Influences of need for uniqueness, social media and social peer on consumption status in generation y and z consumers in Turkey: the mediating role of social exclusion
Consumers mostly prefer products with the same functionality to be used as an indicator of status and wealth. It is essential to determine the motivations that drive consumers to status consumption. The purpose of this study is to determine the consumption habits of customers in generations Y an...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English English |
| Published: |
Elsevier Inc.
2021
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/94855/13/94855_Influences%20of%20need%20for%20Uniqueness_Acceptance%20letter.pdf http://irep.iium.edu.my/94855/14/94855_Influences%20of%20need%20for%20Uniqueness_In%20Press.pdf http://irep.iium.edu.my/94855/ https://doi.org/10.5281/zenodo.5495251 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Consumers mostly prefer products with the same functionality to be used as an indicator of status and wealth.
It is essential to determine the motivations that drive consumers to status consumption. The purpose of this
study is to determine the consumption habits of customers in generations Y and Z. The perceived social
exclusion, uniqueness need, social peer influence, social media intensity, and status consumption of
'consumers' are researched for this purpose. With the use of the online survey approach, 158 valid replies were
acquired between the 12th and 23rd of January 2021. Data was collected using an through online survey with
six part of questionnaire. This research discovered that social exclusion and the need for uniqueness have a
strong significant impact on status consumption. Furthermore, social peer influence has been found to have a
considerable significant effect on consumption status and social exclusion. To summarize, this study's sample
consisted solely of Turkish customers. It would be beneficial to conduct a comparative research with other
countries. Second, all of the participants belonged to the Y and Z generations. Their ages ranged from 19 to
39 years old. There are five variables in the structural equation model. Future studies could include a wider
range of variables. |
|---|