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- Title
LÜKS ÜRÜNDE MUTLULUK ARAMA MOTİVASYONU VE LÜKS ÜRÜN SATIN ALMA NİYETİ: TÜKETİCİ SOSYAL UYUMU VE CİNSİYETİN DÜZENLEYİCİ ROLÜ.
- Authors
TOKGÖZ, Emrah
- Abstract
For consumers, it has been argued that purchasing luxury products is an important individual motivation in having pleasure. Consumer may be affected by people around them when making purchasing decisions. The main reason underlying this behavioral effect is defined as consumer social conformity. The force of consumer social conformity may differ in terms of gender. The aim of the study is to reveal the moderating role of consumer social conformity and gender in the relationship between pleasure seeking motivation in luxury product and luxury product purchase intention. The questionnaire was conducted to 422 participants. To perform moderating analysis, PROCESS Macro software was used by installing SPSS program. It is revealed that the effect of pleasure seeking motivation in luxury product on the luxury product purchase intention is more effective for consumers with high social conformity. This effect is more powerful for women with high consumer social conformity.
- Subjects
CONFORMITY; MOTIVATION (Psychology); WOMEN consumers; SOCIAL forces; PLEASURE; DECISION making; CONSUMER behavior
- Publication
Balikesir University Journal of Social Sciences Institute, 2020, Vol 23, Issue 43, p311
- ISSN
1301-5265
- Publication type
Article
- DOI
10.31795/baunsobed.672289