Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

ALIŞVERİŞ VE MODA YÖNELİMİNDE İTİCİ GÜÇ OLARAK BENLİĞİ İFADE ETME VE MODA YENİLİKÇİLİĞİNİN DEĞERLENDİRİLMESİ

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  • Bahar TÜRK,
  • Tuğba YILDIZ
Bahar TÜRK
Dr. Öğr. Üyesi, Ondokuz Mayıs Üniversitesi
Tuğba YILDIZ
Öğr. Gör. Dr., Bayburt Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i5.1631

Yayınlanmış 2020-12-25

Anahtar Kelimeler

  • Fashion Innovativeness,
  • Self-expression,
  • Shopping Orientation,
  • Fashion Orientation
  • Moda yenilikçiliği,
  • Benliği İfade Etme,
  • Moda Yönelimi,
  • Alışveriş Yönelimi

Nasıl Atıf Yapılır

TÜRK, B., & YILDIZ, T. (2020). ALIŞVERİŞ VE MODA YÖNELİMİNDE İTİCİ GÜÇ OLARAK BENLİĞİ İFADE ETME VE MODA YENİLİKÇİLİĞİNİN DEĞERLENDİRİLMESİ. Business & Management Studies: An International Journal, 8(5), 4124–4156. https://doi.org/10.15295/bmij.v8i5.1631

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

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Özet

Moda endüstrisi için daha etkili adımların atılması ve ekonomik canlanma için alışveriş ve moda yönelimleri önemli etkenler olarak kabul edilmektedir. Bu anlamda ekonomi ve moda arasındaki bağ söz konusu iki değişkenin öncüllerinin araştırılmasını gerekli kılmaktadır. Ayrıca moda ve alışveriş yöneliminin doğru tespiti için bireylerin benlikleri ifade etme eğilimlilerinin ve sahip oldukları moda yenilikçiliğinin göz önünde bulundurulması gerekmektedir. Bu doğrultuda araştırmanın amacı moda yenilikçiliği ve benliği ifade etme değişkenlerinin; alışveriş yönelimi üzerindeki (alışverişten keyif alma, maliyet bilinci, gelenekçilik, pratiklik, planlama ve takip etme alt boyutları ile) etkileri ile moda yönelimi üzerindeki (moda liderliği, moda ilgisi, iyi giyimli olmanın önemi ve anti-moda tutum alt boyutları ile) etkisini belirleyerek, moda sektörünün baş aktörü olan tüketicilerin davranış kalıplarının anlaşılması ve bu doğrultuda sektöre önerilerde bulunulmasıdır. Bu amaç doğrultusunda, araştırma modeli yapısal eşitlik analizi ile test edilmiş; moda yenilikçiliği ve benliği ifade etmenin moda yöneliminin alt boyutlarının tamamı üzerinde etkili olduğu görülmüştür. Bununla birlikte moda yenilikçiliği, alışveriş yönelimi boyutlarından alışverişten keyif alma, maliyet bilinci ve planlama üzerinde etkili iken, benliği ifade etmenin alışverişten keyif alma ve planlama üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir.

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