THE MEDIATING ROLE OF STATUS CONSUMPTION ON THE IMPACT OF MATERIALISM ON IMPULSE BUYING BEHAVIOR

Abstract

The main purpose of this study is to examine whether status consumption has a significant mediating effect on the effect of materialism on impulse buying behavior. In addition to this main purpose, the study aims to examine the effects of materialism and status consumption on impulse buying behavior and materialism on status consumption. The scope of the research consisted of 18 year and older consumers living in Diyarbakır province. Therefore, the research was limited to the province of Diyarbakır. In the study, data from a total of 472 participants were collected with the help of face to face survey method benefiting from convenience sampling method, one of the non-random sampling methods. In the analyses of the data within the context of the study, the programs such as arithmetic mean, standard deviance, frequency distribution, reliability analysis, exploratory factor analysis, variance analysis and regression analysis were made use of. During the process of the analyses, SPSS 22.0 packet statistical program was used. As a result of the exploratory factor analysis applied in the study, it was determined that the scales of status consumption and impulse purchasing have a unidimensional structure, and the materialism scale has a two-dimensional structure in the form of happiness and wealth. However, as a result of the reliability analysis performed, it was determined that the research variables have a high degree of reliability. In the study, it was determined that the status consumption level of the consumers was 2.58, the general level of materialism was 2.91, the level of happiness and wealth dimensions of materialism was 3.28 and 2.43, and the impulse purchase level was 2.48. As a result of regression analyses carried out in the study, the happiness and wealth which composed the sub-dimensions of materialism have a meaningful and positive effect on the status consumption and the impulse purchase. Moreover, the status consumption also has a meaningful and positive effect on the impulse purchase. However, in the study, it was determined that status consumption has a significant mediating effect on the effect of materialism's happiness and wealth dimensions on impulse buying behavior