Gösterişçi Tüketim Eğiliminin Tatil Satın Alma Niyetine Etkisi
Anahtar Kelimeler:
Gösterişçi Tüketim, - Satın Alma Niyeti, - Statü, - Pahalılık, BenzersizlikÖzet
Toplumsal yapının değişmesi ve tüketim kültürünün postmodern hale gelmesi ile birlikte, giderek yaygınlaşan sürekli tüketme ve tüketilen mal ya da hizmeti başkalarına gösterme arzusu, gösterişçi tüketim kavramının ortaya çıkmasını sağlamıştır. Tüketiciler gösterişçi tüketimler yaparak benlik algılarını güçlendirmeye ve ait oldukları sosyal sınıfı vurgulamaya çalışmaktadırlar. Materyalist ve hedonik dürtülerin bir arada tüketimi yönlendirmesi ile tüketiciler, prestij, imaj, modaya ayak uydurma, stil geliştirme gibi doyumlar aramaktadırlar. Yani günümüzde tüketiciler, duygusal tatmin yaşayacakları ürün ve hizmetleri tüketmeyi tercih etmekte ve bu tüketimlerinin de görünür olmasına gayret etmektedirler. Tatil insani bir ihtiyaçtır. Özellikle hem sağlıklı olma, hem de dinlenme amacı ile tercih edilen termal tatillere talep giderek artmaktadır. Bu çalışmada gösterişçi tüketim eğiliminin tüketicilerin termal tatil satın alma niyetleri üzerine etkisi araştırılmış olup, gösterişçi tüketim eğilimi boyutu, yapılan faktör analizi sonucunda “statü”, “benzersizlik” ve “pahalılık” alt boyutları ile değerlendirilmiştir. Regresyon analizi ile test edilen hipotezlerden ikisi desteklenmiş, statü ve benzersizlik alt boyutlarının termal satın alma niyeti üzerinde pozitif yönlü etkisinin olduğu belirlenmiştir.
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