Hedonik tüketim ve gösterişçi tüketim ilişkisinin bireylerin parfüm satın alma davranışları üzerindeki etkisi
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüketim anlayışı, geçmişten günümüze uzanan süreçte kültürel, ekonomik ve teknolojik değişimlerle birlikte dönüşüm geçirmiştir. Bu dönüşüm yalnızca toplumsal yapılarla sınırlı kalmayıp, bireylerin dünyaya ve kendilerine dair bakış açılarını da şekillendirmiştir. Tüketim olgusu dönüştükçe, bireylerin tercihleri, tutumları ve anlam yüklemeleri de evrilmiş; bu durum "insan neden tüketir?" sorusunu çok boyutlu ve dinamik bir hâle getirmiştir. Bu bağlamda, çağdaş toplumlarda öne çıkan iki önemli tüketim biçimi olan hedonik tüketim ve gösterişçi tüketim, tarihsel kökenleri eskiye dayanmakla birlikte, günümüzde daha karmaşık ve araçsal nitelikler kazanarak dönüşmüşlerdir. Hedonik tüketim yalnızca haz odaklı bir eğilim olmanın ötesine geçmiş, bireyin kendini gerçekleştirme çabasının bir ifadesine dönüşmüş; gösterişçi tüketim ise sadece statü sembolü olmaktan çıkıp sosyal medya çağında görünürlüğün stratejik bir aracına bürünmüştür. Her iki olgu, günümüz tüketicisinin satın alma davranışlarında hem içsel motivasyonları hem de sosyal etkileşimleri yansıtan birer gösterge hâlini almıştır. Bu çalışma, söz konusu iki tüketim biçiminin parfüm satın alma davranışına etkisini incelemektedir. Nicel araştırma yöntemi benimsenmiş; veriler online anket aracılığıyla, Türkiye'de yaşayan 18 yaş ve üzeri 389 bireyden toplanmıştır. Anket formu üç bölüm ve toplam 48 sorudan oluşmaktadır. İlk bölümde demografik sorular, ikinci bölümde katılımcıların parfüm satın alma davranışlarına yönelik genel ifadeler, üçüncü bölümde ise 5'li Likert tipi iki ölçek yer almıştır. Hedonik tüketim ölçeği, Arnold ve Reynolds 'un (2003) geliştirdiği 6 boyut ve 20 maddeden; gösterişçi tüketim ölçeği ise Chaudhuri, Mazumdar ve Ghoshal'ın (2011) geliştirdiği 12 maddelik tek boyutlu yapıdan alınarak Türkçeye uyarlanmıştır. Veri analizi sürecinde AFA, DFA, normal dağılım testi, betimsel analizler ve hipotezlerin sınanmasına yönelik çoklu regresyon analizinden yararlanılmış; işlemler IBM SPSS Statistics 25 ve AMOS 26 programları aracılığıyla gerçekleştirilmiştir. Ölçeklerin iç tutarlılığı oldukça yüksek bulunmuştur (Hedonik tüketim ? = 0,944; gösterişçi tüketim ? = 0,969). Araştırma kapsamında oluşturulan 23 hipotezin tamamı regresyon analiziyle test edilmiş ve anlamlı bulunarak kabul edilmiştir.
The concept of consumption has transformed with cultural, economic and technological changes from the past to the present. This transformation has not only been limited to social structures, but has also shaped individuals' perspectives on the world and themselves. As the phenomenon of consumption has transformed, individuals' preferences, attitudes and meaning-making have also evolved; this has made the question "why do people consume?" multidimensional and dynamic. In this context, hedonic consumption and conspicuous consumption, two important consumption styles that stand out in contemporary societies, have historical roots in the past, but today they have transformed by gaining more complex and instrumental qualities. Hedonic consumption has gone beyond being a mere pleasure-oriented tendency and has become an expression of the individual's self-actualization effort; conspicuous consumption, on the other hand, has ceased to be a status symbol and has become a strategic tool for visibility in the age of social media. Both phenomena have become indicators that reflect both intrinsic motivations and social interactions in the purchasing behaviors of today's consumers. This study examines the effects of these two consumption patterns on perfume purchasing behavior. Quantitative research method was adopted; data were collected from 389 individuals aged 18 and over living in Turkey via an online survey. The survey form consists of three sections and a total of 48 questions. The first section includes demographic questions, the second section includes general statements about the perfume purchasing behavior of the participants, and the third section includes two 5-point Likert-type scales. The hedonic consumption scale was adapted to Turkish from the 6 dimensions and 20 items developed by Arnold and Reynolds (2003); and the conspicuous consumption scale was adapted to Turkish from the 12-item one-dimensional structure developed by Chaudhuri, Mazumdar, and Ghoshal (2011). In the data analysis process, EFA, CFA, normal distribution test, descriptive analysis and multiple regression analysis for testing hypotheses were used; the operations were carried out using IBM SPSS Statistics 25 and AMOS 26 programs. The internal consistency of the scales was found to be quite high (Hedonic consumption ? = 0.944; conspicuous consumption ? = 0.969). All 23 hypotheses created within the scope of the research were tested with regression analysis and were found to be significant and accepted.
The concept of consumption has transformed with cultural, economic and technological changes from the past to the present. This transformation has not only been limited to social structures, but has also shaped individuals' perspectives on the world and themselves. As the phenomenon of consumption has transformed, individuals' preferences, attitudes and meaning-making have also evolved; this has made the question "why do people consume?" multidimensional and dynamic. In this context, hedonic consumption and conspicuous consumption, two important consumption styles that stand out in contemporary societies, have historical roots in the past, but today they have transformed by gaining more complex and instrumental qualities. Hedonic consumption has gone beyond being a mere pleasure-oriented tendency and has become an expression of the individual's self-actualization effort; conspicuous consumption, on the other hand, has ceased to be a status symbol and has become a strategic tool for visibility in the age of social media. Both phenomena have become indicators that reflect both intrinsic motivations and social interactions in the purchasing behaviors of today's consumers. This study examines the effects of these two consumption patterns on perfume purchasing behavior. Quantitative research method was adopted; data were collected from 389 individuals aged 18 and over living in Turkey via an online survey. The survey form consists of three sections and a total of 48 questions. The first section includes demographic questions, the second section includes general statements about the perfume purchasing behavior of the participants, and the third section includes two 5-point Likert-type scales. The hedonic consumption scale was adapted to Turkish from the 6 dimensions and 20 items developed by Arnold and Reynolds (2003); and the conspicuous consumption scale was adapted to Turkish from the 12-item one-dimensional structure developed by Chaudhuri, Mazumdar, and Ghoshal (2011). In the data analysis process, EFA, CFA, normal distribution test, descriptive analysis and multiple regression analysis for testing hypotheses were used; the operations were carried out using IBM SPSS Statistics 25 and AMOS 26 programs. The internal consistency of the scales was found to be quite high (Hedonic consumption ? = 0.944; conspicuous consumption ? = 0.969). All 23 hypotheses created within the scope of the research were tested with regression analysis and were found to be significant and accepted.
Açıklama
Anahtar Kelimeler
Halkla İlişkiler, Public Relations, Reklamcılık
