KOMPULSİF SATIN ALMA: KİŞİSEL FAKTÖRLER, POSTMODERN TÜKETİM ŞEKİLLERİ VE REKLAMA KARŞI TUTUMUN ROLÜNE YÖNELİK BİR ARAŞTIRMA

Tüketicilerin kontrol edemedikleri, bir dürtü sonucu gerçekleştirdikleri kompulsif satın alma davranışı günümüzde olumsuz ekonomik ve sosyal sonuçları nedeniyle bireyleri ve ülkeleri tehdit eder bir hal almıştır. Bu araştırma; materyalizm, benlik saygısı ve psikolojik rahatsızlıklardan oluşan kişisel faktörlerin; hedonik tüketim, statü tüketimi, gösterişçi tüketim, moda yönelimli tüketim ve içtepisel satın almadan oluşan postmodern tüketim şekillerinin ve reklama karşı tutumun kompulsif satın alma eğilimi üzerindeki rolünü araştırmak için, hazır giyim sektöründe gerçekleştirilmiştir. Yüz yüze ve bırak-topla anket yöntemleri kullanılarak İstanbul, Balıkesir ve Çanakkale illerinde ikamet eden 18 yaş üstü 892 katılımcıdan elde edilen verilerle yapılan analizlerin sonucunda; hedonik tüketimin, materyalizmin ve reklama karşı tutumun kompulsif satın alma eğilimi üstünde anlamlı etkisi bulunmuş, benlik saygısı ve içtepisel satın almanın istatistiksel olarak anlamlı bir belirleyici olmadığı tespit edilmiştir

Anahtar Kelimeler:

Kompulsif Satın Alma, Materyalizm, Benlik Saygısı, Psikolojik Rahat

A Research for the The Role of Personal Factors, Postmodern Consumption Styles and Attitudes Towards Advertising on Compulsive Buying

Recently compulsive buying behavior, which consumers do not control over and realized by an urge, threats people and countries via its negative economic and social outcomes. This study investigates the role of materialism, self-esteem and psychological diseases as personal factors; hedonic consumption, status consumption, conspicuous consumption, fashion-oriented consumption and impulsive buying as postmodern consumption styles and attitudes towards advertising on compulsive buying tendency within a product specific concept, clothing. Using face-to-face and self-completion survey methods, data was gathered from 892 participants aged 18 years or older in three cities of Turkey. Findings reveal that hedonic consumption, materialism and attitudes towards advertising has significant effect on compulsive buying tendency, while self-esteem and impulsive buying does not significantly predict it

Keywords:

Compulsive Buying Tendency, Materialism, Self-Esteem, Psychologic Disorders,

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