Abstract:

This study aims to examine the relationship between women's self-confidence and conspicuous consumption tendency on social media. The research was designed in a relational screening model. The study sample consists of 311 university students reached by a simple random sampling method. A questionnaire form was used to collect data in the research. The questionnaire form consists of a demographic information form, self-confidence scale, and conspicuous consumption scale. Within the scope of the study, descriptive statistical analyses, correlation analyses, regression analyses, t-tests and ANOVA analyses were conducted. As a result of the analyses, it has been determined that self-confidence has negative and significant effects on conspicuous consumption. In addition, it has been determined that self-confidence differs significantly according to marital status, and income and conspicuous consumption differs significantly according to marital status. In terms of firms and policymakers, the self-confidence of individuals has been concluded that it is an essential factor that determines the purchasing behavior of consumers. In this context, another crucial point is that individuals with high self-confidence have relatively fewer demands for conspicuous consumption.

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