GÖSTERİŞÇİ TÜKETİM, SOSYAL MEDYA BAĞIMLILIĞI NARSİSİZM VE EMPATİ ARASINDAKİ İLİŞKİNİN İNCELENMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA
Date
2022-01-19
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Abstract
Bu araştırma üniversite öğrencilerinin gösterişçi tüketim davranışları, sosyal medya
bağımlılıkları, empati ve narsistik özellikleri arasındaki ilişkinin ortaya çıkarılmasını
hedeflemiştir. Nicel araştırma yaklaşımlarından kesitsel tarama yöntemi kullanılmış,
katılımcılardan anket ile veri toplanmıştır. Bu çalışmada kolayda örnekleme stratejisi
kullanılmış, Türkiye’nin çeşitli üniversitelerinde ön lisans, lisans, yüksek lisans ve
doktora seviyesinde öğretim gören 1260 öğrenci ankete çevrimiçi olarak katılmıştır.
Cevaplarında eksiklik olan 45 anket çıkarılarak 1215 kişi ile analize devam edilmiştir.
Önceden geliştirilmiş ölçeklerin güvenilirlik analizi, faktör analizi yapılmış, hipotezler
regresyon (process) analizi ve t-testi ile test edilmiştir. Yapılan yapısal eşitlik
modellemesi sonucunda sosyal medya bağımlılığı ile gösterişçi tüketim arasında
pozitif yönlü orta bir ilişki; empatik düşünme eğilimi arasında negatif yönlü zayıf bir
ilişki; narsisizm arasında pozitif yönlü orta bir ilişki bulunmaktadır. Ayrıca gösterişçi
tüketim ve empatik düşünme eğilimi arasında negatif yönlü zayıf bir ilişki; narsisizm
arasında pozitif yönlü orta bir ilişki bulunmaktadır. Son olarak ise empatik düşünme
eğilimi ile narsisizm arasında negatif yönlü zayıf bir ilişki tespit edilmiştir. Gösterişçi
tüketim ve sosyal medya bağımlılığı kavramları alanda çalışılmış olsa da empati ve
narsisizm gibi kavramlar üzerine yapılan araştırmalar sınırlıdır. Bu açıdan
değerlendirildiğinde çalışma empati ve gösterişçi tüketim kavramlarının birlikte ele
alınması açısından önemlidir.
Description
An Examination of the Relationship among Conspicuous
Consumption, Social Media Addiction, Narcissism, and Empathy: A Research on
University Students
ABSTRACT: The main purpose of this study was to reveal the relationship among the levels of conspicious consumption behavior, social media addiction, narcissistic characteristics, and empaty for university students in Turkey. Cross-sectional method, which is one of the quantitative research approaches, was used, and the data was collected from the participants through the survey method. In this study, by using a convenience sampling strategy, a total number of 1260 students that had been receieving education in various universities of Turkey at different levels (i.e. undergraduate, graduate, master, and doctoral levels) participated online. 45 questionnaires with incomplete answers were excluded and the analysis was continued with 1215 participants. Reliability analysis and factor analysis of previously developed scales were performed, and hypotheses were tested with regression (process) analysis and t-test. As a consequence of the structural equation modeling, it has been observed that social media addiction has a moderate positive relationship with conspiciuous consumption; a weak negative relationship with empathic thinking tendency, and a moderate positive relationship with narcissism. In addition, a weak negative relationship between conspicuous consumption and empathic thinking tendency and a moderate positive relationship between narcissism and conspicuous consumption have been found. Finally, there is a weak negative relationship between empathic thinking tendency and narcissism. Eventhough the concepts of conspicuous consumption and social media addiction are studied in the field, studies on concepts such as empathy and narcissism are limited. When considered from this point of view, the study is significant in terms of handling the concepts of empathy and conspicuous consumption together.
ABSTRACT: The main purpose of this study was to reveal the relationship among the levels of conspicious consumption behavior, social media addiction, narcissistic characteristics, and empaty for university students in Turkey. Cross-sectional method, which is one of the quantitative research approaches, was used, and the data was collected from the participants through the survey method. In this study, by using a convenience sampling strategy, a total number of 1260 students that had been receieving education in various universities of Turkey at different levels (i.e. undergraduate, graduate, master, and doctoral levels) participated online. 45 questionnaires with incomplete answers were excluded and the analysis was continued with 1215 participants. Reliability analysis and factor analysis of previously developed scales were performed, and hypotheses were tested with regression (process) analysis and t-test. As a consequence of the structural equation modeling, it has been observed that social media addiction has a moderate positive relationship with conspiciuous consumption; a weak negative relationship with empathic thinking tendency, and a moderate positive relationship with narcissism. In addition, a weak negative relationship between conspicuous consumption and empathic thinking tendency and a moderate positive relationship between narcissism and conspicuous consumption have been found. Finally, there is a weak negative relationship between empathic thinking tendency and narcissism. Eventhough the concepts of conspicuous consumption and social media addiction are studied in the field, studies on concepts such as empathy and narcissism are limited. When considered from this point of view, the study is significant in terms of handling the concepts of empathy and conspicuous consumption together.
Keywords
public relations and advertising