Özet:

In the field, we see shortcomings in studies that show how consumer values transform into consumer behavior. Materialism, which is promoted as one of these consumer values, is expressed as a particular pattern of behavior or a permanent belief. Therefore, in the research, a structural equality model (YEM) was created, which is the subdimensions of materialist values, aimed at revealing the relationship between material acquisition, success and happiness and status consumption and impulsive acquisition. As a sample method, the sample method is used from the methods of sample based on probability, according to the sets. In the framework of the study, 589 surveys were obtained from students aged 17-24. According to the results of the model created, it has been determined that materialist values in total have a positive direct impact on status consumption and impulsive purchase, and that status consumption has a regulatory effect between materialist values and impulsive purchase behavior. Moreover, from the lower dimensions of materialist values (material acquisition, success and happiness), it has been shown that only the success dimension has a positive direct impact on status consumption and impulsive purchase, and that the status consumption has a regulatory effect between the success dimension and impulsive purchase behavior. It has been understood that material acquisition and happiness, which are other subdimensions, have no meaningful effects on status consumption and impulsive acquisition.

Anahtar Kelimeler: