Factors Influencing Conspicuous Consumption
Yazarlar (2)
Dr. Öğr. Üyesi Ali KÖROĞLU
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
| Makale Türü | Özgün Makale |
| Makale Alt Türü | Uluslararası alan indekslerindeki dergilerde yayınlanan tam makale |
| Dergi Adı | Enderun Dergisi |
| Dergi ISSN | 2618-592X |
| Dergi Tarandığı Indeksler | Index Copernicus |
| Makale Dili | İngilizce |
| Basım Tarihi | 10-2022 |
| Cilt No | 6 |
| Sayı | 2 |
| Sayfalar | 156 / 167 |
| Makale Linki | https://dergipark.org.tr/tr/download/article-file/2601213 |
| Özet |
| Today, for most people, the main factor behind product preference is not only the benefit obtained from the product. Consumers do not buy products just to get rational benefits. In addition, they buy products to gain social approval, to be appreciated by others and to show their social status. Social and psychological factors are also determinant in the product preference of consumers. One of these factors is materialism. For materialist consumers, the determinant of happiness is material assets and its quantity. In addition, the spending tendency of each consumer may be different. Therefore, the tendency of spend is also effective on the product preferences of consumers. In this study, the effects of social status, materialism and spending tendencies on conspicuous consumption will be examined. In addition, the mediating role of spending tendency in the effect of social status and materialism on conspicuous consumption will be examined. The population of the research consists of consumers living in Turkey. The sample of the research consists of 316 people selected from this population. Data were obtained from this sample through a questionnaire. The data obtained as a result of the research were analyzed in the AMOS program and the results were interpreted. The results obtained in the research are as follows; social status and materialism have a positive effect on tendency to spend and conspicuous consumption; The tendency to spend has a positive effect on conspicuous consumption. The mediation effect of the tendency to spend could not be determined. |
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