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LÜKS MARKA SATIN ALMA KARARININ OLUŞUMUNDA STATÜ ARAYIŞI VE SNOBBISH BANDWAGON İLİŞKİSİ

THE RELATIONSHIP OF STATUS SEEKING AND SNOBBISH BANDWAGON IN THE FORMATION OF LUXURY BRAND PURCHASING DECISION

Hüseyin Abdurrahman Kanıbir(istanbul atlas üniversitesi)0000-0002-4542-7919
Evrim Derinözlü(BAŞKENT ÜNİVERSİTESİ)0000-0002-1408-4386
Sayfa
547–566
Yayın Tarihi
2025-06-30
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Snobbish bandwagon değişkeni üzerinde belirleyici olan faktörlerin ise; sosyal hayatın doğal akışı içerisinde tüketicilerin gösteriş yapmaya olan talebi ve ayrıca popüler olmaya yönelik talepleri olarak tespit edilmiştir.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Snobbish bandwagon etkisi literatürde kendine yeni yer bulmuş, özellikle lüks tüketimde etkisi anlaşılmaya çalışılan bir kavramdır.
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Temel Bulgular & Veri:Literatürde yer alan araştırmalar bu etkinin kavramsal açıklamasını yapmaktadır.
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Sonuç & Katkı:Snobbish bandwagon değişkeni üzerinde belirleyici olan faktörlerin ise; sosyal hayatın doğal akışı içerisinde tüketicilerin gösteriş yapmaya olan talebi ve ayrıca popüler olmaya yönelik talepleri olarak tespit edilmiştir.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:tüketici · lüks marka · Satınalma Kararı

Özet

Snobbish bandwagon etkisi literatürde kendine yeni yer bulmuş, özellikle lüks tüketimde etkisi anlaşılmaya çalışılan bir kavramdır. Literatürde yer alan araştırmalar bu etkinin kavramsal açıklamasını yapmaktadır. Çalışmamız bu etkiyi bir anket çalışması ile ölçümlemektedir. Elde edilen veriler, SPSS programı aracılığıyla analiz edilmiştir. Bu çalışma lüks marka satın alma kararlarının oluşumunda statü arayışı ve snobbish bandwagon ilişkisini açıklamak için yapılmıştır. Analiz sonuçlarına göre; snobbish bandwagon faktörü ile lüks marka satın alım niyeti arasında pozitif ilişki olduğu bulgulanmıştır. Snobbish bandwagon değişkeni üzerinde belirleyici olan faktörlerin ise; sosyal hayatın doğal akışı içerisinde tüketicilerin gösteriş yapmaya olan talebi ve ayrıca popüler olmaya yönelik talepleri olarak tespit edilmiştir. Araştırmanın bulguları, ilgili literatür kaynakları taramaları ve uygulamaya dönük çıkarımlar üzerinden tartışılmıştır.

Abstract

The snobbish bandwagon effect is a concept that has recently found its place in the literature, especially in luxury consumption. Studies in the literature provide a conceptual explanation of this effect. Our study measures this effect with a survey. The data obtained were analyzed through SPSS software. This study was conducted to explain the relationship between status seeking and snobbish bandwagon in the formation of luxury brand purchase decisions. According to the results of the statistical analysis, it was found that there is a positive relationship between the snobbish bandwagon factor and luxury brand purchase intention. The determinants of the snobbish bandwagon variable were found as the demand of consumers to show off in the natural flow of social life and also their demand to be popular. The findings of this study are discussed through literature reviews and practical implications.

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Bu Makaleye Atıf Yap

Kanıbir, H. A., Derinözlü, E. (2025). LÜKS MARKA SATIN ALMA KARARININ OLUŞUMUNDA STATÜ ARAYIŞI VE SNOBBISH BANDWAGON İLİŞKİSİ. NİŞANTAŞI ÜNİVERSİTESİ SOSYAL BİLİMLER DERGİSİ, Cilt: 13 Sayı: 1, 547–566. https://doi.org/10.52122/nisantasisbd.1657970

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