LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ

Emrah TOKGÖZ (Çanakkale Onsekiz Mart Üniversitesi, Çan Uygulamalı Bilimler Yüksekokulu, Uluslararası Ticaret ve İşletmecilik Bölümü, Çanakkale, Türkiye)
Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
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Yıl: 2020 Cilt: 23 Sayı: 43 Sayfa Aralığı: 311 - 344 Metin Dili: Türkçe DOI: 10.31795/baunsobed.672289 İndeks Tarihi: 04-10-2021

LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ

Öz:
Tüketiciler için lüks ürün satın almanın, mutluluğu yakalamada önemli bir bireyselmotivasyon unsuru olduğu ileri sürülmektedir. Tüketiciler satın alma kararı verirken çevresindeki insanlardan etkilenebilir. Bu davranışsal etkinin altında yatan temel neden tüketici sosyal uyumu olarak tanımlanmaktadır. Tüketici sosyal uyumunun şiddeti cinsiyetaçısından farklılık gösterebilir. Araştırmanın amacı, lüks üründe mutluluk arama motivasyonu ile lüks ürün satın alma niyeti arasındaki ilişkide, tüketici sosyal uyumu ve cinsiyetin düzenleyici rolünün belirlenmesidir. Oluşturulan anket 422 katılımcıya uygulanmıştır.Araştırmada, SPSS programına yüklenerek kullanılan, PROCESS Makro yazılımı düzenleyici analizi yapılmasına yardımcı olmuştur. Sonuçlara göre lüks üründe mutluluk aramamotivasyonunun lüks ürün satın alma niyeti üzerindeki etkisi sosyal uyumu yüksek olantüketicilerde daha fazla etkilidir. Bu etkinin, sosyal uyumu yüksek olan kadın tüketicilerdedaha güçlü olduğu anlaşılmıştır.
Anahtar Kelime:

Pleasure Seeking Motivation in Luxury Product and Luxury Product Purchase Intention: The Moderating Role of Consumer Social Conformity and Gender

Öz:
For consumers, it has been argued that purchasing luxury products is an important individual motivation in having pleasure. Consumer may be affected by people around them when making purchasing decisions. The main reason underlying this behavioral effect is defined as consumer social conformity. The force of consumer social conformity may differ in terms of gender. The aim of the study is to reveal the moderating role of consumer social conformity and gender in the relationship between pleasure seeking motivation in luxury product and luxury product purchase intention. The questionnaire was conducted to 422 participants. To perform moderating analysis, PROCESS Macro software was used by installing SPSS program. It is revealed that the effect of pleasure seeking motivation in luxury product on the luxury product purchase intention is more effective for consumers with high social conformity. This effect is more powerful for women with high consumer social conformity.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA TOKGÖZ E (2020). LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. , 311 - 344. 10.31795/baunsobed.672289
Chicago TOKGÖZ EMRAH LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. (2020): 311 - 344. 10.31795/baunsobed.672289
MLA TOKGÖZ EMRAH LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. , 2020, ss.311 - 344. 10.31795/baunsobed.672289
AMA TOKGÖZ E LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. . 2020; 311 - 344. 10.31795/baunsobed.672289
Vancouver TOKGÖZ E LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. . 2020; 311 - 344. 10.31795/baunsobed.672289
IEEE TOKGÖZ E "LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ." , ss.311 - 344, 2020. 10.31795/baunsobed.672289
ISNAD TOKGÖZ, EMRAH. "LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ". (2020), 311-344. https://doi.org/10.31795/baunsobed.672289
APA TOKGÖZ E (2020). LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(43), 311 - 344. 10.31795/baunsobed.672289
Chicago TOKGÖZ EMRAH LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 23, no.43 (2020): 311 - 344. 10.31795/baunsobed.672289
MLA TOKGÖZ EMRAH LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol.23, no.43, 2020, ss.311 - 344. 10.31795/baunsobed.672289
AMA TOKGÖZ E LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; 23(43): 311 - 344. 10.31795/baunsobed.672289
Vancouver TOKGÖZ E LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; 23(43): 311 - 344. 10.31795/baunsobed.672289
IEEE TOKGÖZ E "LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ." Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, ss.311 - 344, 2020. 10.31795/baunsobed.672289
ISNAD TOKGÖZ, EMRAH. "LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ". Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 23/43 (2020), 311-344. https://doi.org/10.31795/baunsobed.672289
Sayfa Oluşturulma Tarihi
17-04-2024 21:25

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