GÖSTERİŞÇİ TÜKETİMİN VE MOTİVASYONLARININ YAŞ KUŞAKLARI EKSENİNDE İNCELENMESİ

Conspicuous consumption is one of the oldest subjects of consumer behavior. From Veblen to now, researchers reveal that people reach the identities and characters they desire with the products they choose. In this study, the conspicuous consumption of the consumers has been handled within the context of Veblen's Theory of the Leisure Class and a generational comparison has been made. The aim of this research is to reveal the basic motivations of conspicuous consumption and the relationship between these motivations, to understand the change of this structure according to generations. In the scope of the research; Questionnaires were collected from 477 people between 20 July - 15 October 2019 using online and face-to-face survey methods. The obtained data was analyzed using the SPSS and AMOS package programs by using chi-square analysis, frequency analysis, independent t-test, MANOVA test, exploratory factor analysis, confirmatory factor analysis and path analysis. Structural equation modelling determined that the need for social acceptance and seeking status in consumers positively affected the conspicuous consumption, while the sensitivity of prestige negatively affected their conspicuous consumption. While no significant difference was observed in the conspicuous consumption trend according to the gender and income of the consumers, significant results were obtained regarding the age variable. The results of the research were discussed within the framework of the findings.