Özet:

Today, it has been discussing intensively the issue that consumer consumption values are antecedents of purchase intention. The purpose of this study is to examine the effects of the values which direct to consumer consumption, on conspicuous consumption tendency and consumers‟ purchase intention toward conspicuous. With a theoretical framework in action, a conceptual model that shows the direct and indirect effects of consumption values on conspicuous consumption tendency and purchase intention has been tested. The population of the study consists of the consumers who live in İskenderun- Hatay, Turkey. Field sampling method which is one of the random sampling methods was used. The sample size was determined as 384 consumers. The data was gathered by face to face interview method in 2018, and by the questionnaire as the communication tool. Structural equation modeling path analysis was applied to analysis the predicted relationships in the model by using SmartPLS.3 In addition, the reliability and validity of the measurement model was tested. According to the findings obtained as a result of the research; social and monetary values were found to have positive and significant effect on conspicuous consumption tendency. However, the effect of emotional value and functional value on the conspicuous consumption tendency have been found as insignificant. Additionally, social and monetary consumption values and conspicuous consumption tendency influence to purchase intention positively. The effect of functional and emotional values on purchase intention were founded insignificant. In the light of findings, it was presented some suggestions for marketer managers and researchers

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