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Impact Of Materialism On Consumption Behavior

Oluşturulma Tarihi: 02-07-2018

Niteleme Bilgileri

Tür: Tez

Alt Tür: Doktora

Yayınlanma Durumu: Yayınlanmamış

Dosya Biçimi: PDF

Dil: İngilizce

Konu(lar): SOSYAL BİLİMLER (GENEL), Kapital. Kapitalizm,

Yazar(lar): Ali, İmran (Yazar),

Emeği Geçen(ler): Özgen, Pelin (Danışman),

Anahtar Kelimeler

Materialism, Theory of Planned Behavior, Consumer Need for Uniqueness, ConsumerBehavior, Structural Equation Modeling


Özet

Understanding the consumption behavior of consumers has always been of primeimportance for researchers, studying the concept of materialism has become of primeimportance for the researchers in the recent past. A lot of scholars have raised theirquestions regarding the study of the materialism, its concepts, its measures and itsimplications. The term materialism has a much diversified understanding, where it canbe discussed as a well social cultural phenomenon; it can also be discussed as aphenomenon which is very personal and individual to every single individual.Materialism has come with the meanings such as greed and desire. The intentionof carrying out this study is to enhance the available literature on how, materialism isplaying a psychological impact of the purchase behavior of the consumers. This studywill help in order to understand how materialism was perceived during the purchasebehavior and the relative importance of this variable on the consumers’ minds.In this research the concept of consumer materialism is studied which isimportance of value that is associated by the consumer to certain possessions andacquisitions. The concept of materialism which is used in this research is of Belk (1984).The research focuses upon the impact of the materialism on the consumption behavior ofthe individuals.In order to gauge the potential relationships and clearer understanding is to betested upon planned behavior theory which is known as Theory of Planned Behavior andhow Materialism affecting the consumer intention and actual consumption behavior.The motivation behind choosing such a topic is to identify the importance ofMaterialism when combined with Theory of Planned Behavior and other variables.Moreover, lack of Consumer research and ever changing consumer trends, this studyaims to help marketers to be updated about the consumer behavior and attitudes. Thisivresearch will also help the decision makers to understand the impact of Materialism onthe consumer consumption.Marketers are always enthusiastic about the consumer behavior, the knowledgeof which has always been of prime importance in-order to know the habits of theconsumers. The thinking pattern, feeling associated selection of choices of items, brandsetc. and how consumers are influenced by their environment, social meetings, etc.In addition to this, the study also aims using primary data, examining the impacto consumer need for uniqueness, consumer socialization, Perceived behavioral controland Materialism on the consumer’s intentions and consumption behavior. A survey,which is based on apparel purchase, is conducted with 507 respondents. In order to testthe proposed model, confirmatory factor analysis is applied. Results indicate that theproposed model is significant and has a high model fit.The result of the research explains the adopted model and also shows the effectof materialism on the consumption behavior. The model helped the test the influence ofmaterialism on the consumer intention and consumption behavior regarding the apparels.


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