Investigating Status Consumption, Fashion Orientation and Social Comparison as the Trigger Factors of Online Compulsive Buying
TESAM AKADEMİ, cilt.10, sa.1, ss.271-292, 2023 (TRDizin)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 10 Sayı: 1
- Basım Tarihi: 2023
- Dergi Adı: TESAM AKADEMİ
- Derginin Tarandığı İndeksler: TR DİZİN (ULAKBİM)
- Sayfa Sayıları: ss.271-292
- Galatasaray Üniversitesi Adresli: Evet
Özet
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.