Açgözlülük, Materyalizm ve Tüketici Kibrinin Tüketicilerin Yaşam Tatmini Üzerindeki Etkisinin İncelenmesi

Amaç – Bu çalışmada materyalizm, açgözlülük ve tüketici kibrinin tüketicilerin yaşam tatmini üzerindeki etkisi ve tüketici kibrinin materyalizm ve yaşam tatmini ilişkisindeki aracılık etkisi araştırılmıştır. Yöntem –Bu çalışma amacına göre tanımlayıcı araştırma niteliğinde olup çalışmada nitel araştırma yöntemi kullanılmıştır. Araştırmanın örneklemini, Hatay ilinde kayıtlı 422 hane halkı oluşturmaktadır. Betimleyici istatistikler, geçerlilik ve güvenirlik testleri ve açımlayıcı faktör analizleri için SPSS paket programı kullanılmıştır. Doğrulayıcı faktör analizleri, yol analizleri ve aracılık etkisi analizleri için de YEM (AMOS) paket programı kullanılmıştır. Bulgular – Yapılan analiz sonuçları açgözlülüğün, materyalizm ve tüketici kibrini olumlu yönde etkilediğini göstermektedir. Bununla birlikte materyalizmin yaşam tatmini üzerindeki etkisi olumsuz iken açgözlülük ve tüketici kibrinin yaşam tatmini üzerindeki etkisinin olumlu olduğu bulunmuştur. Aracılık analizleri sonuçları tüketici kibrinin yaşam tatmini ile materyalizm ilişkisinde kısmi ve tutarsız aracı etkisi olduğunu göstermiştir. Materyalizmin yaşam tatmini üzerindeki doğrudan etkisi negatif iken tüketici kibrinin aracılık etkisi ile bu ilişkinin pozitife döndüğü görülmüştür. Buna göre tüketici kibri yaşam tatmini arttırmakla kalmayıp materyalizmin yaşam tatmini üzerindeki etkisinin artmasına neden olmaktadır. Tartışma – Çalışma, hedef pazarlarını tüketici kibri gibi kişilik özelliklerine göre bölümlendiren işletmelerin müşteri tatminini yükseltmeye yönelik pazarlama stratejileri geliştirmelerine yardımcı olarak pazarlama ve tüketici davranışları literatürüne katkı sağlamaktadır.

Investigating the Effect of Greed, Materialism, and Consumer Arrogance on Consumers’ Life Satisfaction

Purpose – In this study, it is aimed to determine effect of materialism, greed and consumer arrogance on consumers’life satisfaction and examine the mediating role of consumer arrogance on the relationship between materialism and life satisfaction as well. Design/methodology/approach –This study was designed as descriptive research and conducted with quantitative methods. The sample of the study consists of 422 households in Hatay province. SPSS package program was used for descriptive statistics, correlation analysis (s), validity and reliability tests and exploratory factor analysis. For confirmatory factor analysis, path analysis and mediating effect analysis, the SEM (AMOS) package program was used. Results – The results showed that greed influence directly and positively to materialism and consumer arrogance. It is also found that materialism has negative effect on life satisfaction whereas greed and consumer arrogance have positive. In addition, the mediating analysis indicated that consumer arrogance has an inconsistent mediated effect on the relationship between materialism and life satisfaction. Within the inconsistent mediation model, the direct effect of materialism on life satisfaction is negative whereas the mediated effect of consumer arrogance turns these directions into positive. Therefore, consumer arrogance not only increased life satisfaction but also caused materialism effect to be positive. Discussion- The study contributes to the marketing and consumer behavior literature by providing suggestions on developing marketing strategies to companies that segment their target markets according to personality traits such as arrogance.

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