BENLİK SAYGISI VE MATERYALİZMİN GÖSTERİŞÇİ TÜKETİM EĞİLİMİNDEKİ ROLÜ: GELECEĞE AİT BİR YAKLAŞIM

Postmodern tüketim kültürde tüketim araştırmalarını anlamamızı geliştirirken, diğer konuların gösterişçi tüketim üzerine etkilerinin araştırılması önemlidir. Bu çalışmanın amacı benlik saygısı ve materyalizmin gösterişçi tüketim üzerinde geleceğe ait rolünü belirlemektir. Bir anket tesadüfi olmayan kolayda örnekleme yöntemiyle oluşturulmuş 601 tüketiciye iki haftalık periyotla araştırma şirketi tarafından uygulanmıştır. Bulgular göstermektedir ki gösterişçi tüketimin materyalizmin üç boyutundan, özellikle başarı ve mutluluk boyutlarından etkilenmesi daha olasıdır. Ancak, benlik saygısının gösterişçi tüketim üzerine önemli bir etkisi bulunmamaktadır.

THE ROLE OF SELF-ESTEEM AND MATERIALISM ON CONSPICUOUS CONSUMPTION TENDENCY: A FUTURISTIC APPROACH

Expanding our understanding of consumer research in postmodern consumption culture, it is important toresearch the impact of different subjects on conspicuous consumption. The purpose of this study is todetermine the futuristic role of self-esteem and materialism on conspicuous consumption. A questionnairewas employed to a non-probabilistic convenience sample of 601 consumers through over two-weeksperiod by a research company. The findings showed that the conspicuous consumption is more likely tobe affected by three dimensions of materialism, specifically success and happiness dimensions. However,self-esteem didn’t have a significant effect on conspicuous consumption.

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