MATERYALİST DEĞERLER STATÜ TÜKETİMİ VE DÜRTÜSEL SATIN ALMA ARASINDAKİ İLİŞKİ

Alanyazında, tüketici değerlerinin tüketim davranışına nasıl dönüştüğünü ortaya koyan araştırmalarda eksiklikler görülmektedir. Söz konusu tüketici değerlerinden birisi olarak ileri sürülen materyalizm; belirli bir davranış kalıbı veya kalıcı bir inanç olarak ifade edilmektedir. Bu nedenle araştırmada, materyalist değerlerin alt boyutları olan; maddi edinim, başarı ve mutluluk ile statü tüketimi ve dürtüsel satın alma arasındaki ilişkileri ortaya koymayı amaçlayan Yapısal Eşitlik Modeli (YEM) oluşturulmuştur. Örnekleme yöntemi olarak; olasılığa dayalı örnekleme yöntemlerinden, kümelere göre örnekleme yöntemi kullanılmıştır. Araştırma kapsamında, bırak-topla yöntemiyle, 17-24 yaşlarındaki öğrencilerden kullanılabilir durumda 589 adet anket elde edilmiştir. Oluşturulan modelin sonuçlarına göre, toplamda materyalist değerlerin statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, materyalist değerler ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu belirlenmiştir. Ayrıca, materyalist değerlerin alt boyutlarından (maddi edinim, başarı ve mutluluk), sadece başarı boyutunun statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, başarı boyutu ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu ortaya konmuştur. Diğer alt boyutlar olan maddi edinim ve mutluluğun statü tüketimi ve dürtüsel satın alma üzerinde anlamlı etkileri olmadığı anlaşılmıştır.

Anahtar Kelimeler:

Materyalist Değerler, Statü Tüketimi, Dürtüsel Satın Alma

RELATIONSHIP BETWEEN MATERIALISTIC VALUES STATUS CONSUMPTION AND IMPULSIVE BUYING

There are still shortcomings in the researches that reveal what kind of consumer values return to consumption behaviour. One of these consumer values is materialism which is a enduring belief in a particular mode of behavior. For this reason, in the study, it is aimed that relationships between status consumption, impulsive buying and the sub-dimensions of materialistic values; centrality, success and happiness is revealed using Structural Equation Model (SEM). As a sampling method, sampling method according to clusters was used which is one of the probability-based sampling methods. In the scope of the research, using self-completion survey method, ages between 17 and 24, were selected resulting in 589 usable completed questionnaires. According to the results of the model, in total of materialistic values have significant and positive direct impact on status and impulsive consumption while status consumption has moderation effect between materialistic values and impulsive consumption. Further, only one of the sub-dimensions of materialistic values (centrality, happiness, success), success has positive direct impact on status consumption and impulsive buying while status consumption has moderation effect between success and impulsive consumption. Other sub-dimensions of materialistic values, centrality and happiness have not direct impact on status consumption and impulsive buying.

Keywords:

Materialistic Values, Status Consumption, Impulsive Buying,

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