Investigating Status Consumption, Fashion Orientation and Social Comparison as the Trigger Factors of Online Compulsive Buying


ÖZTEK M. Y., ÇENGEL Ö.

TESAM AKADEMİ, vol.10, no.1, pp.271-292, 2023 (Peer-Reviewed Journal) identifier

  • Publication Type: Article / Article
  • Volume: 10 Issue: 1
  • Publication Date: 2023
  • Journal Name: TESAM AKADEMİ
  • Journal Indexes: TR DİZİN (ULAKBİM)
  • Page Numbers: pp.271-292
  • Galatasaray University Affiliated: Yes

Abstract

This paper presents a theoretical framework which asserts online compulsive buying as a function of several post-modern consumption pattern like status consumption, fashion orientation and social comparison. For this purpose, aim of this paper is to investigate the role of status consumption, fashion-oriented consumption tendency and social comparison on online compulsive buying behavior among Turkish consumers. In order to realize multiple-regression analysis, necessary data were collected from 601 participants via online questionnaire. According to the findings of the analysis, online compulsive buying is affected by the four dimensions of fashion-oriented consumption, which are anti-fashion attitude, fashion leadership, fashion interest and the importance of being well-dressed. Moreover, status consumption and social comparison has also a significant influence on online compulsive buying This paper discusses the results regarding the marketing applications and consumer research literature.