Mükemmelim! Peki Satın Aldıklarım?

Özge Elmas Günaydın; Sevtap Ünal

doi:10.16951/trendbusecon.1630763

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Mükemmelim! Peki Satın Aldıklarım?

Öz

Mükemmeliyetçilik, bir kişilik özelliğidir ve bu kişiler ulaşılması güç yüksek standartlar belirlerler. Mükemmeliyetçi tüketicilerin yüksek standartları ürün değerlendirme süreçlerini ve dolayısıyla satın alma kararlarını etkilemektedir. Mükemmeliyetçi kişilikleri karar alma süreçlerinde büyük baskılar hissetmelerine neden olmaktadır. Bu tüketiciler için başkalarının onayını almayan ürün tercihleri, en büyük başarısızlık göstergesidir. Bu çalışmanın araştırma sorusunu ise “Mükemmeliyetçilerin bu yoğun hatta yorucu denebilecek hassasiyetleri satın alma amaçlarına göre (kişisel kullanım-hediye verme) farklılık göstermekte midir?”. Çalışmada mükemmeliyetçiliğin hem bireysel tüketim hem de hediye amaçlı cilt bakım ürünü satın alma süreci üzerindeki rolü incelenmiştir. Araştırma İzmir ilinde dokuz kadın katılımcı ile gerçekleştirilmiştir. Veri toplama tekniği olarak yarı yapılandırılmış görüşme tekniğinden yararlanılarak, veriler Maxqda 24 programı aracılığıyla analiz edilmiştir. Analiz sonuçlarına göre mükemmeliyetçi kişilik yapısı; kusursuzluk arayışı ve eleştiri-hata kabul etmeme hassasiyetine sahiptir. Bireysel tüketim amacıyla cilt bakım ürünü satın alırken yüksek standartlar belirleme, araştırma yapma, kusursuzluk arayışı ve arzu edilen standartlara bağlı kalma eğilimleri sergilenmektedir. Hediye verme amaçlı cilt bakım ürünü satın alırken ise kusursuzluk arayışı, araştırma yapma, sosyal onay arayışı ve başarılı olma eğilimleri bulunmaktadır. Bireysel tüketimde ağırlıklı olarak yüksek standartlar belirlenirken, hediye verme davranışında kusursuzluk ve sosyal onay aranmaktadır.

Anahtar Kelimeler

Mükemmeliyetçilik , Hediye Verme , Kişisel Tüketim , Cilt Bakım Ürünleri

I’m Perfect ! What About The Things I Bought?

Abstract

Perfectionism is a personality trait where individuals set high standards that are difficult to achieve. Perfectionist consumers’ high standards influence their product evaluation processes and, therefore, their purchasing decisions. These individuals often feel significant pressure during decision-making. For these consumers, making product choices without seeking approval from others is considered the greatest form of failure. The research question of this study is: "Do perfectionists' intense and even exhausting sensitivities differ based on their purchasing intentions (personal use versus gift-giving)?" This study explores the role of perfectionism in both individual consumption and gift-giving behaviors in the process of purchasing skincare products. The research was conducted with nine female participants in Izmir. Semi-structured interviews were used as the data collection method, and the data was analyzed using Maxqda 24 software. According to the analysis results, perfectionist personality traits are characterized by a pursuit of perfection and sensitivity to criticism and mistakes. When purchasing skincare products for personal use, perfectionist consumers tend to set high standards, conduct research, pursue perfection, and adhere to desired standards. When purchasing skincare products as gifts, they exhibit tendencies such as seeking perfection, conducting research, seeking social approval, and striving for success. While individual consumption is primarily influenced by the setting of high standards, gift-giving behavior is driven by the search for perfection and social approval.

Keywords

Perfectionism , Gift-Giving , Personal Consumption , Skincare Products

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Tüketici Davranışı

Bölüm

Araştırma Makalesi

Yazarlar

Özge Elmas Günaydın ^*
0000-0003-3959-1357
Türkiye

Sevtap Ünal
0000-0002-3227-0756
Türkiye

Erken Görünüm Tarihi

13 Ekim 2025

Yayımlanma Tarihi

15 Ekim 2025

Gönderilme Tarihi

31 Ocak 2025

Kabul Tarihi

14 Temmuz 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 39 Sayı: 4

DOI

https://doi.org/10.16951/trendbusecon.1630763

IZ

https://izlik.org/JA75UL78SR

APA

Günaydın, Ö. E., & Ünal, S. (2025). Mükemmelim! Peki Satın Aldıklarım? Trends in Business and Economics, 39(4), 465-482. https://doi.org/10.16951/trendbusecon.1630763

Content of this journal is licensed under a Creative Commons Attribution 4.0 International License

29928

Mükemmelim! Peki Satın Aldıklarım?

Öz

Anahtar Kelimeler

I’m Perfect ! What About The Things I Bought?

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Erken Görünüm Tarihi

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

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