The Role of Materialism and Hedonic Consumption on Compulsive Buying Tendency: A Study on Female Consumers Buying Actual Products

Article Information
Journal: Business and Economics Research Journal
Title of Article: The Role of Materialism and Hedonic Consumption on Compulsive Buying Tendency: A Study on Female Consumers Buying Actual Products
Author(s): Emine Senbabaoglu Danaci
Volume: 11
Number: 4
Year: 2020
Page: 1069-1081
ISSN: 2619-9491
DOI Number: 10.20409/berj.2020.299
Abstract
Today’s consumers tend towards consumption through different motivations for different purposes. Observing that the consumers acting in line with their emotions are increasing day by day, increases the importance of the factors examined within the scope of the study. With this study, research was conducted on female consumers who purchase actual products. “Actual products” are product groups in different categories and brands that are periodically offered for sale in a limited number of days, determined for one or two days a week. Researches were done from a very limited number of marketing perspectives regarding the product group in question. However, it is an area with a very high demand and known to have a high market share. The aim of this study is to examine the effect of materialism and hedonic consumption tendency of female consumers buying actual products on compulsive buying tendency. Within the scope of the research, data were collected from 395 female consumers who were reached by convenience sampling method, using the survey technique. As a result of the study in which SPSS and SmartPLS package programs were used in the analysis of the data, it was found that the materialism and hedonic consumption tendency of female consumers who purchased actual products had a positive effect on the compulsive buying tendency.

Keywords: Compulsive Buying Tendency, Materialism, Hedonic Consumption Tendency, Actual Product

JEL Classification: M10, M31, C12

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