Abstract:

The aim of this study is to determine the effect of the materialist tendencies of the consumers on their purchase decision styles by structural equation model. For this purpose, a questionnaire have been interviewed with 393 students by simple random sampling method in the province of Duzce University - Faculty of Business Administration, using the scale of materialist tendency and the scale of decision making styles. In this study, quantitative research method has been used and primary research data have been collected by questionnaire technique. Data obtained have been analyzed using SPSS 23.0 and Amos 23.0 programmes. In this study, exploratory and confirmatory factor analyses were conducted for construct validity and hypotheses were tested with structural equation model. According to the exploratory and confirmatory factor analyses, it was seen that consumers perceived materialist tendency in one and purchasing decision styles in seven dimensions. In the analysis of the structural equation model proposed by using the construct validity variables, it was concluded that the materialist tendency had a significant positive effect on the dimensions of fashion conscious, brand conscious, quality conscious, habitual and confused by over-choice; negative effect on brand consciousness which are the sub-dimensions of purchasing decision styles.

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