Gösterişçi Tüketimin Kökenleri: Benlik, Sosyal Statü ve Tüketici Materyalizmi

Bu çalışma, güncel bir araştırma konusu olan gösterişçi tüketimin kökenindeki benlik, sosyal statü ve tüketici materyalizmi ile ilişkilerini ampirik olarak ele almaktadır. Araştırma modelini test etmek üzere hazırlanan soru formu Türkiye’deki üniversitelerle ilişkili e-posta adreslerine gönderilmiş, 633 kullanılabilir yanıt elde edilmiştir. Verinin yapısal eşitlik modellemesi ile analiz edilmesi sonucunda gösterişçi tüketim eğiliminin benlik imaj uyumu, sosyal statü gösterimi ve tüketici materyalizmi faktörleri ile pozitif yönlü ilişkileri belirlenmiştir. Faktörler arasında aracılık ilişkileri ortaya konmuş, bireysel ve toplumsal anlamda tüketimin işlevleri üzerinde durulmuştur. Analiz sonuçlarına göre model açısından cinsiyetin anlamlı bir düzenleyici olduğu ve gösterişçi tüketim ile gelirin pozitif, yaşın negatif ilişkisi olduğu görülmüştür. Sonuçlar kuramsal açıdan yorumlanırken, gelecek çalışmalar için öneriler yapılmıştır.

Antecedents of Conspicuous Consumption: Self-Concept, Social Status and Consumer Materialism

A contemporary popular research topic, conspicuous consumption and relations with its antecedents, self-concept, social status and consumer materialism, is targeted to be examined in this research. A questionnaire is directed to e-mail addresses, related to Turkish universities and 633 valid forms are taken into account for analyses. Structural equation modelling revealed that conspicuous consumption orientation is positively related to self-image congruence, social status display and consumer materialism. By presenting mediations, functions of consumption in individual and social contexts are discussed. Thereby, analysis results indicate that gender is a significant moderator and conspicuous consumption is related positively to income and negatively to age. After discussing findings, suggestions for future research are presented.

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