A Study to Measure the Effect of Consumers' Consumption Styles on Compulsive Buying

Abstract

Purpose – The purpose of this research is to determine whether compulsive buying is affected by materialist consumption, hedonic consumption and conspicuous consumption formed by the consumption culture. In addition, based on the view that compulsive buying can cause serious economic and psychological problems for the consumer, another purpose of the research is to examine whether compulsive buying has an effect on post-purchase regret. Design/methodology/approach – The population of the research consists of undergraduate students of Bursa Uludağ University Faculty of Economics and Administrative Sciences. The survey method was used as data collection tool in the research. The analysis of the data was carried out with the SPSS 25.0 Program and the Smart PLS 3.0 program. Frequency and percentage analysis were performed to analyze the demographic characteristics of the participants in the research. PLS-Sem method was used to test the research model. Results – As a result of the research, it was determined that hedonic consumption and conspicuous consumption had a significant effect on compulsive buying, and materialist consumption did not have a statistically significant effect on compulsive buying. In addition, it was concluded that compulsive buying has a significant effect on post-purchase regret. Discussion – As a result of the research, considering the effect of hedonic consumption and conspicuous consumption on compulsive buying and the effect of compulsive buying on post-purchase regret, suggestions were made for consumers to become conscious about compulsive buying and for marketing practitioners to strategically manage compulsive buying.