RELATIONSHIP BETWEEN MATERIALISTIC VALUES STATUS CONSUMPTION AND IMPULSIVE BUYING

Öz

There are still shortcomings in the researches that reveal what kind of consumer values return to consumption behaviour. One of these consumer values is materialism which is a enduring belief in a particular mode of behavior. For this reason, in the study, it is aimed that relationships between status consumption, impulsive buying and the sub-dimensions of materialistic values; centrality, success and happiness is revealed using Structural Equation Model (SEM). As a sampling method, sampling method according to clusters was used which is one of the probability-based sampling methods. In the scope of the research, using self-completion survey method, ages between 17 and 24, were selected resulting in 589 usable completed questionnaires. According to the results of the model, in total of materialistic values have significant and positive direct impact on status and impulsive consumption while status consumption has moderation effect between materialistic values and impulsive consumption. Further, only one of the sub-dimensions of materialistic values (centrality, happiness, success), success has positive direct impact on status consumption and impulsive buying while status consumption has moderation effect between success and impulsive consumption. Other sub-dimensions of materialistic values, centrality and happiness have not direct impact on status consumption and impulsive buying.

Anahtar Kelimeler

• Materialistic Values,Status Consumption,Impulsive Buying

MATERYALİST DEĞERLER STATÜ TÜKETİMİ VE DÜRTÜSEL SATIN ALMA ARASINDAKİ İLİŞKİ

Öz

Alanyazında, tüketici değerlerinin tüketim davranışına nasıl dönüştüğünü ortaya koyan araştırmalarda eksiklikler görülmektedir. Söz konusu tüketici değerlerinden birisi olarak ileri sürülen materyalizm; belirli bir davranış kalıbı veya kalıcı bir inanç olarak ifade edilmektedir. Bu nedenle araştırmada, materyalist değerlerin alt boyutları olan; maddi edinim, başarı ve mutluluk ile statü tüketimi ve dürtüsel satın alma arasındaki ilişkileri ortaya koymayı amaçlayan Yapısal Eşitlik Modeli (YEM) oluşturulmuştur. Örnekleme yöntemi olarak; olasılığa dayalı örnekleme yöntemlerinden, kümelere göre örnekleme yöntemi kullanılmıştır. Araştırma kapsamında, bırak-topla yöntemiyle, 17-24 yaşlarındaki öğrencilerden kullanılabilir durumda 589 adet anket elde edilmiştir. Oluşturulan modelin sonuçlarına göre, toplamda materyalist değerlerin statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, materyalist değerler ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu belirlenmiştir. Ayrıca, materyalist değerlerin alt boyutlarından (maddi edinim, başarı ve mutluluk), sadece başarı boyutunun statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, başarı boyutu ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu ortaya konmuştur. Diğer alt boyutlar olan maddi edinim ve mutluluğun statü tüketimi ve dürtüsel satın alma üzerinde anlamlı etkileri olmadığı anlaşılmıştır.

Anahtar Kelimeler

• Materyalist Değerler,Statü Tüketimi,Dürtüsel Satın Alma

Kaynakça

1. Ahuvia, A. ve Wong, N. (1995) “Materialism: Origins and Implications for Personal Well-Being”, In European Advances in Consumer Research, 2, ed. Flemming Hansen, Provo, UT: Association for Consumer Research, 172–78.
2. Badgaiyan, A. J. ve Verma, A. (2014) “Intrinsic Factors Affecting Impulsive Buying Behaviour-Evidence From India”, Journal of Retailing and Consumer Services, 21: 537-549.
3. Belk, R. W. (1984) “Three Scales to Measure Constructs Related to Materialism Reliability, Validity, and Relationships to Measures of Happiness”, Advances in Consumer Research, 11: 291-297.
4. Belk, R.W. (1985) “Materialism: Trait Aspects of Living in the Material World”, Journal of Consumer Research, 12: 265-280.
5. Brici, N., Hodkinson, C. ve Sullivan-Mort, G. (2013) “Conceptual Differences Between Adolescent and Adult Impulse Buyers”, Young Consumers, 14, 3: 258-279.
6. Brown K. W., Kasser, T., Ryan, R. M. ve Konow, J. (2015) “Materialism, Spending, and Affect: an Event-Sampling Study of Marketplace Behavior and its Affective Costs”, Journal of Happiness Studies, November, 1-16.
7. Burroughs, J. E. ve Rindfleisch, A. (2002) “Materialism and Well-being: A Conflicting Values Perspective”, Journal of Consumer Research, 29: 348-370.
8. Chan, W.Y., To, C.K.M. ve Chu, W.C. (2015) “Materialistic Consumers Who Seek Unique Products: How Does Their Need for Status and Their Affective Response Facilitate the Repurchase Intention of Luxury Goods?”, Journal of Retailing and Consumer Services, 27: 1–10.

9. Clark, R.A., Zboja, J.J. ve Goldsmith, R.E. (2007) “Status Consumption and Role-Relaxed Consumption: A Tale of Two Retail Consumers”, Journal of Retailing and Consumer Services, 14: 45–59.
10. Çokluk, Ö, Şekercioğlu G. ve Büyüköztürk Ş. (2010) “Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları”, Ankara: Pegem Akademi.
11. Diamantopoulos, A. ve Siguaw, J.A. (2000) “Introducing LISREL. A Guide for the Uninitiated”, London: Sage Publication.
12. Dimitrov, D. M. (2014) “Statistical Methods for Validation of Assessment Scale Data in Counseling and Related Fields”, USA: Alexandria, VA Wiley.
13. Dittmar, H., Beattie, J. ve Friese, S. (1996) “Objects, Decision Considerations and Self-Image In Men’s and Women’s Impulse Purchases”, Acta Psychologica, 93, (1-3): 187–206.
14. Dittmar, H. (2005) “Compulsive Buying – A Growing Concern? An Examination of Gender, Age, and Endorsement of Materialistic Values as Predictors”, British Journal of Psychology 96: 467–491.
15. Dittmar, H. ve Bond, R. (2010) “I Want It and I Want It Now’: Using a Temporal Discounting Paradigm to Examine Predictors of Consumer Impulsivity”, British Journal of Psychology, 101: 751–776.
16. Eastman, J. K., Fredenberger, B., Campbell, D. ve Calvert, S. (1997) “The Relationship Between Status Consumption And Materialism: A Cross-Cultural Comparison of Chinese, Mexican, and American Student”, Journal of Marketing Theory and Practice, Winter: 52-65.
17. Eastman, J. K., Goldsmith, R. E. ve Flynn, L. R. (1999) “Status Consumption In Consumer Behavior: Scale Development and Validation”, Journal of Mar¬keting Theory and Practice, 7: 41-52.
18. Eastman, J. K. ve Eastman, K. L. (2011) “Perceptions of Status Consumption and The Economy”, Journal of Business & Economics Research, 9, 7: 9-20.
19. Eastman, J.K. ve Liu, J. (2012) “The Impact of Generational Cohorts On Status Consumption: An Exploratory Look At Generational Cohort and Demographics On Status Consumption”, Journal of Consumer Marketing, 29, 2: 93–102.
20. Eastman, J. K. ve Eastman, K. L. (2015) “Conceptualizing a Model of Status Consumption Theory: An Exploration of The Antecedents And Consequences of The Motivation To Consume For Status”, The Marketing Management Journal, 25, 1: 1-15.
21. Evrard, Y. E. (1998) “Materialism and Attitudes Toward Marketing”, Advances in Consumer Research, 25: 196-202.
22. Felix, R. ve Garza, M. R. (2012) “Rethinking Worldly Possessions: The Relationship Between Materialism and Body Appearance for Female Consumers in an Emerging Economy”, Psychology and Marketing, 29, 12: 980–994.
23. Flynn, L. R., Goldsmith, R. E. ve Pollitte, W. (2016) “Materialism, Status consumption, and Market Involved Consumers”, Psychology & Marketing, 33, 9: 761–776.
24. Fornell, C. ve Larcker, D. F. (1981) “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18: 39-50.
25. Fournier, S. ve Richins, M. L. (1991) “Some Theoretical and Popular Notions Concerning Materialism”, Journal of Social Behavior and Personality, 6, 6: 403-414.
26. Gardarsdottir, R. B. ve Dittmar, H. (2012) “The Relationship of Materialism to Debt and Financial Well-Being: The Case of Iceland’s Perceived Prosperity”, Journal of Economic Psychology, 33: 471–481.
27. Goldsmith, R. E., Flynn, L.R. ve Daekwan, K. (2010) “Status Consumption and Price Sensitivity”, Journal of Marketing Theory and Practice, 18, 4: 323–338.
28. Goldsmith, R. E. ve Clark, R. A. (2012) “Materialism, Status Consumption, and Consumer Independence”, The Journal of Social Psychology, 152, 1: 43–60.
29. Grant, J. E., Potenza, M. N., Sarin, S. K., Cavallo, D. A. ve Desai, R. A. (2011) “Shopping Problems Among High School Students”, Compr Psychiatry, 52, 3: 247–252.
30. Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010) “Multivariate Data Analysis”, New Jersey, (7. Edition).
31. Harvanko, A., Lust, K., Odlaug, B. L., Schreiber, L. R. N., Derbyshire, K., Christenson, G. ve Grant, J. E. (2013) “Prevalence and Characteristics of Compulsive Buying in College Students”, Psychiatry Research, 210: 1079–1085.
32. Heaney, J. G., Goldsmith, R. E. ve Jusoh, W. J. W. (2005) “Status Consumption Among Malaysian Consumers: Exploring its Relationships With Materialism and Attentionton-to-Social-Comparison-Information”, Journal of International Consumer Marketing, 17, 4: 83-98.
33. Ioane, B. R. (2015) “An Examination of The Relationships Between Materialism, Consumer Ethnocentrism and Cosmopolitanism in Romania. International Journal of Economic Practices and Theories, 5, 2: 103-110.
34. Jusoh, W. J. W, Heaney, J. G. ve Goldsmith, R. E. (2001) “Self-Ratings of Materialism and Status Consumption in A Malaysian Sample: Effects of Answering During an Assumed Recession Versus Economic Growth”, Psychological Reports, 88: 1142-1114.
35. Kalaycı, Ş. (2016) “SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri”, Ankara: Asil Yayın Dağıtım.
36. Karabati, S. ve Cemalcilar, Z. (2010) “Values, Materialism, and Well-Being: A Study With Turkish University Students”, Journal of Economic Psychology, 31: 624–633.
37. Kassım, N. M., Bogari, N., Salamah, N. ve Zain, M. (2016) “Product Status Signaling as Mediator Between Materialism and Product Satisfaction of Saudis and Malaysians”, Social Behavior and Personality, 44, 6: 973–986.
38. Kim, H. (2013) “Situational Materialism: How Entering Lotteries May Undermine Self-Control”, Journal of Consumer Research, 40: 759-772.
39. Kozak, M. (2015) “Bilimsel Araştırma: Tasarım, Yazım ve Yayım Teknikleri”, Ankara: Detay Yayıncılık.
40. Laurencelle, L. ve Dupuis F. - A. (2002) “Statistical Tables, Explained and Applied”, River Edge, SG: World Scientific Publishing.
41. Lins, S., Bottequin, E., Doka, A., Golasa, A., Hylander, F., Merchan, A., Odabasic, A., ve Pavlovic, S. (2013) “To Think, to Feel, to Have: The Effects of Need for Cognition, Hedonism and Materialism on Impulse Buying Tendencies in Adolescents”, Journal of European Psychology Students: 25-32.
42. Mai, N. T. T. ve Tambyah, S. K. (2011) “Antecedents and Consequences of Status Consumption Among Urban Vietnamese Consumers”, Organizations And Markets In Emerging Economies, 2, 1, 3: 75-98.
43. Maraz, A., Griffiths, M.D. ve Demetrovics, Z. (2015) “The Prevalence of Compulsive Buying: A Meta-Analysis”, Addiction: 1-12.
44. Minton, E. A., Kahle, L. R., Jiuan, T. S. ve Tambyah, S. K. (2016) “Addressing Criticisms of Global Religion Research: A Consumption-Based Exploration of Status and Materialism, Sustainability, and Volunteering Behavior”, Journal for the Scientific Study of Religion, 55, 2: 365–383.
45. Moran, B. ve Kwak, L. E. (2015) “Effect of Stress, Materialism and External Stimuli on Online Impulse Buying”, Journal of Research for Consumers, 27: 26-51.Pinto, M. R., Mota, A. O., Leite, R. S. ve Alves, R. C. (2017) “Investigating the Influencers of Materialism in Adolescence”, Tourism & Management Studies, 13, 1: 66-74.
46. Podoshen, J. S. ve Andrzejewski, S. A. (2012) “An Examination of the Relationships Between Materialism, Conspicuous Consumption, Impulse Buying, and Brand Loyalty”, Journal of Marketing Theory and Practice, 20, 3: 319–333.
47. Prakash, A. ve Sharma, A. (2016) “Dimensions of Point of Purchase Factors in Impulsive Buying of Women’s Skincare Cosmetics in India”, Journal of Business and Retail Management Research, 10, 2: 30-43.
48. Richins, M. L. ve Dawson, S. (1992) “A Consumer Values Orientation for Materialism and its Measurement: Scale Development and Validation”, Journal of Consumer Research, 19: 303-316.
49. Roberts, J. A. (2000) “Consuming in a Consumer Culture: College Students, Ma¬terialism, Status Consumption, and Compulsive Buying”, The Marketing Management Journal, 10, 2: 76-91.
50. Rook, D. W. ve Hoch, S. (1985) “Consuming Impulses”, Journal of Advances in Consumer Research, 12, 1: 23-27.
51. Rook, D. W. ve Fisher, R. J. (1995) “Normative Influences on Impulsive Buying Behavior”, Journal of Consumer Research, 22: 305-313.
52. Seinauskiene, B., Mascinskiene, J. ve Jucaityte, I. (2015) “The Relationship of Happiness, Impulse Buying and Brand Loyalty”, 20th International Scientific Conference Economics and Management: 687-693.
53. Serfas, B. G., Büttner, O. B. ve Florack, A. (2014) “Eyes Wide Shopped: Shopping Situations Trigger Arousal in Impulsive Buyers”, Plos One, DOI:10.1371/journal.pone.0114593, December 9: 1-9.
54. Shukla, P. (2010) ”Status Consumption in Cross-National Context: Socio-Psychological, Brand and Situational Antecedents”, International Marketing Review, 27, 1: 108-129.
55. Sofi, S. A. ve Nika, F. A. (2017) “Role of Intrinsic Factors In Impulsive Buying Decision: An Empirical Study of Young Consumers”, Arab Economic and Business Journal1, 2: 29–43.
56. Şimşek, Ö. F. (2007) “Yapısal Eşitlik Modellemesine Giriş”, Ankara: Ekinoks Yayınları.
57. Quoquab, F., Muhammad, J., Rızal, A. M. ve Basiruddin, R. (2015) “Compulsive Buying: What Is Behind The Curtain?”, International Journal of Innovation and Business Strategy, 03: 1-17.
58. Vazifehdoost, H., Afshari, A. ve Goodarzi, H. (2014) “Need for Uniqueness and it's Relationship with Status Consumption”, Applied Mathematics in Engineering, Management and Technology, 2, 6: 631-636.
59. Vohra, A. V. (2016). “Materialism, Impulse Buying and Conspicuous Consumption: A Qualitative Research”, Global Business Review, 17, 1: 51–67.
60. Watson, J. J. (2003) “The Relationship of Materialism to Spending Tendencies, Saving, and Debt”, Journal of Economic Psychology, 24: 723–739.
61. Weaver, S. T., Moschis, G. P. ve Davis, T. (2011) “Antecedents of Materialism and Compulsive Buying: A Life Course Study in Australia”, Australasian Marketing Journal, 19: 247–256.
62. Xiao, S. H. ve Nicholson, M. (2013) “A Multidisciplinary Cognitive Behavioural Framework of Impulse Buying: A Systematic Review of the Literature”, International Journal of Management Reviews, 15: 333–356.
63. Yeniaras, V. (2016) “Uncovering the Relationship Between Materialism, Status Consumption and Impulsive Buying: Newfound Status of Islamists In Turkey”, Journal for the Study of Religions and Ideologies, 15, 44: 153-177.
64. Yoon, S. ve Kim, H. C. (2016) “Keeping the American Dream Alive: The Interactive Effect of Perceived Economic Mobility and Materialism on Impulsive Spending”, Journal of Marketing Research, 53: 759-772.
65. Yurchisin, J. ve Johnson, K. K. P. (2004) “Compulsive Buying Behavior and its Relationship to Perceived Social Status Associated With Buying, Materialism, Self-Esteem, and Apparel-Product Involvement”, Family and Consumer Sciences Research Journal, 32, 3: 291-314.