Investigating Status Consumption, Fashion Orientation and Social Comparison as the Trigger Factors of Online Compulsive Buying
TESAM AKADEMİ, vol.10, no.1, pp.271-292, 2023 (TRDizin)
- 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.