LÜKS DEĞER ALGISININ CİNSİYETE GÖRE FARKLILIKLARININ BELİRLENMESİNE YÖNELİK AMPİRİK BİR ARAŞTIRMA

Bu araştırmanın amacı lüks ürünlere yönelik değer algısının cinsiyete göre farklılaşıp farklılaşmadığının araştırılmasıdır. Çalışmada 275 lüks ürün tüketicisinden elde edilen veriye Keşfedici Faktör Analizi, Çoklu Grup Doğrulayıcı Faktör Analizi ve MANCOVA uygulanmıştır. Çalışmanın bulgularına göre lüks değer algısı yedi boyuttan oluşmaktadır. Boyutlar kendini mutlu etme, prestij, kullanılabilirlik, öz kimlik, materyalizm, kendini ödüllendirme ve benzersizlik değerleridir. Belirlenen boyutlar kadın ve erkekler için aynı olmakla birlikte orijinal ölçekte önerilen boyutlardan farklıdır. Çalışmada kadınların lüks ürünlere ilişkin algıladıkları hedonik değer (kendini mutlu etme ve ödüllendirme), öz kimlik değeri ve kullanılabilirlik değerinin erkeklerden daha yüksek olduğu tespit edilmiştir. Diğer taraftan, lüks ürünlerin prestij değeri, materyalizm değeri ve benzersizlik değeri açısından kadın ve erkekler arasında anlamlı farklılık tespit edilmemiştir.

AN EMPIRICAL EXAMINATION ON DETERMINING GENDER DIFFERENCES IN PERCEIVED LUXURY VALUE

This study aims to investigate whether perceived luxury value differs according to gender. For this purpose, exploratory factor analysis, multi-group confirmatory factor analysis, and MANCOVA were applied to the data obtained from 275 consumers of luxury products. According to the findings of the study, the perception of luxury value consists of seven dimensions, namely, self-directed pleasure, prestige, usability, self-identity, materialism, rewarding self, and uniqueness. As a result, the factor structure is equivalent among men and women, whereas it differs from the original proposed scale. Besides, it is found that luxury products’ self-directed pleasure value, rewarding self-value, self-identity value, and usability value are higher for women than for men. However, prestige value, materialism value, and uniqueness value do not significantly differ across men and women.

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Kaynak Göster