GENEL KİŞİLİK ÖZELLİKLERİ, MATERYALİZM VE STATÜ TÜKETİMİNİN KOMPULSİF SATIN ALMA ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ

Günümüzde bireylerin satın alma sürecini yöneten birçok faktör bulunmaktadır. Bu faktörlerden biri ise takıntılı olarak danitelendirilen kompulsif satın almadır. Bu çalışmanın amacı kompulsif satın alma üzerinde etkili olan faktörleri belirlemektir.Kompulsif satın alma psikolojik rahatsızlık sayılabilecek düzeyde takıntılı satın alma davranışıdır. Tüketicileri kompulsif satınalmaya yönelten birçok faktör bulunmaktadır. Bu çalışmada genel kişilik özelliklerinin, materyalizmin ve statü tüketimininkompulsif satın alma üzerindeki etkileri incelenmiştir. Çalışmada yer alan genel kişilik özellikleri bireylerin davranışlarınıntemelini oluşturan özelliklerdir. Statü tüketimi üzerinde etkili olduğu düşünülen materyalizm nesnelere sahip olmanın oldukçaönemli bir unsur olarak görülmesidir. Statü tüketimi ise bireylerin statüleri gereği satın alma davranışlarında bulunmalarışeklinde tanımlanmaktadır. Çalışmada genel kişilik özelliklerinin, materyalizmin ve statü tüketiminin kompulsif satın almaüzerindeki etkileri incelenmiştir. Literatürden yararlanılarak hazırlanan anket formu aracılığıyla yüz yüze toplanan 446 anketeyapısal eşitlik modellemesi uygulanmıştır. Araştırma sonucunda genel kişilik özelliklerinin, materyalizmin ve statü tüketimininkompulsif satın alma üzerinde etkili olduğu anlaşılmıştır.

ANALYZING THE EFFECTS OF GENERAL PERSONALITY TRAITS, MATERIALISM AND STATUS CONSUMPTION ON THE COMPULSIVE BUYING

Nowadays, there are many factors that control the buying process of consumers. One of these factors is compulsive buying, which is characterized as also obsessive. The main purpose of this study is to determine the factors affecting the compulsive buying behavior. Many factors can lead consumers to obsessive purchasing behaviors. Identifying these factors can help consumers prevent these behaviors. Marketing activities’ aim is to create a pleasure-shopping experience for the consumer and reduce the stress associated with purchasing processes. In this study, the effects of general personality traits, materialism and status consumption as influencing factors in compulsive buying are analyzed. General personality are the characteristics that shapes consumers’ behaviors. Materialism, which is thought to be effective on status consumption, is considered to have materialistic objects. Status consumption defined as consumers’ purchasing behavior based on their status. In the study, the effects of general personality traits, materialism and status consumption on compulsive buying are analyzed. Structural equation modeling was applied using primary data collected from 446 consumers in Turkey. Findings show that general factor of personality, materialism and status consumption were effective on compulsive buying behavior.

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