Emrah TOKGÖZ
(Çanakkale Onsekiz Mart Üniversitesi, Çan Uygulamalı Bilimler Yüksekokulu, Uluslararası Ticaret ve İşletmecilik Bölümü, Çanakkale, Türkiye)
Yıl: 2020Cilt: 23Sayı: 43ISSN: 1301-5265 / 2651-4974Sayfa Aralığı: 311 - 344Türkçe

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