COMMODITY SHINES IDENTITY: AN ANALYSIS OF CONSPICUOUS CONSUMPTION IN RELATION TO SELF-IMAGE CONGRUENCE AND MATERIALISM
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Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Varazdin Development & Entrepreneurship Agency
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The purpose of this study is to test a model with direct and indirect effects of self-image congruence and materialism on conspicuous consumption. There are several studies investigating different aspects of these concepts, yet interrelations are not adequately explored. Research data is gathered using an online 5-point Likert questionnaire. E-mail invitations for participating the survey were sent to university personnel and public servants, and 561 attendants from different towns in Turkey replied the call. Structural equation modelling is used to test the hypothesis and reveal the relationships between mentioned constructs. The results exhibit that self-image congruence and materialistic values are positively related to conspicuous consumption, and materialism mediates the relationship between self-image congruence and conspicuous consumption. Findings shed light on conspicuous consumption from a socio-psychological viewpoint by involving self-concept and materialistic value system. This study has an extensive perspective to indicate clear practical results on product choice, yet it is inspirational for further studies with elaborative product categories.
Açıklama
18th International Scientific Conference on Economic and Social Development (ESD) - Building Resilient Society -- DEC 09-10, 2016 -- Zagreb, CROATIA
Anahtar Kelimeler
conspicuous consumption, consumer behaviour, materialism, self-image congruence, symbolic consumption
Kaynak
Economic and Social Development (Esd)
WoS Q Değeri
N/A
