AN INVESTIGATION OF THE EFFECT OF SELF-ESTEEM ON SELF-GIFTING CONSUMER BEHAVIOR

Abstract

The idea that gifting can be directed not only between individuals but also toward self is discussed in the consumer behavior literature. People can make purchases for themselves outside of their routines for the purposes of reinforcing positive situations or getting rid of negative situations. Studies conducted on factors affecting this phenomenon, which has been proven in different studies, will contribute to understanding this aspect of consumer behavior, which has not been studied much, and to develop recommendations for businesses in this regard. In this study, after the literature review on the subject, the "self-esteem" variable, which is known to be an important factor in predicting behaviors in various theories, as a variable that affects self-gifting behavior, is examined. In order to test the effects of self-esteem on self-gifting behavior, primary data were collected using convenience sampling method in Kırıkkale province and the main hypothesis of the research which is “self-esteem affects the self-gifting behavior” is tested. As a result of the research, it was determined that self-esteem is a variable, affecting all dimensions of self-gifting behavior. Finally, the research results were interpreted and recommendations were developed for firms and researchers.