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Materyalizm ve Kompulsif Satın Alma Davranışı: Plansız Satın Alma ve Dindarlığın Düzenleyici Aracılık Modeli

Modern tüketim toplumunda, istenmeyen bir satın alma davranışı olarak nitelendirilen kompulsif satın alma, üniversite öğrencileri arasında oldukça yaygınlaşmıştır. Bu nedenle öğrencilerin kompulsif satın alma davranışlarını etkileyen faktörlerin belirlenmesi önem arz etmektedir. Bu doğrultuda, bu araştırmanın iki amacı bulunmaktadır. Öncelikle materyalist eğilimlerin kompulsif satın alma davranışına etkisinde plansız satın alma davranışının aracı rolünün ortaya konması amaçlanmaktadır. Araştırmanın diğer amacı, dindarlığın bu aracı ilişkiyi düzenleyip düzenlemediğinin belirlenmesidir. Bu amaçlar doğrultusunda, 344 üniversite öğrencisinden çevrimiçi anket yöntemiyle veri elde edilmiştir. Düzenleyici aracılık analizleri, Hayes (2013) tarafından geliştirilen PROCESS makrosu kullanılarak yapılmıştır. Araştırma bulgularına göre, materyalizmin plansız ve kompulsif satın almayı olumlu yönde etkilediği belirlenmiştir. Bunun yanı sıra, plansız satın alma davranışının materyalizm ve kompulsif satın alma davranışı arasındaki ilişkide aracı rolü olduğu tespit edilmiştir. Bununla birlikte, plansız satın almanın materyalizm ile kompulsif satın alma davranışı arasındaki aracılık etkisinin dindarlık düzeyine göre değişmediği ortaya konmuştur. Bu araştırma, materyalizm ile kompulsif satın alma davranışı arasındaki mekanizmanın daha iyi anlaşılmasına imkân sağlayarak literatüre katkı sunmaktadır. Dindarlığın düzenleyici rolünü ele alması yönüyle de tüketici davranışlarında dindarlığın rolünün incelenmesi gerektiği çağrısında bulunan araştırmacılara katkı sağlamaktadır.

Materialism and Compulsive Buying: A Moderated Mediation Model of Impulsive Buying and Religiosity

In the modern consumer society, compulsive buying as an unrestrained buying behavior has become widespread among university students. Therefore, it is essential to determine the factors that influence the compulsive buying behavior of students. In this vein, this study has two purposes. Firstly, this study aims to examine the mediating role of impulsive buying between materialism and compulsive buying. Secondly, it aims to investigate whether religiosity moderated this mediated relationship. For these purposes, data were obtained from 344 university students by online survey method. The moderated mediation analysis was performed using the PROCESS macro proposed by Hayes (2013). According to the results, it was revealed that materialism had a positive effect on impulsive and compulsive buying. Moreover, it was found that impulsive buying had a mediating role in the relationship between materialism and compulsive buying. However, the mediating role of impulsive buying between the relationship between materialism and compulsive buying was not moderated by religiosity. This study contributes to the body of knowledge by revealing the mechanism between materialism and compulsive buying behavior. In terms of addressing the moderator role of religiosity, it contributes to the endeavors of researchers who seek to investigate the role of religiosity in consumer behavior.

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