonik alışveriş arasında; materyalist değerlerin alt boyutları olan merkeziyet ve mutluluk ile faydacı alışveriş arasında anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca hedonik ve faydacı alışveriş ile yaşam doyumu arasında anlamlı bir ilişki olduğu ortaya çıkmıştır. Son olarak materyalist değerler ile yaşam doyumu arasında hedonik ve faydacı alışverişin aracılık etkisi ile dolaylı bir ilişki olduğu bulunmuştur. 

Anahtar Kelimeler

• Materyalist Değerler,Hedonik Alışveriş,Faydacı Alışveriş,Yaşam Doyumu

THE RELATIONSHIP BETWEEN MATERIALIST VALUES AND HEDONIC AND UTILITARIAN SHOPPING TO LIFE SATISFACTION

Abstract

Although today's consumers have more product and service options than before, there is no parallel increase in the satisfaction levels of consumers. This also changes opinions about consumer buying behavior. It is thought that consumers have bought products for not only the their tangible properties (utilitarian shopping) only for utility but also their pleasure and happiness (hedonic shopping). Materialists often think that material objects will lead to happiness, life satisfaction and general well-being. In this context, the aim of the study is to reveal the relationship between materialistic values and hedonic and utilitarian shopping and to investigate the effect of this relationship on life satisfaction. 517 academicians from Trakya, Kırklareli and Namık Kemal Universities were reached within the scope of the study and data were obtained by survey. For the purpose of the study, fitness of the scales to the Structural Equation Model (SEM) was tested by using Explanatory Factor Analysis and Confirmatory Factor Analysis. As a result of the analysis, it was found that there was a significant relationship between the centralization, which is the sub-dimension of materialist values and the hedonic shopping; centralization and happiness, which are the sub-dimension of materialist values and utilitarian shopping. In addition, there is a significant relationship between hedonic and utilitarian shopping and life satisfaction. Finally, it has been found that there is an indirect relationship between materialistic values and life satisfaction with the mediating effect of hedonic and utilitarian shopping.

Keywords

• Materialist Values,Hedonic Shopping,Utilitarian Shopping,Life Satisfaction

Kaynakça

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