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Günümüzde tüketiciler istek ve eğilimleri doğrultusunda bir seçim yapmaktadır. Değişimlerin artık küresel boyutlarda gerçekleşmesiyle tüketicilerin seçimleri moda çevresinde de önemli olmaktadır. Moda kavramı geniş çevreleri etkisi altına almakta ve modaya ne kadar uyum sağlandığı önemli bir konudur. Bu bağlamda bireyin yaşamında nesnelerin kazanılması ve bulundurulmasının göreceli önemini belirten materyalizm kavramı öne çıkmaktadır. Tüketiciler satın alma davranışlarında çeşitli kavramların etkisi bulunabilmektedir. Pazarlamacılar da tutundurma faaliyetlerini tüketicilerin eğilimlerini dikkate alarak gerçekleştirmektedir. Tüketimin bir biçimi olan kompulsif satın alma çerçevesinde oluşturulan bu çalışma dört bölümden oluşmaktadır. İlk bölümde tüketici davranışları incelenmiştir. İkinci bölümde moda ve materyalizm konuları ele alınmıştır. Üçüncü bölümde kompulsif satın alma konusu incelenmiştir. Çalışmanın dördüncü bölümünde; tüketicilerin moda ve materyalizm eğilimlerinin kompulsif satın almaları üzerindeki etkilerini ölçmeye yönelik analizler yapılmıştır. Çalışma kapsamında Konya ilinde ikamet eden tüketicilere bir araştırma yapılarak elde edilen sonuçlar değerlendirilmiştir.
Businesses should closely follow the wishes and trends of consumers and be prepared for the changes in this area. Especially in recent years, the proliferation and diversification of advertising and social media channels have a significant impact on consumer behavior and lead to fashion and materialism. The interest in products frequently shared in advertisements and social media channels encourages consumers to purchase even if they do not need them. Compulsive buying behaviors are thought to become more widespread when the attractive effect of easily accessing these products via the internet is added. The main purpose of this study, which was started with this assumption; to measure whether there is a relationship between fashion, materialism and compulsive buying and to determine the trend of consumers in fashion and materialism; compulsive buying behavior. For this purpose, a questionnaire was applied to 402 people living in Alicante by using sampling method. SPSS 23.0 package program was used for coding data and using various statistical analysis methods. As a result of the study, it was concluded that the fashion and materialism trends of the consumers had an effect on the compulsive buying behaviors.
Businesses should closely follow the wishes and trends of consumers and be prepared for the changes in this area. Especially in recent years, the proliferation and diversification of advertising and social media channels have a significant impact on consumer behavior and lead to fashion and materialism. The interest in products frequently shared in advertisements and social media channels prompts consumers to purchase even if they do not need them. Compulsive buying behaviors are thought to become more widespread when the attractive effect of easily accessing these products via the internet is added. The main purpose of this study, which was started with this assumption; to measure whether there is a relationship between fashion, materialism and compulsive buying and to determine the trend of consumers in fashion and materialism; Compulsive buying behavior. For this purpose, a questionnaire was applied to 402 people living in Konya by using sampling method. SPSS 23.0 package program was used for coding data and using various statistical analysis methods. As a result of the study, it was concluded that the fashion and materialism tendencies of the consumers had an effect on the compulsive buying behaviors.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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